keynote by social media and youth culture expert Danah Boyd, Principal Researcher at Microsoft Research and Founder of the Data &
Society Research Institute, was that we need to be very careful about
analyzing social media, because apparently we misread a lot.
by young people has gone from a consolidation phase (Facebook) to a state of
complete fragmentation as young people dabble in a variety of platforms to meet
analytics for social media because these platforms differ by structure, format
and, importantly, the use or purpose for which young people have deemed each
best suited, respectively.
young people on social media these days is a response to a lack of privacy and
the consequent desire to exert more control over what is shared with whom.
privacy, but not in the sense we ‘grown-ups’ might think. She said they want to
be in public, not to be public, and they’re migrating from
platform to platform in an effort to exert control over their social situations.
what’s posted online too literally, as young people are increasingly speaking
in a sort of code or ‘social steganography’: much of what they post is a
message hiding in plain sight intended for and whose meaning may only be
deciphered by select insiders.
has gotten harder,’ Boyd said. ‘We’re missing things.’
might throw you off. For example, Boyd said young people often insert brand
names randomly in status updates because they know that it will bump them to
the top of their friends’ lists.
algorithms for commercial purposes,’ Boyd said.
whiting out text and pasting it into emails they send friends to trigger ads that are clearly targeted for other people for laughs, for example.
networks instead of traditional groups. ‘They get networks; they
understand how to flow things,’ she said.
networks, which are porous, constitutes a radical cultural shift, Boyd
those who’ve entered the work force now switch jobs every couple of years. And
true to networking, they retain the ties they’ve made at their old jobs while
forging new ones, which may seem innocuous but may really not be.
of hi-tech industry workers doesn’t see a problem exchanging, say, code with
peers over coffee.
no issue in meeting with friends from their old company and sharing information
that might be considered intellectual property.’
flow and exchange of knowledge and experience inherent in the networked ethos
will completely change the culture of business, she concluded.