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Critical Theory and Social Media #SMCriticalTheory @NewhouseSM6 By Christopher Fers Syracuse University S.I. Newhouse School of Public Communications
Plato I’m a Philosopher and a pretty cool guy. RTTheuthtoThamus“Here is as an accomplishment, my lord the King, which will improve both the wisdom and the memory of the Egyptians.”
#CriticalTheory - Reaction to positivism - Stresses the difference between essence and appearance (Fuchs, 2011, 11) - Views society in terms of power dynamics. - Roots in Marxist writing Fuchs, C. (2011). Foundations of critical media and information studies. New York, NY: Routledge.
Karl Marx philosopher, economist, sociologist, historian, beard. “The class which has the means of material production at its disposal has control at the same time over the means of mental production.”
KarlMarx philosopher, economist, sociologist, historian, epic beard. “The hand-loom gives you society with the feudal lord; the steam-mill, society with the industrial capitalist. #PovertyOfPhilosophy”
What society, then, does mass media give us?  An elite class with means of production?  An elite class with a vested interest in maintaining the status quo?  A class able to apply a filter to encoded and decoded messages, thus controlling the “mental production” of a society?
Web 2.0  Wikis, Blogs, Social networking, open source, open content  Favors user participation  Ideology rather than technology.
Web 2.0 and the Advent of Social Media: A Wrench in the Gears of the Critical Theory Apparatus  The Amateur Class have the technologies to create media messages  …have the platforms to disseminate messages
Theory of Audience Labor (Dallas Smythe)  People are a commodity  Sold by producers to advertisers  Audience performs a labor for advertiser  Audience pays advertiser through purchase
Audience Labor of New Media Environment  Platform ownership  User generated content creates revenue at fewer costs  Social media users provide advertisers dream: FREE INFORMATION
Case Study: Facebook’s Beacon  2007, Facebook introduces a feature called Beacon.  Zuck apologized and added opt-out feature.  2009, Beacon removed. Facebook then automatically used Target Advertising.
Is It All Exploitive?  FearlessRevolution.com  Kickstarter
Critical Theory and Social Media By Christopher Fers Syracuse University S.I. Newhouse School of Public Communications

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Critical Theory and Social Media

  • 1. Critical Theory and Social Media #SMCriticalTheory @NewhouseSM6 By Christopher Fers Syracuse University S.I. Newhouse School of Public Communications
  • 2. Plato I’m a Philosopher and a pretty cool guy. RTTheuthtoThamus“Here is as an accomplishment, my lord the King, which will improve both the wisdom and the memory of the Egyptians.”
  • 3. #CriticalTheory - Reaction to positivism - Stresses the difference between essence and appearance (Fuchs, 2011, 11) - Views society in terms of power dynamics. - Roots in Marxist writing Fuchs, C. (2011). Foundations of critical media and information studies. New York, NY: Routledge.
  • 4. Karl Marx philosopher, economist, sociologist, historian, beard. “The class which has the means of material production at its disposal has control at the same time over the means of mental production.”
  • 5. KarlMarx philosopher, economist, sociologist, historian, epic beard. “The hand-loom gives you society with the feudal lord; the steam-mill, society with the industrial capitalist. #PovertyOfPhilosophy”
  • 6. What society, then, does mass media give us?  An elite class with means of production?  An elite class with a vested interest in maintaining the status quo?  A class able to apply a filter to encoded and decoded messages, thus controlling the “mental production” of a society?
  • 7. Web 2.0  Wikis, Blogs, Social networking, open source, open content  Favors user participation  Ideology rather than technology.
  • 8. Web 2.0 and the Advent of Social Media: A Wrench in the Gears of the Critical Theory Apparatus  The Amateur Class have the technologies to create media messages  …have the platforms to disseminate messages
  • 9. Theory of Audience Labor (Dallas Smythe)  People are a commodity  Sold by producers to advertisers  Audience performs a labor for advertiser  Audience pays advertiser through purchase
  • 10. Audience Labor of New Media Environment  Platform ownership  User generated content creates revenue at fewer costs  Social media users provide advertisers dream: FREE INFORMATION
  • 11. Case Study: Facebook’s Beacon  2007, Facebook introduces a feature called Beacon.  Zuck apologized and added opt-out feature.  2009, Beacon removed. Facebook then automatically used Target Advertising.
  • 12. Is It All Exploitive?  FearlessRevolution.com  Kickstarter
  • 13. Critical Theory and Social Media By Christopher Fers Syracuse University S.I. Newhouse School of Public Communications