Facebook use as a communicative relation: exploring the relation between Facebook users and the algorithmic news feed

ABSTRACT

This study examines how young Danish adults between 18 and 26 engage in a communicative relation with Facebook's news feed as algorithmic technology and to what extend they are aware of this relation. The empirical analysis is based on theoretical concepts related to media use and everyday life as well as a recent development within the field of Human-Machine Communication. Drawing on 20 in-depth interviews, the qualitative thematic analysis was organized in relation to the following themes: (1) critical reflection; (2) everyday use; and (3) communicative agency. We find that young Danish users lack critical awareness of how their own everyday media use is communicating with the Facebook algorithm. We argue that the concept of ‘use’ needs to be re-examined on a theoretical as well as a practical level in relation to algorithmic media use. We finally propose that future research should approach social media use from the perspective of communicative relations between everyday media use and algorithmic personalization.

KEYWORDS:

• social media
• Facebook
• communicative other
• everyday life
• media use

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Disclosure statement

No potential conflict of interest was reported by the author(s).

Notes

1 According to the Facebook help center post ‘What influences the order of posts in my Facebook News Feed?’ https://www.facebook.com/help/520348825116417 (accessed on 01/12-2019).

2 To read more about the activity log see Facebook’s help center and the article ‘Explore Your Activity Log’ https://www.facebook.com/help/437430672945092

3 https://newsroom.fb.com/news/2019/03/why-am-i-seeing-this/

4 https://www.facebook.com/help/520348825116417

Additional information

Notes on contributors

Sander Andreas Schwartz

Sander Andreas Schwartz is an assistant professor at Roskilde University at the Department of Communication and Arts. He received his doctoral degree at the IT University of Copenhagen where he was studying how Danish citizens and politicians were using Facebook for political communication and debate during election campaigns. Sander is currently working on issues related to datafication, algorithms, social media use and privacy. He also continues his studies on political communication via social media and particularly during election campaigns. Sander is also affiliated with the Digital Media Lab and the Centre for Big Data both located at Roskilde University. e-mail: [email protected]

Martina Skrubbeltrang Mahnke

Martina Skrubbeltrang Mahnke is a postdoctoral researcher at the University of Copenhagen, Denmark. Her position is related to the ’HumanImpact’ project, which connects Danish companies with leading humanities researchers. Martina received her doctoral degree in communication and media studies from the University of Erfurt, Germany and is beyond that formally educated as a media designer. She holds further a continuing education degree from the Rhode Island School of Design, USA. Martina’s research engages mainly in questions related to digital media platforms, data relations and user’s experiences with technology. e-mail: [email protected]