Presentation for AFRE Workshop Opportunities and dilemmas Dr Mariann Hardey – social media professional and academic researcher; member of the Marketing Group at Durham University Business School, and BBC North East commentator for social media and digital networks Here I explain new technology challenges presented by research interfaces and interactions with others, in particular the emergence of social media, software and platforms that are based on social commentary and interaction have created new opportunities and dilemmas for researchers, entrepreneurs, business and the public... and some other stuff.

1. Using social media/um
opportunities and dilemmas
Dr Mariann Hardey
Durham University Business School
The University of Durham

2. What I’m setting up here is a
cautionary tale
There
ARE
opportunities,
but
these
must
be
contextualised
/
counter-­‐balanced
with
their
equivalent
dilemmas.
Novelty >> new things exposed, different
ethical dilemmas because you are able to do
things that were not possible before >>
Gitelman >>Participant observation>>>
Goffman >>>
We
are
able
to
record
sociality
and
new
forms
of
‘being
social’
in
ways
that
was
not
possible
before
and
this
has
been
VERY
useful
for
researchers.
organic sociality
in real time with real friends
>>> ethical dilemmas in and around these
dimensions.
Novelty
in
quesGon
>>>
what
dilemmas
remain
and
are
unresolved
&
ten
years
a*er
the
2004
launch
of
Facebook…

3. We can think
about
principles,
rules,
regulations
and even
‘rights’.

4. THE
LAW
CAN
HELP
(BUT
NOT
MUCH)
…it
has
frequently
been
said
that
there
is
a
difference
between
what
is
in
the
public
interest
and
what
is
of
interest
to
the
public.
-­‐-­‐Nichol
J,
Rio
Ferdinand
v
MGN
Limited,
[2011]
EWHC
2454
(QB)

5. WHAT
ABOUT
THE
PRESS?
SORT
OF.
The interviewee from Presswise, an NGO press
watchdog, argued that the lack of definition as to
the meaning of public interest was for ‘a very good
reason’. Namely, he considered that it suited
newspaper editors to have some looseness attached to
the term so that it could readily be brought into
play as a justification for intrusion:
This is quite deliberate. As a newspaper
editor . . . if I had the opportunity of defining
and redefining public interest in the way that
justifies anything that I publish then I am going
to do so because my job is to justify anything that
is published which is going to sell newspapers…

6. Whose rights?
Ethics, privacy and the public interest in
a digital age
§ There is an inherent difficulty in saying for certain
what is ‘in the researchers interest’>>> for ideas into
the public;
§ As researchers we are dealing with new paradigms in
the communication of identity, and the organisation of
the social life around that identity, namely social
networks;
§ New challenges for the concept of privacy;
§ The responsibility is for us to be self-aware of the
existence of what little regulatory checks and balances
do exist, and to understand how to apply these.
We work in a context of increasing emphasis on self-regulation
with regard to the use of private or semi- private material from
social networks.

7. You
are
what
you
share.
―
C.W.
Leadbeater,
We
Think:
The
Power
Of
Mass
CreaGvity
Speaking
on
BBC
Radio4
Today
Programme
(Jun
9th,
2012),
leading
divorce
lawyer
Vanessa
Lloyd
Pla[
said
when
starGng
a
new
case,
the
very
first
thing
she
and
many
colleagues
do
is
Google
their
client’s
partner
and
search
across
social
networks
to
find
evidence
of
their
misbehaviour.
“Very
useful
informaVon”

8. Bernie
Hogan
Research
Fellow,
Oxford
Internet
InsGtute
Friendwheel
Layout
to
Highlight
Community
Structure
2010.

9. To
hell
with
circumstances;
I
create
opportuniGes.
Bruce
Lee
:dilemma
:::::::|'
:::::
::::|'

10. The problem is that ‘open’ is elusive and can be extremely exclusive
Facebook
alters
its
privacy
sebngs
o*en.
And
ocen
accompanied
by
widespread
media
a[enGon,
to
what
extent
do
the
site’s
users
alter
their
seZngs?
o
p
e
n
Hargi[ai,
E.
and
boyd,
d.,
(2010).
Facebook
privacy
sebngs:
Who
cares?.
First
Monday,
15(8).
• Does
frequency
of
Facebook
use
relate
to
how
individuals
people
adjust
privacy
sebngs?
• What
about
the
confidence
in
managing
privacy
sebngs,
does
this
correlate
with
the
pracGce
of
individual
micro-­‐management
of
Facebook?
• What
about
gender/age/locaGon/career
status/
owner/occupy
status…
• Is
the
general
digital
network
user
interested
in
the
pracGce
of
managing
privacy?...

11. When
Worlds
Collide
in
Cyberspace:
How
Boundary
Work
in
Online
Social
Networks
Impacts
Professional
RelaVonships
Ollier-­‐Malaterre,
A.,
Rothbard,
N.,
Berg,
J.
Academy
of
Management
Review,
December
2012
In
online
social
networks,
personal
informaVon
is
disclosed
in
a
non-­‐
tailored
fashion.
Compared
with
feedback
and
comments
made
in
offline
work
interacVons
for
instance,
online
informaVon
is
shared
with
a
potenVally
broader
audience,
and
is
also
persistent
in
Vme
and
easily
searchable…
Because
of
this,
when
two
professional
contacts
first
connect
in
a
primarily
personal
online
social
network
like
Facebook,
they
are
granted
access
to
a
bevy
of
personal
informaVon
about
each
other
all
at
once,
perhaps
including
content
the
focal
person
was
unaware
of
or
had
forgoeen.

12. FACEBOOK
AND
TWITTER
HELP
ADVERTISERS
MEASURE
CONVERSIONS
April
2014
-­‐
Facebook
made
a
change
to
help
retailers
get
more
out
of
their
Facebook
ads
by
measuring
offline
conversions.
Especially
if
we’re
looking
at
how
colours
affect
conversions,
Facebook’s
Vps
seem
to
be
guided
by
a
very
deep
underlying
understanding
of
human
behavior.
This
is
actually
a
feature
that’s
been
around
for
a
while,
but
it
was
previously
available
only
to
customers
who
worked
with
a
Facebook
“measurement
partner.”
The
network
is
now
opening
it
up
to
all
adverGsers.
cc.
h[p://www.fastcompany.com/

13. Privacy.tricky.

14. Privacy.v.tricky.
MarGn
AITKEN

15. Privacy.v.v.tricky.

16. Privacy.v.v.v.tricky.

17. nothing is really real. sorry.
We track is real.
Run
§ Purist runner
§ Leisure runner
§ Fun runner
§ Charity runner
Ne[leton,
S.,
&
Hardey,
M.
(2006).
Running
away
with
health:
the
urban
marathon
and
the
construcGon
of
‘charitable
bodies’.
Health:,
10(4),
441-­‐460.

18. #perfectday
#loveit

19. Me++

20. ````````
Feminin
ity
as a
project

21. A
digital
selfie
SituaVng
Femininity
in
the
Digital
Age:
Stereotypes,
Irony,
and
Playfulness
1. Open. 2. Real. 3. Multiple.

22. Unique
ten
years
of
longit
udinal
data
DATA. QualitaGve.
• Since
2004;
• InternaGonal
data-­‐set;
• MulG-­‐medium
–
Facebook,
email,
Twi[er,
blogs,
Instagram,
SMS,
Skype,
landline,
mobile,
Whatsapp…
Phase
One
2004
research:
Average
age,
20
years.
Phase
Two
2014
research:
Average
age,
27
years.

23. Digital self-work
ten
years
of
longit
udinal
data
Creating a document to use for research
§ Non-physical document – the
relationship between whom one
is, and whom one wants to be;
§ Participants co-creating
content;
§ Generation C;
§ They are documenting something
for us.

24.
Distracted
from
distracVon
by
distracVon
―
T.S.
Eliot
quote
Quotes
About
Social
Media
Quotes
tagged
as
"social-­‐
media"
(showing
1-­‐30
of
120)

25. § Uncertainty
about
the
academic
and
public
interest;
§ Ethical
decision-­‐making
has
not
evolved
with
the
introducGon
of
new
technology
(yet);
§ Research
via
social
networks
has
become
a
default.
And
with
that
comes
normalised
expectaGon
of
privacy
(whatever
this
means);
§ Researchers
have
an
expectaGon
of
inclusivity,
conferred
only
by
the
specificity
of
content
and
parGcipants
they
are
invesGgaGng;
§ Technology
either
does
not
strictly
block
‘friends’
from
being
included
as
parGcipants,
or
does,
but
intermi[ently;
§ Researchers
are
subject
to
shicing
goal
posts
and
different
sets
of
rules
as
to
how
to
curate
content
and
link
to
parGcipants
resources.
Requirement
is
to
think,
and
to
have
an
ethical
approach.
conclusions

26. forthcoming book chapter ed. Martin
Hand
Forthcoming paper Sociology ‘seriously
social’
Forthcoming paper SocRev ‘Digital
feminities’
TDC2014
ASA2014
@thatmaz