Audience-metric continuity? : Approaching the meaning of measurement in the digital everyday

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Bolin , G & Velkova , J 2020 , ' Audience-metric continuity? Approaching the meaning of measurement in the digital everyday ' , Media, Culture & Society , vol. 42 , no. 7-8 , 0163443720907017 , pp. 1193-1209 . https://doi.org/10.1177/0163443720907017

Title: Audience-metric continuity? : Approaching the meaning of measurement in the digital everyday
Author: Bolin, Göran; Velkova, Julia
Contributor: University of Helsinki, Centre for Consumer Society Research
Date: 2020-10-01
Language: eng
Number of pages: 17
Belongs to series: Media, Culture & Society
ISSN: 0163-4437
URI: http://hdl.handle.net/10138/327191
Abstract: This article argues for an expansion of existing studies on the meaning of metrics in digital environments by evaluating a methodology tested in a pilot study to analyse audience responses to metrics of social media profiles. The pilot study used the software tool Facebook Demetricator by artist Ben Grosser in combination with follow-up interviews. In line with Grosser's intentions, the software indeed provoked reflection among the users. In this article, we reflect on three kinds of disorientations that users expressed, linked to temporality, sociality and value. Relating these to the history of audience measurement in mass media, we argue that there is merit in using this methodology for further analysis of continuities in audience responses to metrics, in order to better understand the ways in which metrics work to create the 'audience commodity'.
Subject: 518 Media and communications
audience measurement
audiences
digital media
disruptive methods
everyday life
metrics
BIG DATA
SELF-TRACKING
RANKINGS
POWER
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