Searching for Theoretical Foundations of Using Social Media Analytics to Analyze Public Consciousness Through Correlation With Survey Data (Based On Healthcare Research)

Background. Today, social media analytics is a relevant and promising method in social research. Trends in using analytical results indicate that they are increasingly seen as a reflection of public consciousness. At the same time, research that explores social media analytics from the perspective of public consciousness lacks a theoretical basis. This article responds to this need. Objective. To provide a theoretical framework that identifies conceptual intersections and differences between social media analytics and traditional quantitative survey methods—which are better understood in terms of representing public consciousness— across six axes. Results. The following axes were determined using general logical methods and by literature review of healthcare studies: freedom of expression / formalization; immersion in digital infrastructure (sampling bias based on accessibility); motivation and depth of engagement (expertness); means of expression (number of modalities); time (temporal dynamics and retrospectivity); and the specific features of authors/ respondents. For the latter axis, an approach is provided based on the representation of people with specific socio-psychological profiles in samples and/or belonging to distinct information bubbles. Conclusion. A figure where survey correlates with social media data is presented. A number of framework’s principles are supported by arguments, and future research directions for its validation are outlined.

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