A study of web content analysis on cultural heritage

A Study of Web Content Analysis on Cultural Heritage

VALERIANO PIÑEIRO NAVALVALERIANO PIÑEIRO NAVAL

TEEM´14 DOCTORAL CONSORTIUM A STUDY OF WEB CONTENT ANALYSIS ON CULTURAL HERITAGE

IntroductionIntroduction

• Tourism industry has generated 9% of World

Gross Domestic Product in 2012 (World Tourism

Organization, 2013). In Spain: 10.8% (Spanish

Institute of Tourism Studies, 2013).

Valeriano Piñeiro Naval

• Internet audience is around 34.3% of the world’s

population (Internet World Stats, 2014). In Spain:

59% (Spanish Association of Communication

Research, 2014).

Theoretical SchemeTheoretical Scheme



COLECTIVE

IDENTITY

PLACE OR

REGION

CULTURAL

HERITAGE

CULTURAL

TOURISM

SO CIALIDENTIT

YTHEO RY

FRAMING

THEO RY

AESTHETICSINF.

ARCH.USABILIT

Y

WEBSITE

S


Objectives Objectives


• 1st Goal: identify the elements of the Spanish

cultural heritage that are transmitted further

through municipal sites, and quantify the

approaches most commonly used (local vs.

global).• 2nd Goal: observe the main design features

(aesthetics, information architecture and

usability), and detect patterns in the way of

spreading the municipalities’ cultural identity.


ObjectivesObjectives


CONTENT

DESIGN


Method: Web Content AnalysisMethod: Web Content Analysis


• Content analysis is a research technique for

discovering the DNA of media messages (Igartua,

2006). • It is especially appropriate and necessary for the

central work of researchers in communication,

and in particular to those who are studying mass

communication: analysis of messages (Lombard,

Snyder-Duch & Campanella, 2002).


Method: Steps in Process Method: Steps in Process (McMillan, 2000) (McMillan, 2000)


• 1st: propose research questions or hypothesis. • 2nd: select the sample from a population or

universe.• 3rd: define the categories of analysis.

• 4th: analyze the content and the check the

reliability.• 5th: interpret the data obtained during the process.


Step 1: Research Questions Step 1: Research Questions


• RQ1: What elements of heritage and cultural

tourism are highlighted in the website content of

the municipalities in Spain?

• RQ2: Which approach is given to the identity of the

municipalities in terms of cultural heritage and

tourism through their websites?


Step 1: Research Questions Step 1: Research Questions


• RQ3: Which regions of the country perform wider

dissemination of cultural heritage through the

websites of their major cities?

• RQ4: How websites are designed in terms of visual

appearance, information architecture and

usability?


Step 2: Sample of ContentsStep 2: Sample of Contents


• The sample: N=500 municipal websites (43.32% of

Spanish population).• The sampling strategy was multistage:

1st: the universe was stratified by provinces (50 in total).2nd: 1 critical case as each province has been intentionally selected, the website of the capital.3rd: a random sample of 9 more provincial municipalities was performed (>1.000 inhabitants).


Step 3: CodebookStep 3: Codebook


• The codebook consists of 129 items related to the

two dimensions of a website: content and design.

• Content items: variables related to general

information, heritage (cultural and natural) and

tourism information.• Design items: variables related to aesthetics,

information architecture and usability.


Step 4: CodingStep 4: Coding


• The coding procedure was undertaken by 4

analysts who were previously trained in the

research methodology.• The coding period was since February 24 until

April 11, 2014.• It was necessary to devote 220 hours to the

coding, between 26 and 27 minutes on average

for each website.


Step 4: Intercoder Reliability Step 4: Intercoder Reliability


• The reliability of the process was measured by

analyzing 60 websites (12%), randomly selected.

• By means of Krippendorf’s alpha coefficient

(Hayes & Krippendorff, 2007; Krippendorff, 2004),

the average of variables amounted to

Krippendorf’s α=.74, value that indicates an

acceptable reliability.


Step 5: ResultsStep 5: Results


• The next steps will be the interpretation of data

obtained and the elaboration of research report.

• We expect to find interesting results to share with

academic community.


ContributionsContributions


• Theoretical contribution: develop a conceptual

framework, based on Social Identity Theory and

Framing Theory, for diagnose approaches of

cultural identities through institutional websites.• Methodological contribution: design a strategic,

systematic, objective and quantitative web

analysis protocol of a large and representative

sample.

In Salamanca, October 1, 2014


AcknowledgmentsAcknowledgments

• This study is part of a project titled “Cultura l

he rita g e in Dig ita l So c ie ty . A s tudy o f its d iffus io n

thro ug h the Inte rne t” , financed by the Historical

Heritage Foundation of Castile and Leon, Spain.

Education

A study of web content analysis on cultural heritage