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Audience-metric continuity? Approaching the meaning of measurement in the digital everyday
Södertörn University, School of Culture and Education, Media and Communication Studies.ORCID iD: 0000-0003-0216-8862
University of Helsinki, Helsinki, Finland.ORCID iD: 0000-0002-1643-7392
2020 (English)In: Media Culture and Society, ISSN 0163-4437, E-ISSN 1460-3675, Vol. 42, no 7-8, p. 1193-1209Article in journal (Refereed) Published
Abstract [en]

This article argues for an expansion of existing studies on the meaning of metrics in digital environments by evaluating a methodology tested in a pilot study to analyse audience responses to metrics of social media profiles. The pilot study used the software tool Facebook Demetricator by artist Ben Grosser in combination with follow-up interviews. In line with Grosser’s intentions, the software indeed provoked reflection among the users. In this article, we reflect on three kinds of disorientations that users expressed, linked to temporality, sociality and value. Relating these to the history of audience measurement in mass media, we argue that there is merit in using this methodology for further analysis of continuities in audience responses to metrics, in order to better understand the ways in which metrics work to create the ‘audience commodity’.

Place, publisher, year, edition, pages
Sage Publications, 2020. Vol. 42, no 7-8, p. 1193-1209
Keywords [en]
audience measurement, audiences, digital media, disruptive methods, everyday life, metrics
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:sh:diva-40519DOI: 10.1177/0163443720907017ISI: 000523854200001Scopus ID: 2-s2.0-85082662065OAI: oai:DiVA.org:sh-40519DiVA, id: diva2:1423579
Available from: 2020-04-15 Created: 2020-04-15 Last updated: 2020-10-02Bibliographically approved

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Bolin, GöranVelkova, Julia

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
  • apa-old-doi-prefix.csl
  • sodertorns-hogskola-harvard.csl
  • sodertorns-hogskola-oxford.csl
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf