From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On

SOCIAL MEDIA 5 YEARS ONJEANBURGESS QUEENSLAND UNIVERSITY OF TECHNOLOGY / @JEANBURGESS

Blackwell Companion to New Media Dynamics (Hartley, Burgess, Bruns, eds, 2012) Studying Mobile Media (Hjorth, Burgess, Richardson, eds, 2012)

the platform paradigm 1.architectural 2.figurative 3.political 4.computational (Gillespie, 2012)the politics of platforms - Tarleton Gillespie, forthcoming 2012used to interpellate multiple stakeholders with conﬂicting interests (‘big’ media, advertisers,audiences.ordinary or entrepreneurial YouTubers)

the platform paradigm new media institutionsplatforms are new, hybrid media institutions - coordinating function; emergent

the platform paradigm co-creationthese platforms as institutions are co-created (users, developers, content proucers, partners,advertisers...)- not in a symmetrical way

the platform paradigm co-evolutionco-evolution of affordances and uses; platforms and practices; cultural uptake and scholarlyapproachesusers are deeply involved in these processes;

the platform paradigm hybridityin hybrid media environments

the platform paradigm generativity

2006WEB 2.0“User-generated HYPE ANDcontent” COUNTER-HYPE tech determinism

vernacular creativity& cultural citizenship

participatory culture, co- creation, free/affectivelabour, corporate enclosure

2011“SOCIAL MEDIA”

2011 from hype and counter-hype to controversiesstakes are highersocial media almost normalisedbut how are we being addressed now - as producers, audiences, co-creators, citizens,publics?

2011 from creativity,community & UGC to networks, conversation and information -sharing

•Hashtag =‘#’ + some alphanumericcharacters: automatic tracking &aggregation of a topic, represented with ahyperlink•Originally a (lead) user innovation, laterintegrated into platform•Simple, adaptive and generative•Can coordinate, render visible, andconstitute publics

#royalweddinghttp://mappingonlinepublics.net

latikambourke joejonas lilithia pjhelliar foodoAU callum jonathandaddia justinbieber bui chrissieswan JuliaGillard TM2176 WildSugar_Skye itsonlylisa kateburns76 Chefmumu yblieb susiegb gailrast sharynlowen eiin GC51 Matt_Moran chef_shaun sarallenconsult photographytalk injerarufus simieboy CaptainConway Annieb25 Richard_Gunner BenFordham miafreedman adamliaw battledinosaur oneeyedpie david_doh wolfinkitchen aussenatesnoop jletti declanf DHughesy mooney_1901 carmR 612brisbane freed_misery ali_mwahxxgojitmal BeccyReckons carolync2 hmtangx dellvink lilbthebasedgod CatherineDeveny JennaPrice TheRichardEric kellyhd rachwelsh tweetmayatweet nicolemockler melnation Rob_Pilot HieroHero cupcakewrapper 7pmproject Meshel_Laurie swoodgate slippycaff Ms_Squiggle indydreaming paul_monster Janezwords boycottmc GordonRamsay01 NomiePT LauraLanigan SimoneHeydon ebbob LindyRC TVdotcomAU jakekapitz themolk stalepopcornau getupgo MichaelByrnes justinbarbour melburnian chaboos Zeromus OhCrap kylieminogue MattsCravat ChefCritic rosaliquidink MasterChefAu ohcrap Jimmy_Mastchef Troyzee MolksPolitica DaithiRua Christian0386 MissZoeLaLa SimonRamblesOn TonyAbbottMHR MasterMegs JennaIsWriting ohdenny dr_pyser rolandcat awmitchell leighsales FrillyHills warcom Tatterededges mastercalbo downesy katyperry energygirl11 channeltenpress jamie_oliver xPeacex mprimmer FromTheIsland mrgrumpystephen philhenley 1DeadBird hornery AlmostBourdain louattheend EmmaStirling theflack JonathanDaddia LILBTHEBASEDGOD MolksTVTalk Dgen717 sunlightandsnow blackvalo bronski_c kyleandjackieo mrdoman aaronharvie Chrisd_Owens kris2040 nickylavigne TheDivineMrsO seunjinbing nickya73 RachaelLonergan TheRuffStuff SeraphimSP Higgo74 ozreedgal GreenJ pottymouthmama Le_bon_vivant_ Anna_63 MasterChefUK macleanbrendan felixmeister ItsStephRice thecircle_ten Callum_Hann kimedian bettiwettiwoo melissahoyer Rod_Rocket VayaPashos cravatwatch JohnBirmingham zumbopatisserie realityraver puddingface ZanderSchubert petertaggart NeilMcMahon fnuckle Eamon_Sullivan Teeshy Trissalicious jennerose MasterChef_PR sheenacampbell cupfever mattscravat wedbykez athena_here willl corinne_grant veecybulski petstarr crk365 DanMacPherson masterchef liz_baillie joshthomas87 benpobjie GeelongDeano chrissie_ PeterRead101 youeat LilBTheBasedGod nivanovski minimalgal gnomeangel peterjblack missrenne jasonjordan adamrichard shelsta78 stefanitza tf1etvous delamare Bern_Morley Sarkata LookingGlassPho mellytree scientiaiuris melkettle AnneMareeBryant SarahAMurdoch meadea rishi_syd Tzarimas nerdfish _montagu marcfennell SleeplessNights clembastow essjayeff MasterChef_Aust alliewonder iSmile24seven blahblahellis littlewine miss_melbourne tabloidterror tardisland SusieQueue71 katreeeena luluattack AmandaFuller phylidelphia jedro74 jason_a_w FitToPrint LukeDennehy my_lheage gauwed Kathblue brit_battleaxe aimwolfe sueGCB coffeetolive DrJavaBeans mattsun75 jane_ym morgan2303 jmeBBK Lauren_Mmm likeomg MattARIA davecathcart FreeHugsTommy AbeFrellman mmilly tiffanyff sophblack juliagillard #masterchef nataschamirosch rage_bixhttp://mappingonlinepublics.net ColesOnline Chekigal Brett_Louise Magnetoboldtoo paulmp Mooba Shelly1912 BZB Empre55 SueYeap dhughesy mooba me55iah Kendylahlah 4BCbreakfast the_helen d_wolff gowercottage

http://mappingonlinepublics.net #masterchef

Introduction & ContestationIn 2007, Twitter didn’t have trending topics, integrated search or hashtags

• Compelling use cases, uptake by inﬂuential lead users• Very simple architectural integration (built-in ‘tracking’ feature)• Uptake in external developer community (Twitter Search, hashtags.org etc)

2005: ‘YOURONLINEVIDEOREPOSITORY’

2005October 2005

2005December 2005

2006Consistently in Top 10 websitesvisited globallyBought by GoogleMillions of videosThe most popular videos hadmillions of viewsNew forms of creativity, new mediagenres, new business models

YOUTUBE WAS UNDERDETERMINEDso youtube was underdetermined - it was an architecture that has since evolved inincreasingly complex ways, and at an astounding scale

YOUTUBE WAS CO-CREATEDwithin the constraints of the platform provided by youtube inc, itself continuously changingand evolving, often in conﬂicting ways

YOUTUBE CO-EVOLVEDwithin the constraints of the platform provided by youtube inc, itself continuously changingand evolving, often in conﬂicting ways

2007April 2007

4000+ of the ‘most popular’ videoswhat we did

THE TWO YOUTUBES 8% Traditional Media Content 42% User-Created Content Uncertain 50%Content appears to come from a (traditional) media source. This content is produced for the media industry, or by media professionals, andmay be copyright violating or not.This is content that appears to be produced outside the domain of the traditional media industry.

Uploaders 3000 2250 1500 750 0 Traditional SME/Indie Organizations User Uncertain Most Discussed Most Favorited Most Viewed Most Responded TOTALTraditional 48 80 129 77 334SME/Indie 232 174 202 253 861Organizations 18 16 19 17 70User 733 676 604 668 2681Uncertain 49 134 126 65 374Total 1080 1080 1080 1080 4320

most subscribed channels

copyright wars

YouTube in 2011an extension of trajectories we identify in the bookthe tensions between the ‘two youtubes’ are only ampliﬁed

platform dynamicsco-evolution of media business models andcommunity practices alongside mass popularisationand media representation‘users’ repositioned in multiple waysongoing tensions: economics, ethics andgovernance (community norms, governmentlegislation, corporate pressures)enclosure vs generativity?

http://creativitymachine.net	1166
http://www.mappingonlinepublics.net	1126
http://paper.li	10
http://feeds.feedburner.com	5
http://twitter.com	4
http://us-w1.rockmelt.com	2
http://creativitymachine.net.	1
http://creativitymachine.net&_=1330656682968 HTTP	1
http://translate.googleusercontent.com	1
http://mappingonlinepublics.net	1

From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On

by Jean Burgess on Sep 13, 2011

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From ’Broadcast Yourself’ to ’Follow Your Interests’: Social Media Five Years On — Presentation Transcript