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Social Network Sites & Online Audiences (Twitter (Twitter (USA, Japan,…
Social Network Sites & Online Audiences
Van Dijk (2009)
media no longer delivered in a sealed package
social media =
empowering
toll for commercializing social, affective and creative efforts of users
Internet as a technological space being embedded within social
“network effects from user contributions are the key to market dominance in the Web 2.0 era”
engaging the long tail
more informations for search engines with tagging, keywords, comments, likes, links
UGC
increase long tail search traffic
define and reach audience
reviews provide unique feedback
product improvements
Pew Research Center
two-thirds adults FB
three quarters Youtube
18 to 24 --> snapchat, Insta, Twitter
Boyd 2007 Social network Sites
webbased services
construct a public or semi-public profile within a bounded system
articulate a list of other users with whom they share a connection
view and traverse their list of connections and those made by others within the system
Social network sites
design changes
as a response to user demand
top-down actions
partial picture of someones network
extensibility by third parties (reach to a wider audience)
Twitter
Twitter (USA, Japan, United Kingdom)
Tool for communication
tool for self-promotion
personal topics, everyday small talk
➢ news and citizen journalism
➢ activism emergencies and disasters
➢ community participation
why use SNS
Social interaction
– Meet new people
– Info-seeking
– Professional achievement
– Relaxing entertainment
– Finding a community
– Creating an identity
Goffman Theory of presentation of self on SNS
the social network sites, where users are encouraged to post the positive things that happen in their life.
he expectations of users for feedback on the content they share
expected user behaviors online
Litt, 2012: imagined audience
a person’s mental conceptualization of the people with whom he or she is communicating
the less an actual audience is visible or known the more individuals become dependent on their imagination
social cues
Structure; social roles & contexts, active audience, features of sites / services
Agency: social skills, motivations, internet skills
ergibt zusammen imagined audience
social media technologies
targeting different audiences
concealing subjects
maintaining authenticity
many- to-many communication --> centers on who is talking, responding, or replying
twitter affords
dynamic, interactive identity presentation to unknown audiences
no static profiles --> ongoing ‘tweets’ and conversations with others
Imagined Audience
– Users write different tweets to target different people (e.g. audiences)
100 000: fanbase / community
micro-celebrity: “a communicative technique that ‘involves people “amping up” their popularity over the Web using techniques like video, blogs, and social networking sites” (Senft, 2008)
Not just micro-celebrities but many users consciously use Twitter as a platform to obtain and maintain attention, by targeting tweets towards their perceived audience’s interest and balancing different topic areas.
Goffman: Impression management -monitor responding
balancing personal/public information, avoiding certain topics, and maintaining authenticity
Balancing public-facing and interpersonal interaction
positive personal impacts:
connectedness: friends knowledge etx
invent, reinvent, innovate: digital tools for lives and careers. networking
life-saving advice and assistance: medical, safety, health
efficient transactions; logistics, online education, purchase
negative personal impacts
connectedness overload: stress, anxiety, loss of real life
trust tension: attention economy, perpetuate polarizatin, security, surveillance and privacy
personal identity issues: self promotion, narcissism, loss self confidence and esteem, negative world view
focus failures: little time for reflection