Chapter

Engineering Sociality in a Culture of Connectivity

José van Dijck

in The Culture of Connectivity

Published in print January 2013 | ISBN: 9780199970773
Published online January 2013 | e-ISBN: 9780199307425 | DOI: http://dx.doi.org/10.1093/acprof:oso/9780199970773.003.0001
Engineering Sociality in a Culture of Connectivity

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This chapter lays out a historical map of social media’s transformation between 2001 and 2012. The Web 2.0 gradually changed from being an infrastructure for networked communication to offering a wide range of platform services, each occupying a distinct niche of online sociality, particularly social networking and user-generated content services. While the first half decade gave rise to user communities embracing the Web’s potential for collaboration and connectedness, after 2006, the word “social” came to mean: technologically manageable and economically exploitable. Early adopters and theorists of social media welcomed the emergence of a hybrid set of peer-produced, nonmarket principles inside or alongside a commercial model, a model that was embraced by companies like Facebook, Google and Yahoo! But gradually, the economic, political and cultural assumptions on which these platform owners operated, divulged a new set of norms and values staked in the ideology of technological progress and neoliberalism.

Keywords: Web 2.0; social networking; user-generated content; user communities; peer-production

Chapter.  8984 words. 

Subjects: Sociology

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