Computational methods in media psychology

Computational approaches are transforming media psychology research by enabling novel tools for data collection, pre-processing, and theory development. This chapter provides an overview of computational methods and their applications in media psychology. First, I discuss tools for data collection, such as web scraping and digital trace data analysis, which allow researchers to capture naturally occurring media behaviors at scale. Second, I review pre-processing techniques like natural language processing and computer vision that enable automated content analysis of text, images, and video. Finally, I examine the role of computational modeling in building and testing psychological and social theories, with emphasis on how these methods can help uncover complex dynamics within individuals, messages, and social interactions. Throughout, I highlight how computational approaches complement traditional methods to advance our understanding of media psychology.