Learning by « hanging around » : how teens are talking about brands and consumption on social network sites

260
-1

Published on

Communication with Thomas Stenger at Child and Teen Consumption 2010 - Interdisciplinarity, theory and practice - Campus Norrköping, June 21-23 2010

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
260
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Les sports (mots sport, football, basketball, handball, surf, tennis, rugby, etc.). Les jeux et les distractions (mots jeu, music, danse, vidéo, piano, guitare, cinéma, comédie, théâtre, sorties, fête, bière, alcool, soirée, etc.). La sociabilité (amitié, association, amour, filles, famille). Les technologies (informatique, internet, ordinateur, console).
  • Friendship, game leisure and technology
  • Friendship, game, leisure
  • Learning by « hanging around » : how teens are talking about brands and consumption on social network sites

    1. 1. Child and Teen Consumption 2010 - Interdisciplinarity, theory and practice - Campus Norrköping, June 21-23 2010Learning by « hanging around » : how teens are talking about brands and consumption on social network sites Alexandre COUTANT - Thomas STENGER coutant.alexandre@gmail.com - stenger@iae.univ-poitiers.fr University of Poitiers, France, CEREGE, CEPE Diffusable sous licence Creative Commons – CC BY-SA 3.0 http://creativecommons.org/licenses/by-sa/3.0/
    2. 2. Teens and consumption on SNS• « Youth & SNS » Research Project – granted by the French National Postal Service (2008-2009) – A multidisciplinary team of 7 researchers in Marketing, Communication and Computer Sciences• Three main issues : – Defining what are SNS within the « social medias » – Understanding what kind of activities are going on these sites – Exploring brands visibility and what kind of interactions are possible with young users
    3. 3. Methodology• 24 months of online participative observation on the most popular SNS in France (Facebook, Skyrock, Myspace, Netlog, Lexode)• Online questionnaire (n= 635)• In-depth interviews of 65 French teenagers and young adults (13-27 years old)• Analysis of the platform design and systematic profile analysis (n= 38)• Case study relying on a monitoring of brands actions• Semantic analysis and network analysis of 7041 profiles on Facebook (Tetralogie)
    4. 4. SNS definition• SNS are web-based services that allow individuals to : – (1) construct a public or semi-public profile within a bounded system, – (2) articulate a list of other users with whom they share a connection, and – (3) view and traverse their list of connections and those made by others within the system. The nature and nomenclature of these connections may vary from site to site (Boyd, Ellison, 2007) – (4) base their interest mainly on these first three points and not on any particular activity (Stenger, Coutant, 2009a, 2010).
    5. 5. Friendship vs interest driven online activities• “Interest-driven participation has to do with more of the geeks and creative types of practices, where youth will connect with others online around specializes interests, such as media fandom, gaming, or creative production”• “Friendship-driven participation is what most youth are doing online, and involve the familiar practices of hanging out, flirting, and working out status issues on sites like MySpace and Facebook” (Ito & al., 2008)  every day life conversations (Certeau, 1980 ; Proulx, 1994))  frivolity (Coutant, Stenger, 2010)
    6. 6. A place for brands ?• Interview results (Stenger, Coutant, 2009b) : – Ads are identified and ignored – No one had already consumed on the platform. Neither do they perceive these sites like commercial spaces – Brands devices are not recognized (pages, jeux, groups) – These devices are appropriated by teens, who twist them for peer sociability uses (self presentation, flirting, joking  « hanging out ») – Frivolity: how to data mine interactions not dealing with a particular point and often switching from face value to private joke• Radical opposition to promotional speeches held by web- marketers, SNS and sometimes research in marketing• Qualitative results confirmed by Tetralogie quantitative analysis• BUT, observation as Tetralogie results highlight that even if brands are not visible, a lot of interactions are dealing with consumption
    7. 7. Tag cloud made with the « activities » label
    8. 8. Tag cloud made with the « status » label
    9. 9. Tag cloud made with the comments
    10. 10. Generalized spaces of ordinary prescription• Prescription: potential and more or less intense influence someone or something can have one one’s choice• Broad theoretical framework (Hatchuel, 1994, 1995, 1996, 1997, 2000, 2003, 2008) used in ergonomy, management or sociology of labor• Online studies : effects of “official” film critics prescription or of netusers recommendations and opinions (Stenger, 2004, 2006, 2008 ; Debenedetti, 2006 ; Dellarocas, 2003, 2006, 2007 ; Godes et Mayzlin, 2004 ; Larceneux, 2007 ; Belveaux et Marteaux, 2007). No studies on SNS Define tools and individuals making and participating to ordinary prescription
    11. 11. ordinary prescription
    12. 12. Software encouragement :Social encouragement :
    13. 13. Les Rsn : un espace de prescription ordinaire généralisée• Several steps of willing and consciousness of the prescriptive activity : – A minima prescription – Public declaration – Intentional prescription – Software prescription (Top News, friends and reconnections suggestions, newsfeed management, applications and mashups)
    14. 14. A successful sociotechnical chain of prescription• A pacified place to present oneself (Coutant, Stenger, 2010)• Software encouragement taken over by users themselves• Reactivity : – changes in status (to distinguish links, videos, articles, etc) – Choice to publish or not every activity – Other sites activity import – Changes in pages and groups to include it in the newsfeed, redirection ti the page when someone is joining it, justified suggestions of pages and groups
    15. 15. Child and Teen Consumption 2010 - Interdisciplinarity, theory and practice - Campus Norrköping, June 21-23 2010 Thank you Alexandre COUTANT - Thomas STENGERcoutant.alexandre@gmail.com - stenger@iae.univ-poitiers.fr University of Poitiers, France, CEREGE, CEPE

    ×