Alice E. Marwick & Dana Boyd
difference between self-representation and/or performed identities in real life interactions and those which take place online in social networking sites (Twitter as case study)
Close examination is made on how Twitter users imagine their audience
Social Media collapses contextual information
*Imagining the Audience Online
Lack of knowledge of audience in social media necessitates the formulation of an imagined audience in the mind of social media participants/users.
Situationist theory applied to social/electronic media: people’s reactions are based on context rather than fixed psychological traits or constructed values.
The very existence of a social media profile/homepage “presumes the expectation of the virtual ‘generalized other.’”
“markers of cool”
“taste cultures” & “taste performances” on social media sites to “convey prestige, uniqueness, or aesthetic preference”
*Twitter & Audience
@reply, #hashtag, retweets
“Directed Frienship Model: participants choose Twitter accounts to ‘follow’ in their stream, and they each have their own group of ‘followers.’ There is no technical requirement of reciprocity, and often, no social expectation of such.”
Disconnect between followers and followed
With various ways of consuming and spreading tweets, it is very difficult for participants to account for an audience, and thus without knowing the audience, imagine it.
*How Twitter Users Imagine Audiences
Methodology: Study was conducted by asking Twitter users directly.
Questions posed to informants: “Who do you imagine reading your tweets? Who do you tweet to? What makes an individual seem “authentic” on Twitter? (Or what does it mean to be authentic?) What won’t you tweet about? What subjects are inappropriate for Twitter?”
describing audience as “fans” or “friends” is essentially related to number of followers
some participants tweet “for themselves”, not for an audience
this position wants to reject social phenomenon of personal branding, marketing, and self-commodification, another way users imagine their audience, as a strategy
“ideology of publicity” (Dean)
some audience conceptions are tweet-dependent.
“ideal reader” conception of audience, often mirror image of user
*Strategic Audiences
fan base/community
micro-celebrity
establishing online presence
marketing/branding
*Navigating Multiple Audiences
“context collapse”= the flattening of multiple audiences into one
authors suggest some users create multiple accounts/online identities
participant as actor
social media is removed from the collaborative aspect of managing self-presentation inherent to face-to-face interaction
“users maintain impressions by balancing personal/public information, avoiding certain topics, and maintaining authenticity.”
*Balancing Expectations of Authenticity
“Participants must maintain equilibrium between a contextual social norm of personal authenticity that encourages information-sharing and phatic communication (the oft-cited ‘what I had for breakfast’ example) with the need to keep information private, or at least concealed from certain audiences.”
authenticity can only be defined against inauthenticity
authenticity, however, always constructed through discourse and context
*Self-Censorship
categorical self-censorship on Twitter: “TMI” subjects (bodily functions), relationships, religion, politics, work/professions, criticism, etc.
“Participants maintain a public-facing persona to manage impressions with potential readers. Context collapse creates an audience that is often imagined as its most sensitive members: parents, partners, and bosses. This ‘nightmare reader’ is the opposite of the ideal reader, and may limit personal discourse on Twitter.”
*Balance
balance between personal authenticity and audience expectation
twitter users see professional speak “as less authentic than personal, ‘human’ revelations”
however, personal topics on twitter were “relatively innocuous”
even things that may seem personal are highly strategic and often times serve a professional purpose (especially for those with high following)
“Micro-celebrity practices like interacting directly with followers, appealing to multiple audiences, creating an affable brand and sharing personal information are rewarded, and consequently encouraged, in Twitter culture. The ability to attract and command attention becomes a status symbol….This view of micro-celebrity practice assumes an intrinsic conflict between self-promotion and the ability to connect with others on a deeply personal or intimate level. Some view strategic audience management as dishonest ‘corporate-speak’ or even ‘phony, shameless promotion’. The encroachment of presumably profit- or status-driven ‘public’ techniques into ‘private’ social spaces is met with stiff resistance from people used to interactional norms that do not involve the commodification of social ties. We might ask if ‘public’ space is becoming synonymous with ‘commercial’, and if alternative models of publicity and attention can thrive within the networked audience environment.”
Writer’s Audience (ideal)
Broadcast Audience (fixed, unidentifiable, passive)
Networked Audience (hybrid of previous 2, potentially public and private, can provide both personal and anonymous interactions)
“On the one hand, Twitter is seen as an authentic space for personal interaction. On the other, social norms against ‘oversharing’ and privacy concerns mean that information deemed too personal may be removed from potential interactions. Similarly, the desire to have ‘fans’ or a ‘personal brand’ conflicts with the desire for pure self-expression and intimate connections with others. In combining public-facing and interpersonal interaction, the networked audience creates new opportunities for connection, as well as new tensions and conflicts.”
MarioCedeno363 8:32 pm on November 13, 2011 Permalink | Log in to Reply
I also find the topic of children and technology interesting, as I see younger and younger kids playing and learning using forms of digital media. A computer is good educational tool for obvious reasons, but I think that it is a an problematic when very young children like the one in this video get accustomed to learning from things such as the ipad. These kids will get used to the entertainment style learning that the ipad presents and will come to expect that and not be interested in other forms of learning such as reading. I like your proposal because doing a mash up of young children using digital technologies like the ipad would definitely be funny, but it would also get viewers thinking about the large role that these new technologies are playing in the lives of incoming generations. It may be a good idea to focus on doing a mashup of videos of one technological device, such as the ipad or iphone.
briej102 10:10 am on November 14, 2011 Permalink | Log in to Reply
I think this is an interesting idea to do a project on. I’ve seen toddlers use digital media better than a college student. I learned that some elementary schools require the kids to have an Ipad for educational purposes. Their homework is assigned online, they are expected to complete it on the Ipad and bring it in the next day. It will be interesting to witness the gap between our generation and the one below us, since most of us had the chance to grow up with out a computer in our home. A mash up video is a great way to display how toddlers use digital media and how print baffles them.
maxschneiderschumacher 10:26 am on November 14, 2011 Permalink | Log in to Reply
This subject really directly relates to this weeks readings and is an interesting one. You write, “I think what is concerning is the idea of children being too dependent on technology and how it re-defines childhood and shapes their ability to learn.” This is definetly a great concern. On top of that, it’s worth looking too at how these technologies and social media sites effect how youth relate to not only how they learn but also other people in the physical public sphere. Looking at these relationships would lend themselves well to the idea of creating a meme like your talking about. It’s a good idea.
Veronika Höglund 12:01 pm on November 14, 2011 Permalink | Log in to Reply
I completely agree with the emphasis of your project. Just remembering my childhood, technology was so distant from the way I grew up. As mentioned, there are a lot of positive outcomes that current technology can offer to the younger generation, but the obvious question is if this is actually being implemented. For example, I was told by a family that I was babysitting for that if their children were being disobedient and misbehaving, to just give them their iPad. This was obviously a concerning statement. Perhaps you could do (humor-themed) interviews with children.