Introduction
Chapter 1: Introduction
Perspective of this Book
Organization of the Book
Uses of this Book

Part I: Messages
Chapter 2: The Communication Model
What is Social Media?
Models of Communication
Interpersonal Approaches
Mass Communication
Connecting Interpersonal with Mass Communication
Historical Discourses of Digital Technology
Do We Structure Technology or Does Technology Structure Us?
Media Ecology
New Concepts in Social Media
Web 2.0
Convergence
Platforms
Summary and Conclusion
Topics
Discussion Questions
Exercise
Note
Further Readings
References

Chapter 3: Message Types
Affordances
Attributes of Social Media
Social Presence and Media Richness
Temporal Structure
Symmetry
Permanence
Mobility and Replicability
A Brief History of Computer-Mediated Communication
Internet
Mobile Communication
Forms and Genres of Social Media
Technology, Form, and Genre
Remediation
Social Network Sites
Blogs
Message Boards or Forums
Chatrooms
Feeds
Content Sharing and Hybrid Forms
Summary and Conclusion
Topics
Discussion Questions
Exercises
Further Readings
References

Chapter 4: Measuring Social Media
Attention Economy
Measuring Attention
Reach and Frequency
Platform Structures
Narrowcasting
Attention, Engagement, Conversion
Methods for Studying Social Media
Digital Anthropology and Netnographic Analysis
Textual Analysis
Network Analysis
Machine Learning and Big Data
Privacy
Summary and Conclusion
Topics
Discussion Questions
Exercise
Notes
Further Readings
References

Part II: People
Chapter 5: User Interaction and Co-Creation
Co-creation as a Concept
History of Co-creation
The Value Chain
Co-creation of Media Content
Collaborative Production
Motivations for Co-creation
Ethical Issues in Co-creation
Summary and Conclusion
Topics
Discussion Questions
Exercise
Notes
Further Readings
References

Chapter 6: Uses and Benefits of Social Media
Uses and Gratifications Theory
Self
Social Comparison Theory
Performance Online
Context Collapse
Extended Self
Interpersonal Relationships
Self-Disclosure and Anonymity
Trust
Boundaries of Self and Privacy
Communitas
Information and cultivation
Therapeutic Uses
Gossip, Bullying, and Drama
Play
Addiction
Summary and Conclusion
Topics
Discussion Questions
Exercise
Notes
Further Readings
References

Chapter 7: Digital Inequality, Age, and Social Class
Literacy and Capital
Literacy
Economic, Social, and Cultural Capital
Social Class
Social Class & Literacy
Taste and Social Reproduction
Age
Digital Natives or Digital Naives?
Region
Rural versus Urban
Summary and Conclusion
Topics
Discussion Questions
Exercise
Notes
Further Readings
References

Chapter 8: Race and Gender
Identity and Performance
Race
Discussion, Debate, and Hate Speech
Collective Action and Anti-Racism Online
Gender
Gender and Performance
Representation Online
Gender and Uses of Social Media
Gender, Harassment, and Misogyny Online
Sexuality
Summary and Conclusion
Discussion Questions
Exercises
Notes
Further Readings
References

Part III: Networks
Chapter 9: Social Networks
Network Analysis
It's a Small World, After All!
Properties of Ties
Properties of Networks
Properties of Nodes
Emergence: How Networks Form
Network Theory in Social Media
Social Capital
Types of Social Capital
Online versus Offline Social Networks
Social Networks in Practice
Diffusion of Innovations
Social Influence
Summary and Conclusion
Topics
Discussion Questions
Exercise
Notes
Further Readings
References

Chapter 10: Virtual Communities
Traits of Community
Theoretical Approaches to Community and Types of Online Community
Imagined community
Subcultures
Audience Communities
Communities of Practice
Status and Roles in Online Communities
Roles in Online Communities
Group Boundaries
Summary and Conclusion
Topics
Discussion Questions
Exercise
Notes
Further Readings
References

Chapter 11: Social Media Marketing
Information or Persuasion?
Paid, Earned, and Owned Media
The Purchase Funnel and the Decision Journey
Decision Journey
Advertising Messages and Channels
Search Advertising
Word of Mouth
Crisis Management and Firestorms
Social Media Campaigns and Offline Promotions
Social Media Marketing and the Value Chain
Summary and Conclusion
Topics
Discussion Questions
Exercises
Notes
Further Readings
References

Part IV: Culture and Society
Chapter 12: Cultural Representations and Practices
Theories of Culture
Cultural Styles and Practices
Participatory Culture
Fan Fiction
Repetition, Mashups, Remixes, and Parody
Language
Cultural Transmission
Circulation
Cultural Content
Narrative
Transmedia Storytelling
Celebrity
Summary and Conclusion
Topics
Discussion Questions
Exercises
Notes
Further Readings
References

Chapter 13: Political Life
Power
Public Sphere
Citizenship and Civic Participation
Social Movement Theory
Social Issue Formation
Social Movement Tactics
Mobilization
Coordination
Slacktivism
Hacktivism and Alternative Means of Communication
Social Media Use and Amount of Participation
Framing
News Consumption and Civic Engagement
Social versus Mainstream News Media
Citizen Journalism
Summary and Conclusion
Topics
Discussion Questions
Exercises
Notes
Further Readings
References

Chapter 14: Economic and Legal Structures
Shifts in Economic Structure
Decreasing Costs of Production, Storage, and Dissemination
Blurred Rights of Ownership
Copyright
Networked Consumers
Platforms and the Chicken and Egg Problem
Monopolies, Switching Costs, and Multi-homing
Shifts in Economic Practice and Production
User Innovation
Sharing
Business Models for Social Media
Summary and Conclusion
Topics
Discussion Questions
Exercise
Notes
Further Readings
References