Social media as semiotic technology and social practice: the case of ResearchGate’s design and its potential to transform social practice

ABSTRACT

This article addresses the need for critical approaches to social media by bridging the focus on language and other semiotic resources that characterises discourse studies with the broader perspective on social media as social, cultural, economic and technological constructs that dominates media and cultural studies. Specifically, we propose a model for analysing how social media as semiotic technologies, that is, technologies designed to enable and constrain meaning-making, may transform social practices. By incorporating Van Leeuwen’s [2008. Discourse and Practice: New Tools for Critical Analysis. London: Oxford University Press] framework for the critical analysis of discourse and social practice, the model extends the social semiotic approach developed in recent critical multimodal studies of software such as PowerPoint to social media, which function primarily to provide platforms for and commodify social practices, rather than to offer rich arrays of semiotic resources for creating multimodal texts and artefacts. Using the academic social network site ResearchGate and the practice of research peer review, we illustrate the model’s capacity to account for the ways the design of social media platforms – through the semiotic resources they make available and the ways these are presented – enables and constrains their users’ ability to perform key social practices and has the potential to transform these practices.     

Why adaptive management will not save us: Exploring management directives' interaction with practice

Sparked by the critique of practitioners and academics on the excessive managerialisation of development project management, the donor community turns increasingly towards adaptive management approaches. Rather than examining the effectiveness of the new adaptive management trend, the article deals with the more fundamental question of how the underlying relationship between management frameworks and practice can be characterised. To this end, the article analyses the practices of a select number of Dutch Civil Society consortia that are working with a new adaptive management framework. Making use of a practice theory approach, the analysis finds that rules are not directly translated into practice. The presented rules (innovations) are always mediated by antecedent practice, shared histories and interactions amongst individuals, communities and artefacts. Notably, the flexibility provided for in the framework does not reach all links in the aid chain equally and is counterbalanced by the institutional realities of the aid system. The article therewith adds to the literature on everyday development management cautioning against overestimating the effects of management tools, as they operate within and are determined by the funding and accountability requirements of the larger aid regime.     

Rethinking Intersectionality: Towards an Understanding of Discursive Marginalization

In recent years, political science research on “intersectionality” has breathed new life into perennial debates about group politics, inequality, and marginalization, demonstrating that unitary identity categories are insufficient for understanding group interests. This article critiques this emergent body of literature, noting the theoretical tensions that have surfaced as the concept has taken hold within political science. It posits that the theoretical underpinnings of this growing research paradigm have to date relied upon a liberal conception of political power that advocates greater administrative attention to particularized subgroups. This pervasive liberalism glosses over the complex and dynamic power structures that both produce political marginalization and offer sites of political resistance. Using the internal tensions of LGBTQ politics as a guiding example, this article calls for a move beyond intersectionality and towards a notion of discursive marginalization to more accurately account for the processes by which citizen-subjects are produced.     

THE LOGICAL LIMITS OF BEST PRACTICE ADMINISTRATIVE SOLUTIONS IN DEVELOPING COUNTRIES

Developing countries are pressured to adopt administrative solutions that the international community considers best practice. Some claim that these practices do not fit such contexts. How could one assess the fit or relevance of a best practice? This article suggests a basic answer: Look at the degree of difference between the proposed adoption context and the context in which such practice emerged as ‘best’. This answer emerges from a discussion on the basis of the new institutional ideas about change and diffusion. An empirical analysis of public financial management reform in African countries suggests support for this answer: Good practices are most evident in countries least different to the developed nations where practices originated and least evident in countries most different to these developed nations. The article contributes to a literature on best practice and yields fundamental messages for development, including the point that best practices are limited as administrative solutions in many developing countries. Copyright © 2011 John Wiley & Sons, Ltd.     

Translating Le Dœuff's analytics: On Le Dœuff's Anglo‐Australian interception

This article proposes an interdisciplinary approach to studying the dynamics that condition the evolution of various path dependencies of media systems, comprised of specific industry institutions, their formations, the markets they create, usage practices, audience constellations and textual formations. The interdisciplinary approach involves the integration of the semiotics of culture approach (Lotman) with the evolutionary economics approach. As the former studies the dynamics of inter-semiotic translations to interpret the evolution of media's new textual forms and the latter focuses on phenomena such as resource constraints or industry exchange relationships, then in aggregation, they may help to interpret the manifold dynamics that might contribute both to the formation of diachronic continuities as well as discontinuities in a culture. The empirical case that the article focuses on is the early evolution of the mobile web, its path dependence on the preceding media, especially desktop web, and its potential divergence from this “parent platform”, its gradual emancipation as an autonomous media domain     

Studying social media as semiotic technology: a social semiotic multimodal framework

ABSTRACT

How do we study social media technology? While social semiotics provides an extensive toolkit for analysing multimodal texts and semiotic practices, the study of social media as semiotic technology poses a significant challenge to existing research methodologies. In this article, we present a social semiotic framework that allows us to describe in analytical details the multimodal meaning potentials offered by digital social media technology and connect these to multimodal text-making and semiotic practices while underscoring the role of technology. Our framework is organized around seven interrelated and inherently informed dimensions: (1) multimodality, (2) practice, (3) the social, (4) medium, (5) the material, (6) the historical, and (7) the critical. This framework could pertain to most types of semiotic technologies, but will here be developed for accounting for social media technologies, and its viability will be illustrated with examples from Instagram. By developing this framework, we aim at elaborating the theoretical basis and analytical tools of social semiotics, and thereby contributing to bringing forward increased understanding of how social media technology enables making, enacting and managing meaning.     

Mediated Agency,Blame Avoidance and Institutional Responsibility: Government Communication in a Personalised Media Landscape

This article explores how personalisation, blame avoidance and institutional constraints collide in contemporary government communication practices. Based on ethnographic fieldwork in a Norwegian ministry, it analyses how a central government agency manages the media during critical news campaigns featuring individuals suffering from inadequate public health services. To provide a comprehensive analysis of the particular limits and aims of government communication, the article combines perspectives from public agency studies with media research on personalisation. It finds that the need to be visible and demonstrate agency in the media drive personalisation strategies towards a strong focus on government leaders, while simplifying the representation of complex government organisation and processes. At the same time, institutional constraints and the formal delegation of responsibility limit the communication repertoire available for public agencies when critical human interest stories dominate in the media. This results in a standard type of unconvincing media performance, where incumbents appear to evade direct personal responsibility. The case study provides new knowledge on dilemmas, negotiations and strategies behind government communication, illuminating how competing interests play out in a rapidly changing media landscape.     

Spinning on the Conference Circuit

ABSTRACT

Making sure political parties receive comprehensive and favourable media coverage is a full-time activity that extends beyond the period of election campaigns. In the era of the permanent campaign the annual autumn conferences of the main British political parties represent a publicity opportunity. The undivided media coverage of these events provides a platform for the political parties to sell themselves and their policies to a national audience beyond the conference venue, but also presents considerable risks. To ensure that they successfully exploit this publicity opportunity the party managers, with the aid of communication experts, both control the conferences and implement media management strategies. This article examines how the parties have adapted their conferences to sell themselves and their policies. It highlights the public relations techniques that are employed to ensure that party policy gains the desired positive news coverage and that the coverage of potentially damaging events is minimized. It concludes by considering the impact this marketing driven logic has on the party conferences and their media coverage.     

Values,imaginaries and templates of journalistic practice: a Critical Discourse Analysis

This article shows that templates are not only crucial for the ways in which journalists construct or structure the media discourse but also for how they perceive themselves and others in the process of journalistic practice. A Critical Discourse Analysis of interviews with Polish journalists on their practices related to reporting migration – a topic largely discarded and ignored by the Polish media – shows that the construction of practice in the journalistic field constantly negotiates the contradiction between “knowing-it-all”, a key element of the template of journalistic habitus/identity, and the frequent lack of experience or limited knowledge of practice and of journalistic work. The analysis reveals that, while often using a discursive strategy of pre-legitimation, journalists enact templates that blur the boundaries between discourses about experiences of journalistic work and imaginaries or scenarios of actions they would only potentially undertake. Journalistic discourses of practice thereby become increasingly displaced, that is, they run along similar templates of discourse of/about quasi-universalised ethics and values of journalism almost irrespective of media organisations of the informants. By the same token, it is emphasised that, rather than being limited by the ideologies and powers of media organisations, agency seems to be often self-constrained by journalists in their self-entrapment in values, templates and imaginaries of journalism.     

Correlates of rigorous and credible transnational governance: A cross‐sectoral analysis of best practice compliance in eco‐labeling

The number of eco‐labeling schemes is rising dramatically, yet the rigor and credibility of such schemes remains uneven. Whereas some eco‐labeling organizations (ELOs) comply with best practice guidelines designed to increase the credibility of their standards through attention to good operating principles, such as transparency and impartiality, others do not. Within this article, I attempt to explain this variation through multivariate regression analysis of an original cross‐sectoral dataset of transnational ELO policies and practices. I find compelling evidence to suggest that ELOs with environmental non‐governmental organization (ENGO) partners, nonprofit structures, or broad transnational reach are most likely to comply with best practices. I also find that private ELOs are more likely to disregard best practices than public ones. Conversely, I find little evidence that levels of industry funding or sector‐specific competition dynamics affect best practice compliance. This study contributes new data, a new method of comparison, and new findings to the growing literature on transnational governance.     

Effective Practices for Interagency Data Sharing: Insights from Collaborative Research in a Regional Intervention

Data sharing adds considerable value to interagency programs that seek to tackle complex social problems. Yet data sharing is not easily enacted either technically or as a governance practice, especially considering the multiple forms of risk involved. This article presents insights from a successful data sharing project in a major region in east coast Australia involving a federally funded research partnership between two universities and a number of human services agencies. The Spatial Data Analysis Project sought to establish a community of practice for devising data sharing protocols and embedding data sharing into agency practices. Close dialogue between the project partners and mobilizing the authority of extant regulatory and legal frameworks proved effective in confronting risks and barriers. The article reveals effective practices for data sharing and derives lessons for other policy and governance contexts.     

Mediatization of Public Bureaucracies: Administrative versus Political Loyalty

This article analyzes the influence of the media on the central Norwegian immigration administration. Through behind‐the‐scenes ethnographic methods, it explores how key bureaucratic values such as impartiality, neutrality and loyalty are challenged and modified by the impact of the news media. A key question is to what extent this process of mediatization overlaps with a more general trend of politicization of the civil service. The article first documents that media pressure generates comprehensive strategies aimed at servicing the press, but also different types of information control and internal steering. Second, it describes how media management has become an important concern within public administration, which identifies strongly with the bureaucratic system and its values, and protects and defends it in the media. The article introduces the term ‘administrative loyalty’ to describe these practices and standards that go beyond the imperative to loyally serve the media‐related needs of political superiors.     

Source Strategies and Media Audiences

ABSTRACT

This article argues for a particular approach to the relationship between the production and reception of mass media, using as a key the theory of targeting and its application in elements of the political marketing mix: media relations and news management. In particular, two case studies show that in this context very fine-tuned targeting is normal and that the details of conjuncture are crucial. The implications of this form of targeting for the understanding of media audiences are spelt out through a critique of certain approaches to the audience: audience measurement, agenda-setting and framing theory, ‘active audience’ theories, and targeting as practised in media buying and programming. On the basis of these case studies and critiques, it suggests that this category of targeted audiences has characteristics whose relevance to analysis of the production/reception relationship has gone unrecognised, and that to this extent the theory of this relationship needs to be re-cast.     

Why the media matter after all: A response to Pauwels

This is a response to Pauwels’ critique of our 2007 Electoral Studies article about the relationship between media content and anti-immigrant party support. We argue here, that Pauwels’ criticism falls short in three respects: (1) it is based on a selective presentation of our and others’ arguments; (2) it fails to distinguish between cross-sectional and longitudinal explanations of anti-immigrant party support; and (3) it presents an overly simplified re-analysis which fails to take into account the dynamic properties of the time-series. Certainly, Pauwels’ article contains some interesting suggestions for future research, but his assessment offers no strong evidence for a different interpretation of the relationship between media and anti-immigrant party support than the one given in our original article.     

中国媒体融合进程中的技术范式与政治逻辑

本文对讨论媒介变革中的两种范式--"数字革命范式"和"媒体融合范式"加以比较,并从媒体融合范式的理论框架出发,试图重新阐释中国媒体融合进程的主要特征与政治逻辑。从这一框架理解政府主导下的媒体融合进程,能够清晰地辨析出,这种政治与技术、产业间的互动可以有效地纠正技术自身发展所产生的"偏向"。中国的实践也反过来丰富与拓展了媒体融合范式的涵义与可能性。     

Political Marketing Research in the 2000 U.S. Election

Abstract

It is not news that polls and other forms of marketing research are regularly employed to craft political strategy. What is new is that the 2000 U.S. election represented a turning point where political marketing research seems to take center stage. The print and broadcast media employed polls and other forms of research at levels far beyond anything ever seen before. At times, it appeared as if almost as much attention was being given to polls as was being given to the political candidates and the issues. This was clearly a new and important posturing of the role of political marketing research. With this as a backdrop, the current article compares polls and other forms of political research-focusing on what went wrong and what was right in terms of the use of polls, focus groups and Internet research during the 2000 U.S. election. The article ends with the presentation of some exploratory research that examines insights about respondents' opinions regarding the impact of political polls.     

Community engagement and public administration: Of silos,overlays and technologies of government

The public policy process in Australia is changing towards a more interactive, collaborative model, where governments seek to develop partnerships with civil society and private sector organisations to manage complex policy challenges. This article discusses research conducted into a project implemented by a Victorian government department that sought to involve stakeholders in addressing natural resource management issues in the agricultural sector. The research revealed that public administration practices associated with the new public management approach impeded the ability of the project to facilitate participation by diverse stakeholders in the decision‐making process. The article challenges the view that the discourse of collaboration and community engagement takes public administration down a constructivist path and suggests that agencies need to become reflexive about the way in which public administration practices are constitutive of the community engagement process if they are to facilitate genuine participation of other stakeholders.     

Newspaper markets and municipal politics: how audience and congruence increase turnout in local elections

Media coverage of politics is widely considered essential to political participation. However, studies on local elections do not yet generally take the effect of the media environment into account. This article posits that the territorial fit between newspaper markets and municipal boundaries makes citizens’ exposure to locally relevant news more likely. We use fine-grained data on newspaper readership in order to assess the effect of the territorial structure of the newspaper market on turnout in municipal elections in Switzerland. The analysis shows that newspaper audience in a municipality and the congruence of newspaper markets with municipal territories both have substantial positive effects on levels of turnout in municipal elections. The findings suggest that future research on local political behavior should better acknowledge the influence of the media environment – which can be adequately measured by newspaper audience and congruence. Implications are that current structural changes in the media system bear threats to local democracy via the territorial upscaling of media markets.     

No Need to Watch: How the Effects of Partisan Media Can Spread via Interpersonal Discussions

To what extent do partisan media sources shape public opinion? On its face, it would appear that the impact of partisan media is limited, given that it attracts a relatively small audience. We argue, however, that its influence may extend beyond its direct audience via a two‐step communication flow. Specifically, those who watch and are impacted by partisan media outlets talk to and persuade others who did not watch. We present experimental results that demonstrate this process. We therefore show that previous studies may have significantly underestimated the effect of these outlets. We also illustrate that how the two‐step communication flow works is contingent upon the precise composition of the discussion group (e.g., is it consistent of all fellow partisans or a mix of partisans?). We conclude by highlighting what our results imply about the study of media, preference formation, and partisan polarization.     

Imagining and practising citizenship in austere times: the work of Citizens Advice

This article explores the significance of citizenship for those working in Citizens Advice, a network of voluntary organisations in the UK that exists to provide peer-to-peer advice and support to those facing problems. Drawing on a recent research study, the article considers the ways in which the ‘citizen in citizens advice’ is imagined and translated into practice. Despite current political and policy moves to shrink citizenship (in terms of eligibility, access and substance), the ‘citizen in citizens advice’ is regularly thought about in expansive ways that draw on other imaginaries of citizenship. We suggest that these everyday discursive practices of citizenship are important both in analytic terms and in reinvigorating a political discussion otherwise focused upon restriction and exclusion.