In the chapter the authors discuss the need to broach the subject of the differentiation of digital audiences and especially of users of social networking sites as a consequence of their agency. The authors introduce the concept of 'style' as a form of personal agency that mediates between the constraints of technological affordances and the structure of opportunity in which the Actors is rooted and which in turn directs and restrics his/her action. The validity of the concept of 'style' is also discussed in terms of the results of a qualitative research project titled "Online Social Relations and Identity: Italian Experience in Social Network Sites" which was carried out in Italy in 2012 and 2013.
Aroldi, P., Vittadini, N., Audiences as Socio-Technical Actors: The 'Styles' of Social Network Site Users, in Zeller, F., Ponte, C., O'Neill, B., Revitalising Audience Research. Innovation in European Audience Research, Routledge, New York 2015 <<Routledge Studies in European Communication Research and Education>>,: 195-215 [http://hdl.handle.net/10807/65167]
Audiences as Socio-Technical Actors: The 'Styles' of Social Network Site Users
Aroldi, Piermarco;Vittadini, Nicoletta
2015
Abstract
In the chapter the authors discuss the need to broach the subject of the differentiation of digital audiences and especially of users of social networking sites as a consequence of their agency. The authors introduce the concept of 'style' as a form of personal agency that mediates between the constraints of technological affordances and the structure of opportunity in which the Actors is rooted and which in turn directs and restrics his/her action. The validity of the concept of 'style' is also discussed in terms of the results of a qualitative research project titled "Online Social Relations and Identity: Italian Experience in Social Network Sites" which was carried out in Italy in 2012 and 2013.
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