Development of a New Research Method Using an Open Source Plugin for Web Analytics Software to Measure Online Selective Exposure in Naturalistic Settings

• In Event: Methodological Advances in Mass Communication Research

Abstract

Measuring audiences’ selective exposure to media content in naturalistic settings constitutes an important methodological challenge in communication research that has only partly been resolved so far. In this paper we present a new methodological approach that is based on custom web analytics software. This method allows for the tracking of selective exposure to regular online content, and facilitates the integration of selective exposure data with online survey data. We programmed a plugin for the web analytics software Piwik to create an interface for using this freely available open source software as scientific research tool. After discussing the methodological background for creating this tool, we provide a step-by-step instruction for implementation by other researchers – specifically concerning the integration of Piwik with online content and survey software as well the merging of tracking and survey data on a case-by-case basis. Research applications, advantages and limitations of the new research tool are discussed.

Authors

• Dominik Johannes Leiner, LMU Munich

• Sebastian Scherr, LMU Munich

• Anne Bartsch, LMU Munich