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The Like Economy:
Designing a Data-Intensive Social Web
                                           Anne Helmond, University of Amsterdam




  Value Sensitive Design for Social Networking Summer School, 27 August 2012, Delft University of Technology,
                                                                       3TU.Centre for Ethics and Technology
www.digitalmethods.net
Carolin Gerlitz, Goldsmith, University of London
                    and University of Amsterdam
photo: paz.ca
the hit economy
the link economy
the link economy
the Like economy
the Like button
Open Graph
de-centralization
re-centralization
cookies: back-end dataflows
trackers: facebook




                     Anne Helmond & Carolin Gerlitz
trackers: twitter




                    Anne Helmond & Carolin Gerlitz
trackers: google




                   Anne Helmond & Carolin Gerlitz
trackers: per type




  More info: https://wiki.digitalmethods.net/Dmi/WorkshopTrackingtheTrackers

                                                                        Anne Helmond & Carolin Gerlitz
social button design


          front-end


                        back-end




  Stalder, Felix ‘Between Democracy and Spectacle: The Front-End and Back-End of the Social
  Web’, in Mandiberg Michael (ed). The Social Media Reader. New York: NYU Press, 2012. p. 249.
multiplication of data
recommendation devices
relational database
http://europe-v-facebook.org/
2-click opt-in
we think that people should have a choice in
where their data goes and who has access to it.
Visualising trackers


                                                Mozilla Collusion: Creates a network of
                                                browsed sites and associated tracking
                                                services for users in real time while
                                                browsing.
                                                • Visualises which services are tracking
                                                users and how they are connected to other
                                                websites visited.




Mozilla Collusion: http://www.mozilla.org/collusion/
browser add-ons
browser add-ons
browser add-ons
DMI: Tracker Tracker



• Objective: detecting interfaces to the cloud and
data-mining features operating in the back-end.
• Repurpose analytical capacities of Ghostery to
detect presence of tracking devices on websites.
• Input list of URL, output: list of trackers &
network formatted data.
DMI: Tracker Tracker




Presence of Trackers on websites of Dutch political parties, June 2012.
subversion
subversion
subversion
conclusion
Thank you!
                                                                  anne@digitalmethods.net




   blog: www.annehelmond.nl

Tomás Saraceno, galaxies forming along filaments, Venice Biennial 2009
picture credits
http://www.flickr.com/photos/pazca/6174956610/
http://www.flickr.com/photos/denisdervisevic/4745520501/
http://www.notjohnchow.com/shoemoney-says-dont-buy-links/
http://www.seobook.com/archives/cat_ask_jeeves.shtml
http://www.fulltraffic.net/images/blog/buying-backlink.jpg
http://simplybacklinks.com/
http://www.huffingtonpost.com/2012/01/18/sopa-blackout-internet-censorship_n_1211905.html
http://edinburghseoservices.co.uk/improve-your-pagerank-with-edinburgh-seo-services/
http://www.webcounterstats.com/
http://www.checkpagerank.net/
http://www.addthis.com/
http://www.sharethis.com/
http://mashable.com/
http://techcrunch.com/
http://imgs.abduzeedo.com/files/best_week/fb_bt_awesome.jpg
http://www.flickr.com/photos/guillaumebrunet/1603482508/
http://www.hudsonhorizons.com/pub/images/FacebookOpenGraph.jpg
http://embunweb.com/blog/social-media/enhance-your-website-with-facebook-open-graph%E2%80%99s-protocol/
http://nmc.itdevworks.com/wp-content/uploads/2010/04/LikePages.png
http://fashionscollective.com/tag/facebook-open-graph/
http://developers.facebook.com/blog/post/476/
http://blog.hubspot.com/blog/tabid/6307/bid/12539/Facebook-Announces-Send-Button-Like-Button-Companion.aspx
http://www.huffingtonpost.com/2011/05/09/soldier-carlton-dance_n_859301.html
http://brianchannell.com/blog/?p=265
http://socialrelish.com/blog/wp-content/uploads/2011/01/fb.png
http://www.flickr.com/photos/19marksdesign/5268732048/sizes/o/in/photostream/
http://www.flickr.com/photos/7855449@N02/2828883082/ 
https://developers.facebook.com/docs/opengraph/
http://www.searchenginejournal.com/wp-content/uploads/2011/09/Facebook-Open-Graph.jpg
http://profile.ak.fbcdn.net/hprofile-ak-snc4/50353_114689258590728_420_n.jpg
http://farm5.static.flickr.com/4122/4869449359_1576cf6d18.jpg

All other pictures made by Anne Helmond.

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