Abstract
The web 2.0 phenomenon and social media – without question – not only reshaped our everyday experiences, but they have established an environment for new types of social practices and social actors. The demotization (Turner 2010) effect of such technologies has created entirely new fields where celebrities might emerge from: one of them is videoblogging. Many video bloggers gained great reputation through peculiar micro-celebrity practices (Marwick 2015, Senft 2012), and, as a result, became key figures in distributing ideas, values and knowledge in today’s society. These cognitive patterns are disseminated with a discursive apparatus that is largely based on social media activity, including posts, tweets, self-imagery and the videos themselves, which are tied to a certain logic according to environmental affordances, creating the possibility for fans to interact (share, comment, like, retweet etc.) with artifacts of the celebrity. This mechanism puts the celebrity in a so-called expert system (Giddens 1990) position as they provide adequate schemas of attitude, mentality or behavior. Most importantly, all of these public interactions are accessible for scholars to conduct scientific research. With the help of the SentiOne application this research attempts to reconstruct online networks of video bloggers based on mentions, which either occurred in an artifact (post, video description etc.) or in a fan comment. Apart from the network itself, SentiOne enables us to get insights regarding each individual connection established in it with different types of aggregated data.
Highlights
The web 2.0 phenomenon and social media – without question – reshaped our everyday experiences, but they have established an environment for new types of social practices and social actors
TEMATIKUS TANULMÁNYOK – Digitális szociológia gained great reputation through peculiar micro-celebrity practices (Marwick 2015, Senft 2012), and, as a result, became key figures in distributing ideas, values and knowledge in today’s society. These cognitive patterns are disseminated with a discursive apparatus that is largely based on social media activity, including posts, tweets, self-imagery and the videos themselves, which are tied to a certain logic according to environmental affordances, creating the possibility for fans to interact with artifacts of the celebrity
This mechanism puts the celebrity in a so-called expert system (Giddens 1990) position as they provide adequate schemas of attitude, mentality or behavior
Summary
A web 2.0 és digitális környezet, illetve az ezekben a terekben létrejövő közösségi média vitathatatlanul átformálta életünket: nemcsak a mindennapi tapasztalatainkat befolyásolta, de egy teljesen új társas terepet is teremtett, elősegítve korábban soha nem látott társadalmi gyakorlatok és szereplők kialakulását, elterjedését. Ezek a kognitív mintázatok különböző diszkurzív gyakorlatokon keresztül jutnak el a rajongókhoz, melyek konkrétan – a közösségi médiás affordanciáknak megfelelően – a posztok, videók, kommentek, tweet-ek stb. Ez a fajta diszkurzív folyamat a hírességeket (jelen esetben videóbloggereket) úgynevezett szakértői intézmény (Giddens 1990) pozícióba helyezi, aminek segítségével különböző attitűdbeli, mentális, viselkedési sémákat nyújthatnak rajongóiknak. Mindeközben a digitális környezet a társadalomtudományos megismerés számára is teljesen új perspektívákat nyit, mivel a kutatók éppen ezekhez a diszkurzív panelekhez férhetnek hozzá nagy volumenben, tudományos elemzés céljából. Jelen kutatás is éppen a digitális adatokban rejlő megismerési potenciált aknázza ki, ugyanis a SentiOne nevű social listening alkalmazás segítségével rekonstruálja a hírességek alkotta online hálózatokat a különböző közös említések alapján (történjen az egy posztban, vagy rajongói kommentben).
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