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SOCIAL MEDIA 5 YEARS ON


JEAN
BURGESS         QUEENSLAND UNIVERSITY OF
             TECHNOLOGY / @JEANBURGESS
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
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 2012
used to interpellate multiple stakeholders with conflicting interests (‘big’ media, advertisers,
audiences.ordinary or entrepreneurial YouTubers)
the platform
                                   paradigm
 new media institutions
platforms are new, hybrid media institutions - coordinating function; emergent
the platform
                                    paradigm
                                   co-creation
these platforms as institutions are co-created (users, developers, content proucers, partners,
advertisers...)- not in a symmetrical way
the platform
                                   paradigm
                                 co-evolution
co-evolution of affordances and uses; platforms and practices; cultural uptake and scholarly
approaches
users are deeply involved in these processes;
the platform
                                 paradigm
                                   hybridity
in hybrid media environments
the platform
  paradigm
 generativity
2006
WEB 2.0
“User-
generated
             HYPE   AND
content”    COUNTER-HYPE


  tech determinism
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
vernacular creativity
& cultural citizenship
participatory culture, co-
     creation, free/affective
labour, corporate enclosure
2011


“SOCIAL
 MEDIA”
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
2011

     from hype and
    counter-hype to
      controversies
stakes are higher
social media almost normalised
but how are we being addressed now - as producers, audiences, co-creators, citizens,
publics?
2011
       from creativity,
community & UGC to
           networks,
    conversation and
 information -sharing
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
•Hashtag =‘#’ + some alphanumeric
characters: automatic tracking &
aggregation of a topic, represented with a
hyperlink
•Originally a (lead) user innovation, later
integrated into platform
•Simple, adaptive and generative
•Can coordinate, render visible, and
constitute publics
#royalwedding




http://mappingonlinepublics.net
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On
From 'Broadcast Yourself' to 'Follow Your Interests': Social Media Five Years On

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

  • 1. SOCIAL MEDIA 5 YEARS ON JEAN BURGESS QUEENSLAND UNIVERSITY OF TECHNOLOGY / @JEANBURGESS
  • 3. Blackwell Companion to New Media Dynamics (Hartley, Burgess, Bruns, eds, 2012) Studying Mobile Media (Hjorth, Burgess, Richardson, eds, 2012)
  • 4. the platform paradigm 1.architectural 2.figurative 3.political 4.computational (Gillespie, 2012) the politics of platforms - Tarleton Gillespie, forthcoming 2012 used to interpellate multiple stakeholders with conflicting interests (‘big’ media, advertisers, audiences.ordinary or entrepreneurial YouTubers)
  • 5. the platform paradigm new media institutions platforms are new, hybrid media institutions - coordinating function; emergent
  • 6. the platform paradigm co-creation these platforms as institutions are co-created (users, developers, content proucers, partners, advertisers...)- not in a symmetrical way
  • 7. the platform paradigm co-evolution co-evolution of affordances and uses; platforms and practices; cultural uptake and scholarly approaches users are deeply involved in these processes;
  • 8. the platform paradigm hybridity in hybrid media environments
  • 9. the platform paradigm generativity
  • 10. 2006 WEB 2.0 “User- generated HYPE AND content” COUNTER-HYPE tech determinism
  • 13. participatory culture, co- creation, free/affective labour, corporate enclosure
  • 18. 2011 from hype and counter-hype to controversies stakes are higher social media almost normalised but how are we being addressed now - as producers, audiences, co-creators, citizens, publics?
  • 19. 2011 from creativity, community & UGC to networks, conversation and information -sharing
  • 23. •Hashtag =‘#’ + some alphanumeric characters: automatic tracking & aggregation of a topic, represented with a hyperlink •Originally a (lead) user innovation, later integrated into platform •Simple, adaptive and generative •Can coordinate, render visible, and constitute publics