Investigating communication networks contextually: Qualitative network analysis as cross-media research

Abstract

Th is article introduces the approach of contextualised communication network analysis as a qualitative procedure for researching communicative relationships IntroductionTh e idea of a "network" has become a commonplace in work on media and communication, one that goes beyond the idea of the internet as a "network of networks". For example, it also involves the "networking" of digital media. Th e use of this concept of "network" has Investigating communication networks contextuallyQualitative network analysis as cross-media research Andreas Hepp, Cindy Roitsch, and Matthias BergMedieKultur 60 88 Andreas Hepp, Cindy Roitsch, and Matthias Berg Article: Investigating communication networks contextually also developed extremely rapidly in qualitative studies in media and communication; there is hardly a single article dealing with current phenomena in this area that does not allude in one way or another to the idea of "network". Th is is also the case with so-called "crossmedial media research" in which the reconstruction of "polymedia" (Madianou, 2014) networks is repeatedly treated as a way to analyse human communicative relationships across a variety of media. By contrast, it has to be said that there is very little in the way of network analysis in qualitative work on media and communication if, by this, one understands an enterprise possessing its own qualitative instruments that can deal with network structures and practices. Th is becomes even clearer if we move beyond qualitative studies devoted to the social networks formed by media actors and consider communication networks that arise through the media.On this basis, we wish to present here our approach to contextualised communication network analysis, using a recent study we made of the communication networks and mediatised conceptions of social community among young people. We develop our argument in four steps. First, we will present the current state of discussion on qualitative network analysis in studies of communication and media. Th en, we will present a general outline of our approach to contextualised communication network analysis. Following this, we will elaborate the potential of this approach as well as the challenges that it faces. We conclude by stating the reasons for our belief that qualitative (communication) network analysis represents an approach that off ers a promising, but neglected, avenue for work in communication and media.

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