Status Update Celebrity, Publicity, and Branding in the Social Media Age Alice E. Marwick

Format:
Hardback
Publication date:
26 Nov 2013
ISBN:
9780300176728
Imprint:
Yale University Press
Dimensions:
368 pages: 235 x 156 x 25mm
Illustrations:
1 b-w illus.

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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, “Web 2.0” only encouraged a preoccupation with status and attention. Her original research—which includes conversations with entrepreneurs, Internet celebrities, and Silicon Valley journalists—explores the culture and ideology of San Francisco’s tech community in the period between the dot com boom and the App store, when the city was the world’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 techniques—such as self-branding, micro-celebrity, and life-streaming—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 the director of the Donald McGannon Communication Research Center. She lives in New York City.

'Marwick brilliantly gets beneath the shiny exterior of the Web 2.0 startup scene to uncover the ways in which geeks, entrepreneurs, and technologists use their creations to jockey for status and seek attention. This book is critical for all who care about or use social media.' - danah boyd, Microsoft Research