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The Use of Twitter Hashtags in the Formation of Ad Hoc Publics<br />Axel Bruns and Jean Burgess<br />ARC Centre of Excelle...
#hashtags on Twitter<br />Hashtag =‘#’ + some alphanumeric characters: automatic tracking & aggregation of a topic, repres...
Introduction & Contestation<br />In 2007, Twitter didn’t have trending topics, integrated search or hashtags<br />
Introduction & Contestation<br />See: http://factoryjoe.com/blog/2007/08/25/groups-for-twitter-or-a-proposal-for-twitter-t...
Introduction & Contestation<br />
Introduction & Contestation<br />
Adoption & Retention<br />Compelling use cases, uptake by influential lead users<br />Very simple architectural integratio...
Popularisation & Proliferation…<br />
Popularisation & Proliferation…<br />
Popularisation & Proliferation…<br />
Popularisation & Proliferation…<br />
Popularisation & Proliferation…<br />
#hashtag publics<br />Publics <br />Attend to matters of shared concern with some level of co-awareness<br />Varied in int...
Ad Hoc: Labor Leadership #spill<br />23 June, 19:00-00:00:Speculation<br />24 June, 08:00-15:00:Party Vote & Aftermath<br />
Forming an Ad Hoc Issue Public<br />#spill as a hashtag takeover:<br />	Ok what's with the #spill tag? Has BP dumped more ...
Ad Hoc: #eqnz<br />	22/2	23	24	25	26	27	28	1/3	2	3	4	5	6	7<br />
An Ad Hoc Public: #eqnz @replies<br />mainstream media<br />authorities<br />utilities<br />
Managing the Hashtag<br />Ensuring ‘proper’ use:<br />	@NZcivildefence please use #eqnz hashtag. Thanks.<br />	Earthquake ...
Ad Hoc? #royalwedding<br />
Ad Hoc? Crises and Other Events<br />(top 1% most active users in each hashtag;size = percentage of total tweet volume)<br />
Beyond Hashtags<br />Publics on Twitter:<br />Micro:	@reply and retweet conversations<br />Meso:	hashtag ‘communities’<br ...
The Australian Twittersphere<br />Follower/followee network:~150,000 Australian Twitter users(of ~550,000 known accounts s...
The Australian Twittersphere<br />
http://mappingonlinepublics.net/<br />@snurb_dot_info<br />@jeanburgess<br />
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The Use of Twitter Hashtags in the Formation of Ad Hoc Publics

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Paper by Axel Bruns and Jean Burgess, presented at the ECPR 2011 conference, Reykjavík, 26 Aug. 2011.

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Transcript of "The Use of Twitter Hashtags in the Formation of Ad Hoc Publics"

  1. 1. The Use of Twitter Hashtags in the Formation of Ad Hoc Publics<br />Axel Bruns and Jean Burgess<br />ARC Centre of Excellence for Creative Industries and Innovation<br />Queensland University of Technology<br />Brisbane, Australia<br />a.bruns / je.burgess@qut.edu.au<br />@snurb_dot_info / @jeanburgess<br />http://mappingonlinepublics.net/<br />
  2. 2. #hashtags on Twitter<br />Hashtag =‘#’ + some alphanumeric characters: automatic tracking & aggregation of a topic, represented with a hyperlink<br />Originally a (lead) user innovation, later integrated into platform<br />Simple, adaptive and generative<br />Can coordinate, render visible, and constitute publics<br />
  3. 3. Introduction & Contestation<br />In 2007, Twitter didn’t have trending topics, integrated search or hashtags<br />
  4. 4. Introduction & Contestation<br />See: http://factoryjoe.com/blog/2007/08/25/groups-for-twitter-or-a-proposal-for-twitter-tag-channels/<br />
  5. 5. Introduction & Contestation<br />
  6. 6. Introduction & Contestation<br />
  7. 7. Adoption & Retention<br />Compelling use cases, uptake by influential lead users<br />Very simple architectural integration (built-in ‘tracking’ feature)<br />Uptake in external developer community (Twitter Search, hashtags.orgetc)<br />
  8. 8. Popularisation & Proliferation…<br />
  9. 9. Popularisation & Proliferation…<br />
  10. 10. Popularisation & Proliferation…<br />
  11. 11. Popularisation & Proliferation…<br />
  12. 12. Popularisation & Proliferation…<br />
  13. 13. #hashtag publics<br />Publics <br />Attend to matters of shared concern with some level of co-awareness<br />Varied in intensity and temporality<br />Emergent, constituted via discourse & affect <br />#hashtag publics<br />Not all hashtags constitute publics; Twitter doesn’t ‘contain’ publics<br />What are the various patterns in the dynamics of different hashtag-based publics?<br />What might account for these differences?<br />
  14. 14. Ad Hoc: Labor Leadership #spill<br />23 June, 19:00-00:00:Speculation<br />24 June, 08:00-15:00:Party Vote & Aftermath<br />
  15. 15. Forming an Ad Hoc Issue Public<br />#spill as a hashtag takeover:<br /> Ok what's with the #spill tag? Has BP dumped more oil?<br /> those who do not know a #spill in leadership terms is basically saying the big job is now vacant no relation to the oil spill of bp style<br />
  16. 16.
  17. 17.
  18. 18.
  19. 19.
  20. 20.
  21. 21. Ad Hoc: #eqnz<br /> 22/2 23 24 25 26 27 28 1/3 2 3 4 5 6 7<br />
  22. 22. An Ad Hoc Public: #eqnz @replies<br />mainstream media<br />authorities<br />utilities<br />
  23. 23. Managing the Hashtag<br />Ensuring ‘proper’ use:<br /> @NZcivildefence please use #eqnz hashtag. Thanks.<br /> Earthquake in New Zealand = #eqnz. Earthquake in Japan = #eqjp. Earthquake in the U.S. = #earthquake. Hmmmmmm.<br />
  24. 24. Ad Hoc? #royalwedding<br />
  25. 25. Ad Hoc? Crises and Other Events<br />(top 1% most active users in each hashtag;size = percentage of total tweet volume)<br />
  26. 26. Beyond Hashtags<br />Publics on Twitter:<br />Micro: @reply and retweet conversations<br />Meso: hashtag ‘communities’<br />Macro: follower/followee networks<br /> Multiple overlapping publics / networks<br />What drives their formation and dissipation?<br />How do they interact and interweave?<br />How are they interleaved with the wider media ecology?<br />Twitter doesn’t contain publics: publics transcend Twitter<br />
  27. 27. The Australian Twittersphere<br />Follower/followee network:~150,000 Australian Twitter users(of ~550,000 known accounts so far) colour = outdegree, size = indegree<br />
  28. 28. The Australian Twittersphere<br />
  29. 29. http://mappingonlinepublics.net/<br />@snurb_dot_info<br />@jeanburgess<br />
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