The 360° interview methodology: A qualitative research methodology in understanding digital media behavior and interpersonal dynamics

Abstract

Mobile devices such as smartphones, tablets and laptops are seamlessly integrated into our daily routines and have been reshaped the organization of our lives and communication patterns (Deuze, 2011; Vanden Abeele et al., 2018). Before the integration of mobile devices, distinct boundaries delineating various social contexts clearly defined individuals’ social roles. As such, theories and methodological approaches within communication sciences initially focused on media behavior and social interactions within one context (Markham, 2016). Domestication theory, for example, predominantly aimed to understand how media technologies became integrated within the interpersonal dynamics of a particular context such as the household (Haddon, 2017; Silverstone et al., 1992). In contemporary networked societies, however, it is necessary to develop theories and methodological approaches that are able to capture how communication patterns flow within as well as between blurred and fluid contexts (Adisa et al., 2017; Boyd, 2002; Johnston et al., 2022; Vanden Abeele et al., 2018).

Over the past decades, social researchers have recognized these transformations in the landscape of social dynamics (Johnston et al., 2022; Markham, 2016). Therefore, efforts have been made to adapt their epistemological and methodological approaches to this complex reality (Haddon, 2017; Markham, 2016). While communication and media theories are being continuously re-evaluated, there is a tendency to apply qualitative methods tailored for physically situated and static contexts to networked interactions that are characterized by permeable boundaries and fluid information flows (Markham, 2016; Markham & Lindgren, 2014). As such, it is paramount to advance methodologies that capture the impact of these fluid contexts on personal media behavior and, reciprocally, evaluating how the use of mobile devices influences interpersonal relationships within these dynamic contexts.

We answer this call by developing a methodology that embraces an innovative 360° cross- context perspective. The “360° Interview Methodology” permits a more profound exploration

of the intricate interplay between the influence of various social contexts on individual media behavior and the impact of that behavior on social relationships. Drawing inspiration from methodologies like the multi-member family interview (e.g. Reczek, 2014) and the principles of

social network analysis (e.g. Popelier, 2018; Wasserman & Faust, 1994) and symbolic interactionism (e.g. Carter & Fuller, 2015), the “360° Interview Methodology”, involves respondents who are identified through social networks, and organized into clusters based on shared contexts. In each cluster, a central key respondent acts as a linchpin, maintaining direct connections with all other members from educational, professional, and familial contexts. Each participant within a cluster participates in a comprehensive individual in-depth interview, delving into their digital media practices and facilitating a discourse on networked interactions within the shared contextual framework.

We aim to explicate the “360° Interview Methodology”, elucidating its conceptual framework, underlying principles, and practical applications by drawing from an ongoing study on how digital disconnection is experienced and practiced within and across work, school, and family contexts. Reflecting on the epistemological and methodological choices of this study, we hope to stimulate a discussion on the method’s effectiveness as well as potential pitfalls for capturing networked interpersonal dynamics. Finally, we will present several findings of the study as an illustration of how the “360° Interview Methodology” yields unique insights into varied and diverse perspectives on digital media within various contexts, and how these perspectives are connected to each other.