Twitter and Society

Katrin Weller, Axel Bruns, Jean Burgess, Merja Mahrt, and Cornelius
Puschmann
Title: Twitter and Society
Publisher: Peter Lang, 2014
ISBN: 978-1-4331-2169-2
447 pages

At a time when many media scholars were turning their attention to evolving
technologies and their role in communication, Philip Napoli (2011) urged
researchers across disciplines to consider not only the newness of innovations but
also their impacts on the ways people communicate and engage with one another.
More universal examinations of technologies and their users, he argued, were
necessary to understand the sociocultural consequences of technological
adoption.
Napoli’s call has since been taken up by a collage of scholars and
practitioners, each offering unique and salient contributions to media and
communication studies and beyond. Crisis communication, health communication
and informatics, linguistics, pedagogy, information science, and a diversity of
other areas have increasingly been examined against the backdrop of change
brought about by digital advancements.
These studies are important not only for their navigation of uncharted waters,
but also for their ability to highlight the relevance of emerging media
technologies across a swath of scholarship and practice. Indeed, platforms such as
Twitter have grown from ways to keep one other updated to more powerful
connective tools where relationships and networks live and die by communicative
action.
Twitter and Society recognizes that growing clout, one that Twitter in
particular has harnessed over its eight years of public existence. Here is an edited
volume that feels at times less like a collection of research articles and more like
a window into the crunching gears that drive society’s fascination with, and
growing reliance on, a select number of social network sites (SNSs) such as

The Journal of Media Innovations 1.1 (2014): 134-137

Twitter, which now claims more than 200 million unique daily users across the
globe, collectively producing more than a billion pieces of content every 48
hours.
Rather than positioning itself as a book geared toward scholars—which it
undoubtedly is at times—Twitter and Society forges an all-important bridge
between academia and practice, offering a book in two parts. The first section
explicates concepts and methods that have driven Twitter as a technological and
sociological instrument, along with an overview of the current state of research
surrounding it. The second section then works to strip away any academic silos
by offering a collage of insightful essays centered on culture, privacy, and
information preservation, as well as the uses and implications of Twitter in
popular culture, brand communication, politics and activism, journalism, crisis
communication, and academia.
Collectively, the authors set out to strategically unpack Twitter by first
critiquing current approaches to Twitter research and offering new, more
thoughtful and analytical methods. They then lean into the central thesis of the
book: the idea that Twitter is not merely a technological artifact with mass media
implications, but rather a mechanism through which society can and has become
bound in ways never before imagined. Indeed, it “has become a backbone for a
much wider range of manual and automated communicative exchanges,”that
increasingly affect individuals and institutions on a global scale (Puschmann,
Bruns, Mahrt, Weller & Burgess, 2014, pp. 430).
In order to understand the root of current and future impacts of Twitter on
society and how they might be analyzed, the authors begin in the first 10 chapters
by questioning Twitter’s role as a private and public space for individuals and
institutions before challenging the current state of Twitter research to consider
new and mixed methods of analysis. In his opening chapter, Jan-Hinrick Schmidt
describes the creation process of “personal publics,” wherein individual users
select content to share and engage in based on personal relevance and with a
select audience in mind. These publics, Schmidt duly argues, have helped to
reconstruct media practices (e.g., inviting individuals into the news process,
encouraging journalists to include personal elements in their tweets) and have
opened doors for social inclusion. At the same time, information that once may
have been kept private has become much more public thanks to the affordances of
Twitter.
This raises questions about how individuals decide what is public versus
private. Axel Bruns, Hallvard Moe, and Alexander Halavais examine those
questions, noting that users work through macro-, meso-, and micro-publics by
employing particular mechanisms built into Twitter. Individuals use hashtags to
engage in specific topics (macro), develop follower networks (meso), and have
more interpersonal and private relationships through the use of replies and direct
messages (micro). Collectively, these create an intricate structure wherein
individuals can observe the action of others and make decisions about what
content to post and what mechanisms to post it with based on its intended
136 Book Review The Journal of Media Innovations 1.1 (2014)

publicness or privateness.
In order to address these and related concerns, the authors offer a mix of
methodologies that branch out from the more popular social network analysis
(SNA) that began emerging before the turn of the decade. Most notably, they
build a case for coupling network and structural analytics with traditional and
novel forms of content analysis to discover not only which individuals are
connected to which and through what channels and networks, but also how and
why exchanges of new information take place, what they look like, and what they
can tell us about the functionality of digital social networks.
In her chapter on qualitative methods for Twitter research, Alice Marwick
notes that quantitative analyses may present rich data pools from which to
establish network connections and changes brought on by temporality. Yet, in
order to more fully understand what drives individuals to exchange information
on Twitter, to become part of digital discourses, and to opt in and out of
networked communities, qualitative approaches such as interviews, ethnographic
fieldwork, and textual analysis should not be shuttered away.
This cautious throwing open of methodological doors carries over into the
second section of the book, which begins by giving more attention (and arguably
more importance) to the affects Twitter can have on individuals and institutions,
is divided into two sections, perspectives and practices; the latter is an expansive
compilation of 15 chapters. The former dances through a series of important
functions and concerns related to Twitter, including geotagging, message
automation and archiving, and the development of offline culture through Twitter
exchanges. Yet, it is a chapter on privacy penned by Michael Zimmer and
Nicholas Proferes that finds bits of itself embedded in nearly every chapter that
follows. Because privacy has become much more of a process than a luxury on
Twitter, it is a constant, if not growing, concern among users.
These users, though, continue to meld Twitter to fit their expectations, using it
for far more than a means to share nuggets of ephemeral news, as Richard Rogers
points out in his foreword. As the authors explain, Twitter is now being used to
create digital fandom and to infiltrate the once impenetrable walls of professional
sports teams’ public relations. It is being crafted as a means for political
engagement and social movements. Individuals and institutions are embedding
themselves within Twitter with the hopes of creating brand awareness for
themselves just as they are using the space to share real-time information about
health and crisis situations.
Such a diversity of uses brings with it a need to examine Twitter less as a
technological artifact and more as an agent of digital and social change wherein
the public, both private and unrestricted, has governed the development and uses
of the platform. Such a communal distribution of power will no doubt continue to
drive the functions of Twitter and its predecessors. Understanding how to
approach the current and coming changes scientifically, ethically, and holistically
is tantamount to anticipating these transformations themselves.
Holton 137

Collectively, the authors and editors of Twitter and Society have persuasively
offered Twitter as a technological mechanism of social and cultural change
wherein scholars and practitioners are uniquely positioned to both reimagine and
refashion how Twitter is researched and how it is best put to use as it continues to
lay a foundation for digital exchange and communality.

Avery E. Holton
Assistant Professor
University of Utah, Department of Communication

References

Napoli, P. M. (2011). Audience evolution: New technologies and the