Since the popularisation of the internet, low-income Brazilians have received little government support to help them access it. In response, they have largely self-financed their digital migration. Internet cafés became prosperous businesses in working-class neighbourhoods and rural settlements, and, more recently, families have aspired to buy their own home computer with hire purchase agreements. As low-income Brazilians began to access popular social media sites in the mid-2000s, affluent Brazilians ridiculed their limited technological skills, different tastes and poor schooling, but this did not deter them from expanding their online presence. Young people created profiles for barely literate older relatives and taught them to navigate platforms such as Facebook and WhatsApp

How the World Changed Social Media is the first book in Why We Post, a book series that investigates the findings of anthropologists who each spent 15 months living in communities across the world. This book offers a comparative analysis summarising the results of the research and explores the impact of social media on politics and gender, education and commerce. What is the result of the increased emphasis on visual communication? Are we becoming more individual or more social? Why is public social media so conservative? Why does equality online fail to shift inequality offline? How did memes become the moral police of the internet? Supported by an introduction to the project’s academic framework and theoretical terms that help to account for the findings, the book argues that the only way to appreciate and understand something as intimate and ubiquitous as social media is to be immersed in the lives of the people who post. Only then can we discover how people all around the world have already transformed social media in such unexpected ways and assess the consequences

Drawing on 15 months of ethnographic research in one of the most under-developed regions in the Caribbean island of Trinidad, this book describes the uses and consequences of social media for its residents. Jolynna Sinanan argues that this semi-urban town is a place in-between: somewhere city dwellers look down on and villagers look up to. The complex identity of the town is expressed through uses of social media, with significant results for understanding social media more generally. Not elevating oneself above others is one of the core values of the town, and social media becomes a tool for social visibility; that is, the process of how social norms come to be and how they are negotiated. Carnival logic and high-impact visuality is pervasive in uses of social media, even if Carnival is not embraced by all Trinidadians in the town and results in presenting oneself and association with different groups in varying ways. The study also has surprising results in how residents are explicitly non-activist and align themselves with everyday values of maintaining good relationships in a small town, rather than espousing more worldly or cosmopolitan values.

Based on 15 months of ethnographic research in the city of Alto Hospicio in northern Chile, this book describes how the residents use social media, and the consequences of this use in their daily lives. Nell Haynes argues that social media is a place where Alto Hospicio’s residents – or Hospiceños – express their feelings of marginalisation that result from living in city far from the national capital, and with a notoriously low quality of life compared to other urban areas in Chile. In actively distancing themselves from residents in cities such as Santiago, Hospiceños identify as marginalised citizens, and express a new kind of social norm. Yet Haynes finds that by contrasting their own lived experiences with those of people in metropolitan areas, Hospiceños are strengthening their own sense of community and the sense of normativity that shapes their daily lives. This exciting conclusion is illustrated by the range of social media posts about personal relationships, politics and national citizenship, particularly on Facebook

This book reflects on discourses about the Brazilian dictatorship (1964-1985) on social media. It examines entanglements between technological and mnemonic practices regarding this historical period. Following Olick and Robbins’ (1998) Historical Sociology of Mnemonic Practices, the book analyses more than what social actors say about the past. It explores the externalisation of knowledge about the past based on interactions identified on Facebook. Through this platform, it was possible to map and collect posts, comments, and reactions related to the historical period. This sample reveals perceptions and attitudes of social media users toward the past. The book also discusses socio-technical matters grounding mnemonic practices observed on Facebook. The concept of mnemonic affordance served as a conceptual tool for understanding situational elements involved in what users perceive that they can do on Facebook while articulating meanings about the past. The close analysis of two affordances indicates specificities in the performance of mnemonic practices on Facebook. These issues shed light on struggles for legitimacy regarding memories of the dictatorship and their impact on traditional regimes of knowledge and current public affairs in Brazil.

Daniel Miller spent 18 months undertaking an ethnographic study with the residents of an English village, tracking their use of the different social media platforms. Following his study, he argues that a focus on platforms such as Facebook, Twitter and Instagram does little to explain what we post on social media. Instead, the key to understanding how people in an English village use social media is to appreciate just how ‘English’ their usage has become. He introduces the ‘Goldilocks Strategy’: how villagers use social media to calibrate precise levels of interaction ensuring that each relationship is neither too cold nor too hot, but ‘just right’.

This book offers a spatial insights on the social mediasphere in the context of digital shutdowns and reflects the dimensions of political economy and of social media in general. Internet shutdowns have been found to be more prevalent in developing countries than in developed countries, with India leading in Internet shutdowns in the world. Internet shutdowns have occurred in India for several reasons, mainly to hinder the spreading of information through social media – this is discussed in detail along with political motives behind this and how this can conflict with government policies, such as the flagship program “Digital India” which is ostensibly meant to improve the infrastructure and expansion of digital information throughout the country. This book suggests new dimensions in the digital spatiality. Furthermore, the digital space is defined and discussed, including its role and how this might be reflected in concepts around spatiality and spaces. More concretely, the book considers the following questions: How is social media reflected in spatial sciences? How does the space differ from more tangible spaces, such as the hydrosphere or atmosphere? How do (computer/mobile phone) screens behave as a space/place in the context of behavioural sciences? How is this reflected in what is shaping and reshaping the spatiality of digital gadgets? Do digital gadgets change the socialization process that’s often considered a path towards how we develop in society? How do internet shutdowns affect the political economy and what patterns can be seen in how individuals, companies and the internet industry in particular react to these shutdowns in India?