Purpose:
The purpose of this paper is to assess whether the temporal evolution of the normalized web distance (NWD) between significant terms concerning, e.g., a case of online activism can be used as a meta-data technique to measure evolution over time of, e.g., progress or decline of social empowerment.
Design/methodology/approach:
The NWD between two terms has been identified as a quantitative measure for semantic proximity, ascertaining a defining relation between them. A trend analysis is made by performing on the internet a time window restrained series measurement of NWD of all combinations of key-terms and classifier-terms. Case defining key-terms, positive and negative discourse polarizing classifier-terms, and neutral classifier-terms for negative control need to be determined by discourse analysis of information on a targeted case. An example of NWD evolution from 1994 until 2013 is presented to measure the empowerment effects of the Wirikuta online movement on the Huichol people in Mexico.
Findings:
The application of the NWD temporal evolution method to the Wirikuta case shows a slight but significant semantic change of the key-terms with respect to some of the positive and negative classifier-terms. The neutral classifier correctly shows no significant distance variation, as required for valid application of the method. The method provides indications for a complex image of empowerment of the Huichol identity.
Research limitations/implications:
The accuracy of the method is limited due to short-term and between-user variability of the search tool’s page counts. More reliable access to a web-index will be required for more accurate NWD-based trend analysis.
Practical implications:
The monitoring of temporal NWD evolution provides a potential tool for more comprehensive trend description compared to classical frequency based methods.
Originality/value:
Trend analysis is key to internet research, to which the temporal NWD method provides an innovative contribution.
CORE (COnnecting REpositories)
CORE (COnnecting REpositories)