Becoming precarious playbour: Chinese migrant youth on the Kuaishou video-sharing platform

2021 ◽  
pp. 103530462110370
Author(s):  
Min Zhou ◽  
Shih-Diing Liu
Keyword(s):  
Social Media ◽  
Rural Areas ◽  
Economic Mobility ◽  
Symbiotic Relationship ◽  
Ordinary People ◽  
Jel Codes ◽  
Video Sharing ◽  
Migrant Youth ◽  
Social Media Platforms ◽  
Short Video

This article investigates the practices of precarious playbour on Kuaishou, a short-video platform embracing the idea of ‘recording the lives of ordinary people’ and attracting massive numbers of migrant youth to produce creative content as free labour. It examines how young migrants from rural areas in China engage in Kuaishou as a means of realising upwards socio-economic mobility by producing a tuwei (earthiness) culture which has a large fan base. It also examines the way in which they collaborate to cope with precarious conditions lacking guaranteed working time and income, and labour protection. The article attempts to build a conversation with existing scholarship that addresses the ‘exploitation vs. empowerment’ dialectic of labour production. Instead, we address the complexity of digital labour production characterised by a collaborative and symbiotic relationship between social media platforms and users. Through ‘play’ with their followers that generates profit for the digital platform, migrant youth voluntarily accept the uncertain, unpredictable, and risky conditions of digital labour production. They are, however, not passively subjected to platform exploitation but can instead reclaim agency by actively seeking to collaborate with other users to cope with increasing precariousness. JEL Codes: J60, Z10

scholarly journals Instagram Influencer Analysis for Top 5 Categories in Turkey

2021 ◽  
Vol 12 (44) ◽  
pp. 22-36
Author(s):  
Busra ERTOGRUL ◽  
Gizem KILICSIZ ◽  
Aysun BOZANTA
Keyword(s):  
Social Media ◽  
Digital Identity ◽  
Ordinary People ◽  
Daily Lives ◽  
Social Media Platforms ◽  
The Difference ◽  
Marketing Tool ◽  
Use Of Social Media ◽  
The Relationship ◽  
New Jobs

Social media platforms have become an inevitable part of our daily lives. Companies that noticed the intense use of social media platforms started to use them as a marketing tool. Even ordinary people have become famous by social media and companies have been sending their products to them to try and advertise. Many people have gained a considerable amount of money in this way and today new jobs are emerged like "Youtuber" and "Instagram Influencer". Therefore, ordinary people realized the power of social media and many people started to strength their digital identity over social media. The question raising in people’s mind is that “What is the difference between the influencers and the ordinary people who have also digital identity over social media?”. This study examined Instagram influencers for five categories namely fashion, makeup, photography, travel, and fitness in Turkey. As an exploratory study, the relationship between the influencers’ average number of posts, the number of likes, the number of views, the number of comments, number of followers, and the number of following were examined. As well as the engagement rates of the followers to the influencers were calculated. In addition, the words they mostly used in the captions of the posts were examined.

Multimodal Mapping of a University’s Formal and Informal Online Brand

2014 ◽  
pp. 120-162
Author(s):  
Shalin Hai-Jew
Keyword(s):  
Social Media ◽  
New Media ◽  
Public Relations ◽  
Public Information ◽  
Video Sharing ◽  
Ex Post ◽  
University Reputation ◽  
Social Media Platforms ◽  
Media Channels ◽  
The University

With the popularization of the Social Web (or Read-Write Web) and millions of participants in these interactive spaces, institutions of higher education have found it necessary to create online presences to promote their university brands, presence, and reputation. An important aspect of that engagement involves being aware of how their brand is represented informally (and formally) on social media platforms. Universities have traditionally maintained thin channels of formalized communications through official media channels, but in this participatory new media age, the user-generated contents and communications are created independent of the formal public relations offices. The university brand is evolving independently of official controls. Ex-post interventions to protect university reputation and brand may be too little, too late, and much of the contents are beyond the purview of the formal university. Various offices and clubs have institutional accounts on Facebook as well as wide representation of their faculty, staff, administrators, and students online. There are various microblogging accounts on Twitter. Various photo and video contents related to the institution may be found on photo- and video-sharing sites, like Flickr, and there are video channels on YouTube. All this digital content is widely available and may serve as points-of-contact for the close-in to more distal stakeholders and publics related to the institution. A recently available open-source tool enhances the capability for crawling (extracting data) these various social media platforms (through their Application Programming Interfaces or “APIs”) and enables the capture, analysis, and social network visualization of broadly available public information. Further, this tool enables the analysis of previously hidden information. This chapter introduces the application of Network Overview, Discovery and Exploration for Excel (NodeXL) to the empirical and multimodal analysis of a university’s electronic presence on various social media platforms and offers some initial ideas for the analytical value of such an approach.

Social Media Short Video-Sharing TikTok Application and Ethics

2021 ◽  
pp. 147-165
Author(s):  
Kevser Zeynep Meral
Keyword(s):  
Social Media ◽  
Young People ◽  
Literature Review ◽  
Young Generation ◽  
Ethical Problems ◽  
Video Sharing ◽  
Ethical Violations ◽  
Private Data ◽  
Addiction Risk ◽  
Short Video

With 3.8 billion users, social media created ethical problems as well. The Cambridge Analytica scandal has been a serious issue with data security lately. Contents not in compliance with general moral rules is another important violation of ethics. TikTok application, the fastest-rising short video-sharing website, is examined. As a result of the literature review, it is observed that TikTok application also had ethical violations issues like lack of private data safety, not sufficient precautionary system barriers for the young generation, and addiction risk. Furthermore, considering that the young people can interact with malicious users through the fake accounts and the risk of sharing their exceptional videos to have more viewers, it is suggested that the sanctions should be arranged as a deterrent in violation of the rules. Parents and young users must be educated about the risks and ethical violations of social media.

“It’s TikTok with no c!”: the Need for Critical Literacy Curricula in the Elementary Classroom

2020 ◽  
Vol 2 (1) ◽  
pp. 103-119
Author(s):  
Yoonjin Nam
Keyword(s):  
Social Media ◽  
Critical Literacy ◽  
Digital Literacy ◽  
Hip Hop ◽  
Elementary Classroom ◽  
Ethnographic Case Study ◽  
Video Sharing ◽  
Hip Hop Pedagogy ◽  
Social Media Platforms

Abstract Students walk into the classroom with numerous hours of exposure to social media. Through different social media platforms, they engage in digital literacy and experience entertainment but also, questions, frustrations and different negotiations of their identities. This qualitative, ethnographic case study was done in an elementary classroom in the Midwest. Participants revealed their keen awareness to the viral debates that happened on TikTok (a mobile video- sharing app) regarding race and the frustrations they experienced through it personally. These findings suggest the urgent need for critical literacy curricula (specifically critical Hip Hop pedagogy) to be implemented within schools for dialogue to even begin which could eventually become an avenue for students to express their agency.

scholarly journals Fan Engagement in 15 Seconds: Athletes’ Relationship Marketing During a Pandemic via TikTok

2020 ◽  
Vol 13 (3) ◽  
pp. 436-446
Author(s):  
Yiran Su ◽  
Bradley J. Baker ◽  
Jason P. Doyle ◽  
Meimei Yan
Keyword(s):  
Social Media ◽  
Relationship Marketing ◽  
Short Form ◽  
Video Sharing ◽  
Online Branding ◽  
Shared Content ◽  
Sport Industry ◽  
Social Media Platforms ◽  
Media Platform ◽  
Fan Engagement

As COVID-19 lockdowns force most sport leagues into hiatus, engaging fans has emerged as a key challenge confronting the sport industry. While navigating social distancing protocols, athletes are experimenting with new ways to connect with their fans. Alongside established social media platforms (e.g., Twitter, Facebook, and Instagram), TikTok, a short-form video-sharing platform, has gained prominence in terms of registered users and shared content. Yet, little is known about the utility of TikTok as an athlete branding tool. This study uses a netnographic approach to explore the use of TikTok among athletes (N = 10) during the COVID-19 pandemic. Findings reveal that athlete-generated TikTok videos are characterized as playful and authentic. While athletes are recent adopters of TikTok, this emerging social media platform can be profitably integrated into their online branding strategies. Communicating via TikTok presents opportunities for athletes to foster existing fan relationships, promote branded content, and appeal to new fan segments. Overall, athletes and sport practitioners can leverage these findings to create content for an audience that is attracted to novelty and the activities of athletes extending beyond game highlights or interviews.

Social media and the visibility of horrific violence

2020 ◽  
Vol 96 (3) ◽  
pp. 609-629
Author(s):  
Constance Duncombe
Keyword(s):  
Social Media ◽  
News Media ◽  
Policy Making ◽  
Media Communication ◽  
Social Media Platforms ◽  
Short Video ◽  
Audience Responses ◽  
Social Media Communication ◽  
Violent Images ◽  
Media Censorship

Abstract Images are central to social media communication. Billions of images are shared across different social media platforms every day: photos, cartoons, GIFs and short video clips are exchanged by users, facilitating or framing discourse on participatory sites such as Twitter, Facebook and Instagram. Many of these images depict events of extreme violence, which circulate uninhibited by the conventional constraints associated with traditional news media censorship. A question arises here as to how such images mobilize public and policy-making responses to atrocities. This article examines the political dynamics of violent social media images. I argue that the particular qualities of social media can play an important role in how the digital visibility of horrific violence influences policy-making as a response to such atrocities. There is an important connection between the properties of social media platforms that allow user images to reach a global audience in real time and the emotional responses that this level of circulation generates. In turn, the pressure created by events made globally visible through the circulation of violent images and the audience responses to those images puts governments in a position where they are forced to act, which has significant implications for policy-making.

Multimodal Mapping of a University's Formal and Informal Online Brand

2018 ◽  
pp. 1072-1124
Author(s):  
Shalin Hai-Jew
Keyword(s):  
Social Media ◽  
New Media ◽  
Public Relations ◽  
Public Information ◽  
Video Sharing ◽  
Ex Post ◽  
University Reputation ◽  
Social Media Platforms ◽  
Media Channels ◽  
The University

With the popularization of the Social Web (or Read-Write Web) and millions of participants in these interactive spaces, institutions of higher education have found it necessary to create online presences to promote their university brands, presence, and reputation. An important aspect of that engagement involves being aware of how their brand is represented informally (and formally) on social media platforms. Universities have traditionally maintained thin channels of formalized communications through official media channels, but in this participatory new media age, the user-generated contents and communications are created independent of the formal public relations offices. The university brand is evolving independently of official controls. Ex-post interventions to protect university reputation and brand may be too little, too late, and much of the contents are beyond the purview of the formal university. Various offices and clubs have institutional accounts on Facebook as well as wide representation of their faculty, staff, administrators, and students online. There are various microblogging accounts on Twitter. Various photo and video contents related to the institution may be found on photo- and video-sharing sites, like Flickr, and there are video channels on YouTube. All this digital content is widely available and may serve as points-of-contact for the close-in to more distal stakeholders and publics related to the institution. A recently available open-source tool enhances the capability for crawling (extracting data) these various social media platforms (through their Application Programming Interfaces or “APIs”) and enables the capture, analysis, and social network visualization of broadly available public information. Further, this tool enables the analysis of previously hidden information. This chapter introduces the application of Network Overview, Discovery and Exploration for Excel (NodeXL) to the empirical and multimodal analysis of a university's electronic presence on various social media platforms and offers some initial ideas for the analytical value of such an approach.

Social Media Uses and Effects

2017 ◽  
pp. 34-51 ◽  
Author(s):  
Brian Pindayi
Keyword(s):  
Social Media ◽  
Interpersonal Relationships ◽  
Symbiotic Relationship ◽  
African Society ◽  
Domino Effect ◽  
Transformative Potential ◽  
Theoretical Perspectives ◽  
The Social ◽  
Social Media Platforms ◽  
The Common

This chapter aims at analysing the effects of social media on African society by focusing on WhatsApp usage. The chapter will; one, show how usage of WhatsApp is affecting interpersonal relationships in Africa. Two, evaluate the common uses of WhatsApp in Africa. Three, scrutinise the reasons people in Africa prefer using WhatsApp. Four, add theoretical perspectives on how social media is impacting on the communication landscape of the region. The chapter will also introduce two concepts, one; medium veracity wherein different media have varying levels of trust or credibility and two; the social media domino effect, wherein social media platforms are mutually dependent and have a symbiotic relationship. By examining why people are using WhatsApp, this chapter seeks to add to the empirical conversation on futility and the transformative potential of social media.

Multimodal Mapping of a University's Formal and Informal Online Brand

2015 ◽  
pp. 586-635
Author(s):  
Shalin Hai-Jew
Keyword(s):  
Social Media ◽  
New Media ◽  
Public Relations ◽  
Public Information ◽  
Video Sharing ◽  
Ex Post ◽  
University Reputation ◽  
Social Media Platforms ◽  
Media Channels ◽  
The University

With the popularization of the Social Web (or Read-Write Web) and millions of participants in these interactive spaces, institutions of higher education have found it necessary to create online presences to promote their university brands, presence, and reputation. An important aspect of that engagement involves being aware of how their brand is represented informally (and formally) on social media platforms. Universities have traditionally maintained thin channels of formalized communications through official media channels, but in this participatory new media age, the user-generated contents and communications are created independent of the formal public relations offices. The university brand is evolving independently of official controls. Ex-post interventions to protect university reputation and brand may be too little, too late, and much of the contents are beyond the purview of the formal university. Various offices and clubs have institutional accounts on Facebook as well as wide representation of their faculty, staff, administrators, and students online. There are various microblogging accounts on Twitter. Various photo and video contents related to the institution may be found on photo- and video-sharing sites, like Flickr, and there are video channels on YouTube. All this digital content is widely available and may serve as points-of-contact for the close-in to more distal stakeholders and publics related to the institution. A recently available open-source tool enhances the capability for crawling (extracting data) these various social media platforms (through their Application Programming Interfaces or “APIs”) and enables the capture, analysis, and social network visualization of broadly available public information. Further, this tool enables the analysis of previously hidden information. This chapter introduces the application of Network Overview, Discovery and Exploration for Excel (NodeXL) to the empirical and multimodal analysis of a university's electronic presence on various social media platforms and offers some initial ideas for the analytical value of such an approach.

Christianity as the Sixth Aspirational ‘C’

2019 ◽  
Author(s):  
Catherine Gomes ◽  
Jonathan Tan
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Economic Mobility ◽  
Wealth Accumulation ◽  
Prosperity Gospel ◽  
Digital Ethnography ◽  
New Creation ◽  
The World ◽  
Social Media Platforms ◽  
Insatiable Appetite

Singapore is one of the richest countries in the world, whose citizens have an insatiable appetite for economic mobility. Many Singaporeans have become highly attracted to emerging Christian groups which marry basic Christian beliefs, such as the worship of Christ, with wealth accumulation. Known as megachurches, these groups preach a liturgy known as ‘prosperity gospel’ which equates wealth with worship. Though digital ethnography and content analysis of webpages and social media platforms, this chapter investigates two prominent megachurches in Singapore and their founding pastors: New Creation Church with Pastor Joseph Prince and City Harvest Church with Pastor Kong Hee. The results of such analyses reveal that wealth and material accumulation have become the foundations of Singaporean Christianity.

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