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Agency in Social Media: 1st article (van Dijck)
Users like you?…
Agency in Social Media: 1st article (van Dijck)
Users like you? Theorizing agency in
user-generated content
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roles
boundaries between commerce, content and information are currently being redrawn.
prosumer, co-creator, produser
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Youtube
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Core interest in the vertical integration of search engines with content, social networking and advertising
if we want to understand how socio-economic and technological transformations affect the current shake-up in power relationships between media companies, advertisers and users, it is important to develop a multifarious concept of user agency.
participatory culture
- opposition between the passive recipient defined by old media and the active participant cast ideally as someone who is well-versed in the skills of ‘new’ media
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internet channels, particularly UGC sites
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- can terms such as ‘communities’ and
‘(cultural) citizenship’ be unequivocally transferred to internet communities?
‘community’ strongly connotes the inclination of users to belong to a (real-life) group and be involved in a common cause.
‘Communities’, in relation to media, thus refers to a large range of user groups, some of which resemble grassroots movements, but the overwhelming majority coincide with consumer groups or entertainment platforms.
‘taste community’, "brand community"
- what role do platform providers play in steering the agency of users and
communities?
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rankings and ratings are vulnerable to manipulation, both by users and by the site’s owners
User agency, in other words, encompasses a range of different uses and agents, and it is extremely relevant to develop a more nuanced model for understanding its cultural complexity
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The triangular relationship between media producers, advertisers and consumers has become ever more intimate :warning:
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Theories from cultural theory, empirical sociology, political economy and technology design need to be integrated to yield a nuanced model for assessing user agency.
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