Understanding Social Media Logic

Abstract

Over the past decade, social media platforms have penetrated deeply into the mech­anics of everyday life, affecting people's informal interactions, as well as institutional structures and professional routines. Far from being neutral platforms for everyone, social media have changed the conditions and rules of social interaction. In this article, we examine the intricate dynamic between social media platforms, mass media, users, and social institutions by calling attention to social media logic—the norms, strategies, mechanisms, and economies—underpin­ning its dynamics. This logic will be considered in light of what has been identified as mass me­dia logic, which has helped spread the media's powerful discourse outside its institutional boundaries. Theorizing social media logic, we identify four grounding principles—programmabil­ity, popularity, connectivity, and datafication—and argue that these principles become increas­ingly entangled with mass media logic. The logic of social media, rooted in these grounding principles and strategies, is gradually invading all areas of public life. Besides print news and broadcasting, it also affects law and order, social activism, politics, and so forth. Therefore, its sustaining logic and widespread dissemination deserve to be scrutinized in detail in order to better understand its impact in various domains. Concentrating on the tactics and strategies at work in social media logic, we reassess the constellation of power relationships in which social practices unfold, raising questions such as: How does social media logic modify or enhance ex­isting mass media logic? And how is this new media logic exported beyond the boundaries of (social or mass) media proper? The underlying principles, tactics, and strategies may be relat­ively simple to identify, but it is much harder to map the complex connections between plat­forms that distribute this logic: users that employ them, technologies that drive them, economic structures that scaffold them, and institutional bodies that incorporate them.

Full text

Media and Communication | 2013 | Volume 1 | Issue 1 | Pages 2–14
DOI: 10.12924/mac2013.01010002
Research Article
Understanding Social Media Logic
José van Dijck* and Thomas Poell
Department of Mediastudies, University of Amsterdam, Turfdraagsterpad 9, 1012 VT Amsterdam,
The Netherlands; E-Mails: j.van.dijck@uva.nl (J.D.); t.poell@uva.nl (T.P.); Tel.: +31 20525298;
Fax: +31 205254708
* Corresponding author
Submitted: 22 March 2013 | In revised form: 15 May 2013 | Accepted: 19 July 2013 |
Published: 12 August 2013
Abstract: Over the past decade, social media platforms have penetrated deeply into the mech-
anics of everyday life, affecting people's informal interactions, as well as institutional structures
and professional routines. Far from being neutral platforms for everyone, social media have
changed the conditions and rules of social interaction. In this article, we examine the intricate
dynamic between social media platforms, mass media, users, and social institutions by calling
attention to
social media logic
—the norms, strategies, mechanisms, and economies—underpin-
ning its dynamics. This logic will be considered in light of what has been identified as
mass me-
dia logic
, which has helped spread the media's powerful discourse outside its institutional
boundaries. Theorizing social media logic, we identify four grounding principles—programmabil-
ity, popularity, connectivity, and datafication—and argue that these principles become increas-
ingly entangled with mass media logic. The logic of social media, rooted in these grounding
principles and strategies, is gradually invading all areas of public life. Besides print news and
broadcasting, it also affects law and order, social activism, politics, and so forth. Therefore, its
sustaining logic and widespread dissemination deserve to be scrutinized in detail in order to
better understand its impact in various domains. Concentrating on the tactics and strategies at
work in social media logic, we reassess the constellation of power relationships in which social
practices unfold, raising questions such as: How does social media logic modify or enhance ex-
isting mass media logic? And how is this new media logic exported beyond the boundaries of
(social or mass) media proper? The underlying principles, tactics, and strategies may be relat-
ively simple to identify, but it is much harder to map the complex connections between plat -
forms that distribute this logic: users that employ them, technologies that drive them, economic
structures that scaffold them, and institutional bodies that incorporate them.
Keywords: Facebook; mass media; media activism; platform analysis; social media; Twitter; viral
© 2013 by the authors; licensee Librello, Switzerland. This open access article was published
under a Creative Commons Attribution License (http://creativecommons.org/licenses/by/3.0/).

1. Introduction
"Dutch teen's sweet sixteen party invitation goes viral
on Facebook, ends in 3,000 rioting in Groningen sub-
urb" was only one of many headlines summarizing the
series of events that led to an outburst of violence in
Haren (Netherlands) on Friday 21 September 2012 [1].
A girl posting an invitation to her sweet sixteen party
accidentally put her Facebook-setting to "public", gen-
erating enormous buzz on social media platforms in
the week preceding the party. When she realized her
mistake, the teenager canceled the party, but this did
not prevent thousands of people from organizing
themselves online to join the celebration. Newspapers
and television started to pick up the story a few days
before the annulled gathering. The story got bigger as
more people tapped into the viral stream. On the even-
ing of 21 September 2012, broadcast media started to
report live from Haren, where police had barricaded the
streets while visitors from all over the country were
pouring in. Some youngsters were wearing "Project X
Haren" T-shirts, after the recent American film about a
party that grows out of control. The police could not
prevent serious rioting and by the next morning, the
peaceful suburb of Haren counted 34 injured and mil-
lions in damages.
After what became known as "the Facebook riots",
people quickly started to point fingers at one or more
visible culprits:
Facebook
, which sparked the riots or
did nothing to prevent them from happening;
mass
media
, which fanned the fire with their on site report-
ing, which some argued substantially aggravated the
crowds' impact; the
police
who were ill prepared and
did not redress social media signals seriously; and finally,
the
rioters
who deployed social media to "inflame"
innocent youth and encourage many to participate in
an outburst of violence. In the Dutch press, some de-
fended the neutrality of social media as channels of
communication, while others disputed this. Most com-
mentators agreed that although Facebook and social
media in general could not be held responsible for the
"spontaneous" revolt, users and institutions should be-
come more aware of the impact of these new tools [2].
The Haren city council issued an investigation, resulting
in a thorough analysis of the role (social) media played
in these events [3]. The report concluded that neither
mass media nor social media could be pinpointed as
causing these riots, but their merging
dynamics
were
instrumental in shaping the course of events.
Over the past decade, social media platforms have
penetrated deeply into the mechanics of everyday life,
affecting people's informal interactions, as well as in-
stitutional structures and professional routines. We
could look at them as the latest innovation in com-
puter-mediated communication that poses serious
challenges to existing institutions, such as mass media
and government authorities. Indeed, the fast growth
of online platforms forces everyone to adapt to a new
reality, where the mass distribution of information,
news, and entertainment seems no longer the priv-
ilege of the institutional few. Fast-growing networks
like Facebook and Twitter with millions of active users
are rapidly penetrating public communication, affecting
the operational and institutional power balance of
media systems. But "social media" or "mass media" are
hardly autonomous forces in the organization of social
events. Phenomena like the Haren riots materialize
through an intricate web of online and offline settings
connected by a dynamic constellation of technological,
economical, and socio-cultural mechanisms.
In order to understand how this new media ecosys-
tem reshapes social orders or chains of events, we want
to call attention to
social media logic
—the strategies,
mechanisms, and economies underpinning these plat-
forms' dynamics. This logic will be considered in light of
what has previously been identified as
mass media
logic
, which helped spread the media's powerful dis-
course outside its proper institutional boundaries.
After reintroducing mass media logic, we will turn to
social media logic and identify four grounding ele-
ments to describe how this logic functions: program-
mability, popularity, connectivity, and datafication.
Social media logic, as we will argue, is increasingly
becoming entangled with mass media logic; and even
though these logics are mutually reinforcing, they are
also succinctly different. The logic of social media, as
was previously the case with mass media logic, is
gradually dissipating into all areas of public life; the
cultural and commercial dynamics determining social
media blend with existing commercial and advertising
practices, while also changing them. Far from being
neutral platforms, social media are affecting the con-
ditions and rules of social interaction. Therefore, their
sustaining logic deserves to be scrutinized in detail to
better understand its impact in various domains.
2. Mass Media Logic
During most of the twentieth century, mass media
gained power not only by cementing their institutional
status, but also by developing a commanding dis-
course that guided the organization of public space.
The formal grid of understanding that steers informa-
tion, news, and communication was effectively expor-
ted to vital areas beyond media organizations, where
mass media gained legitimacy mostly through the in-
fluence of its logic. Over thirty years ago, David Al-
theide and Robert Snow (1979) defined (mass) media
logic as a set of principles or common sense rationality
cultivated in and by media institutions that penetrates
every public domain and dominates its organizing
structures: "In contemporary society, every institution
has become part of media culture: changes have oc-
curred in every major institution that are a result of
media logic in presenting and interpreting activity in
those institutions" ([4], p. 11). The power of mass
media, they argued, was mostly diffused and exer-
cised through discursive
strategies
and performative
3

tactics
that became accepted as "natural" or "neutral"
in all kinds of institutional contexts.
So what strategies and tactics make up
mass
media
logic in its original formulation? When defining media
logic in the late 1970s, Altheide and Snow singled out
a number of elements, partly relating to its ability to
frame reality and partly pertaining to media's claim to-
wards neutrality or independence. For instance, media
logic presents the world as a continuous flow of
events, an incessant stream of things and people "out
there". The nature of media logic is "to saturate cov-
erage of events over a short period of time, slack off,
and eventually turn to something else" ([4], p. 238).
Topics wax and wane in the public's attention, but
there is nothing natural about this stream; media
have a distinct interest in constantly renewing themes
so people keep coming back to their outlets. This ap-
plied to print but even more so to television. Accord-
ing to Raymond Williams, broadcast media create a
programmed flow, which captures the attention of
audiences and glues them to the screen [5]. The ra-
tionality of quick turnover rates dominates the selec-
tion of news itself, like a commodity principle. Moreover,
television's ability for liveness shows the tendency to
stage its flow of programmed events as unmediated
real-life registration [6-8]. Television cameras and
broadcast techniques add immediacy and intensity to
the rhetorical power of words: shots of bloody victims
or sweating presidential candidates have emotional
impact, enhancing television's potential to sway large
audiences towards collective pathos.
Secondly, the tendency of mass media is to present
themselves as neutral platforms that fairly represent
different public voices and opinions, whereas in fact
they operate as filters through which some people get
more exposure than others. Implied in the original
theory of media logic was the appearance of institu-
tional independence—independence from state or
commerce—and to present its products as balanced
representations of the public interest by means of dis-
cursive and procedural strategies. Discursively speak-
ing, news items were separated from advertisements,
and opinion distinguished from facts. As Altheide and
Snow observed, the seeming neutrality of media logic
was activated through staging experts speaking on
behalf of institutions (e.g. the police or science), or by
singling out representatives of the people's voice. Some
people become media personalities not as a result of
their specific knowledge, but by virtue of their ability to
fit in with specific media formats: "[T]heir opinion and
advice is not sought for the knowledge they might
have, but because of their fame as people who operate
within the familiar form of media logic" ([4], p. 241).
Another part of media logic derives its impact from
the way it has anchored its seeming independence
and neutrality in standardized procedures, for in-
stance, neutral presentation by anchors, coverage of
events by reporters, and subjective commentaries by
authoritative voices—formats that are widely adopted
and imitated outside media proper. One of the most
insidious aspects of media self-legitimation, Altheide
and Snow ([4], p. 245) contended, was the use of
ratings, polls, and other surveys as scientific evidence
of audience demand and also as a legitimizing tool for
amplifying "representative" public voices.
The articulation of media logic in the late 1970s
posed an alternative view to the many institutional,
techno-political, and economic theories of media—ana-
lyses that often regarded mass media as institutional
occupants of the public sphere. Unfortunately, the the-
ory of media logic was never updated to include the
many significant changes media underwent in the last
two decades of the twentieth century. One such im-
portant shift was the proliferation, in the early 1980s,
of cable television and the emergence of special niche
audiences rather than mass publics; another important
change was the general commercialization of culture,
where news and information were increasingly infused
by advertising practices in which facts and opinion were
progressively mixed [9-11]. Media logic adapted to
these new market realities by deploying many of these
proven strategies and tactics to reaffirm boundaries
that had long started to erode: boundaries between
news and advertisements, facts and opinion, public ser-
vice and commerce.
As a result, so-called public values were transported
outside its institutional sphere to enhance corporate or
state legitimacy [12]. For example, the news routine of
quoting certified experts was imitated in advertising,
where professors in lab coats cited "evidence" of
research outcomes to promote branded products. The
division between content and commerce became even
fuzzier as content producers—particularly producers of
news—were pressured to obey to the laws of the
market or give in to public demand [13]. Government
officials began to hire public relations officers to mas-
sage their relationship with citizens; and politicians
employed spin-doctors to influence public opinion and
voters [14-16]. Commercial stations such as Fox News
demonstrate how media outlets copy the superficial
trappings of media neutrality while explicitly articulating
an ideological stance. Over the past decades, broadcast
producers perfected audiovisual grammar to steer
collective emotions and feelings, and this part of media
logic quickly disseminated to all kinds of areas. Political
elections are no longer thinkable without the fight to
control camera angles; the same spotlights framing
movie stars and sports heroes also frame political
messages. Coverage of citizen revolts (from Beijing's
Tiananmen Square in 1989 to Cairo's Tahrir Square in
2010) would not have had worldwide impact without
protestors understanding the laws of mass media logic,
resulting in arresting images of bloody protestors,
spokespersons, and gripping action footage [15,17-19].
Commercials, entertainment, and news all blend into a
seamless flow of images, defined by the televisual laws
of ever-shorter sound bites, glitzy shots, and poignant
close-ups.
4

These changes in media organizations as well as in
mass media's technological affordances have rendered
the explanatory power of media logic as a legitimizing
force even more intriguing. However, while much crit -
ical work has focused on conceptualizing media as
public
spaces
or
spheres
, media
logic
has remained
under-theorized in communication and media studies.
The allure of such focus becomes particularly poignant
when new technological and economic mechanisms
emerge, transforming the character of the media
landscape at large and media logic in particular. Be-
sides the general transformations of the 1980s
sketched above, there are a number of developments
that have reshaped media logic, including the emer-
gence, in the 1990s, of computer mediated interaction
through the Web, the ubiquity of mobile computing,
and the growth of social media platforms. Various
technological and cultural trends in computing con-
verged in the meteoric rise of social media platforms,
which, in turn, greatly accelerated the transformation
of the media landscape as well as of other social do-
mains. Along with these changes came a new set of
technological, economic, and socio-cultural mechan-
isms, which we would like to refer to as
social media
logic
. Social media logic needs to be distinguished
from mass media logic because the two sets of
strategies and tactics emerged from a different tech-
nological and economic lineage. We explore below
how social media logic blends with "established" mass
media logic, while also adding new elements and
transforming already existing mechanisms.
3. Elements of Social Media Logic
Social media can be roughly referred to as a "group of
Internet-based applications that build on the ideolo-
gical and technological foundations of the Web 2.0
and that allow the creation and exchange of user-gen-
erated content" ([20], p. 60) The quick rise of social
media platforms in the first decade of this century was
part of a more general networked culture where in-
formation and communication got increasingly defined
by the affordances of web technologies such as
browsers and search engines. Social networking sites
like Facebook, Twitter, and LinkedIn as well as user-
generated content sites, including YouTube and Flickr,
became the core of a host of web-based applications
that together formed an expansive ecosystem of con-
nective media [21]. Inferring from these conditions,
we contend that social media
logic
refers to the pro-
cesses, principles, and practices through which these
platforms process information, news, and communica-
tion, and more generally, how they channel social
traffic. Like mass media, social media have the ability
to transport their logic outside of the platforms that
generate them, while their distinctive technological,
discursive, economic, and organizational strategies
tend to remain implicit or appear "natural". In order to
explicate social media logic as a particular set of
strategies and mechanisms, we select four main ele-
ments for further elaboration: programmability, pop-
ularity, connectivity, and datafication. The point of
identifying these four elements is not to provide an
exhaustive analytical model of social media logic, but
to identify a few of its main contrivances and illustrate
their systematic interdependence. In addition, we will
argue how social media logic is entangled with mass
media logic, and how this intricate choreography af-
fects the relative shaping of private, corporate, and
state forces.
3.1. Programmability
When print and broadcasting still dominated the me-
diascape, the term "programming" related to sched-
uled content. Following Raymond Williams, Altheide
and Snow noticed how programming was an editorial
strategy for channels and broadcasters to glue their
audiences to the screen from one segment to the next
[4,5]. In mass media logic, the term thus referred to
technology
and
cultural form: the ability of a central
agency to manipulate content in order to define the
audience's watching experience as a continuous flow.
When gravitating towards the Web, the concepts "pro-
gramming" and "flow" acquired a different meaning,
shifting their emphases from content and audiences
to
code
and
users
, and from programmed flow to
pro-
grammability
. In social media logic, one-way traffic
yielded to two-way traffic between users and pro-
grammers—a process that affected both the technolo-
gical and social mediation of content [22]. On sites
like Twitter or Reddit, users can post content and
steer information streams, while the sites' owners
may tweak their platforms' algorithms and interfaces
to influence data traffic. Programmability can hence
be defined as the ability of a social media platform to
trigger and steer users' creative or communicative
contributions, while users, through their interaction
with these coded environments, may in turn influence
the flow of communication and information activated
by such a platform.
The first part of this definition is grounded in
tech-
nology
, and pertains largely to computer code, data,
algorithms, protocols, interfaces and the platform or-
ganizations that are responsible for programming
[23]. While algorithms are nothing but sets of coded
instructions, it is important to observe how social me-
dia platforms shape all kinds of relational activities,
such as liking, favoriting, recommending, sharing and
so on. For instance, Facebook's interface channels
users into "friending" other users, implicitly redefining
this social concept [24]. Some algorithms, like the one
underlying the "people you may know button" on
LinkedIn, automatically suggest social relations on the
basis of inferred data. The power of algorithms, as
David Beer contends, lies in their programmability:
programmers steer user experiences, content, and
user relations via platforms [25].
5

These technological mechanisms are often invisible.
Coding techniques are difficult to observe except
through visible user interfaces and application pro-
gramming interfaces (APIs), and sometimes though
their (open) source codes. Unlike the television sched-
ules of mass media logic, technological programmability
in social media logic is hard to analyze in part because
algorithms are proprietary and thus kept a secret, and
partly because they are constantly adapted to evolving
business models and user practices [24,26]. As Americ-
an media studies scholar Tarleton Gillespie explains, the
programmability of social interaction has become paradig-
matic in a media environment dominated by platforms:
we now rely on the algorithmic assessment of informa-
tion just as we used to rely on credentialed experts or
scientific evidence in the discourse of mass media [27].
Editorial (human) choices, as Gillespie contends, have
not vanished; on the contrary, programmability means
that human editorial selections are processed imper-
ceptibly and automatically [28].
The second part of the programmability definition,
though, relates to
human agency
: users retain signi-
ficant agency in the process of steering programmab-
ility not only through their own contributions but also
because they may resist coded instructions or defy
protocols. In response to actual usage, a platform
may need to adjust its policies in order to keep pleas-
ing its crowds and advertisers. Reddit, a social media
site with some 62 million users, illustrates this two-
tiered rationality: the site lets its registered users—an-
onymous or identifiable—post comments or links to
topics deemed noteworthy. Reddit generally leaves
more power to its users in terms of what to post and
how to channel attention to a topic than Facebook or
YouTube. Anyone who starts a "SubReddit" becomes
his or her own editor of the flow of information, decid-
ing who can add and who has access. As an "attention
aggregator", Reddit relies on its algorithms as well as
on the vigilance of its users to operate the platform; its
operators refuse to take on the role or responsibilities
of news reporters, thus defying an editorial function.
However, exporting this new social media logic—the
mutual shaping of the information flow by owners and
users—to discourses outside the platform proper, inev-
itably leads to a blend with mass media logic. In April
2013, a police hunt for the suspects of the Boston
Marathon bombers fueled a SubReddit "findboston-
bombers", which led to a stream of amateur sleuths
and false accusations towards innocent high school
students. When Reddit was vehemently criticized for its
lack of editorial accountability, the platform issued an
apology and promised to change its tactics—enhancing
its codes and protocols as well as fortifying its users vi-
gilance and filter substreams for their tone of voice.
The logic of programmability thus inevitably mixes
the crowdsourcing principles of social media with the
editorial values expected of mass media. In mass me-
dia logic, "programming" referred to an
editorial
strategy that manifested itself through the selection,
juxtaposition, and promotion of certain items in the
flow of scheduled content. Now that the flow has
taken an "algorithmic turn," content is not just pro-
grammed by a central agency, even if this agency still
has considerable control; users also participate in
steering content, distinguishing it from William's pro-
grammed flow [29]. The Reddit example shows how
platform owners are not the only power brokers in the
social media universe: users themselves also have the
ability to shape these algorithmic mechanisms. They
can either "go with the flow" or they can manipulate
coded interaction, for instance by massively retweeting
or liking particular content, thereby pushing a topic to
become trending. In doing so, platform programmers
and users continuously negotiate the terms of social in-
teraction. In the case of the Facebook riots in Haren,
cited at the beginning of this article, users exploited the
programmability of various platforms, not only by delib-
erately ignoring the erroneous privacy setting of the
sixteen-year-old girl, but also by exploiting the plat-
form's functionality to send the message to as many
"friends" as possible.
Due to the two-way nature of online traffic, pro-
grammability has serious consequences not only for
the design of "platformed" sociality but also for social
activities mitigated by social institutions, such as the
mass media and law and order. Although program-
mability might be considered as a unique game
changer, as a central element of social media logic it is
inescapably part of a larger configuration. It has not
only become intricately intertwined with the logic of
mass
media, but also with the strategies of advert-
ising, public relations, activism, and other public dis-
courses. We will return to this larger configuration in a
later section.
3.2. Popularity
A second principle of social media logic is popularity.
Mass media logic already divulged a potent mechan-
ism for pushing "likeable" people to become media
personalities; depending on their ability to play the
media and lure crowds, a variety of actors, from politi-
cians to entertainers, accumulated mass attention, of-
ten achieving the status of celebrity. Besides fame and
popularity, mass media's power in terms of agenda
setting or pushing certain topics to the fore has been
a much-theorized subject amongst academics [30]. As
Altheide and Snow already contended in 1979, mass
media's ability to shape public opinion by filtering out
influential voices and assigning some expressions
more weight, attested to its power [4]. In the early
years of their existence, social media platforms held
the promise of being more egalitarian and democratic
than mass media in a sense that all users could
equally participate and contribute content. However,
as platforms like Facebook and Twitter matured, their
techniques for filtering out popular items and influen-
tial people became gradually more sophisticated. Al-
6

though each platform's strategies for advancing some
topics and prioritizing particular users differ, we will
try to describe the general underpinning dynamics in-
volved in online popularization. How does the pursuit
of online attention become part of a media logic that
influences what people find important? And how does
this logic mesh with (mass) media logic in online or
offline public discourses, even if they arise from sep-
arate conditions?
In line with the feature of programmability, popular-
ity is conditioned by both
algorithmic
and
socio-
economic
components. Each platform has its distinct
mechanisms for boosting popularity of people, things,
or ideas, which is measured mostly in quantified terms.
Inscribed in Facebook's EdgeRank and Twitter's Trend-
ing Topics are algorithms that push some topics and
devalue others [24,28,31] Facebook's Like-scores auto-
matically select emotive and positive evaluations of
topics, rather than asking for complex assessments.
The Like-mechanism claims to promote a social experi-
ence but the button simultaneously figures in an
automated "like-economy" [32]. Along similar lines,
Twitter's Trending Topics feature enables users to boost
certain topics or news items, while Retweets offer a
tool to widely "endorse" a specific tweet. But Twitter
also actively pushes Promoted Tweets—paid for by
companies and personalized via algorithms to fit specif-
ic Twitter-streams. In spite of the platform's egalitarian
image, some people on Twitter are more influential
than others, partly because the platform tends to be
dominated by few users with large followings, partly
because the platform assigns more weight to highly
visible users. For instance, users such as CNN's Middle
East correspondent Christiane Amanpour get more
weight than other experts or witnesses. Popularity
boosting is thus two-way traffic: algorithms automatic-
ally assign differentiated value, but users themselves
may also engage in concerted efforts to lift certain
people's visibility.
Platforms themselves have an increasing interest in
standardizing their metrics and making them mean -
ingful in social life outside their platform proper. The lo-
gic of online popularity resides in banners for "most
viewed" videos on YouTube, friend stats on Facebook, or
follower counts on Twitter. Furthermore, each platform is
in the business of developing its own thermometer for
measuring aggregated popularity or influence: we now
have Facebook Memology for a top-ten of most popular
topics, Google Analytics for measuring a site's traffic
and sales, and Twitter's top-100 of people with the
largest followings. Each corporation actively seeks to
promote their popularity and ranking mechanisms in
order to enhance the value of its platform and its users.
Besides individual platforms deploying these strategies,
there are also a number of new platforms who meas-
ure popularity scores and reputational rankings across
the board: Klout scores calculate individual user's
presence and influence on all platforms by deploying
complex—and often controversial—algorithms [33].
Based on this number, advertisers or employers may
single out certain "superusers" and pay them to per-
form promotional tasks or jobs ("People with a Klout
score below 45 need not apply"). In the online ecology
of platforms, popularity and influence have created
their own standards, complementing the popularity
metrics already distributed by mass media.
On the one hand, social media logic
complements
mass media logic and enhances its dominant norms
and tactics, just adding an extra dimension. Traditional
mass media have wielded popularity filters for decades;
one just needs to think of
Time Magazine
's list of "100
most influential people" and its "Person of the Year".
And, as Altheide and Snow already noticed, the "vox-
pop strategy" is an age-old tactic—singling out citizens
as spokespersons for a certain public segment [4].
Social media's claim that online metrics complement
popularity tactics already wielded by mass media is
therefore an evidential part of its logic. Influential
Twitter users are beginning to find their way into the
star-system of mass media alongside media celebrities;
TV-shows increasingly define the "news of the day" or
decide whom to interview on the basis of Twitter trends
or by looking into Facebook discussions. Journalists
from news media often treat tweets from celebrities or
politicians as quotes—a peculiar reinforcement of
Twitter's powerful function as a public relations tool.
Platform metrics are increasingly accepted as legitimate
standards to measure and rank people and ideas; these
rankings are then amplified through mass media and in
turn reinforced by users through social buttons such as
following and liking.
What makes this element of social media logic dif-
ferent from mass media logic, though, is its ability to
measure popularity at the same time and by the same
means as it tries to
influence
or
manipulate
these
rankings. The entangled activities of measuring and
manipulating expose a platform's technological afford-
ances, while concurrently reflecting users' ability to
push specific interest to the frontlines of public atten-
tion. Groups of users who decide something needs to
become "trending" can orchestrate a publicity wave to
promote a particular item, which, as the Occupy
movement protestors found out, can be challenging
on popular platforms such as Twitter [34] In the ex-
ample of the Facebook riots in Haren, a group of op-
portunists shrewdly deployed the Like and ReTweet
buttons to stage a party that was not a party, and
they managed to mesh up their powerful social tools
with the prevailing tactics of mass media to achieve
their preset disruptive goals. Along similar lines, Face-
book and Twitter's platform owners have used their
popularity rankings to promote commercial, public, or
charity causes (e.g. organ donation by Facebook's
Mark Zuckerberg) [35]. It is exactly the export of so -
cial media popularity mechanisms to other social or
commercial environments that proves the efficacy of
its logic in challenging existing social hierarchies or
unsettling discursive orders.
7

Mass media logic and social media logic get incre-
mentally entangled in defining the popularity of issues
and the influence of people. Popularity becomes en-
meshed in a feedback loop between mass and social
media, and, as was argued in the case of programmabil-
ity, becomes part of a larger cultural arena where
different institutional discourses and counter-discourses
engage in a struggle to make their logics more pressing.
Two more elements play a central role in the syntax of
social media logic: connectivity and datafication.
3.3. Connectivity
In Altheide and Snow's theory on mass media logic,
"the media" was generally presented as an amorphous
palette of media organizations whose aim—dependent
on their public or commercial objectives—is to connect
content to citizens or to link advertisers to consumers
[4]. Traditional media institutions have always ad-
dressed particular national or regional audiences in
crafting news, information, and entertainment while
selling audience attention to geographically or demo-
graphically assorted customers. When social media
platforms emerged in the early 2000s, their primary
pursuit seemed to be
connectedness
: Facebook, es-
tablished in 2004, wanted college students to be able
to connect and share, whereas user-generated con-
tent platforms such as YouTube, started in 2005,
aimed at connecting users to (self-made) content.
Many social media platforms—the most prominent of
these being Facebook, YouTube, and Twitter—still pro-
mote their networked services as enablers of human
connections. However, even if human connectedness
or "participation" is still a valid part of social media's
logic, a more encompassing and accurate term to cap-
ture this element of logic is connectivity. Connectivity,
which originated as a hardware term, refers to the
socio-technical affordance of networked platforms to
connect content to user activities and advertisers.
More precisely, in a connective ecosystem of social
media, the "platform apparatus" always mediates
users' activities and defines how connections are tak-
ing shape, even if users themselves can exert consid -
erable influence over the contribution of content.
Connectivity partly overlaps but also distinctly dif-
fers from the notion of "spreadibility" introduced by
Henry Jenkins, Sam Ford and Joshua Green [36]. While
spreadibility recognizes "the importance of the social
connections among individuals" they contend that
these connections are merely "amplified" by social me-
dia platforms ([36], p. 6). The notion of spreadibility
accentuates the power of audience agency, while
deemphasizing the power of platform agency as a
steering force. Connectivity, instead, equally emphas-
izes the
mutual shaping
of users, platforms, advert-
isers, and, more generally, online performative environ-
ments. Unlike mass media, social media platforms
seldom deal with "natural" geographically or demo-
graphically delineated audiences; instead, they exped-
ite connections between individuals, partly allowing the
formation of strategic alliances or communities through
users' initiative, partly forging target audiences through
tactics of automated group formation ("groups you may
be interested in" on Flickr) or personalized recommenda-
tions ("People who bought this item also bought…" on
Amazon). Connectivity introduces a bipolar element
into the logic of social media: a strategic tactic that ef-
fectively enables human connectedness while pushing
automated connectivity. A number of theorists have
chosen one side of this double logic, either to hail so-
cial media's liberating and communitarian potential, or
to lament some platforms' predispositions as vehicles
for customized advertising [37]. Our point in introdu-
cing the element of connectivity is to argue how social
media logic does both at the same time. Let us look
more closely to each end of this fallacious opposition.
The
human connectedness
efficacy of social media
derives from early network sociology. Well before the
rise of social platforms, sociologist Barry Wellman and
colleagues argued that new media technologies in-
volve a substantial shift in sociality from densely knit
groups to loosely bounded social networks of rela-
tions, which he labels "networked individualism". Net-
worked individualism presupposes that people directly
connect to other people with whom they are involved
in specialized relationships of common interest. This
type of sociality revolves around the person rather
than the group or locality [38,39]. New media, and
especially also social platforms, ostensibly offer users
the opportunity to pick and choose others to connect
with and communicate on a personal basis. From this
perspective, these media allow individuals to create
their own customized social networks and communit-
ies (for a critical analysis of these trends see [40,41]).
Particularly interesting in this regard is the work by
Bennett and Segerberg, who observe in their research
on contemporary protests a shift from "collective" ac-
tion to "connective" action [42]. They maintain that
protest movements have traditionally depended on
the construction and spreading of collective identifica-
tion and action frames, which require formal hierarch-
ical organizations and membership groups, to educate
people and tie them to these frames [43-45]. Accord-
ing to Bennett and Segerberg, in contemporary
protests this type of collective action is mixed with
connective action—a hybrid that increasingly applies
"to life in late modern societies in which formal organ-
izations are losing their grip on individuals, and group
ties are being replaced by large-scale, fluid social net-
works" ([42], p. 748). The authors emphasize that
these networks do not require strong organizational
control or a collective identity; instead, social techno-
logies function as organizing agents. For instance, in
the 2011 Occupy movements, technology-enabled
personal networks did not simply function as commu-
nication systems but also empowered flexible organiz-
ations that allowed rapid action and coordinated ad-
justments. In our example of the Haren riots, people
8

who had never met before rapidly refashioned Face-
book and Twitter into organizational instruments.
In the double logic of connectivity, the flipside of
networked individualism seems to be networked cus-
tomization or
automated personalization
. When mass
media still reigned, the alliance between consumers,
content (or products) and advertisers always entailed
a strategic deployment of recommendations and social
networks to sell goods or services. Whether it be doc-
tors in white coats, department store "loyalty-cards",
neighbors organizing Tupperware parties, or endorse-
ments from friends or celebrities—recommendation
culture predates the advent of social networks. What
is new in the context of social media networks,
though, are the mechanisms of deep personalization
and networked customization. These terms refer to
online content calibration based on assumptions about
individual user's needs and platform owners' or ad-
vertisers' interests. Connectivity should thus be seen
as an advanced strategy of algorithmically connecting
users to content, users to users, platforms to users,
users to advertisers, and platforms to platforms. But
the boundaries between human connections and com-
mercially and technologically steered activities are in-
creasingly obfuscated. For instance, automated links
between users and products via Facebook Likes help
advertisers utilize recommendation tactics for promot-
ing products to "friends"—even if users are unaware
of their being used for these purposes.
The recommendation culture grounded in auto-
mated connectivity shows the same Janus-face quality
as we noticed with regards to networked individual-
ism: some users appreciate the service offered by
platforms to connect them to likeminded people, pre-
ferred items, or individualized taste; others loathe net-
worked customization as a signal of intruded privacy
or commercial exploitation of user information. Our
point is not to side with any one side of this conten-
tious equation, but to analyze how the connectivity
element, as part of social media logic, is deployed to
reshape hierarchies between private, public, and cor-
porate interests. Connectivity in the context of both
networked individualism and networked customization
are significant new armaments in the struggle to re-
define the boundaries between private and public and
between commerce and state. Even though YouTube,
Facebook and Twitter employ different mechanisms
for enabling and forging connections, their various
strategies fit a coherent logic. However, if we want to
understand the mechanisms underpinning their inter-
operability, we need to turn to the fourth element in
which social media logic is rooted: datafication.
3.4. Datafication
Part of mass media logic, especially television, was al-
ways the ability to reach mass audiences in real time
coupled onto their ability to do audience research. Tele-
vision's magic was (and still is) its ability to draw large
crowds to watch live images—liveness still carrying the
connotation of unmediated events evolving in real time,
simply "captured" by the camera's eye and often signi-
fying emotion and intensity [6,8]. Knowing more about
viewer's profiles and tastes not only helped fine-tune
programming decisions but also provide advertisers with
precise figures to make paid messages more effective.
Altheide and Snow already remarked how the use of rat-
ings, polls, and other surveys served as predictors of
audiences' predilections [4]. One might argue that mass
media's ability to enhance audience predictability and to
provide real-time audience experiences is an essential
ingredient of its powerful logic. If we subsequently look
at social media logic, we may discern how platforms
have developed their own strategies for predicting and
repurposing user needs, while also nursing their own
equivalent of "real-timeness". Both notions, we contend,
are grounded in the principle of datafication.
Datafication, according to Viktor Mayer-Schoen-
berger and Kenneth Cukier, refers to the ability of net-
worked platforms to render into data many aspects of
the world that have never been quantified before: not
just demographic or profiling data yielded by custom-
ers in (online) surveys, but automatically derived
metadata from smart phones such as time stamps
and GPS-inferred locations [46]. When it comes to
computer-mediated communication, each type of con-
tent—be it music, books, or videos—is treated as
data; more specifically with regards to social network -
ing platforms, even relationships (friends, likes,
trends) are datafied via Facebook or Twitter. All three
elements heretofore explored—programmability, pop-
ularity, connectivity—are grounded in the condition of
datafication. In early theories of social media, (meta)
data were often considered a byproduct of online net-
works, but as platforms gradually matured, they have
turned more into data firms, deriving their business
models from their ability to harvest and repurpose
data rather than from monetizing user activity proper
[40]. Datafication endowed social media platforms
with the potential to develop techniques for predictive
and real-time analytics.
Social media platforms, like mass media, handle a
variety of online systems for rating, polling, and survey-
ing user responses; but beyond expressly triggered re-
sponses, platforms ostensibly have the capacity for
polling
built into
their architecture. Facebook and
Twitter increasingly wield their potential to mine on-
line social traffic for indicators of trending topics,
keywords, sentiments, public viewpoints, or frequently
shared and liked items. Microblogging tool Twitter,
more than any other platform, promotes itself as an
echo chamber of people's opinions, even positioning
itself as a replacement of offline opinion polls [47].
The idea that social media are neutral, unmediated
spaces is an important assumption ingrained in many
definitions of data flows. Part of social media's logic
lies in the assertion that data are "raw" resources
merely being "channeled" through online veins, allow-
9

ing researchers to perform "opinion mining" or "senti -
ment analysis" [48-50]. Twitter supposedly measures
informal sentiments, feelings, or underbellies of "the
people" at a stage when they are still in the process
of becoming "official" public opinion.
Lisa Gitelman aptly coined the adage "'raw data' is
an oxymoron", meaning that data are always already
prefigured
through a platform's gathering mechanisms
[51]. Moreover, in processing data, a platform does not
merely "measure" certain expressions or opinions, but
also helps mold them. In opening up "spontaneous"
sentiments and opinions to the public eye, platforms
have rendered them formalized and preformatted ex-
pressions—even though many tweets appear, to say
the least, unpolished. Hence, they can be assessed and
influenced by third parties. Opinions and sentiments
expressed via Twitter are extremely vulnerable to ma-
nipulation—following a similar dynamic as social theor-
ists previously identified as pertaining to the role of
opinion polls in mass media logic [52]. The idea that
you can tap into people's unconsciousness or "idea
formation" without affecting the processes of opinion
making is a basic misconception, which goes back to
the classic observer effect—a concept familiar to re-
search method literature across disciplines [53].
What makes datafication a crucial characteristic for
social media logic is its ability to add a
real-time data
dimension
to mass media's notion of liveness. Face-
book, LinkedIn, and particularly Twitter process large
quantities of users' behavioral data every second.
Much of social media data's value lies in their real-
time "live" appearance: platforms claim they can track
instantaneous movements of individual user behavior,
aggregate these data, analyze them, and sub-
sequently translate the results into valuable informa-
tion about individuals, groups, or society at large. So-
cial media logic of detecting representative trends
based on real-time analytics is increasingly mingling
with polling strategies established by mass media lo-
gic. For instance in the case of television audiences,
Twitter claims to have equaled the Nielsen ratings
technique to measure evaluative viewer responses
[54]. Social media data streams are increasingly used
as real-time analytics to complement or replace tradi-
tional polls issued by news media or professional agen-
cies. While the real-timeness of social media signific-
antly differs from the liveness of television, the blend of
these two has considerable implications for both types
of media as well as for public discourse at large. Think,
for instance, of online analysts tracking Twitter data
during live broadcasts of political debates, while partis-
an lobbyists are simultaneously trying to influence the
course of the debate via Twitter [55,56].
While datafication underpins the online platforms'
strategies of predictive and real-time analytics, it does
not intrinsically ascribe
either
commercial
or
public
meaning to social media logic; instead, the deploy-
ment of these tactics in specific (institutional) contexts
affords users and platform operators to attribute
meaning
. The principle of datafication can be used to
predict user taste and insert personalized ads—as dis-
cussed in the previous section. However, data streams
can also be aggregated to identify public health is-
sues, such as flu-epidemics being traced through Twit-
ter data. Consequently, this information can be used
to send targeted ads for flu medication to all Twitter
users in a particular afflicted area or to those twitter-
ers using specific key words. The very same data can
serve as input for epidemiologists to help develop
early warning systems.
Many (state and corporate) sectors are currently
experiencing the power of datafication strategies de-
veloped by social media, and try to incorporate them
into their arsenal of available instruments. Police or
law enforcement, for instance, can use real-time data
for surveillance purposes. In the case of the Haren ri-
ots, police inspectors used the many videos of re-
belling youngsters—put up on YouTube by youth
themselves on the evening of the riots to attract more
people to the scene—for the purpose of identifying
and bringing to court a number of law offenders. Plat-
forms like Twitter generate piles of data that may be
extremely relevant to researchers interested in under-
standing social movements, group behavior, or large-
scale health trends. Authorities or corporations, for
their part, may assign very different value or meaning
to interpretations pursed out of these data piles.
One thing we should always take into account is
the fact that generators of online data, particularly so-
cial media platforms like Twitter, Facebook, YouTube,
and LinkedIn, are never neutral channels for data
transmission. An important aspect of datafication is
the
invisibility
or naturalness of its mechanics: meth-
ods for aggregation and personalization are often pro-
prietary and thus often inaccessible to public or
private scrutiny. Questions of ownership and privacy
concerns are commonly leveled at data themselves:
who can access private data and who is allowed to
sell aggregate data? Can platforms be forced to sur-
render users' private data to the authorities? The ef-
fectiveness of legislation that regulates agency and
ownership in democracies that function mostly through
national legislative contexts is increasingly problematic
in a world where social media companies and data
firms operate globally.
As important as these questions are, datafication
logic also triggers more profound questions concern-
ing the changing norms of a data-driven, global social
economy. Reflecting on the underlying principle of
datafication, it again becomes clear how the rise of
social media affects user agency in complex ways. As
Wendy Chun has noticed, interactive real-time inter-
faces
empower users
and "buttress notions of person-
al action, freedom, and responsibility," while at the
same time they
empower platforms
to steer and exploit
users' activities ([57], p. 74). The invisibility of datafica-
tion processes prompts questions about the actual rela-
tionship between data and users: are (real-time) data
10

flows indeed a reflection of real live activities, or are
they the result of manipulative monitoring and steer-
ing? In the words of Louise Amoore ([58], p. 24), real-
time data flows may say less about us, but more about
"what can be inferred about who we might be".
Combined with the elements of programmability,
popularity, and connectivity, the principle of datafication
has profound implications for the shaping of social
traffic. Predictive analytics and real-time analytics are
new tools in the struggle to prioritize certain (corpor-
ate, public, or private) values over others. We should
try to understand these complex dynamics not just as
they unfold within the boundaries of social media plat-
forms proper, but in their confrontations with different
logics dominating other institutional contexts. There-
fore, it is crucial to further develop a theoretical model
that helps understand how all elements work interde-
pendently in creating a coherent fabric, and also helps
explain how this social media logic mixes with (offline)
institutional logics. The double-edged sword of em-
powerment—of users and platforms—is a recurring trope
in the evolving socio-technical logic of social media.
4. Social Media Logic and the Redefinition of
Public Value
The four elements of social media logic—program-
mability, popularity, connectivity and datafication—are
pivotal in understanding how in a networked society
social interaction is mediated by an intricate dynamic
of mass media, social media platforms, and offline in-
stitutional processes. Over the past years, social me-
dia logic has gradually infiltrated mass media logic,
sometimes enhancing it, sometimes undercutting or
replacing parts of it. By shifting our focus away from
institutions to (social) media logic as a transforming
force, we wanted to identify key principles propelling
social interaction in a networked data-driven ecology.
Concentrating on the mechanisms and strategies at
work in social media logic, we tried to theorize a new
constellation of power relationships in which social
practices are profoundly reshaped [17]. We raised
questions such as: How does social media logic modi-
fy or enhance existing mass media logic? And how is
this new media logic exported beyond the boundaries
of (social or mass) media proper?
The principles, mechanisms, and strategies under-
lying social media logic may be relatively simple to
identify, but it is much harder to map the complex
connections between platforms that distribute this
logic: users that use them, technologies that drive
them, economic structures that scaffold them, and in-
stitutional bodies that incorporate them. If we return to
the example of the "Facebook riots" in Haren, cited at
the beginning of this article, we refused to pinpoint one
particular actor as the main culprit of an unpredicted
series of events. What we did instead was to "reas-
semble the social", to use Bruno Latour's terminology,
by deconstructing the logic by which these events oc-
curred; not to locate a responsible actor or cause, but
to learn more about the mechanisms and principles
involved in the shaping of such events. [59]. Put simply:
what happens when social media logic meets other
institutional logics outside the context of social media
platforms proper? In contemporary society, no in-
stitution can afford to look away from this logic be-
cause they have all become implicated in the same
media culture: every major institution is part and parcel
of this transformation in which the social gets infiltrated
by a revamped media logic.
Over the past few years, social media have some-
times erroneously been regarded as ready-to-use tools
for citizens, rioters, journalists, and activists to bring
about social change, whether civil disruption, such as in
Haren, or social uprisings, such as the ones in Tunisia
and Egypt in 2011, which were casually tagged as "the
Twitter revolutions". Epithets such as these divulge de-
ceptive assumptions about the role of social media and
their relation to mass media, users, and social institu-
tions [60,61]. In the field of social activism, Facebook,
YouTube, and Twitter are attributed momentous influ-
ence in the processes of mobilizing a following. As we
have argued in this article, social media platforms can
neither take credit nor blame for single-handedly trans-
forming social processes or for turning around events.
Like the mass media in the 1960s and 1970s, which
were regarded as major influential forces in reshaping
social order, social media, in the first decades of the
new millennium, are likely to be seen as new unruly
forces in a global transformation.
We neither intend to applaud the successes of these
media nor rally against their insidious affects; the aim
is to systematically analyze social media mechanisms
as sources of transformation. Examining media logic,
mass media and social platforms can hardly be seen as
separate forces when it comes to controlling informa-
tion and communication processes. As conventional
mass media are just starting to grapple with this new
logic, other institutions, too, realize they can hardly
escape the imperative of social media logic. Not just
police, law enforcers, and activists, but all kinds of
actors—in education, politics, arts, entertainment, and
so forth—are confronted with the basic contrivances of
programmability, popularity, connectivity, and datafica-
tion. The elements of social media logic identified in this
chapter should help to understand the nature of com-
munication and information processes in the networked
conditions of social life. By offering a systematic explora-
tion of the logic sustaining this messy dynamic, we
hope to inspire other researchers to look at specific case
studies through this analytical prism and to critically
interrogate the connections we have drawn.
11

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