Social networking sites (SNSs) have made connecting with
others easier than ever before. In The
Culture of Connectivity: A Critical History of Social Media, José van
Dijck emphasizes the paradox between this shift toward a more connected society
and a culture of connectivity. To understand her main arguments, it is
important to be able to distinguish between “connectedness” and “connectivity”.
Connectedness is about using SNSs to enhance social ties that are already
existent in the real world. Connectivity is the use of social media platforms to
collect data about the users of the SNSs and code human connections. She talks
about connectivity in relation to how these sites code relationships between
people, things, and ideas into algorithms.
Perhaps one of van Dijck’s most important arguments is that
these SNSs are shaping our everyday lives and, in turn, we are shaping the
features of the sites themselves. We have integrated social media into our
lives, using it to stay “connected”. At
the same time, the way that we use the technology is kept track of to
manipulate our experiences and our connections. For example, we might use
Facebook to stay in touch with old friends and share information (through
statuses, pictures, links, etc.) with our Facebook friends. That’s the way of
keeping us connected. Facebook then harnesses this notion of connectivity by
encouraging you to expand your network, with features such as suggesting people
you may know or pages you might like. Van Dijck explains that through your
connections and the information that you provide, Facebook can use your data to
adapt its features and give you relevant ads. She has a strong argument that
SNSs push people to connect with others and reveal more information. Even
Twitter suggests people to follow based on whom you are already following. However,
van Dijck failed to recognize some of the benefits of expanding your network
and how these features could lead you to new information.
In “May I Have Your Attention?” Watkins acknowledges one of
the largest problems that digital technology and digital media poses is
continuous partial attention. People are so attached to their technology and
personal media that they feel the need to constantly check it (2009). For some,
it's difficult, if not impossible, to complete a task without checking for texts
or notifications. According to van Dijck, “Perhaps more significant than
Facebook’s export of buttons and sharing principles is the platform’s
acceptance into so many people’s everyday routines” (2013, p. 65). She does an
excellent job of backing up her claims by explaining the changing norms associated
with the acceptance of this media. For example, she says, “In less than eight
years, the meaning of “sharing,” once understood as user-to-user information
exchange, has subtly been replaced by a meaning that naturalizes the sharing of
personal data with anyone on the planet” (ibid). People are so connected to
their technology that they are reshaping the norms of how it is used and who they should connect with. These SNSs are forging new connections through this push of
connectivity, or as van Dijck describes it, online commercialized
sociality. She recognizes that as people
are increasingly connected to their digital technology, they are also
increasingly exposed to the business strategies of the SNSs. Her argument is
thought provoking, and it raises questions that are important to think about
since social media has become such a large part of many people’s lives.
Social Media [image]. 2013. Retrieved December 17, 2013 from: http://www.latestdigitals.com/2013/03/social-media-reaction-hardly-reflects-public-opinion-study/
Van Dijck,
José (2013).
The Culture of Connectivity: A Critical History
of Social Media. New York: Oxford University Press.
Watkins, S. Craig (2009). "May I have you attention? The consequences of anytime, anywhere technology." The Young and the Digital.
