the use of twitter hashtags in the formation of ad hoc publics
DESCRIPTION
Paper by Axel Bruns and Jean Burgess, presented at the ECPR 2011 conference, Reykjavík, 26 Aug. 2011.TRANSCRIPT
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The Use of Twitter Hashtags in the Formation of Ad Hoc Publics
Axel Bruns and Jean BurgessARC Centre of Excellence for Creative Industries and InnovationQueensland University of TechnologyBrisbane, Australia
a.bruns / [email protected]@snurb_dot_info / @jeanburgesshttp://mappingonlinepublics.net/
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http://mappingonlinepublics.net/
#hashtags on Twitter
o Hashtag =‘#’ + some alphanumeric characters: automatic tracking & aggregation of a topic, represented with a hyperlink
o Originally a (lead) user innovation, later integrated into platform
o Simple, adaptive and generativeo Can coordinate, render visible, and
constitute publics
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Introduction & Contestation
In 2007, Twitter didn’t have trending topics, integrated search or hashtags
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Introduction & Contestation
See: http://factoryjoe.com/blog/2007/08/25/groups-for-twitter-or-a-proposal-for-twitter-tag-channels/
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Introduction & Contestation
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Introduction & Contestation
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Adoption & Retention
o Compelling use cases, uptake by influential lead users
o Very simple architectural integration (built-in ‘tracking’ feature)
o Uptake in external developer community (Twitter Search, hashtags.org etc)
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Popularisation & Proliferation…
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Popularisation & Proliferation…
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Popularisation & Proliferation…
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Popularisation & Proliferation…
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Popularisation & Proliferation…
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#hashtag publics
Publics o Attend to matters of shared concern with some
level of co-awarenesso Varied in intensity and temporalityo Emergent, constituted via discourse & affect
#hashtag publicso Not all hashtags constitute publics; Twitter doesn’t
‘contain’ publicso What are the various patterns in the dynamics of
different hashtag-based publics?o What might account for these differences?
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Ad Hoc: Labor Leadership #spill
23 June, 19:00-00:00:Speculation
24 June, 08:00-15:00:Party Vote & Aftermath
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Forming an Ad Hoc Issue Public
o #spill as a hashtag takeover:
Ok what's with the #spill tag? Has BP dumped more oil?
those who do not know a #spill in leadership terms is basically saying the big job is now vacant no relation to the oil spill of bp style
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Ad Hoc: #eqnz22/2 23 24 25 26 27 28 1/3 2
3 4 5 6 7
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An Ad Hoc Public: #eqnz @repliesmainstream
media
authorities
utilities
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Managing the Hashtag
o Ensuring ‘proper’ use:
@NZcivildefence please use #eqnz hashtag. Thanks.
Earthquake in New Zealand = #eqnz. Earthquake in Japan = #eqjp. Earthquake in the U.S. = #earthquake. Hmmmmmm.
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Ad Hoc? #royalwedding
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Ad Hoc? Crises and Other Events(top 1% most active users in each
hashtag;size = percentage of total tweet volume)
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Beyond Hashtags
o Publics on Twitter:o Micro: @reply and retweet conversationso Meso: hashtag ‘communities’o Macro: follower/followee networks
Multiple overlapping publics / networks
o What drives their formation and dissipation?o How do they interact and interweave?o How are they interleaved with the wider
media ecology?o Twitter doesn’t contain publics: publics transcend
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The Australian Twittersphere
Follower/followee network:~150,000 Australian Twitter users(of ~550,000 known accounts so far) colour = outdegree, size = indegree
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The Australian Twittersphere
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@snurb_dot_info@jeanburgess