The linguistics of self-branding and micro-celebrity in Twitter: The role of hashtags
The linguistics of self-branding and micro-celebrity in Twitter: The role of hashtags
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Twitter 中自我品牌和小名人的语言学：主题标签的作用
DOI：
10.1177/1750481312437441
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发表时间：
2012
影响因子：
1.9
通讯作者：
Ruth E. Page
中科院分区：
文献类型：
--
作者：
Ruth E. Page
Twitter是一个语言市场（Bourdieu，1977），其中自我品牌和微型名人（Marwick，2010）的过程依赖于知名度作为增加社会和经济收益的手段。在这个系统中，主题标签是一个有效的资源，可以提高Twitter更新的可见性（以及更新的作者）。这项研究分析了发生在大约92，000条推文的数据集中的标签的频率，类型和语法上下文，这些推文来自100个可用的Twitter帐户，比较了公司，名人从业者和“普通”Twitter成员的话语风格。研究结果表明，自我品牌和微型名人的做法是在一个连续体上运作的，它反映并加强了存在于线下环境中的社会和经济等级制度。尽管声称标签是“对话”，这项研究表明，Twitter的参与文化并不是均匀分布的，名人从业者和公司的话语表现出典型的主流媒体形式的广播谈话的合成个性化（Fairclough，1989）。
Twitter is a linguistic marketplace (Bourdieu, 1977) in which the processes of self-branding and micro-celebrity (Marwick, 2010) depend on visibility as a means of increasing social and economic gain. Hashtags are a potent resource within this system for promoting the visibility of a Twitter update (and, by implication, the update’s author). This study analyses the frequency, types and grammatical context of hashtags which occurred in a dataset of approximately 92,000 tweets, taken from 100 publically available Twitter accounts, comparing the discourse styles of corporations, celebrity practitioners and ‘ordinary’ Twitter members. The results suggest that practices of self-branding and micro-celebrity operate on a continuum which reflects and reinforces the social and economic hierarchies which exist in offline contexts. Despite claims that hashtags are ‘conversational’, this study suggests that participatory culture in Twitter is not evenly distributed, and that the discourse of celebrity practitioners and corporations exhibits the synthetic personalization (Fairclough, 1989) typical of mainstream media forms of broadcast talk.