Ventures into Viral Cartography: Waffle House, Educational Attainment, and the Social Life of Maps

Abstract

Viral maps—ones that are shared widely on social media and media outlets—have become an increasingly common part of online conversations about a range of issues. Despite the increasing prevalence of these viral maps, only a few academic researchers have examined the factors leading to their popularity or their social use and effect. In this article, we analyze two case studies of viral maps, a viral tweet about the August 2017 total eclipse and an interactive tool for exploring educational attainment by neighborhood in the United States. By reflecting on our experience as authors of these maps and analyzing the reactions they elicited, we identify several key elements of these maps and their circulation. First, viral maps act as a form of phatic communication, allowing users to restate and react to shared social identities. Second, maps are read from specific times and places, and this spatiotemporal context significantly shapes the reactions of map readers. Finally, viral maps illustrate gaps or improvements in trust between mapmakers and map readers, including questions about map accuracy or the intentions behind the map. We close by considering implications for future research and viral cartography. Key Words: online maps, social networks, viral cartography.

热门地图—在社交媒体与媒体出口上广泛分享的地图—已成为网上对于一系列议题的对话中逐渐普遍的一部分。仅管这些热门地图的普遍性逐渐增加，却仅有少数学术研究者检视导致其盛行的因素，抑或其社会使用与效应。我们于本文中，分析两个热门地图的案例研究，一个是有关2017年八月的日全蚀之热门推文，另一个是探讨美国各邻里教育成就的互动式工具。通过反思我们作为这些地图的作者，并分析它们所引发的互动，我们指认这些地图的若干关键元素及其流通。首先，热门地图作为人际交流的形式，让使用者得以重新叙述并回应共享的社会身份认同。再者，地图在特定的时间与空间被阅读，而此般时空脉络，显着地形塑了地图读者的反应。最后，热门地图描绘出製图者与地图使用者之间的信赖缺口或改进，包括有关地图的准确度或地读背后的意图等问题。我们以考量对未来研究与热门製图学的意涵作结。关键词：网上地图，社会网络，热门製图学。

Los mapas virales—aquellos que se comparten ampliamente en los medios sociales y en los canales mediáticos—crecientemente se han hecho materia común en las conversaciones en red acerca de una amplia gama de asuntos. A pesar la prevalencia en aumento de estos mapas virales, solo unos pocos investigadores académicos han examinado los factores que han contribuido a su popularidad, o a su uso y efecto sociales. Nosotros analizamos en este estudio dos estudios de caso para mapas virales, un tuit viral acerca del eclipse total de agosto de 2017, y una herramienta interactiva con la que se explora el logro educativo alcanzado por vecindario en los Estados Unidos. Reflexionando sobre nuestra experiencia como autores de estos mapas y analizando las reacciones que ellos provocaron, identificamos varios elementos claves de los mapas y su circulación. Primero, los mapas virales funcionan como una forma de comunicación fática, que permite a los usuarios replantear y reaccionar ante identidades sociales compartidas. Segundo, los mapas son leídos desde tiempos y lugares específicos, y este contexto espacio-temporal configura significativamente las reacciones de quienes leen el mapa. Finalmente, los mapas virales ilustran las brechas o mejoras en la confianza entre quienes hacen los mapas y quienes los leen, incluyendo interrogantes acerca de la exactitud del mapa o sobre la intención que se oculta detrás del mismo. Terminamos considerando implicaciones para futuras investigaciones y para la cartografía viral.

Palabras clave:

• cartografía viral, mapas de internet, redes sociales

Acknowledgments

We presented earlier versions of this article at the Southeastern Division of the AAG annual conference and at the North American Cartographic Information Society (NACIS) annual conference. We are grateful for feedback from session attendees, as well as feedback from the journal editor and anonymous reviews.

Additional information

Notes on contributors

Jerry Shannon

JERRY SHANNON is an Assistant Professor in the Department of Geography and the Department of Financial Planning, Housing, and Consumer Economics at the University of Georgia, Athens, GA 30606. E-mail: [email protected]. He studies accessibility to food and affordable housing, with a specific interest in community-engaged research that fosters healthier and more equitable communities.

Kyle E. Walker

KYLE E. WALKER is Associate Professor of Geography at Texas Christian University, Fort Worth, TX 76129. E-mail: [email protected]. His research interests include urban demographic change, demographic data visualization, and software tools for open data science.