The Community Industry: an Analysis of Reddit and /R/Socialism
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THE COMMUNITY INDUSTRY: AN ANALYSIS OF REDDIT AND /R/SOCIALISM Richard Babb A Dissertation Submitted to the Graduate College of Bowling Green State University in partial fulfillment of the requirements for the degree of DOCTOR OF PHILOSOPHY May 2021 Committee: Radhika Gajjala, Advisor Samuel T McAbee, Graduate Faculty Representative Lara Lengel Yanqin Lu © 2021 Richard Babb All Rights Reserved iii ABSTRACT Radhika Gajjala, Advisor Social media is an increasingly important space for community formation and interactions. Coinciding with the rise of social media has been an increasing interest in leftist ideologies once outside the mainstream. This analysis seeks to understand the social media site Reddit.com’s enabling and constraining features on the community /r/socialism. Using the communicative theory of identity and Marxist media theory not only to look at Reddit and /r/socialism’s relationship, but five key functions of a media: capital-economic, media sales and media market function, commodity circulation, domination, and the audience. Employing a mixed-methods approach enabled various data to be analyzed and relationally understood. Qualitative content analysis was used to examine user’s salient topics and their uses for the community. Survey methods were deployed to the community to gather demographic data on the /r/socialism community and user opinions on the group’s relationship with Reddit. Finally, secondary documents were analyzed to provide greater context to the other findings. Findings from the content analysis of salient subjects showed a preference for contemporary capitalist critique, socialist quotations, and class issues. However, topics impacting women and other minority groups were light to nonexistent. Analysis of platform uses found the top three uses to be a general discussion, information-seeking, and information-giving. The user survey was plagued by low participation and participants who were under the age of consent. As such, data from a community-administered survey filled in the gaps. Secondary document analysis shed light on many features of Reddit, particularly how the social media’s systems are designed to elicit data and authenticity. Reddit’s primary focus was on creating a space suitable iv for advertising with minimum corporate input. To attract users, Reddit sells the premise of community and interactions. For businesses, Reddit serves as an ad platform that can also help brands appear ‘authentic’ to their customers. As part of their role as an ad platform, the company has implemented multiple system designs and practices which encourage constant consumption. These features also propagate capitalist, corporatist, and Americanist ideologies dominant in society. Community members were diverse in socialist thought but demographically consisted mainly of young straight males with less than five years of interest in socialism. Overall, the platform’s relationship with the community was complex, with multiple feedback systems designed to deemphasize individual users and emphasize the group to encourage data exchanges and support advertising. v Dedicated to Family and Friends vi ACKNOWLEDGEMENTS First and foremost, I would like to thank Dr. Radhika Gajjala for her guidance throughout the dissertation and program. Without her calming influence and depth of knowledge, this project would have taken shape. I would also like to recognize my committee members: Dr. Yanquin Lu, Dr. Samuel T McAbee, Dr. Lara Lengel, for their thoughtful feedback and assistance. I would also like to thank my family for their support. Without my father’s support, my entire academic journey would not have started. Also, I want to give my brother Jacob a special mention for always listening to my research-induced rants. Finally, I would like to recognize my friends Harry and Quenton for their constant assistance in times of need and Quenton’s editing skills. vii TABLE OF CONTENTS Page CHAPTER 1: BACKGROUND ..................................................................................................... 1 Introduction ......................................................................................................................... 1 Identity ................................................................................................................................ 2 Marxism .............................................................................................................................. 9 Social Media ..................................................................................................................... 17 Users ................................................................................................................................. 20 Location ............................................................................................................................ 24 CHAPTER 2: METHOD .............................................................................................................. 28 Research Questions ........................................................................................................... 28 Typology ........................................................................................................................... 29 Qualitative Content Analysis ............................................................................................ 32 Survey ............................................................................................................................... 34 Secondary Document Analysis ......................................................................................... 36 CHAPTER 3: FINDINGS ............................................................................................................ 38 Analysis - Discussion Subjects ......................................................................................... 38 Capitalism .............................................................................................................. 38 Socialism ................................................................................................................ 39 Class ....................................................................................................................... 40 Law enforcement ................................................................................................... 41 The Right ............................................................................................................... 41 Government ........................................................................................................... 42 Imperialism ............................................................................................................ 43 viii Int. news and solidarity .......................................................................................... 43 The Left ................................................................................................................. 43 Immigration ........................................................................................................... 44 Media ..................................................................................................................... 45 Insurance/healthcare .............................................................................................. 45 Israel-Palestine ....................................................................................................... 45 Reddit ..................................................................................................................... 46 Economic ............................................................................................................... 46 Military .................................................................................................................. 46 Lgbtq+ .................................................................................................................... 46 Landlords ............................................................................................................... 47 No theme codes ...................................................................................................... 47 Analysis - Comments ........................................................................................................ 47 General discussion ................................................................................................. 47 Info-Giving ............................................................................................................ 48 Info-Seeking .......................................................................................................... 49 Criticism ................................................................................................................ 50 Resource giving ..................................................................................................... 50 Comradery ............................................................................................................. 51 Mod/Rule ............................................................................................................... 51 Survey ............................................................................................................................... 51 Document Analysis ........................................................................................................... 55 CHAPTER 4: DISCUSSION .......................................................................................................