Algorithmic brands: a decade of brand experiments with mobile and social media

Carah, Nicholas (2015) Algorithmic brands: a decade of brand experiments with mobile and social media. New Media and Society, 1-17. doi:10.1177/1461444815605463

Attached Files (Some files may be inaccessible until you login with your UQ eSpace credentials)
Name Description MIMEType Size Downloads
UQ369702_postprint.pdf Full text (open access) application/pdf 505.28KB 463

Author Carah, Nicholas
Title Algorithmic brands: a decade of brand experiments with mobile and social media
Journal name New Media and Society   Check publisher's open access policy
ISSN 1461-4448
1461-7315
Publication date 2015-09-17
Sub-type Article (original research)
DOI 10.1177/1461444815605463
Open Access Status File (Author Post-print)
Start page 1
End page 17
Total pages 17
Place of publication London, United Kingdom
Publisher Sage Publications
Collection year 2016
Language eng
Abstract This article examines how brands have iteratively experimented with mobile and social media. The activities of brands – including Coca-Cola, Virgin and Smirnoff – at music festivals in Australia since 2005 are used as an instructive case. The article demonstrates how these brands imagined social media, attempted to instruct consumers to use mobile devices, and used cultural events to stimulate image production tuned to the decision-making of social media algorithms. The article contributes to debate by articulating how brands are important actors in the development of algorithmic media infrastructure and devices. Accounts of algorithmic media need to examine how the analytic capacities of social and mobile media are interdependent with orchestrating the creative participation of users.
Keyword Algorithms
Branding
Social media
Mobile media
Participation
Surveillance
Music festivals
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2016 Collection
School of Communication and Arts Publications
 
Versions
Version Filter Type
Citation counts: Google Scholar Search Google Scholar
Created: Fri, 18 Sep 2015, 18:21:35 EST by Dr Nicholas Carah on behalf of School of Communication and Arts