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Daniel Miller
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Social Media
Daniel
Daniel Miller spent 18 months undertaking an ethnographic
study with the residents of an English village, tracking Miller
their use of the different social media platforms. Following
his study, he argues that a focus on platforms such as
Facebook, Twitter and Instagram does little to explain
what we post on social media. Instead, the key to
understanding how people in an English village use social
media is to appreciate just how ‘English’ their usage has
Social
become. He introduces the ‘Goldilocks Strategy’: how
villagers use social media to calibrate precise levels of
interaction ensuring that each relationship is neither too
in an english village
cold nor too hot, but ‘just right’.
He explores the consequences of social media for groups
ranging from schoolchildren through to the patients of
a hospice, and he compares these connections to more
Media
traditional forms of association such as the church and the
neighbourhood. Above all, Miller finds an extraordinary
clash between new social media that bridges the private
and the public domains, and an English sensibility that is
all about keeping these two domains separate.
Da n ie l M i l l e r is Professor of Anthropology at
In an
UCL and author/editor of 37 books including Tales
English
from Facebook, Digital Anthropology (Ed. with H.
Horst), The Internet: an Ethnographic Approach (with D.
Slater), Webcam (with J. Sinanan), The Comfort of Things,
A Theory of Shopping, and Stuff.
Village
Miller
Cover design:
Rawshock design
www.ucl.ac.uk/ucl-press £35.00
Social Media in an English Village
Daniel Miller
vi I N T R O D U C T I O N TO T H E S E R I E S W H Y W E P O S T
vii
viii ACKNOWLEDGEMENTS
List of figures x
Notes 193
References 201
Index 205
ix
LIST OF FIGURES xi
There are three primary arguments to this book. The first is that the
study of social media1 suffers from a fundamental and mistaken pre-
conception. Largely it has developed as a study of platforms such as
Facebook and Twitter, and so tries to explain why and how people use
these platforms on the basis of the properties or affordances (propensi-
ties) of such platforms. In Chapter 2 evidence will be presented to show
that neither platforms nor affordances lie at the heart of what social
media truly is. Platforms are merely the vehicles by which social media
travels. To understand social media we need to focus instead upon con-
tent, which often migrates and switches easily between entirely differ-
ent platforms almost regardless of their properties. Inevitably platforms
remain as the units for discussion of social media, requiring frequent
references to Instagram or Twitter, for example. Yet over the course of
this volume it will become clear how the differences in platforms are
exploited to express distinctions –a more private audience as opposed
to a more public one, for instance, or a humorous style of communication
as opposed to a serious one. The temptation to presume any causative
relation between the nature of that platform and its content, however,
will be shown to be often misleading and mistaken.
The second argument is that precisely because social media exists
largely in the content of what people post, it is always local. Just as there
will be Chinese or Trinidadian social media, the most important element
in understanding social media in an English village is to appreciate how
English it is. Indeed the study of social media will turn out to be just as
revealing about the nature of Englishness as it will be about the nature
of social media. The people who use social media may not share this con-
clusion. Generally they see their usage as ‘natural’ –in effect something
given by the nature of the medium or the company that owns it –but a
project that compares usage across many different regions makes the
2 S O C I A L M E D I A I N A N E N G L I S H V I L L AG E
W elcome to T he G lades 3
4 S O C I A L M E D I A I N A N E N G L I S H V I L L AG E
16 S O C I A L M E D I A I N A N E N G L I S H V I L L AG E
By Daniel Gorrie.