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Using social media/um opportunities and dilemmas Dr Mariann Hardey Durham University Business School The University of Durham.

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Presentation on theme: "Using social media/um opportunities and dilemmas Dr Mariann Hardey Durham University Business School The University of Durham."— Presentation transcript:

1 Using social media/um opportunities and dilemmas Dr Mariann Hardey Durham University Business School The University of Durham

2 What I’m setting up here is a cautionary tale There ARE opportunities, but these must be contextualised / counter-balanced with their equivalent dilemmas. Novelty >> new things exposed, different ethical dilemmas because you are able to do things that were not possible before >> Gitelman >>Participant observation>>> Goffman >>> We are able to record sociality and new forms of ‘being social’ in ways that was not possible before and this has been VERY useful for researchers. organic sociality in real time with real friends >>> ethical dilemmas in and around these dimensions. Novelty in question >>> what dilemmas remain and are unresolved ten years after the 2004 launch of Facebook…

3 We can think about principles, rules, regulations and even ‘rights’.

4 THE LAW CAN HELP (BUT NOT MUCH) …it has frequently been said that there is a difference between what is in the public interest and what is of interest to the public. --Nichol J, Rio Ferdinand v MGN Limited, [2011] EWHC 2454 (QB)

5 WHAT ABOUT THE PRESS? SORT OF. The interviewee from Presswise, an NGO press watchdog, argued that the lack of definition as to the meaning of public interest was for ‘a very good reason’. Namely, he considered that it suited newspaper editors to have some looseness attached to the term so that it could readily be brought into play as a justification for intrusion: This is quite deliberate. As a newspaper editor... if I had the opportunity of defining and redefining public interest in the way that justifies anything that I publish then I am going to do so because my job is to justify anything that is published which is going to sell newspapers…

6 Whose rights? Ethics, privacy and the public interest in a digital age  There is an inherent difficulty in saying for certain what is ‘in the researchers interest’ >>> for ideas into the public;  As researchers we are dealing with new paradigms in the communication of identity, and the organisation of the social life around that identity, namely social networks;  New challenges for the concept of privacy;  The responsibility is for us to be self-aware of the existence of what little regulatory checks and balances do exist, and to understand how to apply these. We work in a context of increasing emphasis on self-regulation with regard to the use of private or semi- private material from social networks.

7 You are what you share. ― C.W. Leadbeater, We Think: The Power Of Mass Creativity Speaking on BBC Radio4 Today Programme (Jun 9th, 2012), leading divorce lawyer Vanessa Lloyd Platt said when starting a new case, the very first thing she and many colleagues do is Google their client’s partner and search across social networks to find evidence of their misbehaviour. Very useful info

8 Bernie Hogan Research Fellow, Oxford Internet Institute Friendwheel Layout to Highlight Community Structure 2010.

9 To hell with circumstances; I create opportunities. Bruce Lee :dilemma :::::::|' ::::: ::::|'

10 The problem is that ‘open’ is elusive and can be extremely exclusive Facebook alters its privacy settings often. And often accompanied by widespread media attention, to what extent do the site’s users alter their settings? Does frequency of Facebook use relate to how individuals people adjust privacy settings? What about the confidence in managing privacy settings, does this correlate with the practice of individual micro-management of Facebook? What about gender/age/location/career status/owner/occupy status… Is the general digital network user interested in the practice of managing privacy?... openopen Hargittai, E. and boyd, d., (2010). Facebook privacy settings: Who cares?. First Monday, 15(8).

11 When Worlds Collide in Cyberspace: How Boundary Work in Online Social Networks Impacts Professional Relationships Ollier-Malaterre, A., Rothbard, N., Berg, J. Academy of Management Review, December 2012 In online social networks, personal information is disclosed in a non- tailored fashion. Compared with feedback and comments made in offline work interactions for instance, online information is shared with a potentially broader audience, and is also persistent in time and easily searchable... Because of this, when two professional contacts first connect in a primarily personal online social network like Facebook, they are granted access to a bevy of personal information about each other all at once, perhaps including content the focal person was unaware of or had forgotten.

12 FACEBOOK AND TWITTER HELP ADVERTISERS MEASURE CONVERSIONS April Facebook made a change to help retailers get more out of their Facebook ads by measuring offline conversions. Especially if we’re looking at how colours affect conversions, Facebook’s tips seem to be guided by a very deep underlying understanding of human behavior. This is actually a feature that’s been around for a while, but it was previously available only to customers who worked with a Facebook “measurement partner.” The network is now opening it up to all advertisers. cc.

13 Privacy.tricky.

14 Privacy.v.tricky. Martin AITKEN

15 Privacy.v.v.tricky.

16 Privacy.v.v.v.tricky.

17 nothingisreallyreal.sorry. We track is real. Run  Purist runner  Leisure runner  Fun runner  Charity runner Nettleton, S., & Hardey, M. (2006). Running away with health: the urban marathon and the construction of ‘charitable bodies’. Health:, 10(4),

18 #perfectday #loveit

19 Me++

20 ```````` Feminini ty as a project

21 A digital selfie Situating Femininity in the Digital Age: Stereotypes, Irony, and Playfulness 1. Open. 2. Real. 3. Multiple.

22 Unique ten years of longit udinal data DATA. Qualitative. Since 2004; International data-set; Multi-medium – Facebook, , Twitter, blogs, Instagram, SMS, Skype, landline, mobile, Whatsapp… Phase One 2004 research: Average age, 20 years. Phase Two 2014 research: Average age, 27 years.

23 Digital self-work ten years of longit udinal data Creating a document to use for research  Non-physical document – the relationship between whom one is, and whom one wants to be;  Participants co-creating content;  Generation C;  They are documenting something for us.

24 Distracted from distraction by distraction ― T.S. Eliot quote Quotes About Social Media Quotes tagged as "social-media" (showing 1-30 of 120)

25  Uncertainty about the academic and public interest;  Ethical decision-making has not evolved with the introduction of new technology (yet);  Research via social networks has become a default. And with that comes normalised expectation of privacy (whatever this means);  Researchers have an expectation of inclusivity, conferred only by the specificity of content and participants they are investigating;  Technology either does not strictly block ‘friends’ from being included as participants, or does, but intermittently;  Researchers are subject to shifting goal posts and different sets of rules as to how to curate content and link to participants resources. Requirement is to think, and to have an ethical approach. conclusions

26 forthcoming book chapter ed. Martin Hand Forthcoming paper Sociology ‘seriously social’ Forthcoming paper SocRev ‘Digital feminities’ TDC2014


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