“Social Media as Participatory Culture” Christian Fuchs Chapter 3 Think Piece

In chapter three of his book “Social Media: A Critical Introduction”, Christian Fuchs evaluates the concept of participatory culture. He does this by investigating how other scholars have attempted to define participatory culture, and what they mean by saying that we live in a participatory democracy.

Fuchs points out the fact that many scholars’ definitions of participatory culture indicate that it is a positive aspect of a democratic society. He, however, is critical of looking at different media as if they exist to “make culture and society more democratic” (Fuchs 66).

Rethink Your Internet

How quickly do you look at your phone in the morning when you wake up? How many times per day do you touch your phone? How often do you look at one social media application, get bored with it, then immediately switch to another? The point behind these questions is that with the sheer amount of interaction we have with our devices, it can become easy to think about them with simplicity. People have a tendency to numb themselves to the intentions of those who created their device, or the platform they are using. Fuchs is wanting his readers to look more deeply into why media is operating the way it is, and into the objectives of those designing it. We live in a capitalist society, and our internet is controlled by people who don’t want to make less money. We are led to think that social media are spaces where people can contribute their ideas and become a part of a democratic network of voices. Fuchs contends instead that, “An Internet that corporations dominate by exploiting users and commodifying data can in the theory of participatory democracy never be participatory,” (Fuchs 70).

Online Fan Culture

People love to talk about the music, TV shows and movies they enjoy in online public spaces. Every time that a new Game of Thrones episode is released, or Kendrick Lamar puts out a new album, people talk about it. Scholars have argued that whichever popular culture item that one subscribes to then aligns them with the political interests expressed within that item. Fuchs rejects this notion. He believes that it matters whether you are actively making yourself aware of the fact that you are engaging in anything political. For example, somebody can be a fan of a certain country song and not necessarily subscribe to the political viewpoint of the artist singing it. “Most intellectuals are probably fond of some type of popular culture, but it makes a difference whether one sees and celebrates this fondness as an act of political resistance or not,” (Fuchs 73).

Social Media Capitalism and Digital Labor

According to Fuchs, scholars have, in the past, understated the exploitation of people on social media. Social media gives people a platform to be creative, and there have been some spectacular creative works that have been appreciated by millions of people online. What Fuchs wants us to realize is that this, instead of empowering the creator of the content, is the power that allows for the commodification of “…user’s attentions, activities and the data they generate,” (Fuchs 74). Basically, every time that someone contributes something to social media, they are creating a product that which can be sold to advertisers. This, in Fuchs view, is a form of digital labor. Other scholars have said that because the creators of the content are garnering a benefit from producing material online that they are not commodified. “But the fact that they love these activities does not make them less exploited,” (Fuchs 77).

Fuchs’ viewpoint on participatory social media is grim, but not off-base. He does well to let his readers know that they should be more thoughtful as to how they view their participation in the online social realm.

Works cited:

Fuchs, C. (2017). Social Media: a critical introduction. Thousand Oaks, CA: Sage Publications, Inc.