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Reappraising Social Media: The Rise of the Global Digital Family
Abstract
This chapter reappraises social media. The corporate perspective promises a growth market based on user data exploitation. On the other hand, users expect emotional contagion and authenticity from their social media experience. They want to connect to friends and family. As a consequence, users accept corporate exploitation of their data. Users see social media as a human right. To users, the technology is key to global knowledge dissemination, with the potential to challenge traditional power structures resisting change. Building on Obar and Wildman, the chapter concludes with an improved definition of social media suggesting that user data tagged to user accounts, user generated content (UGC), and user behavior in the multi-device universe is the lifeblood of social media. Research suggests that social media has propelled mankind beyond McLuhan's global village into the global digital family.
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