Abstract
In this paper, we share our experience of using a cultural lens to analyse two countries' digital discourse across consumer forums, news and social media. Analysing myriad conversations on topics ranging from politics to sports, entertainment, relationships and parenting reveals the rich cultural tapestry of Singapore and the UK. It puts a spotlight on the synergistic possibilities of fusing the width of digital data, with the depth of qualitative thinking.
Overview
The essence of online data, whether it is social media or consumer forum conversation, is that it is a spontaneous conversation, which in itself provides insights into what...