Data analysis

This chapter presents Thick Big Data, a methodological framework that merges quantitative Big Data analysis with qualitative research to study digital environments in the social sciences. Addressing the limitations of Big Data, this approach provides a nuanced understanding of online communities by combining large-scale data analysis with deep qualitative insights. Through a case study on #MGTOW and #feminism Twitter communities, the case demonstrates how this integrated method uncovers complex social dynamics, offering comprehensive insights that neither quantitative nor qualitative methods can achieve alone. Thick Big Data exemplifies a novel, holistic approach to understanding the multifaceted nature of digital social interactions.