The Unevenly Absorbed and Induced Intra-Regional Facebook Adoption in Western Ukraine Serhii Puhach1,*, Kostyantyn Mezentsev2

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The Unevenly Absorbed and Induced Intra-Regional Facebook Adoption in Western Ukraine Serhii Puhach1,*, Kostyantyn Mezentsev2 Original Article 157 The unevenly absorbed and induced intra-regional Facebook adoption in Western Ukraine Serhii Puhach1,*, Kostyantyn Mezentsev2 1 Lesia Ukrainka Volyn National University, Faculty of Geography, Department of Economic and Social Geography, Ukraine 2 Taras Shevchenko National University of Kyiv, Faculty of Geography, Department of Economic and Social Geography, Ukraine * Corresponding author: [email protected] ABSTRACT This paper aims to reveal and explain the spatial pattern of Facebook adoption in Western Ukraine. It discusses how to trace the fragmented nature of social networking services’ (SNS) penetration at the intra-regional level using Facebook data analysis. This study has confirmed the expectation that in Western Ukraine Facebook adoption is predominantly an urban phenomenon, but with some peculiarities depending on the local context. The largest cities and regional centers attract the highest number of users, while peripheral and the economically least developed places have the lowest Facebook penetration rate. However, there are some areas with a higher number of Facebook adopters caused by a specific rural settlement system and the location in the Carpathians with no large cities ‘pulling’ the audience. The spatial pattern of Facebook adoption in Western Ukraine is an intricate and intertwined mosaic of ‘SNS hubs’ and peripheries, suggesting a ‘digital differentiation’ rather than a ‘digital divide’. KEYWORDS social networking service (SNS); Facebook; Facebook adoption; penetration rate; spatial pattern; Western Ukraine Received: 2 October 2020 Accepted: 18 May 2021 Published online: 26 July 2021 Puhach, S., Mezentsev, K. (2021): The unevenly absorbed and induced intra-regional Facebook adoption in Western Ukraine. AUC Geographica 56(2), 157–167 https://doi.org/10.14712/23361980.2021.10 © 2021 The Authors. This is an open-access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0). 158 Serhii Puhach, Kostyantyn Mezentsev 1. Introduction - cents), use of the SNS in political technologies, edu- In recent years, the fast development of technologies cationsociety, and age training. effects (firstIn some of allcases, children the media and publishadoles has brought a range of new opportunities and at the reviews on various quantitative technical characteris- same time disappointments to different people and tics of the SNS performed by IT specialists. Such stud- communities. Connectivity and accessibility have ies mostly do not consider the spatial aspects or cover - tances faster than ever before. However, in many cas- In geographical studies, SNS rather are not con- es,grown travelling significantly has become and one less can necessary travel longer due to disthe sideredthem superficially. properly. There are some geographical virtual communication. Social networking services aspects in the surveys “Review of Social Networking facilitated contacts between spatially remote and Services and Twitter in Ukraine …” (Yandex 2014), culturally distinctive areas. Use of social network- “Facebook and Instagram in Ukraine (September ing services such as Facebook, Twitter, Instagram, 2019)” (PlusOne 2019). Also, there are some inves- Telegram, TikTok, etc. has become commonplace in tigations of the spatial features of SNS use under everyday life for different aims – communication, business, entertainment, obtaining information, etc. 2019), the distribution of social networking ser- The integrating of social networking services and vicesthe armed in Ukraine conflict (Puhach in Eastern and Mytchuk Ukraine 2017) (Dobysh and mobile phones with the Global Positioning System some regions (Puhach and Mytchuk 2018; Puhach (GPS) allows users to facilitate the search for people and Maister 2020; Puhach at al. 2020). However, and things in the real (physical) world, to localize the there are no detailed studies of the SNS adoption content they create. Social networking services con- among the population at the intra-regional and local tain spatial data on the location of users and their levels. links with friends. While the topic of Facebook geographies is not new, Moores (2012) emphasizes that some existing studies of place-based Facebook adoption in Ukraine, approaches have mistakenly associated SNS use with especially at the intra-regional level, are overlooked. placelessness (Moores 2012). The ways in which This research is aimed at overcoming this shortcom- ing. Therefore, the paper aims to illuminate the spa- norms and practices (Hong and Na 2018). ‘Absorb- tial pattern of Facebook adoption in Western Ukraine. ing’people entire adopt countries and use and Facebook regions, reflect Facebook their becomes cultural The main research questions are following. How to a global cultural trait. But within individual regions, trace the fragmentation of Facebook penetration at its adoption is uneven and caused by various factors. the intra-regional level using Facebook data analysis? Moreover, in some countries Facebook ‘meets’ with What are the main drivers of Facebook adoption in Western Ukraine? the population of Ukraine was at the ‘frontline’ of considerable influence of the regional SNS. Thus, (Russian-produced) SNS. But Russian aggression and 2. Stepping to Facebook geography furtherinfluence sanctions and intersection towards Russian of global SNS and companies post-Soviet in Ukraine led to the prioritizing Facebook and inducing In the last decades, human geography undergoes its penetration. That is, the global trend of ‘absorption’ of Ukraine’s regions by Facebook was accelerated by Virtual geography, cyber geography, and Internet the ban on Russian SNSs (VKontakte, Odnoklassniki) geographychanges in are terms on the of expandingrise, focusing the on research the locational field. from May 2017 in accordance with the Presidential dimensions in physical space, relying on the data at Decree “On the Implementation of Personal Special numerous geographical scales (cities, regions, coun- Economic and Other Restrictive Measures (Sanc- tions)” (President Ukraine 2017) widely known as the Internet, mobile phones, and other communica- the “Decree on the ban of Russian sites and social net- tionstries), media and reflecting and technologies the rate (Kellermanof adoption 2016). and use of works.” Just before the Russian aggression, the num- A number of researchers emphasize that social ber of Ukrainian Facebook users was only 3.2 million relations are better understood through the net- (Yandex 2014), and after it increased to 8.3 million works rather than totals (aggregates) (Castells (PlusOne 2019). Thus, to some extent, Facebook has 1996; Bingham 1999). According to Kellerman become a symbol of pro-European and VKontakte of (2016), the geography of cyberspace consists of pro-Russian orientation. As a result, Facebook gained the geographical aspects of websites and commu- new users more easily and quickly in the least Rus- nication platforms. Social networks including Face- sian-oriented Western Ukraine (StatCounter 2021). However, the rate of Facebook penetration into the social relations, realized on the basis of the World - Widebook areWeb relatively and mobile new telephony. phenomenon Social in thecommuni field of- tive districts (rayons) and settlements. cations seemingly have covered the whole world, regionIn Ukraine, varies significantly social networking at the serviceslevel of administraare studied but with essential disparities and distinctive signs mostly by sociologists with focuses on the impact on of socio-spatial injustice. Facebook adoption in Western Ukraine 159 Geographers study the Internet and virtual spac- can identify different dimensions of Facebook geog- es from the late 1990s, although these researches raphy. On the one hand, it focuses on the study of were sporadic and even now geographical research- (virtual) Facebook spaces, the formation of virtual es on whether and how the Internet changing the social communities, their communication, and mutu- ways in which social relations, social spaces and al perception. On the other hand, it gives the oppor- identities are produced remain quite small in num- tunity to look at the real (physical) spaces and places ber (Horton and Kraftl 2014). The most of them through the lens of Facebook adoption and pene- are based on two key concepts of cyberspace and tration on different geographical scales (countries, regions, cities). Moreover, Facebook data allows us to study not only ‘standard’ demographics of users, but “Neuromancer”network society. (Gibson The first 1984), one but was was coined later widelyby the also gives a chance to scope the post-demographics usedscience by scholars.fiction writer The second William concept Gibson was in proposedhis novel in social networking platforms, while the interest by Castells to designate a new spatial form of soci- has shifted from the traditional demographics of ety organization (Castells 1996). According to Warf race, ethnicity, age, income, and educational level (2013), this was one of the most productive inter- to tastes, interests, favorites, groups, accepted invi- pretations of the Internet, which prevents techno- tations, installed apps, and other information that logical determinism. Cyberspace has ceased to be just a word, instead it previously unexplored information about social net- workcomprises users an is nowonline available profile for (Rogers study. 2013).The geograph A lot of- “which is everywhere” (Bingham 1999). Later,
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