Last year, I posted about the very interesting PhD dissertation by Alice E. Marwick (downloadable here). Based on ethnographic research of the San Francisco technology scene, she explains how social mediaâ€™s technologies are based on status-seeking techniques that encourage people to apply free-market principles to the organization of social life. She has now rewritten the material – and added new interviews, new material and an extra chapter – for a book that was just published:
Status Update: Celebrity, Publicity, and Branding in the Social Media Age
by Alice E. Marwick
Yale University Press
2013, 368 pages
Social media technologies such as YouTube, Twitter, and Facebook promised a new participatory online culture. Yet, technology insider Alice Marwick contends in this insightful book, â€œWeb 2.0â€ only encouraged a preoccupation with status and attention. Her original researchâ€”which includes conversations with entrepreneurs, Internet celebrities, and Silicon Valley journalistsâ€”explores the culture and ideology of San Franciscoâ€™s tech community in the period between the dot com boom and the App store, when the city was the worldâ€™s center of social media development. Marwick argues that early revolutionary goals have failed to materialize: while many continue to view social media as democratic, these technologies instead turn users into marketers and self-promoters, and leave technology companies poised to violate privacy and to prioritize profits over participation. Marwick analyzes status-building techniquesâ€”such as self-branding, micro-celebrity, and life-streamingâ€”to show that Web 2.0 did not provide a cultural revolution, but only furthered inequality and reinforced traditional social stratification, demarcated by race, class, and gender.
Alice E. Marwick is assistant professor, communication and media studies, Fordham University, and an academic affiliate at the Center on Law and Information Policy, Fordham Law School. Previously a postdoctoral researcher at Microsoft Research, she regularly speaks to the press on various social media topics and has written for the New York Times, the Daily Beast, and the Guardian. She lives in New York City.