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BK

New York ; Oxford : Oxford University Press, [2016]

xviii, 302 stran : ilustrace (některé barevné), faksimile ; 24 cm

ISBN 978-0-19-932843-7 (brožováno)

Terminologický slovník

Obsahuje bibliografie, bibliografické odkazy a rejstřík

001639297

PREFACE XV // INTRODUCTION // Chapter 1 Introduction 1 // Perspective of This Book 2 Organization of the Book 4 Uses of This Book 4 References 5 // part I MESSAGES // Chapter 2 The Communication Model 7 What is Social Media? 7 Models of Communication 8 Interpersonal Approaches 8 Mass Communication 9 Connecting Interpersonal with Mass Communication 13 // Historical Discourses of Digital Technology 14 Do We Structure Technology or Does Technology Structure Us? 14 Media Ecology 15 New Concepts in Social Media 17 Web 2.0 17 Convergence 18 Platforms 18 Summary and Conclusion 19 Topics 19 Discussion Questions 19 Exercise 19 Note 20 > Further Readings 20 References 20 // Chapter 3 Message Types 23 AfFordances 23 Attributes of Social Media 24 Social Presence and Media Richness 25 Temporal Structure 27 Symmetry 28 Permanence 28 Mobility and Replicability 29 A Brief History of Computer-Mediated Communication Internet 30 Mobile Communication 31 Forms and Genres of Social Media 31 Technology, Form, and Genre 31 Remediation 33 Social Network Sites 34 Blogs 35 Message Boards or Forums 35 Chatrooms 36 Feeds 36 Content Sharing and Hybrid Forms 37 Summary and Conclusion 38 Topics 38 Discussion Questions 38 Exercises 38 Further Readings 39 References 39 // Chapter 4 Measuring Social Media 43 Attention Economy 43 Measuring Attention 44 Reach and Frequency 45 Platform Structures 46 // PART II Chapter 5 // Chapter 6 // Narrowcasting 47 // Attention, Engagement, Conversion 48 Methods for Studying Social Media 50 // Digital Anthropology and Netnographic Analysis 50 Textual Analysis 51 Network Analysis 52 Machine Learning and Big Data 52 Privacy 55 // Summary and Conclusion 56 Topics 57 // Discussion Questions 57 Exercise 57 Notes 57 // Further Readings 57 References 58 // PEOPLE // User Interaction and Co-Creation 63 Co-creation as a Concept 64 History of Co-creation 65 The Value Chain 67

Co-creation of Media Content 69 Collaborative Production 71 Motivations for Co-creation 71 Ethical Issues in Co-creation 73 Summary and Conclusion 74 Topics 75 // Discussion Questions 75 Exercise 75 Notes 75 // Further Readings 76 References 76 // Uses and Benefits of Social Media 83 Uses and Gratifications Theory 83 Self 84 // Social Comparison Theory 85 Performance Online 86 // x CONTENTS // Context Collapse 88 Extended Self 88 Interpersonal Relationships 90 // Self-Disclosure and Anonymity 90 v // Trust 92 // Boundaries of Self and Privacy 94 // Communitas 95 // Information and Cultivation 96 // Therapeutic Uses 96 // Gossip, Bullying, and Drama 98 // Play 98 // Addiction 99 // Summary and Conclusion 101 Topics 101 // Discussion Questions 101 Exercise 101 Notes 101 // Further Readings 102 References 102 // Chapter 7 Digital Inequality, Age, and Social Class 109 Literacy and Capital 110 Literacy 110 // Economic, Social, and Cultural Capital 112 Social Class 115 // Social Class and Literacy 115 Taste and Social Reproduction 116 Age 117 Digital Natives or Digital Naives? 117 Region 123 // Rural versus Urban 123 Summary and Conclusion 123 Topics 124 // Discussion Questions 124 Exercise 124 Notes 124 Further Readings 124 References 124 // Contents xi // Chapter 8 Race and Gender 131 // Identity and Performance 132 Race 133 // Discussion, Debate, and Hate Speech 136 Collective Action and Antiracism Online 137 Gender 138 // Gender and Performance 138 Representation Online 141 Gender and Uses of Social Media 141 // Gender, Harassment, and Misogyny Online 142 Sexuality 143 // Summary and Conclusion 145 Discussion Questions 145 Exercises 145 Notes 145 // Further Readings 146 References 146 // part III NETWORKS // chapter 9 Social Networks 153 Network Analysis 153 // Its a Small World, After All! 155 Properties of Ties 156 Properties of Networks 157 //

Properties of Nodes 158 Emergence: How Networks Form 159 Network Theory in Social Media 159 Social Capital 159 Types of Social Capital 162 Online versus Offline Social Networks 162 Social Networks in Practice 163 // Diffusion of Innovations 163 // Social Influence 163 Summary and Conclusion 164 Topics 164 // Discussion Questions 164 // xii CONTENTS // Exercise 164 Notes 165 Further Readings 165 References 165 // Chapter w Virtual Communities 169 // Traits of Community 170 // Theoretical Approaches to Community and Types of Online Community 173 Imagined Community 173 Subcultures 174 Audience Communities 174 Communities of Practice 175 Status and Roles in Online Communities 176 Roles in Online Communities 177 Group Boundaries 179 Summary and Conclusion 180 Topics 180 // Discussion Questions 180 Exercise 181 Notes 181 // Further Readings 181 References 181 // Chapter ll Social Media Marketing 187 // Information or Persuasion? 189 // Paid, Earned, and Owned Media 191 The Purchase Funnel and the Decision Journey 192 Decision Journey 194 Advertising Messages and Channels 195 Search Advertising 195 Word of Mouth 196 Crisis Management and Firestorms 201 Social Media Campaigns and Offline Promotions 204 Social Media Marketing and the Value Chain 204 Summary and Conclusion 206 Topics 206 // Discussion Questions 207 // Contents xiii // Exercises 207 Notes 207 Further Readings 208 References 208 // part IV CULTURE AND SOCIETY // Chapter 12 Cultural Representations and Practices 215 Theories of Culture 216 Cultural Styles and Practices 217 Participatory Culture 217 Fan Fiction 219 // Repetition, Mashups, Remixes, and Parody 221 Language 222 Cultural Transmission 222 Circulation 226 Cultural Content 226 Narrative 226 Transmedia Storytelling 227 Celebrity 228 // Summary and Conclusion 229 Topics 229 // Discussion Questions 230 Exercises 230 Notes 230 Further Readings 230 References 230 //

Chapter 13 Political Life 235 Power 236 // Public Sphere 238 // Citizenship and Civic Participation 240 Social Movement Theory 241 Social Issue Formation 241 Social Movement Tactics 242 Mobilization 242 Coordination 243 // Slacktivism 246 // Hacktivism and Alternative Means of Communication Social Media Use and Amount of Participation 247 Framing 248 // News Consumption and Civic Engagement 249 Social versus Mainstream News Media 249 Citizen Journalism 250 Summary and Conclusion 251 Topics 251 // Discussion Questions 252 Exercises 252 Notes 252 Further Readings 252 References 253 // Chapter 14 Economic and Legal Structures 259 Shifts in Economic Structure 260 // Decreasing Costs of Production, Storage, and Dissemination 261 Blurred Rights of Ownership 262 Copyright 264 Networked Consumers 266 Platforms and the Chicken and Egg Problem 267 Monopolies, Switching Costs, and Multihoming 270 Shifts in Economic Practice and Production 271 User Innovation 271 Sharing 272 // Business Models for Social Media 274 Summary and Conclusion 276 Topics 276 // Discussion Questions 277 Exercise 277 Notes 277 Further Readings 278 References 278 // GLOSSARY 283 CREDITS 295 INDEX 297