As a mixed-method researcher, I blend my expertise and creativity with quantitative, qualitative methods, and big data analytics to identify emerging patterns, and usage, and uncover user insights. My research interests are around the intersections of under-represented communities, technology, social justice, media innovation, and activism with a focus on societal and global challenges. My research focuses on both qualitative and quantitative methods for processing large amounts of textual and other forms of big data – mainly political, child protection, health texts, and social media – and the methodology behind text mining.
As a computational social scientist, I make use of big data and analytics to understand the effects of new media on society and organizations. Specifically, my research endeavors are on user engagement in online environments and how user-generated content influences change in attitude, opinions, perceptions, and behavior in child protection, health, race, civic activism, and politics. My research employs quantitative, qualitative, as well as latest analytics techniques. I have communicated my research findings in peer-reviewed journal publications, conference presentations, invited talks and lectures, and media stories in the popular press.
The key goal of any research program should be furthering knowledge that is meaningful and centered on advancing human and societal well-being. Being fascinated by communication technologies due to their potential for connecting people across distances, my research is shaped by my quest for understanding how media affects its audiences. The pervasive use of emerging media technologies including social media has led to new realities and understanding them well holds great importance for me. In the age of big data, understanding of emerging issues should be grounded in theoretical frameworks.
I believe that researchers should be open to diverse perspectives. This includes diversity in the research methods and theoretical constructs. My research philosophy is shaped by my inner desire to make a difference in the field of communications for social change. I strive to research topics that are meaningful and attain great satisfaction in trying to answer questions about issues that impact us all.
My research program is based on three core tenets: (i) Engagement, (ii) Relevance, and (iii) Integrity. It is very important for research to not only be engaging and interesting for the researcher but also conceived in a way that excites the researcher. I find research issues that bridge my academic and industry experiences very stimulating.
In terms of relevance, research should be relevant to the needs of the times and aligned with a vision for the future. We often encounter research that may be useful for some but does not address the pressing needs of what matters to the wider society, industry, and practitioners. Research has to play a role in the advancement of meaningful knowledge. In this regard, I believe that media use should also be understood in a balanced way to involve attention and exposure to a full range of traditional and digital sources of information, news, and entertainment.
Lastly, meaningful research must hinge on the principles of integrity in all stages of the process. I view research integrity as directly translating into work that is based on the highest standards of excellence. High research quality must be reflected in novel data collection procedures, superior analysis, and interpretation. Moreover, a clear understanding of the research roles when collaborating on projects is of great importance. Group work can prove daunting if responsibilities are not clearly spelled out. I truly believe that effective collaboration depends on effective communication amongst members.
Emerging media technology, more so social media use is already visible in a range of fields including health, government, journalism, education, non-profit, advocacy, public relations, and risk communication. I see a common element that binds these different areas—how users engage with others in inspiring positive social and behavior change. The future is exciting and is set to present a myriad of challenges and opportunities that I wholeheartedly aim to embrace.
As a result, I have developed a plan for an exciting program of future research that focuses on the intersections of under-represented communities, new media technology, and non-profit management with a focus on inspiring social change, especially on health, child protection, and social justice. To this end, I continue to cultivate international collaborative relationships that will facilitate the development of a research program that is driven by questions of scientific and social importance.
Citations: https://scholar.google.com/citations?view_op=list_works&hl=en&hl=en&user=fE9Cv1sAAAAJ
Dr. Aggrey Willis Otieno 