CHAPTER 3: METHODOLOGY AND METHODS
3.3 Research Design
3.3.1 Sample
3.3.1.2 Theoretical sampling
Initial sampling is “a point of departure, not [one] of theoretical elaboration and refinement” (Charmaz, 2014, p. 197). Instead, these occur once a grounded theory researcher has tentatively defined categories and constructs through an early analysis of initial-sampling data, and is ready to view “the full range of settings relevant to the conceptualization of the subject” (Mays & Pope, 2000, p. 51). Theoretical sampling, also known as emergent theory sampling, is about sampling for analytically meaningful data that has purpose and relevance given a researcher’s evolving ideas (Belgrave, 2014; Coyne, 1997; Glaser & Strauss, 1967). In this study, theoretical sampling was informed by a recognition of the significance of certain themes within initial-sampling data, and of certain aspects in need of elaboration. I formed a theoretical sample by, first, recruiting more interviewees, sampling more publicly available videos from their YouTube channels, and slightly
altering the questions asked of them in interviews; and, second, by re-analyzing data collected and analyzed as part of initial sampling. Sampling of these data sources is described below.
Theoretical sampling is called saturation or redundancy sampling, as it continues until no new properties of or relationships between categories are developing, and categories account for all patterns that are observed in the collected data (Charmaz, 2014). Data in this study reached
saturation in February 2018; at the point of theoretical saturation, new data was no longer advancing or adding to the comprehensiveness of the theory I was generating. As saturation cannot be
anticipated, I did not know the exact amount of data I would need to sample in advance. Morse (2000; cf. 1999) explains that saturation depends upon many factors, such as: the amount of data collected overall and from each source; the quality of data collected; the amount of shadow data or insider comparisons (that is, references to others’ experiences) collected; and the study scope.
3.3.1.2.1 Theoretical sampling and recruiting of additional interviewees.
I formed a theoretical sample by first recruiting additional interviewees, sampling publicly available videos from their YouTube channels, and slightly altering questions asked of them in interviews. Analysis of initial-sampling data raised certain unanswered questions, and suggested that I retain initial-sampling inclusion criteria, but also target serious beauty and lifestyle YouTubers who were:
• earlier in their serious leisure careers (as one interviewee’s, Seanna’s, transcripts were
coloured with so much emotion—was this common for beginners?);
• located outside of the United States (as one interviewee’s, Rachel’s, transcripts explicitly
indicated that her proactive information seeking is because she lives in Canada—was this true for others outside of North America, where seasons, cultures, and/or Web 2.0 professionalization differ?);
• by their own identifications, “targeting ‘non-mainstream’ demographics” with their videos
(initial sampling data was fairly homogeneous—was this related to the largely white, seemingly middle-class and ‘status quo’ Americanism of the initial sample?); and
• creators of a blog that they updated at least as often as their YouTube channels (similarities
and differences between blogging and ‘doing’ YouTube were raised by sampling Blogosphere
issues—were there any others that I had overlooked or not perceived through my reading?).
I began to form a theoretical sample of interviewees in January 2018, proceeding with:
• 4 recruitments via a post in the Beauty and the Vlog | Influencer Marketing, YouTube, Blogging,
Instagram Facebook group (now named the YOUTUBE POWER HOUR PODCAST: Female
YouTubers and Influencers Community);
• 1 recruitment via a post in the The Life Of Female Youtubers Facebook group;
• 1 recruitment via direct request to the Admin(istrator) of the Women Who Youtube + Blog
Facebook group (now named the Youtube & Blog Creative Bosses ); and
• 1 recruitment via direct request over email, after reading her article in Blogosphere magazine.
The 3 Facebook groups selected for recruitment were chosen after observing that these are active forums, each with thousands of members and several posts made per day, aimed at female online content creators, with goals of collaboration, advice-sharing, and encouragement rather than simple channel promotion (qualities I presumed would attract those earlier in their serious leisure careers). The full-text of my Facebook recruitment posts is found in Appendix L. The one interviewee that I recruited over email after reading an article she wrote for Blogosphere was due to her emphasis on a blog rather than a YouTube channel and her location in New Zealand. All seven interviewees received the same orienting information as was distributed in initial sampling (Appendices G-J).
Table 4 contains pertinent demographic, channel-related, and participation-related information for this study’s twelve interviewees, recruited during initial and theoretical sampling.
Table 4. Demographic, Channel-Related, and Participation-Related Information for Interviewees Name Life Stage at First Interview Year Channel Started Videos Uploaded at Sampling End Videos Uploaded at Study End Subscriber Count at Sampling End Subscriber Count at Study End Interview Format(s) Date of First Inter- view
Hannah High-Sc. Senior 2013 354I 425 131,040I 150,254 GTM 08/22/
17
Seanna College Post- 2015 53 I 84 524 I 937 GTM 08/29/
17
Rachel College Post- 2009 738 I 826 1,340,000 I 1,429.630 email 09/20/
17
Kasi College Post- 2010 254 I 283 1,860 I 1,863 GTM 09/26/
17
Natalie College Senior 2011 273 I 347 96,810 I 137,342 1 GTM,
1 F2F 11/12/17
Cristin College Post- 2014 431T 504 1,364T 1,968 GTM 01/16/
18
Desiree College Post- 2016 65 T 104 334 T 554 GTM 01/19/
18
Megan College Post- 2017 62 T 111 729 T 1,633 GTM 01/19/
18
Alexis High-Sc. Post- 2016 34 T 37 153 T 177 email 01/19/
18
Shantel College Post- 2017 29 T 43 812 T 836 1 GTM,
1 email 01/27/18
Lucy College Post- 2016 29 T 49 320 T 515 GTM 01/27/
18
Ysabel College Mid- 2014 61 T 62 111T 121 email 01/31/
18
I = as of December 21, 2017 (considered the “sampling end” of initial sampling, transcribing, and coding). T = as of Feburary 28, 2018 (considered the “sampling end” of theoretical sampling, transcribing, and coding).
“study end” = as of September 15, 2018 (considered the end of all writing and major edits).
GTM = face-to-face, using GoToMeeting, video-conferencing software detailed below. F2F = face-to-face, co-located.
Recruiting additional participants during theoretical sampling meant that additional documentary artefacts with audiovisual content could be incorporated into this study; all publicly available YouTube videos were sampled in the same way as during initial sampling, with nothing altered. I did, however, slightly alter the interview guides used during theoretical sampling in order to ensure that I was asking interviewees about their affective investments in creating YouTube videos; the impact of geographic location on their creating, when relevant; and (gently) about the 2018 YouTube Partner Program changes, described more in chapters 5 and 6. Openings to pursue these questions tended to arise organically in conversation; thus, extensive rewriting of original interview guides
3.3.1.2.2 Re-analysis of initial-sampling data.
Grounded theory’s constant comparative method of analysis entails the continual assessment of previously collected data in light of newly collected data. Part of the theoretical sampling effort in this study thus involved returning to and re-analyzing data collected during initial sampling given the insights that arose when analyzing theoretical-sampling data. This effort concentrated on focused and theoretical coding, category integration, and memoing, all described in subsections below.