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A Sheffield Hallam University Thesis A critical exploration of Facebook: The corporation and its users. NETCHITAILOVA, Ekaterina. Available from the Sheffield Hallam University Research Archive (SHURA) at: http://shura.shu.ac.uk/20114/ A Sheffield Hallam University thesis This thesis is protected by copyright which belongs to the author. The content must not be changed in any way or sold commercially in any format or medium without the formal permission of the author. When referring to this work, full bibliographic details including the author, title, awarding institution and date of the thesis must be given. Please visit http://shura.shu.ac.uk/20114/ and http://shura.shu.ac.uk/information.html for further details about copyright and re-use permissions. Ljcaimny Mdts information services Adsetts Centre, City Campus Sheffield S1 1WD 102 019 787 0 Sheffield Hallam University Learning and Information Services Adsetts Centre City Campus Sheffield S1 1WB REFERENCE ProQuest Number: 10697421 All rights reserved INFORMATION TO ALL USERS The quality of this reproduction is dependent upon the quality of the copy submitted. In the unlikely event that the author did not send a com plete manuscript and there are missing pages, these will be noted. Also, if material had to be removed, a note will indicate the deletion. uest ProQuest 10697421 Published by ProQuest LLC(2017). Copyright of the Dissertation is held by the Author. All rights reserved. This work is protected against unauthorized copying under Title 17, United States C ode Microform Edition © ProQuest LLC. ProQuest LLC. 789 East Eisenhower Parkway P.O. Box 1346 Ann Arbor, Ml 48106- 1346 A Critical Exploration of Facebook: The Corporation and its Users Ekaterina Netchitailova A Thesis submitted in partial fulfilment of the requirements of Sheffield Hallam University for the degree of Doctor of Philosophy November 2013 Abstract This study looks at Facebook by applying critical media/cultural studies (Kellner, 1995). Facebook is analysed, on the one hand, as a corporation pursuing profit, and, on the other hand, as a tool used by millions of people for all kinds of reasons. As a result, a dialectic emerges between looking at Facebook as a part of capitalism, and looking at Facebook as a part of popular culture. By analysing Facebook as a corporation, underpinned by theoretical knowledge derived from critical studies of communication and media (Fuchs 2008, 2009, 2010, 2011, 2012, 2013) this study will look at Facebook from a macro point of view. Is Facebook capable of reinforcing democracy? What role does it play in terms of surveillance? What kind of power can we find on Facebook? To what extent does Facebook mirror and reinforce some aspects of social life, situated within capitalistic system? Theory is combined with empirical data derived from ethnographic observation and interviews with users of Facebook. While Facebook is first of all a corporation, whose main drive is profit, people log on to it on a daily basis to have fun, to connect with friends, to join causes or in order to participate in a debate. What role does Facebook play in the daily lives of its users, why do people use it and what can Facebook tell us about friendship, community and identity? And finally, how can we call a Facebook user which works for Facebook as a corporation, by providing data for it, and deriving benefits from using it at the same time? By combining both macro and micro points of view, the aim of this study is to reach a better understanding of such a phenomenon as Facebook, and thus, of a society in which it is used. The purpose is to look at Facebook as both cultural artefact and cultural context (Hine 2000) and to see what role it plays in the contemporary society and in the daily lives of its users. On a more specific, UK-based level, the aim is to examine one new cultural form, Facebook, as a case study which will provide insights into perceptions of some of the dynamics of wider social cultural understandings and the changing patterns of everyday life as a result of the increasing role of the Internet in contemporary society. Table of Content A Critical Exploration of Facebook: The Corporation and its Users ..................... 1 Abstract ................................................................................................................ 2 Table of Content................................................................................. I Candidate's Statement .........................................................................................4 Introduction .......................................................................................................... 1 Facebook-A Wonderful tool to stay in touch?.................................................1 Facebook - a reflection of capitalism? .............................................................3 Self-Involvement............................................................................................... 3 Application ........................................................................................................ 6 Part I: Context.................................................................................................... 14 Chapter One: Brief history of the Internet and Facebook.............................. 15 Chapter Two: Research on the Internet and online social networks..............22 Chapter Three: Towards Critical Media/Cultural studies ................................ 29 Facebook as a conduit of ideology of capitalism ........................................ 29 Critical studies ............................................................................................ 34 The medium is the message.......................................................................37 Push Theory of media effects.....................................................................40 The user within Facebook and popular culture .......................................... 43 Chapter Four: Facebook as a Case Study .....................................................50 Facebook as a cultural context and a cultural form .................................... 54 Data Collection ........................................................................................... 57 Chapter Five: Ethical considerations ..............................................................64 Part II: Analysis and Interpretation .....................................................................67 Chapter Six: Facebook and Power .................................................................69 Definition of Power in the age of ‘informational capitalism'........................ 70 Centralised and diffuse notions of power ................................................70 Externalised power on Facebook............................................................80 Foucault and diffuse power .............................. 89 Facebook' users: customers or Facebook's product?................................ 99 Self-Discovery and Autonomy on Facebook............................................. 111 Profiles...................................................................................................112 Performance...........................................................................................117 Publicity ................................................................................................. 120 Categorization ....................................................................................... 121 Autonomy.............................................................................................. 124 Conclusion................................................................................................ 128 Chapter Seven: Facebook user as an empathetic worker........................... 130 Facebook as a reflection of our offline world.............................................131 Flaneur, badaud and empathetic worker ...............................................136 Facebook experiences.......................................................................... 146 Photographs on Facebook................................................................. 148 Constructing Personal and group memory .....................................149 Creating and Maintaining Social Relationships ............................. 150 Self-Expression and Self-presentation...........................................151 The Wall and Status Update .............................................................. 152 What does Facebook tell us about friendship? ......................................159 Facebook and Friendship .................................................................. 159 Facebook - is it replacing face-to-face meeting?...............................169 Conclusion.................................................................................................177 Chapter Eight: Privacy, Surveillance and Facebook .....................................178 The Question of privacy and surveillance in the age of the Internet 179 Facebook and surveillance. The Institutional privacy ............................182 Social Privacy on Facebook .................................................................. 193 Collapsing of contexts on Facebook..................................................194 Contextual Privacy ................................................................................ 208 Conclusion................................................................................................ 214 Chapter Nine: Democracy and Pluralism
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