I am Assistant Professor of Digital Marketing and I hold a PhD in Sociology and Methodology from the University of Milan. My main research interests are: digital research methods, consumer behaviour, social media platforms and Big Data. I am also an active member of the Lifestyle Research Centre (http://lifestyle.em-lyon.com/).
July 2017: Doctor of Philosophy in Sociology and Methodology of Social Research, NASP, University of Milan
December 2012: Master of Arts in Sociology and Social Research, University of Milan
March 2010: Bachelor’s Degree in Communication, University of Milan
Doctoral thesis (“Digital distinction. Studying musical taste through digital methods”) nominated for the 2018 ECSR Dissertation of the Year Award.
September 2018: Assistant Professor at emlyon business school
September 2017 – August 2018: Postdoctoral researcher, Lifestyle Research Centre, emlyon business school
November 2015 – February 2016: visiting PhD student at Department of Sociology, University of Amsterdam
January 2014 – July 2017: PhD Candidate in Sociology and Methodology, NASP, University of Milan
May 2011 – September 2013: Data Analyst and Netnographer at digital agency Viralbeat, Milan
- Digital Methods
- Consumer Culture
- Cultural Sociology
- Social Media
- Critical Algorithm Studies
- Quantitative Text Analysis
- Qualitative Methods
- Social Theory
- Lifestyle Research
Consumer Behavior, BBA
Big Data, IMBA
Lifestyle and Markets, MSc in Management
Service Experience, IHM
Consumer Behavior and Identity in a Digital World, DMDS
Digital consumer cultures and their transformations
How digital platforms, algorithms and technostructures affect consumption practices
How to study social phenomena and markets through digital data: methodological and epistemological issues in qualitative, quantitative and Big Data research
Social distinction, cultural taste and symbolic boundaries in the digital age
The role of situational factors in consumption practices
Communications & SeminarsTop
“Digital Consumer Culture Theory”, roundtable at CCTC 2018, SDU, Odense. June 2018, 29.
“Digital Traces of Musical Taste. Taste Publics, Taste Regimes & Digital Methods”, conference presentation at Taste Research Day, emlyon business school, Lyon. April 2018, 25.
“Making sense of digital data using Visual Network Analysis”, seminar, Digital Research Methods Workshop, Lifestyle Research Center, emlyon business school. Dec 2017, 5.
“Algorithmic Lifestyles”, conference presentation, Digital Lifestyles Research Day, Lifestyle Research Center, emlyon business school. Dec 2017, 4.
“Belonging without believing? A digital investigation of a Church without God”, conference presentation, ISSR 2017, University of Lausanne. July 2017, 4. With F. Molteni.
“Reading Wittgenstein between the Texts”, conference presentation, Distant Reading and Data-Driven Research in the History of Philosophy, University of Turin, Jan 2017, 17. With M. Santoro, E. Riviera.
“Tastes and reception practices of Italian music listeners on YouTube”, conference presentation, YouTube Conference 2016, Middlesex University, London. Sep 2016, 23.
“Using social media data in political and cultural studies”, seminar, PomLab, Università degli Studi di Milano. Jun 2016, 16.
“Youtube and the user-generated music categories”, conference presentation, IASPM International Conference, Erasmus University Rotterdam, Erasmus School of History, Culture and Communication. Nov 2014, 6-7. With A. Gandini, D. Beraldo.
“Ethnography and the Digital Field: between Text and Context”, conference presentation, ESA Midterm Conference “#ethnography: Trends, Traverses and Traditions”. Universiteit Van Amsterdam, Amsterdam Institute for Social Science Research. Aug 2014, 27-29.
“Digital Ethnography: A toolbox for investigating online consumer tribes”, seminar, Copenhagen Business School, Mar 2012, 21-22. With A. Caliandro.
ACADEMIC ARTICLES (8)‑ Airoldi, Massimo. 2018. Ethnography and the digital fields of social media.International Journal of Social Research Methodology, FORTH
‑ Molteni, Francesco, Airoldi, Massimo. 2018. Integrare survey e big data nella pratica della ricerca.Sociologia e Ricerca Sociale, 116: 103-115 p.
‑ Barisione, Mauro, Michailidou, Asimina, , Airoldi, Massimo. 2017. Understanding a digital movement of opinion: the case of #RefugeesWelcome.Information, Communication & Society, FORTH
‑ Airoldi, Massimo. 2016. Studiare i «social media» con i «topic models»: Sanremo 2016 su Twitter.Studi Culturali, 2016 (3): 431-448 p.
‑ Airoldi, Massimo, Beraldo, Davide, , Gandini, Alessandro. 2016. Follow the algorithm: An exploratory investigation of music on YouTube.Poetics, 57: 1-13 p.
‑ Arvidsson, Adam, Caliandro, Alessandro, , Airoldi, Massimo, , Barina, Stefania. 2016. Crowds and Value: Italian Directioners on Twitter.Information Communication & Society, 19 (7): 921-939 p.
‑ Splendore, Sergio, Caliandro, Alessandro, , Airoldi, Massimo. 2016. Twittare le news: giornalisti hard e testate soft. Uno studio di caso di tre redazioni.Comunicazione Politica, 2016 (1): 87-106 p.
‑ Airoldi, Massimo. 2015. You might also be interested in: recommender algorithms and social imaginary, the case of YouTube = Potrebbe interessarti anche: recommender algorithms e immaginario, il caso YouTube.Im@go, IV (6): 132-150 p.
BOOKS (1)‑ Natale, Paolo, Airoldi, Massimo. 2017. Web & social media: Le tecniche di analisi.: Maggioli Editore 192 p.
PRESS ARTICLES (1)‑ Rokka, Joonas, Airoldi, Massimo. 2018. Cambridge Analytica’s ‘secret’ psychographic tool is a ghost from the past.The Conversation,