Social media, once heralded as revolutionary and democratic, have
instead proved exclusionary and elitist 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.
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