The #nofilter Self: The Contest for Authenticity among Social Networking Sites, 2002–2016
The #nofilter Self: The Contest for Authenticity among Social Networking Sites, 2002–2016
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nofilter 自我：社交网站真实性之争，2002-2016
DOI：
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发表时间：
2017
期刊：
影响因子：
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通讯作者：
J. Pooley
中科院分区：
文献类型：
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作者：
M. Salisbury;J. Pooley
这项研究追踪了随着时间的推移，主要社交网站(SNS)的宣传材料中对真实性的吸引力。使用互联网档案馆的Wayback机器，主要SNS平台的面向公众的网站-从2002年的Friendster开始-每隔六个月进行一次抽样，检查宣传语言和视频是否属实。作者跟踪了这些呼吁，并注意到宣传文案的变化，直到2016年7月，在最受欢迎的社交媒体服务中(由英语网站存在和每月活跃用户数字确定，或者在无法获得时，报告的网络规模)。研究发现，几乎所有的SNS都在他们的宣传材料中直接或通过“现实生活”和“真实”这样的语言提到了真实性。突出的是这些声明的深刻反应性质，新服务经常公开或含蓄地定义自己，反对传统服务的不真实性。换句话说，一种反复出现的营销策略是，通过替换(和兜售)其他一些不同根基的真实性模式来揭露竞争对手的虚假。由于社交网站的负担能力，即使是那些兜售虚度或匿名性的网站，也让它们容易受到类似的收费，因此这个循环会以令人麻木的规律重演。
This study traces appeals to authenticity, over time, in the promotional material of leading social-networking sites (SNSs). Using the Internet Archive’s Wayback Machine, the public-facing websites of major SNS platforms—beginning with Friendster in 2002—were sampled at six-month intervals, with promotional language and visuals examined for authenticity claims. The authors tracked these appeals, with attention to changes in promotional copy, through to July 2016, among the most popular social media services (as determined by English-language web presence and active monthly user figures or, when unavailable, reported network size). The study found that nearly all SNSs invoked authenticity—directly or through language like “real life” and “genuine”—in their promotional materials. What stood out was the profoundly reactive nature of these claims, with new services often defining themselves, openly or implicitly, against legacy services’ inauthenticity. A recurring marketing strategy, in other words, has been to call out competitors’ phoniness by substituting (and touting) some other, differently grounded mode of authenticity. Since the affordances of social sites, even those touting evanescence or anonymity, make them vulnerable to similar charges, the cycle gets replayed with numbing regularity.