In order to develop the best practices for collecting and analyzing data on short video platforms, Gregor Wiedemann‘s Media Research Methods Lab at the HBI is participating in a Helmut Schmidt University project examining the German Armed Forces’ representation on TikTok and YouTube.
The starting point of the project at Helmut Schmidt University, led by Prof. Dr. Cristina Besio, is the observation that the German Armed Forces are facing an equipment and personnel problem in the wake of changing times. When it comes to recruiting, the use of financial resources is crucial, as is the image of the German Armed Forces among the population, especially young people. Editorial news in traditional media no longer solely contributes to forming opinions among young people; rather, it is how this news is processed on social media that matters most. This project examines how the Bundeswehr is portrayed and received in user comments on short video platforms like TikTok and YouTube. The goal is to answer the following questions: Which actors shape the image of the Bundeswehr? What content related to the Bundeswehr is posted on these platforms? How do users interact with and comment on this content? (Likes, comments, and reshares).
The HBI is supporting the answer to these research questions by developing best practices for collecting and analyzing data on short video platforms. As part of the contract, large amounts of data will be collected and evaluated. The goal is to collect data from approximately 250 accounts and 10,000 videos on TikTok and YouTube. This data will include account information, video data, and user comments on the search term “Bundeswehr” or the hashtag “#Bundeswehr.”
Photo by Markus Spiske auf Unsplash
