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Depicting social television on Instagram: Visual social media, participation, and audience engagement with #sbseurovision

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Paper about Instagram, Eurovision, and Australian fans presented at ICA 2015, San Juan, Puerto Rico, 23 May 2015.

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Depicting social television on Instagram: Visual social media, participation, and audience engagement with #sbseurovision

  1. 1. Depicting social television on Instagram Visual social media, participation, and audience experiences of #sbseurovision Tim Highfield Queensland University of Technology timhighfield.net @timhighfield t.highfield@qut.edu.au #ica15 San Juan, Puerto Rico 23 May 2015 Instagram and #sbseurovision 1
  2. 2. My my! This is a paper about Eurovision and fandom and Instagram The Eurovision Song Contest: European nations send artists + songs to represent them, audience votes (but not for their own country) with different implications/motives/interpretations across Europe The winner takes it all hosts the next contest Tim Highfield Queensland University of Technology timhighfield.net @timhighfield t.highfield@qut.edu.au #ica15 San Juan, Puerto Rico 23 May 2015 Instagram and #sbseurovision 2
  3. 3. #joinus In Australia, Eurovision is a cult tv event, shown on delay by multicultural broadcaster SBS (until now) Tim Highfield Queensland University of Technology timhighfield.net @timhighfield t.highfield@qut.edu.au #ica15 San Juan, Puerto Rico 23 May 2015 Instagram and #sbseurovision 3
  4. 4. Europe, start voting… In a matter of hours, the 2015 Eurovision Grand Final will be held in Vienna, Austria At which, for the first time, Australia will compete?! This paper is not about this story. Tim Highfield Queensland University of Technology timhighfield.net @timhighfield t.highfield@qut.edu.au #ica15 San Juan, Puerto Rico 23 May 2015 Instagram and #sbseurovision 4
  5. 5. It’s a story ‘bout a social door Eurovision and social media a popular combination, Twitter especially: live-tweeting, as a means of sense- making, engagement, shared experiences snark, sarcasm, and silliness tropes and rituals of Eurovision Promoted on-screen content, 140 characters ideal for one-liners but visual social media? Tim Highfield Queensland University of Technology timhighfield.net @timhighfield t.highfield@qut.edu.au #ica15 San Juan, Puerto Rico 23 May 2015 Instagram and #sbseurovision 5
  6. 6. Hello San Juan, this is Brisbane calling Tim Highfield Queensland University of Technology timhighfield.net @timhighfield t.highfield@qut.edu.au #ica15 San Juan, Puerto Rico 23 May 2015 Instagram and #sbseurovision 6
  7. 7. Party for everybody Because delay – and primetime broadcast, and encouraged by SBS – Australians organise Eurovision parties, making the broadcast social (not universal or unique to Australia) Social media used to document their Eurovision experience: if Twitter is live commentary, snark, &c. then how is Instagram used to engage with a live tv broadcast? Tim Highfield Queensland University of Technology timhighfield.net @timhighfield t.highfield@qut.edu.au #ica15 San Juan, Puerto Rico 23 May 2015 Instagram and #sbseurovision 7
  8. 8. You gave me a rendez-vous Methods: Tracking #sbseurovision hashtag through Instagram API 8-12 May 2014: 1846 media, 1205 users Australian broadcast dates: 9 May – SF1 - 358 media 10 May – SF2 – 485 media 11 May – Final – 956 media Analysis of the content of #sbseurovision media – not considering comments/♥ Tim Highfield Queensland University of Technology timhighfield.net @timhighfield t.highfield@qut.edu.au #ica15 San Juan, Puerto Rico 23 May 2015 Instagram and #sbseurovision 8
  9. 9. …un miroir, dans lequel chacun peut me voir Selfies: photographs taken by one of the people in the photo, as a self-portrait (individual and group): 520 items (28.2%) (173 solo, 347 group) *mirror selfies: 12 items POV shot: presents what the photographer sees as their viewing experience: 186 items (10%) Tim Highfield Queensland University of Technology timhighfield.net @timhighfield t.highfield@qut.edu.au #ica15 San Juan, Puerto Rico 23 May 2015 Instagram and #sbseurovision 9
  10. 10. Beaux messieurs, belles dames 1264 items (68.5%) featured people (including hands in POV shots &c.) Group size: 1 person: 435 media 2 people: 329 3: 127 4-12: each >10 items Largest countable group: 35 people 24 items had crowds 465 items featured costumes: 85 either Conchita/fake beards 1 Leaning Tower of Pisa Tim Highfield Queensland University of Technology timhighfield.net @timhighfield t.highfield@qut.edu.au #ica15 San Juan, Puerto Rico 23 May 2015 Instagram and #sbseurovision 10
  11. 11. My lovely horse pets 133 items (7%) featured animals: Cats, dogs, … rabbits 61 of these featured animals without people 32 selfies = pelfies 14 items had animals in costumes Tim Highfield Queensland University of Technology timhighfield.net @timhighfield t.highfield@qut.edu.au #ica15 San Juan, Puerto Rico 23 May 2015 Instagram and #sbseurovision 11
  12. 12. I’ve got a cake to bake 263 items (14.2%) featured food 103 items featured food but no people (e.g. overhead shots of food on table) Popular items: cupcakes, dips: Mix of standard party food and special event (Eurovision-specific catering) 135 items had food + drink Tim Highfield Queensland University of Technology timhighfield.net @timhighfield t.highfield@qut.edu.au #ica15 San Juan, Puerto Rico 23 May 2015 Instagram and #sbseurovision 12
  13. 13. Alcohol is free 418 media (22.6%) included drinks bottles, glasses, cups, alcoholic and non- alcoholic beverages 59 of these featured drink but no people Low percentage due to group shots where one person might be holding glass/bottle – drink present but not focus of image Tim Highfield Queensland University of Technology timhighfield.net @timhighfield t.highfield@qut.edu.au #ica15 San Juan, Puerto Rico 23 May 2015 Instagram and #sbseurovision 13
  14. 14. Je voudrais un moustache Other elements of party and costume presentation: Headwear, fake moustaches (drawn and on sticks), painted nails, face painting… Flags: 302 items, including: full-size flags, bunting, iced cupcakes, painted nails, in costumes… Only 35 (11.6% of flags) including Australian flags… Tim Highfield Queensland University of Technology timhighfield.net @timhighfield t.highfield@qut.edu.au #ica15 San Juan, Puerto Rico 23 May 2015 Instagram and #sbseurovision 14
  15. 15. Vote, vote, vote for the winners But… broadcast engagement through Instagram? 502 media (27.2%) featured tv screens 27 focused on on-screen social media content (including highlighting user’s previous content) 29 items dedicated to voting – either SBS- specific vote or home-run contests 71 items, though, featured SBS’s thumbs- up/down props Tim Highfield Queensland University of Technology timhighfield.net @timhighfield t.highfield@qut.edu.au #ica15 San Juan, Puerto Rico 23 May 2015 Instagram and #sbseurovision 15
  16. 16. Another cliché, baby 19 items showed drinking game rules or bingo cards acknowledgement of tropes and ironic/humorous engagement with Eurovision Tim Highfield Queensland University of Technology timhighfield.net @timhighfield t.highfield@qut.edu.au #ica15 San Juan, Puerto Rico 23 May 2015 Instagram and #sbseurovision 16
  17. 17. Let’s do away with prejudice But also: #sbseurovision final = 956 Instagram posts vs. >45,000 tweets Disposability, fleeting relevance of tweets? Both social, but Instagram more personal? Snark in tweets vs. good-natured, social presentation of Instagram – less the contest, more the context? Tim Highfield Queensland University of Technology timhighfield.net @timhighfield t.highfield@qut.edu.au #ica15 San Juan, Puerto Rico 23 May 2015 Instagram and #sbseurovision 17
  18. 18. The history book on the shelf is always repeating itself Instagram sets the scene for social television: how a viewer is experiencing the broadcast (where, with whom, how) Common approaches to documenting this – selfies, POV shots Mix mundane and everyday with the extraordinary and the special Infrequent posting (unlike Twitter) Less concerned with events on screen, more the social experience of Eurovision Tim Highfield Queensland University of Technology timhighfield.net @timhighfield t.highfield@qut.edu.au #ica15 San Juan, Puerto Rico 23 May 2015 Instagram and #sbseurovision 18
  19. 19. And the douze points go to… Thank you! Questions &c. ? And the Europop (pop) makes me dizzy And I just can't stop (stop) 'til it's finished Tim Highfield Queensland University of Technology timhighfield.net @timhighfield t.highfield@qut.edu.au #ica15 San Juan, Puerto Rico 23 May 2015 Instagram and #sbseurovision 19

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