Studying social media from a medium-specific perspective: The Like economy

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Presentation held at the Digital Ethnography Weekend, Cava dei Tirreni, Italy, Sept 2011

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Studying social media from a medium-specific perspective: The Like economy

  1. 1. Studying social media from a medium specific perspective: The Like economy Carolin Gerlitz, Goldsmith, University of London Associate at Digital Methods Initiative, University of AmsterdamA Weekend of Digital Ethnography, Sep 2011
  2. 2. Facebook’s Open Graph
  3. 3. Digital Methods“ontological distinction between the natively Textdigital and the digitized, that is, the objects,content, devices and environments that are“born” in the new medium, as opposed tothose that have “migrated” to it.”(Rogers 2009, 1) www.digitalmethods.net
  4. 4. 1. Cyberspace (1994-2000)
  5. 5. 2. Virtual Society (2000-2007)
  6. 6. 3. Digital Methods (2007-) • medium-specificity • follow the medium • repurposing dominant devices • Tools and methods to answer societal, cultural and political questions with the web
  7. 7. wiki.digitalmethods.net/Dmi/ToolDatabase
  8. 8. wiki.digitalmethods.net/Dmi/ToolDatabase
  9. 9. A/$%&()*0$%*B&3"$%*5"9(+35*0$%$($+%C()*%*(2+3.$/4$/,"-$D*52$()E*#)$0+3*"9)>*"3@F$&,3*G/)+2/()*3$/*C*4+-,($+%"%50$3/(/$&%/+05*9-$%*+0()*?,(9)1-+&+/#)*3*C2)*3* project: Mapping the Dutch&3*>5*#$9(/()*)>#*3-$%.%*(2+3.+0"-->*"3/9+--"#/*5"%53*5()*1-+&+/#)*3*+0()"( >*"3@H)$-*()*0$3/(?,(9)1-+&&*3//("3(*56$5:;;;()*>"3*%+($%(*3-$%.*5$%(+"I/#)*3*J Blogosphere"%52*9"%(3"9*()*1*&$%%$%&+0"/(3,9(,3"-?,(9)1-+&+/#)*3*(+<===@ By Anne Helmond and Esther Weltevrede
  10. 10. tools: Issue Crawler & Gephi
  11. 11. &$*+-%7(&-!$/("&(-%!$%(*-(/2$"#6(*,$"%("&*$%&19(!"##$%$&$/B C:::D($1%9"$%(/*3!"$/(,14$(-3&*$!(E1"96F-/:-.(1&!(G&/*123&!"*:-.($1,(1/(1(/"&59$@( project: Mapping the Dutch ,"5,96(-&&$*$!(&-!$("&(1(5%12,:(E-"&5(*,"/(.1/7/(*,$(#3&!1.$&*19(!"##$%$&$()$*+$$& ( ,-+(*,$/$(*+-(4"/")9$()9-5/(#3&*"-&(1/(!"/3%/"4$(291*#-%./:(C:::D(H"&7(1&196/"/(/*3!"$/( ,14$(*%$1*$!()-*,(/"*$/(1/(*,$(/1.$(2,$&-.$&-&B(1(/"&59$(&-!$(+"*,(1(4$%6(91%5$(&3.)$%( -#("&I9"&7/(1&!(-3*I9"&7/(JKLMLBNO Blogosphere By Anne Helmond and Esther Weltevrede
  12. 12. +,)%-.+/,%0$1!2,)3)%,#!%#%23)6)3)&/)%63%-.+/,%!6+<#3)%#&(%2$#+63"!7%+,*!%*!%&+%3)6$)/+)(%*&%!/*#$%")(*#%2$#+63"%$*&4!8%B<*++)37%+,)%$#31)!+%&()%*&%+,)%&)+<34%*!%#% project: Mapping the Dutch2$#+63"!%+,#+%"#*&$:%3)/)*5)!%$*&4!%+%.!)3%2#1)!8%B,*!%")#&!%+,#+%0$11)3!%3)6)3%+ %+,)"!)$5)!%3%63*)&(!%&%+,)%"*/3C0$11*&1%2$#+63"8 Blogosphere By Anne Helmond and Esther Weltevrede
  13. 13. By Anne Helmond, Esther Weltevrede,Carolin Gerlitz and Erik Borra
  14. 14. Custom build tool by Erik Borra
  15. 15. Facebook & Like economy
  16. 16. the hit economy
  17. 17. the link economy
  18. 18. the Like economy
  19. 19. Open Graph & Social Plugins
  20. 20. Like button as cookie
  21. 21. project: Webcurrencies By Anne Helmond and Carolin Gerlitz
  22. 22. project: Webcurrencies
  23. 23. like as exchange value
  24. 24. metrification of intensities
  25. 25. intensification of metrics Exposure to scalable social formations. A Like is ≥ 1. Like as a non-representational.
  26. 26. collapsing the social with the tracable
  27. 27. like vs. dislike
  28. 28. medium-specificity
  29. 29. Thank you! c.gerlitz@gold.ac.uk twitter.com/cgrltzwww.digitalmethods.net

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