Table of Contents
1 Cover
6 Introduction: Facebook is Facebook Facebook is Facebook Feeling Facebook Origin story A guidebook to Facebook? It’s complicated Facebook is everything Book outline Notes
7 1 Metaphors at work: Framing Facebook From town square to living room Techno-utopianism and the open internet Move fast and break things Metaphors at work Concluding remarks Notes
8 2 Of electricity and chairs: Facebook as infrastructure Electric light Chairs Concluding remarks Notes
9 3 Grounded in reality: How Facebook programs sociality How networks became social and online identity grounded in reality Whose authenticity? The big business of friendship Communal aspects of friendship Friendship as work Facebook identity – what’s in a name? Concluding remarks Notes
10 4 Engineering a platform: Facebook’s techno-economic evolution News Feed: Your personal newspaper News journalism as the model The algorithmic logic of Facebook Building an empire, becoming a platform Platform programmability The mobile revolution Concluding remarks Notes
11 5 Monetizing You: Facebook’s advertising ecosystem Monitoring and targeting YOU: The rise of behavioural advertising Facebook, the ad company Facebook ads from the advertiser’s perspective Why users are shown specific ads Concluding remarks Notes
12 6 Personalized politics: Facebook’s profiling machinery The politics of the political Elections and political campaigns Facebook’s central role in data-driven campaigning Regimes of experimentation Political advertising on Facebook Platform governance and content moderation The politics of the polluted information ecology Haunted data: Cambridge Analytica and the inertia of infrastructure Facebook in the wild: The case of dangerous speech in Myanmar Concluding remarks Notes
13 Conclusion: The many faces of Facebook Facebook as a hyperobject Becoming new More-than-social media Possibilities for the future
