Nicholas Carah

Brands and Instagram: Point, tap, swipe, glance:

Brands are a critical part of the ongoing experimentation that underpins the development of mobile social media platforms like Instagram. Instagram had no dedicated advertising or analytics tools until 2014 so, in the absence of such devices, brands have developed uses of the platform that engage with the productive ability of cultural intermediaries and consumers to create and circulate images of their bodies, everyday lives, and cultural practices. This article examines the Instagram activities of the global vodka brand Smirnoff and the fashion retailer General Pants. Each brand engages with cultural intermediaries and builds themed activations at cultural events to orchestrate the production of images. Following Wissinger’s (2007a) study of fashion models, we conceptualize Instagram as an image machine that captures and calibrates attention. Instagram expands the terrain upon which brands operate by dispersing the work of creating and engaging with images into consumers’ everyday lives. The efforts made by brands to experiment with mobile media demonstrate the need to critically examine how participatory, discursive, and algorithmic modes of control are interrelated.

Algorithmic brands: A decade of brand experiments with mobile and social media

This article examines how brands have iteratively experimented with mobile and social media. The activities of brands – including Coca-Cola, Virgin and Smirnoff – at music festivals in Australia since 2005 are used as an instructive case. The article demonstrates how these brands imagined social media, attempted to instruct consumers to use mobile devices, and used cultural events to stimulate image production tuned to the decision-making of social media algorithms. The article contributes to debate by articulating how brands are important actors in the development of algorithmic media infrastructure and devices. Accounts of algorithmic media need to examine how the analytic capacities of social and mobile media are interdependent with orchestrating the creative participation of users.

Watching Nightlife Affective Labor, Social Media, and Surveillance

This article examines the affective labor of nightlife photographers within the surveillance economy of social media. I examine nightlife photographers as “below the line” cultural laborers who employ their identities and communicative capacities to create and circulate images of nightlife online. These images stimulate interaction that can be watched, tracked, and responded to by the databases of social media. The study draws on interviews with nightlife photographers to examine how they account for the creative and promotional aspects of their labor. I argue that the analytical capacities of social media databases, and the modes of promotion they facilitate, depend in the first instance on the affective labor of cultural intermediaries like nightlife photographers.

Algorithmic hotness: young women’s “promotion” and “reconnaissance” work via social media body images

This article examines how the circulation of images on mobile and algorithmic social media platforms is gendered. We draw on data from a research project that examines the interplay between promotion, drinking culture, and social media. In this project, informants documented flows of images between their social media accounts and a nightlife precinct. We show how the human capacity to use bodies to affect other bodies, and to make critical judgments about bodies, is vital to algorithmic media platforms that aim to profit from calculative judgements about the affective dimensions of human life. We propose an expanded register of “body heat” on social media as both the symbolic labor of producing, maintaining, and digitally mediating a body that conforms to heterosexy visual codes and the affective labor of using a hot body to affect other bodies through movement, touch, and excessive consumption. The escalating capacity of social media platforms to calibrate flows of attention depends on the “hot” bodies of users and user’s work in curating “hot” body images to upload. Hot female bodies are critical to nightlife promotion via social media, in attracting viewer attention. Hot female bodies are also key to moments of nightlife reconnaissance: they are registered in the databases and sorted by the algorithms of social media platforms, enabling viewers to make judgments about the desirability of locations in the nightlife precinct.

Curators of databases: circulating images, managing attention and making value on social media

This article examines the relationships between cultural spaces, the image-making practices of smartphone users and social media platforms. I argue that social media platforms depend on the curatorial capacities of smartphone users who observe everyday life and register it online. Social media platforms use databases and analytics to continuously assemble identities, cultural practices and social spaces in relation to one another. In addition to targeted advertising, value is created by leveraging a continuous circulation of meaning and attention. Using the example of a music festival, I examine how the production of value involves channelling the productive activity of smartphone users in material cultural spaces.

Inundated by the audience: Journalism, audience participation and the 2011 Brisbane flood

Following the Brisbane flood in 2011, Sevens breakfast television program Sunrise launched a partnership with the Queensland government called ‘Operation Bounce Back’. The initiative called on skilled tradespeople to volunteer for the rebuilding effort, and extended Sunrises representations of audience participation. In this article, we examine Operation Bounce Back in relation to different accounts of audience participation. We look at the interaction between Sunrise and the government in the management of Operation Bounce Back, and draw on both Sunrises representations of the program and documents obtained under Right to Information provisions. The case provides the basis for considering the role of journalism in managing representations of public and audience participation.

DrinkWise, enjoy responsibly: News frames, branding and alcohol

This article examines the communicative activities and press coverage of the alcohol industry-funded social-change organisation DrinkWise. Established in 2005, DrinkWise funds health research in universities, runs public health campaigns and engages in public relations activities. We use a framing analysis to examine the way DrinkWise frames problems, judgements and solutions related to alcohol consumption and policy. The aim of this analysis is to examine how journalistic practice legitimises DrinkWise and facilitates the organisations communicative activities. In addition, we consider how DrinkWises representation in the press works alongside the organisations array of communicative activities to facilitate the commercial objectives of the alcohol industry. We draw on the implications of this analysis to conceptualise how distinct forms of communicative work – such as academic research, policy-making, journalism and marketing, advertising and public relations – are interconnected.

Media and evidence-informed policy development: the case of mental health in Australia

This article draws together theory from political science, media, and science and technology studies to examine the past, present and possible future roles of ‘media’ in influencing evidence-informed policy-making in mental health in Australia. The authors develop a nuanced understanding of the role that media framing, focussing events and participation have played in the evolution of mental health policy. Media are shown to influence evidence utilisation in policy development in complex ways. The authors consider how the global circulation of ideas that media enable affects policy issues within national jurisdictions. Their findings are relevant to policy issues in areas where media are deliberately used both to achieve individual behaviour change and influence policy.

Online self-expression and experimentation as 'reflectivism': using text analytics to examine the participatory forum Hello Sunday Morning

Hello Sunday Morning is an online health promotion organisation that began in 2009. Hello Sunday Morning asks participants to stop consuming alcohol for a period of time, set a goal and document their progress on a personal blog. Hello Sunday Morning is a unique health intervention for three interrelated reasons: (1) it was generated outside a clinical setting, (2) it uses new media technologies to create structured forms of participation in an iterative and open-ended way and (3) participants generate a written record of their progress along with demographic, behavioural and engagement data. This article presents a text analysis of the blog posts of Hello Sunday Morning participants using the software program Leximancer. Analysis of blogs illustrates how participants’ expressions change over time. In the first month, participants tended to set goals, describe their current drinking practices in individual and cultural terms, express hopes and anxieties and report on early efforts to change. After month 1, participants continued to report on efforts to change and associated challenges and reflect on their place as individuals in a drinking culture. In addition to this, participants evaluated their efforts to change and presented their ‘findings’ and ‘theorised’ them to provide advice for others. We contextualise this text analysis with respect to Hello Sunday Morning’s development of more structured forms of online participation. We offer a critical appraisal of the value of text analytics in the development of online health interventions.

Emerging social media ‘platform’ approaches to alcohol marketing: a comparative analysis of the activity of the top 20 Australian alcohol brands on Facebook (2012-2014)

Abstract Social media platforms are important actors in the development of alcohol marketing techniques. While public health research has documented the activities of brands and consumers related to alcohol promotion and consumption on social media, there remains the need to develop an account of the native, participatory and data-driven advertising model of these platforms. This article examines the relationship between alcohol brands, media platforms and their users by analysing the activity of the 20 most popular alcohol brands’ Australian Facebook pages in 2012 and 2014. We report that the number of fans of alcohol brands increased by 52% from 2012 to 2014. While the number of posts dropped 12% from 2012 and 2014, total interactions with posts by users increased by 9%. Overall, brand activity and engagement became more consistent between 2012 and 2014. We argue that the changing character of user engagement with alcohol brands on Facebook can be related to changes in the platform architecture. Facebook is orchestrating a shift from exposure to engagement as its key advertising metric, and thus departing substantially from established mass media advertising paradigms. Effective policy responses to alcohol marketing in the digital era depend on a more rigorous examination of the marketing infrastructure of social media platforms.