Cyber Means Pilot

During the first half of 2010, I decided to study the impact that social media was playing on traditional media channels. The feud between Jay Leno and Conan O’Brien about the Tonight Show was happening during the same time. The original plan was to conduct a multi-method study looking at the online artifacts related to the Tonight Show and people expressions about the changes. In addition, the plan was to conduct interviews with several of the leaders of the online campaigns and other opinion leaders in the field to talk about this impact. However, due to time limitations and some other issues, the research was pared down to a case study and contextual analysis. The final research was presented at Internet Research 11.0 in Gothenburg, Sweden.