La investigación social aplicada en redes sociales. Una innovación metodológica para el análisis de los «Me gusta» en Facebook

Pilar  Parra Contreras; Ángel J. Gordo López; Sergio  D’AntonioMaceiras

doi:10.4185/RLCS-2014-1008

Authors

Pilar Parra Contreras Complutense University of Madrid https://orcid.org/0000-0001-6119-5110
Ángel J. Gordo López Complutense University of Madrid http://orcid.org/0000-0003-4493-2910
Sergio D’AntonioMaceiras Complutense University of Madrid http://orcid.org/0000-0001-8320-0902

DOI:

https://doi.org/10.4185/RLCS-2014-1008

Keywords:

Consumption, Facebook, Likes, sociocultural model, road safety

Abstract

Facebook is already part of our social imaginary. Its notoriety has grown exponentially in the Age of Big Data. This article illustrates some of the ways in which social networks might function as a major resource of information for social research. These possibilities are illustrated through the case study of groups of people who drive under the influence of alcohol and drugs. Method. This study is based on quantitative and qualitative tools: a short online survey questionnaire made accessible through Facebook, which allows the obtaining of quantitative primary data, and the qualitative analysis of the Facebook Likes (215,232) of the survey participants (n=1,437). Results. The analysis shows that three risk groups (high, medium, low) can be differentiated among participants based on their driving patterns under the influence of alcohol and drugs and on the basis of the life styles, which they reflect through theirFacebookLikes, and of classical structural variables. In particular, the high-risk group exhibits preferences and tastes that are closer to social discontent and resistance, and it is the group with the lowest educational level and the highest rate of casual employment. Conclusions. This research study shows the usefulness of social networks in the socio-demographic and cultural characterisation of risk groups, which must be a preliminary step to the design and dissemination of prevention and awareness-raising campaigns.

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Author Biographies

Pilar Parra Contreras, Complutense University of Madrid

Pilar Parra Contreras holds a Doctoral degree in Information Sciences (Department of Sociology VI, Public Opinion and Mass Culture) and has completed Postgraduate studies in Theory and Practice of Market Research, at the School of Political Science and Sociology of the Complutense University of Madrid (Spain).

Professor at the Department of Sociology IV of the School of Political Science and Sociology of the Complutense University of Madrid.Collaborator in different Master’s degree programmes offered by the same university.
Researcher in the areas of socialisation and new technologies, communication theory, gender and social issues, and social research methodology.

Member of the Complutense Institute of Sociology for the Study of Contemporary Social Transformations (TRANSOC). Co-director of the research group on Digital Culture and Social Movements (www.cibersomosaguas.net)of the Complutense University of Madrid, linked to the research line on social mobility.
Participated in several R&D projects and applied research studies commissioned by various agencies and institutions. Co-author of different collective books and articles published in scientific journals.

Ángel J. Gordo López, Complutense University of Madrid

Doctor in Social Psychology by the University of Manchester (1995).Former Professor at the University of Bradford, Great Britain (1994-1999), andat the University of Western Nepean, Sydney (1998).

Honorary Research Fellow of the Discourse Unit research group (1998).Visiting Professor at the University of San Juan de Puerto Rico in 1999.Full Professor since 2002 at the Department of Sociology IV (Social Research Methodology) at the School of Political Science and Sociology from the Complutense University of Madrid (UCM), where he also served as Vice Dean of Students’ Affairs (2000-2002) and Director of Colegio Mayor Santa María de Europa (2005-2006).

Coordinator, in the last ten years, of the consolidated research group Cibersomosaguasof the Complutense University of Madrid, specialised in methodological developments in the study of digital culture in virtual and organisational environments.
Within this research group, he coordinates the research line on social mobility, which has developed various applied research projects for various agencies and institutions, including RENFE, UNESPA and DGT.

He has given courses and lectures in Australia, South Africa, Germany, England, France, Finland, Puerto Rico, Venezuela and in Spanish universities and research centres. Author of several books and articles published in national and international journals of social sciences.

Current director of Teknokultura(www.teknokultura.net). Lecturer in various national and international Master’s degree programmes in issues related to technology and social change, social mobility, vehicle culture, and qualitative methods.

Sergio D’AntonioMaceiras, Complutense University of Madrid

Sergio D’AntonioMaceiras holds a Bachelor’s degree in Sociology, a Master’s degree in Socio-cultural Analysis of Knowledge and Communication from the Complutense University of Madrid (2010).

Lecturer in the Master’s degree in Communication, Culture and Citizenship of the Rey Juan Carlos University and the MediaLab of Madrid.

Computer technician,since 2010, at the School of Political Science and Sociology.

Editorial secretary at the journal Política y Sociedad.Experience in teaching and educational innovation projects, in which his main areas of research are culture and free software, collaborative knowledge, and scientific journals.

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