Jul 2008

A year long ethnographic study of the world’s largest online social network. We collected data through a range of methods, including offline ethnographic film of user behavior, longitudinal online observation, and automated data collection. Our focus was the relationship between traditional gift economies (as described in anthropological literature) and the massive distribution of digital media on Myspace. Our study further investigated the relationship between the information architecture of Myspace and the dynamics of social interaction that seemed to result from this design. Some of this research was published as a chapter in the book “Collective Intelligence.”

Lomas, D (2008) Attentional Capital and the Ecology of Online Social Networks. In M. Tovey (Ed.), Collective Intelligence, (pp 163-172) Oakton: EIN Press