Big Data and Business Intelligence on Twitter and Instagram for digital inclusion

Barroso-Moreno, Carlos, Rayon-Rumayor, Laura and García-Vera, Antonio-Bautista Big Data and Business Intelligence on Twitter and Instagram for digital inclusion. Comunicar, 2023, vol. 31, n. 74, pp. 49-60. [Journal article (Paginated)]

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English abstract

Social media can contribute to an inclusive society, but they are also asymmetrical and polarised communication spaces. This requires competent teachers to build critical digital citizenship. The aim of this article is twofold: to present web scraping and text analytics as tools that define teachers' digital competences, and to investigate which posts on Twitter and Instagram are most viral in relation to education, disability and inclusion. A total of 48,991 publications in Spanish and English were analysed, corresponding to the period from 13 October 2021 to 1 May 2022. The 100 most viral posts were selected, and correlations were identified between the sentiment, gender and influence associated with the content, its temporal and geographic space. The results show that economic and political influence groups are the most viral, relegating non-profit organisations or individuals with altruistic outreach to second place; only on international days is this trend reversed. Bots do not interfere to impose messages; it is artificial intelligence algorithms that overshadow vindictive and humanistic content. The most influential people are predominantly male, associated with institutional accounts in the political sphere. It is concluded that Big Data and Business Intelligence tools help teachers to analyse relevant educational and social issues, and to acquire a collective ethic in the face of new educational challenges.

Spanish abstract

Las redes sociales pueden contribuir a una sociedad inclusiva, pero también son espacios de comunicación asimétricos y polarizados. Ello requiere de un profesorado competente para la construcción de una ciudadanía digital crítica. Este artículo tiene un doble objetivo, presentar las técnicas «Web scraping» y «text analytics» como herramientas que definen competencias digitales docentes, e indagar sobre qué publicaciones, en Twitter e Instagram, son más virales en relación con educación, discapacidad e inclusión. Se analizaron 48.991 publicaciones en español e inglés, correspondientes al periodo del 13 de octubre de 2021 al 1 de mayo de 2022. Se seleccionaron las 100 más virales, e identificaron las correlaciones entre el sentimiento, género e influencia asociado al contenido, su espacio temporal y geográfico. Los resultados evidencian que los grupos de influencia económica y política son los más virales, relegando a un segundo plano a las organizaciones sin ánimo de lucro o particulares con difusión altruista; solo en los días internacionales se invierte esta tendencia. Los «bots» no interfieren para imponer mensajes, son los algoritmos de inteligencia artificial los que opacan contenido reivindicativo y humanístico. Las personas más influyentes tienen una prevalencia de género masculino asociadas a cuentas institucionales de ámbito político. Se concluye que las herramientas de «Big Data» y «Business Intelligence» ayudan al profesorado a analizar temas educativos y sociales relevantes, y a adquirir una ética colectiva frente a los nuevos retos educativos.

Item type: Journal article (Paginated)
Keywords: Social network analysis; Big Data; education; disability; digital inclusion; influence groups; Análisis de redes sociales; Big Data; educación; discapacidad; inclusión digital; grupos de influencia
Subjects: B. Information use and sociology of information > BJ. Communication
G. Industry, profession and education.
G. Industry, profession and education. > GH. Education.
Depositing user: Alex Ruiz
Date deposited: 09 Jan 2023 06:31
Last modified: 09 Jan 2023 06:31
URI: http://hdl.handle.net/10760/43879

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