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Social Media in Southeast Turkey

This book presents an ethnographic study of social media in Mardin, a medium-sized town located in the Kurdish region of Turkey. The town is inhabited mainly by Sunni Muslim Arabs and Kurds, and has been transformed in recent years by urbanisation, neoliberalism and political events.

Elisabetta Costa uses her 15 months of ethnographic research to explain why public-facing social media is more conservative than offline life. Yet, at the same time, social media has opened up unprecedented possibilities for private communications between genders and in relationships among young people – Costa reveals new worlds of intimacy, love and romance. She also discovers that, when viewed from the perspective of people’s everyday lives, political participation on social media looks very different to how it is portrayed in studies of political postings separated from their original complex, and highly socialised, context.

Social Media in Rural China

China’s distinctive social media platforms have gained notable popularity among the nation’s vast number of internet users, but has China’s countryside been ‘left behind’ in this communication revolution?

Tom McDonald spent 15 months living in a small rural Chinese community researching how the residents use social media in their daily lives. His ethnographic findings suggest that, far from being left behind, many rural Chinese people have already integrated social media into their everyday experience.

Throughout his ground-breaking study, McDonald argues that social media allows rural people to extend and transform their social relationships by deepening already existing connections with friends known through their school, work or village, while also experimenting with completely new forms of relationships through online interactions with strangers, particularly when looking for love and romance. By juxtaposing these seemingly opposed relations, rural social media users are able to use these technologies to understand, capitalise on and challenge the notions of morality that underlie rural life.

Social Media in Northern Chile

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.

Social Media in Industrial China

‘Life outside the mobile phone is unbearable.’ Lily, 19, factory worker

Described as the biggest migration in human history, an estimated 250 million Chinese people have left their villages in recent decades to live and work in urban areas. Xinyuan Wang spent 15 months living among a community of these migrants in a small factory town in southeast China to track their use of social media. It was here she witnessed a second migration taking place: a movement from offline to online. As Wang argues, this is not simply a convenient analogy but represents the convergence of two phenomena as profound and consequential as each other, where the online world now provides a home for the migrant workers who feel otherwise ‘homeless’.

Wang’s fascinating study explores the full range of preconceptions commonly held about Chinese people – their relationship with education, with family, with politics, with ‘home’ – and argues why, for this vast population, it is time to reassess what we think we know about contemporary China and the evolving role of social media.

Social Media in Emergent Brazil

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.

Based on 15 months of ethnographic research, this book aims to understand why low-income Brazilians have invested so much of their time and money in learning about social media. Juliano Spyer explores this question from a number of perspectives, including education, relationships, work and politics. He argues that social media is the way for low-income Brazilians to stay connected to the family and friends they see in person on a regular basis, which suggests that social media serves a crucial function in strengthening traditional social relations.

Social Media in an English Village

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’.

He explores the consequences of social media for groups ranging from schoolchildren through to the patients of a hospice, and he compares these connections to more traditional forms of association such as the church and the neighbourhood. Above all, Miller finds an extraordinary clash between new social media that bridges the private and the public domains, and an English sensibility that is all about keeping these two domains separate.

How the World Changed Social Media

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.

An Anthropological Approach to mHealth

This book proposes a radically different anthropological approach to the development and dissemination of mobile health (mHealth), a rapidly growing sector in healthcare. An Anthropological Approach to mHealth is based on ten 16-month ethnographies in settings across Asia, Africa, Europe and Latin America that showed how conventional health apps may be irrelevant particularly for older people. Instead, the studies found that many people use their mobile and smartphones for health purposes to a surprising extent. They take the communicative apps they have become comfortable with, such as LINE, WeChat and WhatsApp, and are highly creative in turning them into their own health apps. These are the practices from which this book seeks to learn, in what we call a ‘smart-from-below’ approach.

This body of research also provided many additional insights, including the consequences of googling for health information, the role of the smartphone in specific settings such as an oncology clinic in Chile or tele-psychotherapy in Uganda, and the lessons learnt during Covid-19 around the problems in self-tracking. Overall, the authors show how an anthropological approach situated in the observation of everyday life can be the foundation for an alternative but highly promising perspective on the future of mHealth.

Ageing with Smartphones in Urban Brazil

With people living longer all over the world, ageing has been framed as a socio-economic problem. In Brazil, older people are expected to remain healthy and autonomous while actively participating in society. Based on ethnographic research in São Paulo, Ageing with Smartphones in Urban Brazil shows how older people in a middle-class neighbourhood conciliate these expectations with the freedom and pleasures reserved for the Third Age. Work is what bonds this community together, providing a sense of dignity and citizenship.

Smartphones have become of great importance to the residents as they search for and engage in new forms of work and hobbies. Connected by a digital network, they work as content curators, sharing activities that fill their schedule. Managing multiple WhatsApp groups is a job in itself, as well as a source of solidarity and hope. Friendship groups help each to download new apps, search for medical information and guidance, and navigate the city. Together, they are reinventing themselves as volunteers, entrepreneurs and influencers, or they are finding a new interest that gives their later life a purpose. The smartphone, which enables the residents to share and discuss their busy lives, is also helping them, and us, to rethink the very representation of ageing.