We examine who the users of social media are, how they use it and their motivations. We will also look at the difference between networks and communities. Through the lens of 'produsage' we will explore participatory culture and understand the motivations behind users contributing to cultural production.

Organisations are often accused of exploiting their users and online community members when they participate in collaborative cultural production activities. Similarly, participants are also accused of ignoring reciprocal efforts in collective online arrangements for personal gain, or what has recently been described as 'hope labour' (Kuehn & Corrigan, 2013). In this module, we will explore the tensions that surround precarious labour models for the productuon and consumption of social media content. In particular we will look at the concepts of cultural production, institutions, cultural intermediation, creativity and art.

Communication across social media platforms produces an enormous amount of data that can describe content, location, users, purchases, events and emotions, along with larger scale areas such as reactions to news and politics, integration with sporting events or information and knowledge exchange, Each of these instances provides an opportunity to understand both general patterns of large-scale communication alog with nuanced individual and niche communication spaces. This module provides the opportunity to identify this sort of data, how to access and collect it and interpret and display it to strategically target larger users and networks.

Just because we can access social media doesn't mean that we should. In this module, you are asked to critically examine the use of social media and think about how you can manipulate the data in meaningful and beneficial ways compared with typical neo-liberal approaches. You are also encouraged to think about some of the not so obvious areas of social media data analytics, for example reconstructing potentially sensitive material, uncovering a dangerous conversation in social media, or exposjng users that may wish to remain incognito. Using social media data is tremendously rewarding, yet presents ethical challenges that many scholars are still grappling with.