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The Culture of ConnectivityA Critical History of Social Media$
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Jose van Dijck

Print publication date: 2013

Print ISBN-13: 9780199970773

Published to Oxford Scholarship Online: January 2013

DOI: 10.1093/acprof:oso/9780199970773.001.0001

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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 03 December 2021

Engineering Sociality in a Culture of Connectivity

Engineering Sociality in a Culture of Connectivity

(p.3) Chapter 1 Engineering Sociality in a Culture of Connectivity
The Culture of Connectivity

José van Dijck

Oxford University Press

This chapter lays out a historical map of social media’s transformation between 2001 and 2012. The Web 2.0 gradually changed from being an infrastructure for networked communication to offering a wide range of platform services, each occupying a distinct niche of online sociality, particularly social networking and user-generated content services. While the first half decade gave rise to user communities embracing the Web’s potential for collaboration and connectedness, after 2006, the word “social” came to mean: technologically manageable and economically exploitable. Early adopters and theorists of social media welcomed the emergence of a hybrid set of peer-produced, nonmarket principles inside or alongside a commercial model, a model that was embraced by companies like Facebook, Google and Yahoo! But gradually, the economic, political and cultural assumptions on which these platform owners operated, divulged a new set of norms and values staked in the ideology of technological progress and neoliberalism.

Keywords:   Web 2.0, social networking, user-generated content, user communities, peer-production

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