当前位置: X-MOL 学术Continuum › 论文详情
Re-reading Personal Influence in an age of social media
Continuum ( IF 0.376 ) Pub Date : 2021-06-08 , DOI: 10.1080/10304312.2021.1902156
Tom O’Regan

ABSTRACT

This article explores the many parallels – but also discontinuities – between the interpersonal communication medium and research enterprise pursued by Elihu Katz and Paul Lazarsfeld in Personal Influence (1955) and the social media agenda and associated research enterprise of Facebook and Instagram. The essay begins with a discussion of ‘personal influence’ as the concept was first developed in the 1950s, outlining its historical context and initial limited application. It then shows how key ideas of Personal Influence can be seen as having been applied and embedded in the very fabric of social media itself. Yet Facebook represents a significant departure from both Katz and Lazarsfeld’s research agenda and from the market research and information regime of traditional media. Their audience research work of 1955 was avowedly public and transparent in its commitments. They were providing a market research product for advertising agencies, advertisers and media providers to re-purpose. In contrast, Facebook is private, proprietorial and opaque in its research provision. Facebook combines, under one roof, the roles of market research provider, media provider, and advertising agency. By prioritizing the collection and analysis of individual user profiles, Facebook has created a media enterprise that seamlessly integrates user-generated content, data collection, analysis, strategy, media provision and associated advertising machinery.



中文翻译:

重读社交媒体时代的个人影响力

摘要

本文探讨了 Elihu Katz 和 Paul Lazarsfeld 在Personal Influence (1955) 中所追求的人际传播媒介和研究企业与 Facebook 和 Instagram 的社交媒体议程和相关研究企业之间的许多相似之处——但也有不连续性。这篇文章首先讨论了“个人影响力”,因为这个概念最初是在 1950 年代发展起来的,概述了它的历史背景和最初的有限应用。然后它展示了个人影响力的关键思想如何可以被视为已被应用并嵌入到社交媒体本身的结构中。然而,Facebook 代表了与 Katz 和 Lazarsfeld 的研究议程以及传统媒体的市场研究和信息体系的重大背离。他们 1955 年的受众研究工作在其承诺中公开且透明。他们正在为广告代理商、广告商和媒体提供商提供市场研究产品以重新定位。相比之下,Facebook 在其研究提供方面是私有的、专有的和不透明的。Facebook 将市场研究提供商、媒体提供商和广告代理商的角色集于一身. 通过优先收集和分析个人用户资料,Facebook 创建了一个媒体企业,将用户生成的内容、数据收集、分析、战略、媒体供应和相关的广告机制无缝集成。

更新日期:2021-06-09
全部期刊列表>>
virulence
欢迎新作者ACS
中国作者高影响力研究精选
虚拟特刊
屿渡论文,编辑服务
浙大
上海中医药大学
深圳大学
上海交通大学
南方科技大学
浙江大学
清华大学
徐晶
张大卫
彭孝军
北京大学
隐藏1h前已浏览文章
课题组网站
新版X-MOL期刊搜索和高级搜索功能介绍
ACS材料视界
华辉
天合科研
x-mol收录
试剂库存
down
wechat
bug