Purpose:
I have trough literature studies identified three agents on social media: the facil- itator [the owner of the social media], the common user and the commercial user. My purpose with this paper is to examine two things: Firstly, I wish to examine whether or not all of the agents contribute to the evolution of Face- book, and in what way. Secondly, I wish study the implications of the commer- cialization of social media for the common user.
Approach:
Through analysis of existing studies made on both the facilitator, the com- mon user, the commercial user, along with basic sociological, psychological, and media historical theories mixed with minor empirical studies, I will address the purpose of the study. The first study will focus on the common users moti- vations for using social media, and how the common user experience Facebook through other users and their News Feed. The second study will examine how the social media can be changed; this will be based on two cases: Contests and the EdgeRank algorithm.
Findings:
Both the facilitator and the two user agents has the ability to impact the evolution of Facebook. However, the facilitator is the main reason for changes on the social media. The facilitator is also the main initiator behind the commercialization of Facebook. The facilitator's need of revenue stream means has a negative effect on both user agents: The commercial user experiences a lack of exposure, whilst the impact on the common user is more severe: The two main motivations for using the social media is weakened because of negative effect on the maintenance of relationships, and the creation and presentation of identity.
Originality/value:
A great number of studies have focused on the implication of social media usage, the marketing possibilities on said media, social media as a genre etc. However, not much research has processed the relationship between the three primary agents on social media: the common users, the commercial users and the facilitator. This paper focuses on how the three agents together - for different agendas - develop social media.
Keywords:
social media, Facebook, usage implications, personalization of the web, development of social media, user and technology relationship
Type of paper:
Master's thesis