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Title [sv]
Medieanvändning som värdeskapande arbete. Uppfattningar om medieanvändningens roll på digitala mediemarknader
Title [en]
Media use as value generating labour: Perceptions on the role of media use in digital media markets
Abstract [sv]
Alltmer av vår mediekonsumtion sker digitalt via internetuppkopplade datorer och mobiltelefoner. En ökad användning av mobila/personliga medier och web-baserade tjänster (sökmotorer, sociala nätverkssidor, portaler för distribution av medieinnehåll) har bidragit till utvecklandet av nya affärsmodeller inom medie- och kulturindustrin. Dessa bygger på ingående kunskaper om mediebrukarnas personuppgifter och/eller beteenden på nätet. I kölvattnet på denna utveckling har det uppkommit en diskussion om mediebrukarnas aktiviteter i termer av arbete. Delar av den internationella forskningen betonar de frigörande potentialer till medskapande och kreativitet detta medger. Andra ser mer kritiskt på förhållandena i termer av utnyttjande, övervakning och expropriering av gratisarbete. De empiriska kunskaperna om dessa aktiviteter är begränsade, speciellt de som rör vanliga mediebrukare (till skillnad från fans och mycket aktiva mediebrukare). Föreliggande studie syftar till att, mot bakgrund av teorier kring medieanvändning, digitala marknader, värdeskapande och arbete analysera medieanvändares bevekelsegrunder för användning och reflektioner kring sin roll i medie- och kulturindustriernas digitala produktionsprocesser. Metodiskt görs detta genom en intervjubaserad studie (fokusgrupper och individuella intervjuer) med avseende på att söka nå kunskaper om mediebrukarnas motiveringsgrunder och upplevelser av de nuvarande förhållandena mellan medieproducenter och -konsumenter.
Abstract [en]
Continuously more of our media consumption is conducted through digitised, web-based computer and mobile phone use. Such extensions of our media behaviour into the digital realms of mobile and personal media and web-based services (search engines, social networking sites, etc.) have brought with it the development of new business models within the media and culture industries. These models build on deep knowledge on the personal features and digital behaviours of media users. In the wake of this development a discussion on the role of media users in terms of labour has arisen. Parts of international research emphasise the emancipatory potentials for creativity and co-production. Others have a more critical attitude, emphasising exploitation, surveillance and expropriation of free labour. The empirical groundings of the debate are sparse, and most often build on very active users or fans. Against the background of theories on reception and use, digital markets, value creation and media work the project aims to analyse roles and justifications of media use in value creating processes related to those parts of the media and culture industries that build on participation and user activity (social networking sites, search engines, blogs, etc.).Methodologically this involves interviews (focus group and individual interviews), in order to seek knowledge on the media users’ own perceptions of their roles in relation to media production.
Publications (5 of 5) Show all publications
Bolin, G. (2016). Värdeskapande och medborgarskapi det digitaliserade samhället. In: Oscar Westlund (Ed.), Människorna, medierna och marknaden: Medieutredningens forskningsantologi om en demokrati i förändring (pp. 109-130). Stockholm: Wolters Kluwer
Open this publication in new window or tab >>Värdeskapande och medborgarskapi det digitaliserade samhället
2016 (Swedish)In: Människorna, medierna och marknaden: Medieutredningens forskningsantologi om en demokrati i förändring / [ed] Oscar Westlund, Stockholm: Wolters Kluwer, 2016, p. 109-130Chapter in book (Other academic)
Place, publisher, year, edition, pages
Stockholm: Wolters Kluwer, 2016
Series
Statens offentliga utredningar, ISSN 0375-250X ; 2016:30
National Category
Media and Communications
Identifiers
urn:nbn:se:sh:diva-49558 (URN)978-91-38-24433-3 (ISBN)
Funder
Riksbankens Jubileumsfond, P12-1278:1
Available from: 2022-07-12 Created: 2022-07-12 Last updated: 2022-07-12Bibliographically approved
Bolin, G. & Andersson Schwarz, J. (2015). Heuristics of the Algorithm. Big Data, User Interpretation and Translation Strategies. Big Data and Society, 2(2), 1-12
Open this publication in new window or tab >>Heuristics of the Algorithm. Big Data, User Interpretation and Translation Strategies
2015 (English)In: Big Data and Society, E-ISSN 2053-9517, Vol. 2, no 2, p. 1-12Article in journal (Refereed) Published
Abstract [en]

Intelligence on mass media audiences was founded on representative statistical samples, analysed by statisticians at the market departments of media corporations. The techniques for aggregating user data in the age of pervasive and ubiquitous personal media (e.g. laptops, smartphones, credit cards/swipe cards and radio-frequency identification) build on large aggregates of information (Big Data) analysed by algorithms that transform data into commodities. While the former technologies were built on socio-economic variables such as age, gender, ethnicity, education, media preferences (i.e. categories recognisable to media users and industry representatives alike), Big Data technologies register consumer choice, geographical position, web movement, and behavioural information in technologically complex ways that for most lay people are too abstract to appreciate the full consequences of. The data mined for pattern recognition privileges relational rather than demographic qualities. We argue that the agency of interpretation at the bottom of market decisions within media companies nevertheless introduces a ‘heuristics of the algorithm’, where the data inevitably becomes translated into social categories. In the paper we argue that although the promise of algorithmically generated data is often implemented in automated systems where human agency gets increasingly distanced from the data collected (it is our technological gadgets that are being surveyed, rather than us as social beings), one can observe a felt need among media users and among industry actors to ‘translate back’ the algorithmically produced relational statistics into ‘traditional’ social parameters. The tenacious social structures within the advertising industries work against the techno-economically driven tendencies within the Big Data economy.

National Category
Media and Communications
Research subject
Critical and Cultural Theory
Identifiers
urn:nbn:se:sh:diva-28953 (URN)10.1177/2053951715608406 (DOI)000422557100020 ()2-s2.0-85074187016 (Scopus ID)
Funder
Riksbankens Jubileumsfond, P12-1278:1
Available from: 2015-12-31 Created: 2015-12-31 Last updated: 2024-04-30Bibliographically approved
Bolin, G. (2014). Institution, Technology, World: Relationships between the Media, Culture and Society. In: Lundby, Knut (Ed.), Mediatization of Communication: (pp. 175-197). Berlin: Mouton de Gruyter
Open this publication in new window or tab >>Institution, Technology, World: Relationships between the Media, Culture and Society
2014 (English)In: Mediatization of Communication / [ed] Lundby, Knut, Berlin: Mouton de Gruyter, 2014, p. 175-197Chapter in book (Other academic)
Abstract [en]

In this chapter three approaches to mediatization are discussed: the institutional, the technological, and the media as world. Each of these has a different ontological and epistemological background, and it is argued that this has consequences on which questions are posed, and which kinds of answers are possible to give. For these backgrounds it is accounted, with a special focus on how these approaches theorize the relationship between media and society, how media are defined and which historical perspective is privileged. 

Place, publisher, year, edition, pages
Berlin: Mouton de Gruyter, 2014
Series
Handbooks of communication sciences, ISSN 2199-6288 ; 21
Keywords
mediatization, modernity, second modernity, media technologies, cultural technologies, culture, society, Baudrillard, structuralism
National Category
Media and Communications
Research subject
Critical and Cultural Theory
Identifiers
urn:nbn:se:sh:diva-24980 (URN)10.1515/9783110272215.175 (DOI)2-s2.0-84979178154 (Scopus ID)978-3-11-027193-5 (ISBN)
Funder
Riksbankens Jubileumsfond, P12-1278:1
Available from: 2014-10-07 Created: 2014-10-07 Last updated: 2022-07-12Bibliographically approved
Bjur, J. & Bolin, G. (2014). Massa, individualiserad, nätverkad: En historisk återblick på framtiden för radio och TV. In: Carlsson, Ulla & Facht, Ulrika (Ed.), MedieSverige 2014: (pp. 39-46). Göteborg: Nordicom
Open this publication in new window or tab >>Massa, individualiserad, nätverkad: En historisk återblick på framtiden för radio och TV
2014 (Swedish)In: MedieSverige 2014 / [ed] Carlsson, Ulla & Facht, Ulrika, Göteborg: Nordicom, 2014, p. 39-46Chapter in book (Other academic)
Place, publisher, year, edition, pages
Göteborg: Nordicom, 2014
Keywords
medier, massmedier, publik, publikforskning
National Category
Media and Communications
Research subject
Critical and Cultural Theory
Identifiers
urn:nbn:se:sh:diva-22644 (URN)9789186523794 (ISBN)
Funder
Riksbankens Jubileumsfond, P12-1278:1
Available from: 2014-03-10 Created: 2014-03-10 Last updated: 2022-07-12Bibliographically approved
Bolin, G. (2014). The Death of the Mass Audience Reconsidered: From Mass Communication to Mass Personalisation. In: Eichner, Susanne & Prommer, Elizabeth (Ed.), Fernsehen: Europäische Perspectiven: Festschrift Prof. Dr. Lothar Mikos (pp. 159-172). Konstanz & München: UVK Verlagsgesellschaft
Open this publication in new window or tab >>The Death of the Mass Audience Reconsidered: From Mass Communication to Mass Personalisation
2014 (English)In: Fernsehen: Europäische Perspectiven: Festschrift Prof. Dr. Lothar Mikos / [ed] Eichner, Susanne & Prommer, Elizabeth, Konstanz & München: UVK Verlagsgesellschaft, 2014, p. 159-172Chapter in book (Other academic)
Place, publisher, year, edition, pages
Konstanz & München: UVK Verlagsgesellschaft, 2014
Series
Alltag, Medien und Kultur, ISSN 1864-4058 ; 16
Keywords
mass communication, digital media, personal media, media indutries, cultural industries
National Category
Media and Communications
Research subject
Critical and Cultural Theory
Identifiers
urn:nbn:se:sh:diva-24982 (URN)978-3-86764-518-8 (ISBN)
Funder
Swedish Research CouncilRiksbankens Jubileumsfond, P12-1278:1
Available from: 2014-10-07 Created: 2014-10-07 Last updated: 2022-07-12Bibliographically approved
Principal InvestigatorBolin, Göran
Coordinating organisation
Södertörn University
Funder
Period
2013-01-01 - 2015-12-31
National Category
Media StudiesCommunication Studies
Identifiers
DiVA, id: project:1679Project, id: P12-1278:1_RJ

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