Status Update

Celebrity, Publicity, and Branding in the Social Media Age

Marwick Alice

Social media technologies such as YouTube, Twitter and Facebook promised a new participatory online culture. Yet, technology insider Alice Marwick contends in this insightful book, "Web 2.0" only encouraged a preoccupation with status and attention. Her original research – which includes conversations with entrepreneurs, Internet celebrities, and Silicon Valley journalists – explores the culture and ideology of San Francisco's tech community in the period between the dot com boom and the App store, when the city was the world's centre of social media development. Marwick argues that early revolutionary goals have failed to materialize: while many continue to view social media as democratic, these technologies instead turn users into marketers and self-promoters, and leave technology companies poised to violate privacy and to prioritize profits over participation. Marwick analyzes status-building techniques – such as self-branding, micro-celebrity, and life-streaming – to show that Web 2.0 did not provide a cultural revolution, but only furthered inequality and reinforced traditional social stratification, demarcated by race, class and gender.

About the Author

Alice Marwick is assistant professor, communication and media studies, Fordham University, and an academic affiliate at the Center on Law and Information Policy, Fordham Law School. Previously a postdoctoral researcher at Microsoft Research, she regularly speaks to the press on various social media topics and has written for the "New York Times", the "Daily Beast", and the "Guardian". She lives in New York City.

Reviews

"Marwick brilliantly gets beneath the shiny exterior of the Web 2.0 startup scene to uncover the ways in which geeks, entrepreneurs, and technologists use their creations to jockey for status and seek attention. This book is critical for all who care about or use social media" – danah boyd, Microsoft Research

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