Sponsoring Committee: Professor Marita Sturken, Chairperson ...

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Sponsoring Committee: Professor Marita Sturken, Chairperson Professor Helen Nissenbaum Professor Gabriella Coleman STATUS UPDATE: CELEBRITY, PUBLICITY AND SELF-BRANDING IN WEB 2.0 Alice E. Marwick Department of Media, Culture, and Communication Submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy in the Steinhardt School of Culture, Education, and Human Development New York University 2010  Copyright © 2010 Alice E. Marwick Some Rights Reserved This work is licensed under a Creative Commons Attribution-NonCommercial- NoDerivs 3.0 Unported License.  ACKNOWLEDGEMENTS As anyone who has ever written one will agree, writing a dissertation is a long and arduous process. In my case, it has involved a great number of people who helped along the way, contributed valuable ideas, provided wonderful working environments, or simply listened to me complain about the aforementioned long and arduous process. I feel blessed to have met, befriended, and worked with such fabulous people in New York, San Francisco, Seattle, and Boston. For practical and spatial reasons I must leave some people out, but know you are thought of and appreciated. First, I must thank my committee. My advisor, Marita Sturken, who ―inherited‖ me after my original advisor left the department, has been an amazing source of pragmatic advice and intellectual commentary. This project would not have been completed without her. Helen Nissenbaum has been an immense influence on my intellectual development at NYU. Through two classes, working as a research assistant on Privacy in Context, the Privacy Research Group, the ITS colloquium, the Values in Design workshops and the Values at Play project, I have learned an enormous amount from Helen and I truly thank her for her help and support. Biella Coleman has pushed me to think through my ideas more critically, pointed me to more valuable authors and books than I can count, iii bantered with me on Twitter, karaoke-d with me in Japan, and provided a solid anthropological grounding that I dearly needed. All three women exemplify both forward-thinking research and supportive collegiality. I very much appreciate the lively graduate student community in the Department of Media, Culture, and Communication at New York University. My cohort, particularly Rachelle Sussman and Wazhmah Osman, have been there with me through the whole process. Brett Gary and the members of his fall 2007 Dissertation Proposal seminar helped me to conceptualize and refine the entire project. Thanks to all my colleagues, past and present, who listened to me whine or helped me think through complex ideas, especially Solon Barocas, Cynthia Conti, Marissa Kantor Dennis, Marco Deseriis, Hatim El-Hibri, Travis Hall, Jen Heuson, Carolyn Kane, Dave Parisi, Jessica Shimmin, Sarah Stonbely and Michael Zimmer. I must also thank my many smart, savvy and entertaining undergraduate students, who reminded me again and again why I chose this profession. The faculty in the Department of Media, Culture and Communication has been immensely supportive throughout my graduate career. Sue Murray was extraordinarily helpful throughout my exams, grant-writing, and proposal process. Ted Magder was a fantastic chair during my first few years in the department. I benefited from discussions with Erica Robles, Aram Sinnreich, Finn Brunton, and in the Department of Anthropology, Faye Ginsberg, Bambi Shieffelin, and Arlene Davila. Judi Stevens and Mandy Ellenwood guided me through endless grant iv applications, paperwork, and (failed) attempts to bend the rules whenever possible. I must also thank everyone who helped me during my fieldwork in San Francisco. My roommate, Aubrey Sabala, was an endless fount of information, juicy gossip and support, as well as the pink pajama pants I wore while writing an embarrassingly significant chunk of this work. My awesome friends Ali Watkins, Willo O‘Brien, Fred Blau, Nate Bolt, Carla Borsoi, April Buchert, Corey Denis, Stephanie Dub, Sean Kelly, Ryan King, Manlio Lo Conte, Jess Owens, Micah Saul, Mike Sharon, Cameron Walters, and Rick Webb all provided insights and friendship. Without my informants, this project would have been impossible. Thank you to Adam Jackson, Adrian Chan, Andrew Mager, Annalee Newitz, Anu Nigam, April Buchart, Ariel Waldman, Auren Hoffman, Jim ―Barce‖ Barcelona, Caroline McCarthy, Dale Larson, Dan Nye, Derek Overby, Gabriel Benveniste, Garrett Camp, Glenda Bautista, Hillary Hartley, Kara Swisher, Kevin Cheng, Kevin Rose, Julia Allison, Leah Culver, Marianne Masculino, Megan McCarthy, Melissa Gira Grant, Nick Douglas, Owen Thomas, Sarah Lacy, Scott Beale, Stowe Boyd, Tantek Çelik, Tara Hunt, Thor Muller, and Veronica Belmont for their generosity of time and spirit. Thank you also to the many other San Francisco and Silicon Valley denizens who spoke to me at events, parties, in coffee shops, and on the street. Thanks to everyone in the New York City tech scene, especially Dennis Crowley, Soraya Darabi, Emily Gannett, Matt Lehrer, v Alli Mooney, Brooke Moreland, Naveen Salvadurai, Chelsa Skees, Rachel Sklar, Sarah Simmons, Rex Sorgatz and too many other people to mention for their insights and long, nerdy conversations. My mentor danah boyd has enormously influenced my life and career for the better. I wrote her a fan letter while I was a lowly first-year MA student and it paid off a hundred-fold. Danah pushes my ideas and my writing and has made me a better academic. Thank you also to Theresa Senft for originally conceptualizing ―micro-celebrity‖ and hashing it out with me over many caffeinated conversations about feminism and pop culture. My former advisor Siva Vaidhyanathan has been my biggest champion since I was a prospective student, which I really appreciate! Similarly, during my MA I was lucky enough to work with three superlative scholars, Crispin Thurlow, David Silver, and Beth Kolko. I hope our paths continue to cross. Thank you to colleagues at the Oxford Internet Institute, the Berkman Center for Internet and Society, the Values in Design community, the Information Law Institute at NYU, the Interactive Telecommunications Program at NYU, and the Association of Internet Researchers. The community of internet scholars is a really terrific one, and I must acknowledge Morgan Ames, Fred Benenson, Geoffrey Bowker, Nicole Ellison, Kathleen Fitzpatrick, Elizabeth Goodman, Cory Knobel, Lilly Irani, Amanda Lenhart, Larisa Mann, Lilly Nguyen, John Palfrey, David Phillips, Amanda Rotondo, Travers Scott, Clay Shirky, Elizabeth Stark, Fred Stutzman, and Alla Zollers. Thanks to the great people at Microsoft vi Research, especially Lili Cheng and Jennifer Chayes, and the other interns in the Department of Twitter Studies, Scott Golder, Sarita Yardi, Grant Schoenebeck and Daniel Romero. I am lucky enough to have a wonderful group of friends who I cannot thank enough for feeding me coffee and ice cream, listening to me complain, going to bad action movies with me and watching Mad Men and True Blood. Special thanks to my friends who read drafts of the dissertation, Bess Williamson, Taha Ebrahimi, and Jasmine Guillory. Thanks to the members of my Wellesley alumna group, Maryjane, for their virtual support. My NYC friends, Camille Fournier and Chris Kaiserlian, Taha Ebrahimi, Jocelyn Malheiro, Marci DeLozier and Ben Haas, Nora Riemenschneider, Misha and db Paskar-Doubrovkine, Tammy Han and Aurore Hamazoi kept me sane with their love, support, and ridiculousness. Thanks to Grace ―Powkang‖ Kang for always being there during the day when I needed to Gchat, watch a bad movie, or gossip about reality television. Matt Dawsey and Spencer Thorson, representing Seattle‘s GED Squad, are always in my heart. Thanks to my other BFFs, Angel Nelson and Catrin Morgan, for phone calls, care packages, and text messages. Thanks to my friends in Boston, especially Greta Aanensen and Emma Welles, for keeping me sane during my long time away from home. And special thanks go to my Twitter followers, who constantly demonstrated that Twitter is not a useless font of trivial information. vii I abundantly appreciate my brother, who lived in San Francisco while I was doing fieldwork and provided a shoulder to cry on and vegan food whenever I liked. Dave, you are awesome. Huge thanks to my mom and stepdad, Gordon Russell, for their open hearts and home. Thanks to my father, the original Dr. Marwick, for his always spot-on career advice and commentary, and my stepmother, Ilene Avery, for their support. And of course, the most effusive thanks go to Harryh, without whom this project would literally never have been completed. Harry read early drafts, discussed every element of the project with me, and lived vicariously through coursework, exams, the proposal, fieldwork, dissertation writing, four or so jobs, six or so moves, one huge dresser, and counting. I love you baby. viii  TABLE OF CONTENTS ACKNOWLEDGEMENTS iii LIST OF TABLES xiii LIST OF FIGURES xiv CHAPTER I INTRODUCTION 1 Summary 1 Authenticity 17 The Networked Audience 19 Case Study: The San Francisco Tech Scene 22 Context 22 The San Francisco Tech Scene 25 The Community, the Scene 30 Gender 33 Research Methods 36 Fieldwork 36 Interviews 37 Participant Observation 39 Online Observation 41 Reflections on Method 44 ―Virtual‖ Ethnography? 44 Studying Up 47 Situating Myself 51 Chapter Summaries 53 Conclusion 60 II A CULTURAL HISTORY OF THE TECHNOLOGY AND IDEOLOGY OF SOCIAL MEDIA 64 Introduction 64 Part One: The Technology of Web 2.0 70 continued ix Historical Context 72 Contemporary Technological Developments