Facebook. Taina Bucher

      

       Table of Contents

      1  Cover

      2  Series Title

      3  Title Page

      4  Copyright Page

      5  Acknowledgements

      6  Introduction: Facebook is Facebook Facebook is Facebook Feeling Facebook Origin story A guidebook to Facebook? It’s complicated Facebook is everything Book outline Notes

      7  1 Metaphors at work: Framing Facebook From town square to living room Techno-utopianism and the open internet Move fast and break things Metaphors at work Concluding remarks Notes

      8  2 Of electricity and chairs: Facebook as infrastructure Electric light Chairs Concluding remarks Notes

      9  3 Grounded in reality: How Facebook programs sociality How networks became social and online identity grounded in reality Whose authenticity? The big business of friendship Communal aspects of friendship Friendship as work Facebook identity – what’s in a name? Concluding remarks Notes

      10  4 Engineering a platform: Facebook’s techno-economic evolution News Feed: Your personal newspaper News journalism as the model The algorithmic logic of Facebook Building an empire, becoming a platform Platform programmability The mobile revolution Concluding remarks Notes

      11  5 Monetizing You: Facebook’s advertising ecosystem Monitoring and targeting YOU: The rise of behavioural advertising Facebook, the ad company Facebook ads from the advertiser’s perspective Why users are shown specific ads Concluding remarks Notes

      12  6 Personalized politics: Facebook’s profiling machinery The politics of the political Elections and political campaigns Facebook’s central role in data-driven campaigning Regimes of experimentation Political advertising on Facebook Platform governance and content moderation The politics of the polluted information ecology Haunted data: Cambridge Analytica and the inertia of infrastructure Facebook in the wild: The case of dangerous speech in Myanmar Concluding remarks Notes

      13  Conclusion: The many faces of Facebook Facebook as a hyperobject Becoming new More-than-social media Possibilities for the future Notes

      14  References

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