Liminality and Communitas in Social Media: The Case of Twitter
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Transcript of Liminality and Communitas in Social Media: The Case of Twitter
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Liminality and Communitas
in Social Media: The Case
of TwitterJana Herwig, M.A.
Dept. of Theatre, Film & Media Studies
University of ViennaEmail: [email protected]
Twitter: @digiom Blog: digiom.wordpress.com
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Point of Departure:
Can anthropological concepts of ‘rites of passage’ help us understand early social media use?
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Rite of Passage (Turner):
1 - Subject is stripped of its social status
2 - Subject goes through a transitional phase
(liminality) marked by anti-structure, chaos and
egalitarian relations between initiands (communitas)
3 - Reintegration with an elevated status
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0 friends 0 followers 0 updates
Detachment from Social Status:
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Chaos or confusion:
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Usernames level hierarchies:
pic by @mimimixer
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Can these concepts also help us understand
the role of social media
in society?
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“I see [the liminal] as a kind of institutional capsule or pocket which contains the germ of future social developments, of societal change [...]”Victor Turner, From Ritual to Theatre, 1982, p. 45
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“ Innovation [...] most frequently occurs in interfaces and limina, then becomes legitimated in central sectors”Victor Turner, From Ritual to Theatre, 1982, p. 45
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How can these concepts
be applied in the analysis of Twitter
and Social Media in
general?
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Pt. I - InterfacesAnalysis of the symbols
that shape liminoid experience
Pt. II - UsersChronological close
reading of individual timelines
Pt. III - Social Media
Services ‘Early adopters’ vs ‘mainstream
users’
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Preview Pt. III:‘Early Adopter’ vs‘Mainstream user’
Activity
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Sample 1: signed-up Oct’06 - Mar‘07
94% (15 out of 16)went on a hiatus of
≥ 28 days, 75% (12) did so
in first 2 monthsSample 2: signed-up Mar’09 - Jul‘09
9% (1 out of 11) stopped updating
for ≥ 28 days(max. time on
Twitter: 6 months)
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Sample 1: signed-up Oct’06 - Mar‘07
● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 12.5% women
(2 of 16 active users, randomly identified)Sample 1: signed-up Oct’06 -
Mar‘07
● ● ● ● ● ● ● ● ● ● ● 91% women
(10 of 11 active users, randomly identified)
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Part I.
Interfaces
1. The Threshold Page
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Log-in
Sign-up
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Log-in:Symbol of inclusion and of exclusion,
asks user for (secret) name and password,
tests the user (‘Treshold Guardian’)
Sign-up:Symbol of inclusion and of exclusion,
esp. used in beta stages, as a marketing strategy and ‘early
adopter’ token (e.g. Google Wave, invite trading sites)
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Sign-up?(how cynical…)
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Log-in
Sign-up
Service Description
Service Description
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Service Description:
A preview of what is to become of the ritual subject if s/he
decides to sign-up
Liminoid experiences are optional, therefore have to
compete with another.
Often they are commodities, which one selects and pays for (movie,
play in a theatre, but also social media platforms
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New HP: Caters to (potential) initiands
AND non-usersService Description
Service Description for non-members
Service for non-members
Log-in
Sign-up
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Liminal vs. Liminoid:Update of the concept of liminality
for post-industrial societies (Turner
1982).
Liminal phenomena: tribal or early agrarian societies; no distinction of work and play (all part of ‘work
of the Gods’)
Liminoid phenomena: optional, a matter of individual choice
rather than of collective rhythm
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Part I.
Interfaces
2. The Sign-up Procedure
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0 friends 0 followers 0 updates
Detachment from Social Status:
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Optional anonymity:
Username check, but no real name check… yet
(Project Verified Accounts)
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Anonymity in Social MediaStructures competition between
platforms:
Facebook: Oppressed. Accounts with ‘fake’ names are
suspended.
4chan Random board, /b/: Enforced. Derogatory terms fors users w/ names.
Twitter: Optional Anonymity;Incentives to give up anonymity.
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Anonymity/notoriety options:Statement of one’s real, full name.
Real name as nickname (impersonators!)
Picture of oneself as an avatar.
Link to a website w/ personal information.
Linking Twitter with email address book
Meeting other Twitterers face-to-face
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Communitas is volatile:With real names and ‘meat space’ relationships, social structures and hierarchies are re-injected
into Twitter
How did it feel when your boss (colleague, high school mate,
mother ...) started following you on Twitter?
(email me: [email protected])
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Scenario I: People addressing each other by usernames in face-to-face situations
pic by @mimimixer
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Scenario II: People with social capital gained in other social spheres maintain their status
Example 1: With its more than 2 million followers,the account @oprah receives several replies in an hour, and has replied six times in its first seven months – only once to a non-celebrity.
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Scenario II: People with social capital gained in other social spheres maintain their status
Example 2: Although the
informal ‘Du’ is typically used between German-speaking Twitter users, the account of Austrian TV-anchor @ArminWolf is mostly addressed with the formal ‘Sie’.
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Part II.
Users
1. Activity Patterns
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Sample 1: signed-up Oct’06 - Mar‘07
94% (15 out of 16)went on a hiatus of
≥ 28 days, 75% (12) did so
in first 2 monthsSample 2: signed-up Mar’09 - Jul‘09
9% (1 out of 11) stopped updating
for ≥ 28 days(max. time on
Twitter: 6 months)
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‘Early Adopters’Sample 1:
16 users signed up between Oct ‘06 and Mar ‘07 who were still active in May 2009, identified
via whendidyoujoin.twitter.com.
The single user (User O) that did not experience a hiatus also attended the
biggest number of events where social media is
used (e.g. SXSW, CES, flashmobs).
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User A
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User D
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User G
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User K
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User L
The used visualization tool tweetstats.com starts with the first update; User L wrote the first update 600 days after signing-up.
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User O (‘Lead User’)
Video with all activity patterns in sample 1: http://www.youtube.com/watch?v=VhPdQaZ_Wu4
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Part II.
Users
2. Contexts in which Twitter use emerges
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Method: Close readingWhat do people write about when they first use or when they return to Twitter?
Four contexts were identified:
Interest in or view on Twitter as:- a web technology- part of a mobile gadget culture- a social sphere- a liminal challenge
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View on Twitter as a web technology
“Testing this twitter Flex interface”
“wondering if there’s a way to push Adium / Facebook updates to Twitter
automatically”
“Just twitting from my DOS console”
“Trying to figure out the twitter api”
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View on Twitter as part of a mobile gadget culture
“Loving my Touch. Mobilicious.”
“Got a nokia e61i now... Getting connected to everything mobile”
“Google Latitude... Cool... http://is.gd/ijOV”
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View on Twitter as a social sphere
“thinking about next season as a Happy Hammer - prompted by a fellow fan now following me.”
“@xxx You are not the only one in the UK that is glad to see AmberMac back on here, Shame
Net@Nite is no longer recorded live though ”
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Twitter as a liminal challenge
“Testing this gadget”“Testing twitter”
“back”“ASDf”
“mic check, 1-2”
“i totally forgot about twitter, i suck”
“trying to remember how to use twitter”
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Part II.
Users
3. Early Twitter Experience, or:
Making Twitter into a social medium
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Twitter as asocial mediumIn a user’s early phase, activity is
dominated by the interface:
In their very first update, 87.5% (14 out of 16) reported what they
were doing. (one reported what he was going to do, another posted a sequence of arbitrary
characters).
Study by Mischaud 2007: 41.5% reported what they were doing
(Content analysis of 5767 tweets from 60 users)
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The social dimension
Are users aware of the presence of others?
(User L’s sixth update, posted on day 745 on Twitter,
responding to someone with a similar nickname)
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Twitter as a social medium: the @-response as indicator
After having posted their first @-response, 75% of users in the ‘early adopter’ sample did not experience another hiatus.
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Part III.
Social Media Services
1. Social Mechanisms on Twitter: ‘Early
Adopters’ vs ‘Mainstream Phase
Users’
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The 1st @-responseEarly adopters wrote 1st @-
response within21 to 745 days (average: 411
days)
It was contained in update no.3 to 302 (average: update no. 68)
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The 1st @-responseEarly adopters wrote 1st @-response
within21 to 745 days (average: 411 days)
Mainstream users achieved this within
1 to 25 days (average: 8 days)
It was contained in update no.3 to 302 (average: update no. 68)For mainstream users it was update
no.1 to 64 (average: update no. 14)
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Types of Social mechanismsDefault social mechanisms:
Built into the system, could be triggered automatically, e.g. @-
response.
Emergent social mechanisms:Result of collective experiment with social-semantic opportunities of a
text field,e.g. retweeting, hashtags
Emergent mechanisms may be turned into default ones (cf. Twitter’s
Project Retweet)
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When did # and RT emerge?
Hashtags: Allegedly popularizedduring October 2007 #sandiegofireFirst use in sample 1: 8 January
2008(‘Lead user’ O, referring to #CES)
Retweeting: unknown. First use in sample 1: 30 April 2008
(‘Lead user’ O, about a flashmob)
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Appropriation of # and RTHashtags:Early adopters 292 to 957 days (average 697)Mainstream 1 to 143 days (average 45 days)
Retweeting:Early adopters 405 to 947 days (average 701)Mainstream 1 to 94 days (average 39 days)
N.B. These mechanisms had presumably not yet emerged when sample 1 signed up.
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Part III.
Social Media Services
2. Gendered Twitter-Phases?
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Presence of CelebritiesDifferent from sample 1, there is a
strong presence of celebrities in the updates generated by the mainstream phase
sample.
Within the first 100 updates, C2 sends @-responses to 15 different celebrities (musical artists, TV hosts, Hollywood actors); another, E2, writes to
11 celebrities, including fake accounts and accounts of fictional characters from a TV series.
User M2 communicates almost exclusively with band
members or fans of NKOTB.
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Sample 1: signed-up Oct’06 - Mar‘07
● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 12.5% women
(2 of 16 active users, randomly identified)Sample 1: signed-up Oct’06 -
Mar‘07
● ● ● ● ● ● ● ● ● ● ● 91% women
(10 of 11 active users, randomly identified)
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Gendered Twitter phases?Hypothesis 1:
In 2006/2007, Twitter was eagerly adopted by people with an interest in the web and
IT industry, the majority of which are men. Signing up to secure a nickname is a
practice common in this group.Hypothesis 2:The 2009 influx of celebrities is likely to
have been an incentive for people with an interest in celebrity culture – the
majority of which are women – to join Twitter.
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Conclusion:
Anthropological concepts of ‘rites of passage’ help us understand several
aspects social media use:
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Creation of a Liminal Subject < First steps on Twitter
Communitas as anti-structural community >< Forms of community that become possible (and
are also precarious) on Twitter
Role of Liminality within society >< Social Media as space for social innovation
Social Media exist at the interface of technology, individual practice & society.
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Questions or Feedback?
Send an email to [email protected] or,
preferably, post a comment on my blog. You can also download the draft paper (with comment and
annotations) from there:http://digiom.wordpress.com/2009/10/05/coming-to-grips-with-twitter-200607-vs-2009
Short link: http://wp.me/peBnE-u4