Social Media in Southeast Italy

Social Media in Southeast Italy

By Razvan Nicolescu
Book Description

Why is social media in southeast Italy so predictable when it is used by such a range of different people? This book describes the impact of social media on the population of a town in the southern region of Puglia, Italy. Razvan Nicolescu spent 15 months living among the town’s residents, exploring what it means to be an individual on social media. Why do people from this region conformon platforms that are designed for personal expression?

Nicolescu argues that social media use in this region of the world is related to how people want to portray themselves.He pays special attention to the ability of users to craft their appearance in relation to collective ideals,values and social positions, and howthis feature of social media has, for the residents of the town, become a moral obligation: they are expected to be willing to adapt their appearance to suit their differentaudiences at the same time, which is crucial in a town where religion and family are at the heart of daily lif

Table of Contents
  • Front-Cover
  • Half Title
  • Series
  • Title
  • Copyright
  • Dedication
  • Introduction to the series Why We Post
  • Acknowledgements
  • Contents
  • List of figures
  • 1 Introduction: Grano, an average place in southeast Italy
    • The setting
    • The rhythms of Grano
    • Social and economic background
      • The current life of Grano
    • Family life and relationships
      • Media ecology in Grano
      • Why Grano?
  • 2 The social media landscape
    • The youngest people on social media
    • The world of adults
    • Constants and variations in social media use
    • The rhythms of social media
    • Refusing Facebook
    • Good and bad Facebook
    • From Grano to Italian society in general
    • The ages of social media
  • 3 Visual postings: looking for ‘the good’
    • Sharing the meme
    • The majesty of nature
    • Personal photos
    • Single and group photos
    • Cute pets and delicious food
    • Creativity
    • Looking for something special
    • Political postings
    • Discussion
  • 4 Social media and social relationships: setting layers of intimacy
    • The normative relationship
    • What is privacy?
    • Unfit until married
    • Love through messages
    • The single mother
    • Setting layers of intimacy
    • Looking to display the right social position
  • 5 The imposition of beauty
    • Where do all these ideas come from?
    • Physical beauty live
    • Style and mass consumption
    • The everyday beauty of married women
    • What of all this actually goes on social media?
    • What about men’s beauty?
    • Inner beauty –​ eloquent speech
    • Absolute beauty –​ landscape
    • The ideal of beauty
    • Crafting beauty
  • 6 The wider world: ideals of work and ideals of education
    • What kind of work is shown on Facebook?
    • Local businesses, or why social media turn entrepreneurs into teenagers
    • Liberal work needs online presence
    • Subtle reflection of work on Facebook
    • The ideal of education and inequality
    • Separate educational paths
    • Social inequality online
    • The relative success of the highly educated
    • Do work and education look in the same direction?
    • The role of social media
  • 7 Conclusion
    • How individualistic is social media?
    • How do we know if a revolution is going on?
    • Cohesion through social differentiation
  • Notes
  • References
  • Index
  • Back-Cover
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