Global Social Media Impact Study
Latest UK blog post
Does Targeted Advertising Work?
Thu, 05 Feb 2015 16:38:49 +0000
As Ethan Zuckerman noted in The Atlantic (14/08/2014) even though many groups and initiatives really didn’t want to go down that route, targeted advertising has become the default funding model for the internet, as people failed to find an alternative. A combination of developments such as big data and mining information from sources such as search […]Read more...
The Glades is administratively two villages since High Glade is in one local district and Lee Glade in another. They are north of London, and these days could be considered almost a suburb to another suburb which is in turn a a suburb to North-West London itself. Though this final separation from London seems to accord with a remarkable change in population, in that The Glades have almost no migration population which is entirely different from these other areas closer to London where they travel to shop or to party. Together The Glades’ population comes to around 24,000 persons. House prices are still quite high given the proximity to good transport to London. They also have good schools and low crime rates. High Glade includes some quite wealthy detached housing and is politically Conservative. Lee Glade includes greater numbers of social housing, though this is a minority of the village as a whole. This part of the village is politically Liberal Democrat. There are quite a few community activities and societies though early research suggests these may be mainly used by a small proportion of the population. Much of the rest of whom are, in effect, commuters. This is a marked change from a few decades ago when there were many good employment prospects nearby.
In terms of social media my initial inclination is to see this in terms of differential use by age bands. I will be investigating young people’s use of platforms such as Instagram and Snapchat through the schools. I suspect there is intense use of Facebook amongst younger parents. But Facebook is also found amongst the majority of older people, that is over 60, though used more passively. I will also continue with an extensive study I have been carrying out for nearly a year of media usage by terminal cancer patients, though this will not be restricted to the village but based in the Berkhamsted region where the hospice is based. In terms of more theoretical interests, I intend to investigate social media in relation to patterns of English sociality more generally, as part of a more general investigation of Englishness.
Grant number: ERC Project 2011-AdG-295486 SocNet
Project title: Social Network Sites and Social Science