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.     

Social networks and the study of relations: networks as method,metaphor and form

Abstract

Networks have recently become fashionable in social analysis but most of the new network approaches have paid scant attention to the long history of reflections upon the potential of networks as an analytical device in the social sciences. In this paper we chart the developments in networking thinking in two disciplinary areas – social network analysis and social anthropology – in order to highlight the enduring difficulties and problems with network thinking as well as its potential. The first half of the paper explores the uses of network approaches over the past fifty years, situating theoretical and methodological questions in their broader disciplinary contexts. The authors then show how emerging issues from both bodies of work offer the promise of new kinds of networking thinking.     

Is the genie out of the bottle? Digital platforms and the future of clinical trials

Is it possible to conduct impartial clinical trials in a world full of digital networking tools that patients can use to coordinate themselves and act against research protocols? This paper builds on an ethnography of PatientsLikeMe, a company running an internet social media network where patients with different conditions share their clinical data with standardized questionnaires. The company faced a serious dilemma in 2011 when some ALS patients, members of the site, started sharing data about a phase II clinical trial of an experimental drug (NP001) in which some of them were participating, to anticipate the experiment’s outcomes and understand each one’s allocation over trial arms. In parallel, some other patients were using the site and other web tools to coordinate and run their own replication of the trial with homebrew mixes of industrial grade chemicals. PatientsLikeMe researchers reflected on their position as networks managers and eventually decided to use the collected data to develop their own analysis of the efficacy of the original compound, and of the homebrewers’ compound. They presented the NP001 events as a case in point for articulating a new social contract for clinical research. This paper analyses these events, first, by understanding the clinical trial as an experiment organization form that can succeed only as long as its protocol can be enforced; second, we observe how web networks make it dramatically easier for the trial protocol to be violated; finally, we point out how a potentially dangerous confluence of interests over web networks could incubate developments that disrupt the status quo without creating a robust and safe alternative for experimentation. We conclude by warning about the interests of the pharmaceutical industry in exploiting patients’ methodological requests to its own advantage.     

‘Loose tweets sink fleets’ and other sage advice: social media governance,policies and guidelines

While social media represents a broad range of benefits to organisations and institutions, such as enhanced brand engagement, it also presents challenges and risks to reputation and security, such as confidentiality breaches. Employee use of popular social media platforms, such as Facebook and Twitter, both at work and about work has resulted in organisations developing social media policies and guidelines as part of contemporary governance practice. This paper investigates this recent approach to corporate governance by examining 20 social media policies and guidelines from a sample of corporate, government and third sector organisations that are active social media users. It develops a basic framework for social media governance based on the 13 common themes that emerge from the sample, including confidentiality, disclosure and the public–private divide of social media usage. It draws on social contract theory and considers its importance to the field of social media governance. Key implications for managers who are tasked with developing and implementing social media policies and guidelines are discussed. Copyright © 2014 John Wiley & Sons, Ltd.     

COVID-19 Infodemic: A study on the Fragile Five countries

During the COVID-19 pandemic, many rumors and conspiracy theories spread in various media outlets. The purpose of this study is to reveal the nature of the misinformation detected by fact check platforms that spread in the Fragile Five countries. To determine the themes of misinformation about COVID-19 and from which media it is disseminated are a possible way to prevent it. The data of the study were obtained from International Fact-checking Network's CoronaVirusFacts database. One thousand seven hundred thirty-four piece of misinformation collected by web scraping method during the period January 24, 2020 to November 14, 2020 and analyzed with MAXQDA Analytics Pro 2020. As a result of the research, it was found that rumors (96.3%) spread more in the Fragile Five countries than conspiracy theories (3.7%). While the main theme of the rumors is about illness (26.9%) and diagnosis-treatment (25%), conspiracy theories are mostly related to the cause of the disease (68.8%). 53.06% of misinformation was spread through the Facebook platform. 15.32% on Twitter; 13.34% on WhatsApp. Misinformation has been heavily false (85.12%) in both rumor and conspiracy theories. In the second place, misleading (10.09%) news spread.     

Negative Campaigning in the Social Media Age: Attack Advertising on Facebook

Recent studies examine politicians’ decisions to use social media, as well as the content of the messages that these political actors disseminate on social media platforms. We contribute to this literature by examining how race competitiveness and a candidate’s position in the race relative to her opponent affect their decisions to issue attacks. Through content analysis of nearly 15,000 Facebook posts for tone (positive or negative), we find that while competitive races encourage both candidates to issue more negative posts, candidates in less competitive races embrace attack messages with more or less frequency depending on whether they trail or lead their opponent. We find that social media negativity is much more likely to be a desperation strategy employed by underdog candidates in less competitive races. We also run separate models examining the factors that drive policy and personal attacks. While underdog candidates are more likely to engage in issue attacks, candidates in competitive races are significantly more likely to use Facebook to make personal attacks.     

Social media echo chambers and satisfaction with democracy among Democrats and Republicans in the aftermath of the 2016 US elections

There is widespread evidence that individuals select information that supports their convictions and worldviews. This behavior yields the formation of echo chambers – environments in which an individual’s own political beliefs are repeated and amplified and dissenting opinions are screened out. Recent research demonstrates that social networking sites such as Facebook or Twitter can facilitate this selection into homogenous networks. Using data from a representative nation-wide online survey, we consider the degree to which respondents’ social media networks resemble virtual echo chambers. We then analyze the effect of these social media echo chambers on satisfaction with democracy among Democrats and Republicans in the aftermath of the 2016 US elections. Our findings reveal that virtual echo chambers boost democratic satisfaction among Republicans but they do not have an effect on system support by self-identified Democrats. Our paper therefore adds to a growing literature linking online behaviors to mass attitudes about politics.     

How are U.K. churches using social media to engage with their congregations?

Churches are important non‐profit organisations that are increasingly adopting social media. In order to contribute to understanding of the value of social media as a communications channel for non‐profit organisations, this article examines, and develops a typology of, the uses of social media by two global churches with a strong presence in the United Kingdom, Hillsong, a megachurch, and the Church of England. Informed by previous typologies of the use of social media in both commercial and non‐profit contexts, content analysis was conducted of Hillsong's and the Church of England's social media platforms on Facebook, Twitter, Instagram, and YouTube. This analysis provided the basis for the formulation of a typology of uses, the main categories of which are building a brand, building the church community, outreach, and developing spiritual mission. Differences between the approaches adopted by the Church of England and Hillsong are outlined. Suggestions are offered for future practice and further research.     

Alcohol brands on Facebook: the challenges of regulating brands on social media

In September 2012, the Australian Advertising Standards Bureau (ASB) made ‘landmark decisions’ relating to the use of Facebook by vodka brand Smirnoff and beer brand Victoria Bitter. The ASB determined that (i) a brand's Facebook page is a marketing communication tool, and (ii) all contents on the page fall under the industry's self‐regulatory code of ethics, including consumer‐created content such as user‐generated comments and photos. The decisions come in response to a submission that the authors made regarding the Facebook pages of the two brands. These submissions were based on a research project that had monitored the use of Facebook by several Australian alcohol brands since the late 2010 to identify how these brands use social media as experiential social spaces to engage consumers in the co‐creation of content. This article reviews the ruling by analysing the advertisers' response to the complaint, the regulators' justifications for the decisions, and the possibilities and limitations of regulating social media in general. It argues that although the ASB has acknowledged that brands are responsible for all contents on their Facebook pages, the regulators' approach is of limited effectiveness given the way Facebook allows brands to embed themselves in the mediation of everyday life. Copyright © 2013 John Wiley & Sons, Ltd.     

Can Social Media Predict Election Results? Evidence From New Zealand

The importance of social media for election campaigning has received a lot of attention recently. Using data from the 2011 New Zealand general election and the size of candidates’ social media networks on Facebook and Twitter, we investigate whether social media is associated with election votes and probability of election success. Overall, our results suggest that there is a statistically significant relationship between the size of online social networks and election voting and election results. However, the size of the effect is small and it appears that social media presence is therefore only predictive in closely contested elections.     

Is social media intelligence private? Privacy in public and the nature of social media intelligence

ABSTRACT

SOCMINT (SOCial Media INTelligence) is increasingly considered relevant and cost efficient information, and the exploitation of social media information in the name of security and public safety is generally regarded as unproblematic. We will critically scrutinize this claim and argue that the exploitation of such information by Intelligence and Security Services raises new ethical concerns. Drawing on recent moral discussions about privacy, we will argue that individuals have an interest in privacy in public spaces, including online spaces. We will discuss the role of such public privacy interests and argue that the systematic surveillance of social media platforms by security authorities potentially entail a negative chilling effect.     

Building Holistic Evidence for Social Media Impact

Social media measurement is important for understanding an organization's reach and engagement with its audiences. In response to Warren Kagarise and Staci M. Zavattaro's question about what works in social media measurement, this article discusses how public administration researchers and practitioners are using social media data that they can easily collect from social media platforms and contrasts these practices with data measurement efforts that can provide deeper insights for evidence‐based decision making. This evidence includes interactivity and connectivity among citizens, attributes of network actors, and network structures and positions to understand how content travels through the network and who are the influential actors.     

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.     

The use of Facebook in the recruitment of foster carers: A dialogic analysis

Social media is becoming increasingly important for communication and community building, yet research on the use of social media by non‐profit organisations is limited and largely restricted to content analysis of social media comments. This article contributes to addressing this research gap, through a survey‐based study of the perspectives of key informants in U.K. Local Authority fostering teams on their use of social media. Specifically, it examines the extent to which the Facebook activity of local authority fostering teams is aligned with the principles of successful social media engagement, as represented by dialogic strategies and outcomes. A questionnaire on the use of Facebook was circulated to all local authority fostering teams in England. Findings suggest that although there is progress, many teams are at an early stage in their social media journey and that there is considerable variation between agencies. The limited evidence of engagement in relation to dialogic principles suggests that there is some adoption of a strategic approach. In particular, of the three dialogic principles associated with successful online engagement, two (updating and community building) were applied by about half of local authority fostering teams and the third (engagement) by just over a quarter.     

Making Good Use of Partners: Differential Effects of Managerial Networking in the Social Care Domain

ABSTRACT

Public managers engage in networking relationships with a wide variety of external actors and organizations from which they can draw different types of support and resources. Most empirical studies on managerial networking merely present different intensities of external networking in general, as if it were a unidimensional concept. In practice, however, public managers strategically differentiate between functional or task-related groups of external partners, based on the specific policy context. Moreover, such differentiation in networking behavior can be expected to systematically impact agency and public program performance outcomes. This article derives contextualized hypotheses on how managerial networking affects the performance of Dutch local governments in the social care domain. Multilevel structural equation analyses of 3,257 social care clients in 71 local governments provide evidence that bilateral client-interest networking is more beneficial to the Social Support Act's overall goal of improving the level of social participation of clients than professional networking. Moreover, the effect is indirect: managerial networking with client interest groups improves the physical self-reliance of clients, enabling them to engage in social activities.     

Embracing electronic media but suppressing civil society: Authoritarian consolidation in Singapore

In contrast with some other parts of Southeast Asia, challenges to media controls in Singapore have been limited and ineffectual. Lately the government has been refining legislation to try and keep it that way. But this strategy is not principally based on the unrealistic objective of direct information control. Rather, preventing the emergence of organized social and political forces that could lead to a genuine civil society lies at the heart of the strategy. One of the factors that serves to reinforce the government's agenda here is the high degree of direct and indirect dependence on the state by Singaporeans for social and economic resources. This translates into vulnerability to political persecution and caution by social and ­political actors. Meanwhile, the promotion of Singapore as an 'infocommunication hub' has met with a positive response from global media organizations. New ­electronic media businesses appear just as capable of being reconciled with the authoritarian regime as more established media have proven to be.     

Understanding the Magic of Credibility for Political Leaders: A Case of India and Narendra Modi

The field of political marketing has majorly benefited from the use of social media platforms. This has been true both for eastern and western contexts. The primary areas in political marketing that have majorly benefited from the social media usage have been the political leader and the evaluations of the leader by the voters. In the Indian context too, the use of social media techniques has been hailed as the Holy Grail of political marketing. This estimation is quite apposite. Nevertheless, what must not be forgotten is that the complexities of the bonding between political leaders and voters are not only premised primarily on the efficacy of social media techniques but also include other key dimensions. Thus, this article focuses on the importance of credibility as a key dimension. This dimension is inevitable to make social media techniques as effective as they are in political marketing. To substantiate this, we have comprehensively engaged with the fields such as traits of political leaders, crisis management and collaboration. These deliberations have been contextualized to the case of Narendra Modi, the prime minister of India. Further, these deliberations culminate in an effective framework. Academicians and practitioners of political marketing can extensively utilize this framework.     

Love Thy Neighbour: A Social Capital Approach to Local Government Partnerships

While controversy surrounds compulsory consolidation as a means of improving the operational efficiency of local government, the literature suggests that gains can accrue to groups of local councils which form voluntary alliances as platforms for shared service delivery. However, real‐world experience has demonstrated that voluntary alliances in local government are difficult to establish and do not always endure in the longer term. After reviewing the limited extant scholarly literature on shared services and local council voluntary alliances, as well as applications of the social capital approach to inter‐organisational endeavour, such as the Weber and Weber (2010) venture capital model, this article argues that the social capital approach can offer insights into local council cooperative alliance and shared service models.     

Japanese Network Capital: The Impact of Social Networks on Japanese Political Participation

Recent scholarship shows that social capital has a large influence on political behavior. Social capital’s definition includes trust, norms of reciprocity, and social networks. Most studies, however, ignore the networking component. Here, we test the influence of social networks on political participation using new Japanese survey data. We separately test the effects of involvement in formally organized voluntary associations and informal social networks. We also examine whether hierarchical networks have a different impact on participation than equal relationships. To determine if networks with bridging or bonding social capital affect participation differently, we also measure the openness to outsiders of these networks. Negative binomial regression models indicate a strong positive relationship between formal and informal social networking—including network hierarchy and some forms of openness—and political participation.     

The interplay of (semiotic) technologies and genre: the case of the selfie

ABSTRACT

The selfie is one of the most widely publicized, criticized, and debated visual phenomena of our time. However, formulating a definition of the selfie is not straightforward, as visual clues – be they representational or compositional – alone are not sufficient for identification. Recognizing an image as a selfie, rather than a portrait, often requires viewers to interpret the image in relation to the technological and sociocutural context in which the photo was taken and shared. In this paper, we consider the technological conditions that have shaped the evolution of the selfie as a visual genre. Central to our discussion is the premise that the selfie is not simply a genre for self-representation, but means of generating various perspectives: that of the selfie maker, the represented visual participant, and the viewer identification. This unique perspective-generating affordance of the selfie is both facilitated and constrained by the various technologies involved in selfie practices. On the one hand, the technological and physical constraints of the smart phone camera give rise to a specific form of “distorted” look which makes certain types of selfie possible. On the other hand, social media platforms facilitate the sharing of selfies, which results in increasingly stylized and creative ways in which perspectives of the self can be represented, negotiated, and, in the case of selfies manipulated via apps, augmented.