Fun With Headlines: Is Social Networking Good Or Bad For Friendship?

from the how-about-neither... dept

Headline writers for the press are always trying to generate some attention, but it's amusing when they present a headline that seems to go entirely against what's said in the actual article. Professor Nancy Baym, who has been studying the power of online communities, discovered this when her latest research was released. Marketwatch ran a press release about her research declaring: Social networking, not for real friends, which certainly seems attention grabbing, if it were not for the fact that her research doesn't say that at all. What the research actually notes is that you may have weak relationships focused on a narrow topic, with folks you connect with on various social networks -- but it also notes how that's a good thing. She doesn't say that social networks aren't for real friends, even if that's what the headline reads.

Amusingly, another article covering the exact same bit of research runs with a different headline: Facebook friend collectors 'are normal' -- (suggesting the opposite of the Marketwatch headline) and quoting Baym:

"You can ask somebody, 'Of your 300 Facebook friends how many are actually friends?' and people will say, 'Oh, 30 or 40 or 50.' But what having a lot of weak-tie relationships is giving you access to are a lot of resources that you wouldn't otherwise have.... They can really open up access to resources that we wouldn't have otherwise."

That doesn't sound like "social networking isn't for real friends" at all. But, apparently, accuracy doesn't make for as good a headline sometimes. Then we've got USA Today, which seems to totally contradict the Marketwatch headline, by noting: For teens, a friend online is usually a friend offline, too. Apparently, the people at Marketwatch and at USA Today seemed to think they were reading different studies.

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Is Web 2.0 About Exploitation Or Empowerment?

from the an-academic-look dept

Earlier this year, at the Mesh Conference in Toronto, I had the pleasure of meeting Nancy Baym, a professor of communications at the University of Kansas. She's been doing tremendous research into questions concerning online "fan" communities around musicians. She's just posted her latest paper, with Robert Burnett from Karlstad University in Sweden, examining the question of whether or not Web 2.0 "fan communities" are really about exploitation or empowerment. This is a question we've addressed before, given that web 2.0 critics, such as Nicholas Carr, like to ignore that there are non-monetary benefits in the economy, and thus assume that any activity done for reasons other than money are exploitation.

The paper takes a balanced look at the Swedish independent music scene, which relies heavily on fan communities to act as filters and promoters of the music. The record labels don't focus so much on "selling music" so much as building up attention that can then be monetized in many different ways. Thus, they encourage fans to share and promote their music for them. So, is this use of fans exploitation?

The paper shows that, contrary to the "exploitation" view, the fans often get plenty of value out of the whole process, if not directly in monetary terms. As the paper notes, the concept of "exploitation" suggests a cost to the participant, but if they get more out of participating than they give up, then it hardly seems like exploitation. Instead, it's a reasonable choice in a non-monetary market, where they get more value than they put in. Plus, the paper notes that some of the fan participants eventually do make some money out of their efforts as well. That shouldn't come as much of a surprise. There are plenty of folks who became highly involved in a hobby and are eventually able to turn that into a business.

But the bigger issue for many fans, is simply being able to build relationships with the musicians they love -- and with other fans. To them, that's worth a lot more than money, and it's hard to see how building strong relationships and friendships can be seen as exploitation.

On top of that, the paper notes that the fans also make use of certain strategies to make sure -- implicitly or explicitly -- that they're not being exploited. In other words, whether they realize it or not, they're aware at some level of the possibility of being exploited by the situation, and they make certain choices to protect against that possibility. Overall, a very interesting paper that's worth reading, and I look forward to more research on this topic.

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