Now more than ever, we need to understand social media - the good as well as the bad. We need critical knowledge that helps us to navigate the controversies and contradictions of this complex digital media landscape. Only then can we make informed judgements about what's happening in our media world, and why.

Showing the reader how to ask the right kinds of questions about social media, Christian Fuchs takes us on a journey across social media, delving deep into case studies on Google, Facebook, Twitter, WikiLeaks and Wikipedia. The result lays bare the structures and power relations at the heart of our media landscape.

This book is the essential, critical guide for all students of media studies and sociology. Readers will never look at social media the same way again.

Conclusion: Social Media and Its Alternatives – Towards a Truly Social Media

Conclusion: Social Media and Its Alternatives – Towards a Truly Social Media

Conclusion: Social media and its alternatives – Towards a truly social media

Key Questions

  • What common social media ideologies exist?
  • How does the exploitation of digital labour undermine the social aspect of social media?
  • What alternatives are there to corporate social media? What could truly public, social and common media look like?

Key Concepts

  • Corporate social media
  • Neoliberalism
  • Crisis
  • Alternative social media
  • Commons
  • Social media commons
  • Commons-based social media

11.1. Social Media Reality: Ideologies and Exploitation


The London police's shooting of Mark Duggan on August 4 2011 in Tottenham triggered riots in London areas such as Tottenham, Wood Green, Enfield Town, Ponders End, Brixton, Walthamstow, Chingford Mount, Hackney, Croydon and Ealing, and in other areas of UK cities such as Toxteth (Liverpool), Handsworth (Birmingham), St. Ann's (Nottingham), ...

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