I’ve just finished reading the excellent This Is Why We Can’t Have Nice Things by Whitney Phillips. It offers fascinating insights into the evolution of ‘trolling’ as a practice, leading from its original form of sub-cultural self-identification to the diffusion of the label across the entire spectrum of online activities deemed to be anti-social. Her overarching thesis is that trolling is framed as an aberration relative to the mainstream culture, when in fact it represents the logic of that culture taken to its extreme. Trolling only makes sense against a background that facilitates it, such that trolls should be read as an inditement of contemporary culture rather than a threat to it. This diagnosis is most acute when it comes to broadcast media, with trolls expertly hacking the media for their own amusement in a way that takes advantage of the media’s propensity for those very things (misleading information, lack of understanding, morbid preoccupations and a deep need for attention) which trolls are seen as embodiments of.

Her operationalisation of ‘troll’ as a self-identity is an important part of the book. The problem I have with the contemporary use of troll is that it subsumes a wide range of behaviours into a singular pathologised description. To point this out is not to defend any of these behaviours, only to remind that we should not assume people do similar, or even the same, things for the same reasons. The diversity of trolling behaviours gets obliterated by the seemingly straight-forward designation of ‘troll’, something which I suspect many people now think they unproblematically recognise when they see it. But underlying ‘trolling’ we might find the urge to incite and manipulate for amusement (i.e. ‘troll’ in the self-identifying sense), online activists who see themselves as fighting a culture war through their keyboards, outpouring of hatred reflecting a generalised contempt for other human beings, the desperate externalisations of someone unable to cope or any number of other things. We need to recognise this variety at an ontological level while nonetheless remaining attentive to the epistemological and methodological problem of how, if at all, we are able to read back ‘offline’ motivations from ‘online’ behaviour.

Towards the end of the book, Phillips talks about her experience of out-trolling trolls. She recognises that this runs contrary to familiar advice “don’t feed the trolls”, something which I’ve always found to work just as well as face-to-face as on the internet:

This strategy—of actively trolling trolls—runs directly counter to the common imperative “don’t feed the trolls,” a statement predicated on the logic that trolls can only troll if their targets allow themselves to be trolled. Given that the fun of trolling inheres in the game of trolling—a game only the troll can win, and whose rules only the troll can modify—this is sound advice. If the target doesn’t react, then neither can the troll.But even this decision buys into the trolls’ game. The troll still sets the terms of their target’s engagement; the troll still controls the timeline and the outcome. (pg. 160)

I don’t quite follow the reasoning here. A refusal to engage only leaves the troll in control in a formal sense of the term. In practice, there isn’t a timeline or an outcome, with an enormous caveat I will get to later in the post. Instead, she details a strategy of out-trolling the trolls, performing an earnest response to their attempts at engagement in a way which reveals their own investment in trolling.

The dynamic shifts considerably if the target counters with a second game, one that collapses the boundary between target and troll. In this new game, the troll can lose and, by taking umbrage at the possibility, falls victim to his or her own rigid rules. After all, it’s emotion—particularly frustration or distress—that trips the troll’s wire. In most cases, the troll’s shame over having lost, or merely the possibility that he or she could lose, will often send the troll searching for more exploitable pastures. I frequently utilized this strategy in my own dealings with random anonymous trolls, particularly on my quasi-academic blog. (pg. 160)

I’d like to have seen more example of what she means here but I find it an intriguing idea. As I understand it, her notion of ‘trolling rhetoric’ entails seeking to provoke another person to express their concerns in a way deemed to be excessive, revealing what is taken to be their over-investment in their online activity. Underlying this is a belief that “nothing should be taken seriously, and therefore … public displays of sentimentality, political conviction, and/or ideological rigidity” are seen as a “call to trolling arms”, with the ensuing trolling often understood in an explicitly pedagogical way. The lulz enjoyed through this represent a “pushback against any and all forms of attachment” but, as she notes, trolls themselves are deeply attached to lulz (p. 25). There’s a power in revealing this attachment, inciting trolls to perform it through the very rhetorical strategies through which they seek to dominate others. Ignoring them leaves the troll unmoved, engaging in this way reveals the deep paradox at the heart of their behaviour.

Phillips recognises how contentious such a strategy can appear, honestly recounting her own ambivalence about the possibility. It nonetheless has a certain appeal though, specifically the idea that we might “troll better, and to smash better those who troll us”But there are two huge caveats to its employment in the academic context within which and for which I’m writing. Firstly, how would university departments and communications offices respond to examples of ‘out trolling’? The evidence we have suggests not very well. Secondly, do we have any reason to assume that those who are increasingly targeting academics online represents trolls in this self-identified sense? I think the argument offered by Phillips is deeply plausible but suspect it only holds true for those who share this sub-cultural identity. Those who, for instance, see what they do as activism are much less likely to be moved by it and engagements of this could be deeply counter-productive.

In the last couple of weeks, I’ve started blogging again at a rate I haven’t in a number of years. The reason for this is to try and abate a growing problem with my writing.

In the last year or so, I’ve found myself feeling increasingly overloaded and lacking mental bandwidth to a degree I hadn’t experienced previously. The result has been that my writing had started to feel stilted and difficult, largely because it was unavoidably reduced to the status of ‘task’ to be ticked off a list.

This leaves writing as an externally-orientated process. It becomes an obligation to be fulfilled. An action to be completed in order to meet an external requirement. Whereas writing has only ever worked for me as an internally-orientated process, clarifying what I think through the process of expressing my inchoate thoughts: thinking-through-writing.

When externally-oriented, I find myself preoccupied by word counts, deadlines and the other things I have to do. When internally-orientated, I don’t ‘find myself’ at all because I’m just writing.

The problem has it origins in choices that I’ve made. For instance, there were 39 events that I organised, facilitated and/or spoke at last year. This now seems obviously incompatible with writing in the way I aspire to. I’ve been reevaluating my priorities and trying to change things to reflect them.

In the meantime though, simply setting aside time each day in order to blog is helping a lot. But sorry if you’re one of the many people I owe writing to. I’m getting there. Promise.

In the last few months, I’ve begun to seriously plan a much more sophisticated follow-up to Social Media for Academics, investigating the implications of social media for academic labour. A crucial aspect of this, which seems likely to become much more so with each passing year, concerns the toxicity of many of the online environments in which academics are participating. If academics increasingly find themselves expected to use social media as a means of demonstrating engagement or at least signalling engagement-willingness then the toxicity of these environments will become an increasingly central labour issue.

My fear is that we will have the worst of both worlds. Academics will be coerced outwards into these online environments under the sign of ‘impact’, while finding themselves blamed if anything they do online attracts disapprobation for their employer. It’s easy to imagine how the moralism we see lurking beneath the impact agenda (those who claim not to ‘get it’ should be ‘ashamed’ as I recently heard an extremely senior person say) could find similar expression in managerial expectation of social media use. On our present trajectory, the likely outcome will be an individualised one: take responsibility for your own engagement and take the blame if you bring about any perceived damage to the corporate brand. This problem is compounded because, as Tressie McMillan Cottom puts it “the risks and rewards of presenting oneself “to others over the Web using tools typically associated with celebrity promotion” (Barone 2009) are not the same for all academics in the neo-liberal “public” square of private media.” Far from counteracting exclusion in higher education, social media for academics is amplifying the risks for those already marginalised.

As an example of how this is developing, consider this dispiriting reflection on being an academic video blogger on YouTube which Philip Moriarty passed on to me:

One of the main reasons why I think the promise of YT as a place where intelligent life might flourish is failing is the well-documented level of trolling and hatred that permeates the site, and which threatens to silence any but the most obnoxious or innocuous voices. I stopped making regular videos a couple of years ago when the vitriol I was receiving for having the temerity to make unpopular content spilled over into my personal life. In addition to receiving the usual grammatically-challenged insults and thinly-veiled threats the university I was working at was also contacted several times by folk demanding my removal. Eventually these ‘downsides’ to being an academic on Youtube outweighed the benefits and I gave up making public videos entirely.

And it isn’t just me. Over the past three years I have known four other academics leave Youtube for reasons very similar to my own. These were folk who were similarly motivated to bridge the gap between ‘town and gown’, between universities (which are often seen as elitist) and the wider world represented on social media. These people wanted to contribute their knowledge and also to learn from the contributions of others. They wanted to find ways to speak and to listen in ways which were more inclusive, and which the diverse communities on Youtube seemed to be able to offer. These fine people, like myself, became disheartened by the inability of YT to foster anything but the lowest common denominator, the most clickbaity, the most provocative, the most crudely entertaining, and the failure of the platform to support those who wanted to raise the bar.

Some might say (and indeed have said) that this toxicity is just a natural part of the online ecology and we should grow a thicker skin, or not feed the trolls, or any of the other platitudes that are trotted out to excuse bad behaviour, but I don’t think that’s good enough. When the comment section under a video is two thirds insult or threat then the value of that comment section drops to zero. No one with anything to contribute wants to be part of it. When you have to wonder if your latest video will prompt some faceless anti-intellectual gonk to contact your employer then the chilling effect takes hold and you censor yourself, (God forbid you should talk positively about feminism, or BLM, or the representation of women in video games). The number of eyeballs on the site might increase but the I.Q. of the site goes down.


The architecture of these platforms militates against their sustained pedagogical use. It might be that, as Pausé and Russell put it, “Social media enables scholarship to be publicised more widely within the  academy,  and  in addition to that, it enables  scholarship to become part of broader  social conversations”. The problem is that the incentives of these platforms have over time proved to be generative of a dialogical toxicity which tends to be obscured by the high-minded rhetoric of public engagement. The promise that social media might “bridge the gap between ‘town and gown’” is proving to be rather misleading. A large part of my new project will be exploring the implications of this at the level of the institutional politics of the university, with a particular focus on what it means for academic labour.

The role of social media for academics discourse in obscuring these issues, mystifying the complex politics of social media in the university through breathless reiteration of the individual benefits to be accrued through engagement, means it will be a central object of critique for the project. But I want to avoid slipping into utopian/dystopian, pro/anti framings of social media for academics. I still believe in its scholarly importance and it’s capacity to inculcate solidarity and (in limited ways) flatten hierarchies. There’s a great example of the latter in this paper by Pausé and Russell which I’m otherwise pretty critical of:

Accessibility means individuals who are not academically trained are able to  learn  about  a  field  of  research  and  contribute  to  it,  bringing  their  own  ideas  and  experiences  to  the  table.†    And  accountability  has  enabled  greater  criticism  of  the  process  of  scholarship  and  research.    Through  connecting  on  social  media,  marginalised  people  have  been  able  to  gather  sufficient  force  to  challenge  the  conventions  of  research;  to  insist  on  an  intersectional  perspective.    The  lived  experience  of  a  Māori  woman  living  in  Aotearoa  New  Zealand  can  challenge  the  theorised understanding of an academic.‡ People have objected to being studied, and  have demanded the right to participate in framing the discussion.  For example, the  Health  at  Every  Size®  (HAES)  movement  has  largely  been  led  by  advocates  from  within  what  is  known as  the  Fatosphere  (Harding,  2007),  prompting  research  that  questions the basic assumptions made about the relationship between body size and  health by health scholars and those working in the health field. This both challenges  and enriches scholars’ research.  There is now a rich empirical literature on the efficacy  of HAES (Burgard, 2014).


I’m a big advocate of the research journal as a key part of doing a PhD. I think blogs are wonderful for this but I realise this might not be for everyone. The important thing is uniting reflection and engagement as an habitual part of the research process. Patter has some great ideas here about topics and prompts to help get this process started in the early stages.

In the last few months, I’ve been thinking a lot about online harassment. Even writing that sentence, I come face-to-face with my own privilege, as ‘online harassment’ is something I’m able to elect to think about rather than an unavoidable feature of my use of the internet. But the evidence is clear that online harassment is ubiquitous. A 2014 Pew Study found that 73% of adult internet users have seen someone be harassed in some way online and 40% have personally experienced it:

  • 60% of internet users said they had witnessed someone being called offensive names
  • 53% had seen efforts to purposefully embarrass someone
  • 25% had seen someone being physically threatened
  • 24% witnessed someone being harassed for a sustained period of time
  • 19% said they witnessed someone being sexually harassed
  • 18% said they had seen someone be stalked


The witnessing figure from this US study interests me because it suggests that most internet users must be aware of the reality of online harassment, even if they seek to explain it away to whatever extent. The study makes a distinction between two categories of online harassment:

In Pew Research Center’s first survey devoted to the subject, two distinct but overlapping categories of online harassment occur to internet users. The first set of experiences is somewhat less severe: it includes name-calling and embarrassment. It is a layer of annoyance so common that those who see or experience it say they often ignore it.

The second category of harassment targets a smaller segment of the online public, but involves more severe experiences such as being the target of physical threats, harassment over a sustained period of time, stalking, and sexual harassment.


The Pew study found the distribution of these experiences to be structured by gender and age. Young adults (18-29) as a whole are more likely to experience either category of harassment but young women (18-24) are overwhelmingly the targets of the more extreme behaviours:


But the gendering of these experiences, shouldn’t lead us to dismiss the ‘lesser’ category of harassment. This too can be gendered, in its cumulative and ubiquitous character, as Audrey Watters conveys on loc 1771 of her Monsters of Educational Technology:

I speak from experience. On Twitter, I have over 26,000 followers, most of whom follow me, I’d wager, because from time to time I say smart things about education technology. Yet regularly, men –strangers, typically, but not always –jump into my “@-mentions” to explain education technology to me. To explain open source licenses or open data or open education or MOOCs to me. Men explain learning management systems to me. Men explain the history of education technology to me. Men explain privacy and education data to me. Men explain venture capital funding of education startups to me. Men explain online harassment to me. Men explain blogging to me. Men explain, they explain, they explain. It’s exhausting. It’s insidious. It doesn’t quite elevate to the level of harassment, to be sure; but these microaggressions often mean that when harassment or threats do occur, women like me are already worn down. Yet this is all part of my experiences online. My experiences. Women’s experiences. My friends’ experiences.

There’s a complexity to this behaviour which the Pew study doesn’t capture. It recognises that these behaviours are much more common on such platforms than others, but it doesn’t attempt to look at these divergences demographically in terms of use of platforms. It’s important to recognise that certain online environments are what we might think of as ‘harrasogenic’ in a way that’s susceptible to explanation, including though not limited to deliberate choices by the companies in question to calibrate the architecture of their platforms to maximise attention, engagement, return etc in line with commercial incentives:

  • 66% of internet users who have experienced online harassment said their most recent incident occurred on a social networking site or app
  • 22% mentioned the comments section of a website
  • 16% said online gaming
  • 16% said in a personal email account
  • 10% mentioned a discussion site such as reddit
  • 6% said on an online dating website or apphttp://www.pewinternet.org/2014/10/22/online-harassment/

The mechanisms available within a platform to respond to harassment are a clear function of those choices, as well as shaping the character of the platform through parameterization of harassment and responses to it. The Pew study found that low-level harassment tended to lead to single-step responses and high-level harassment tended to lead to multi-step responses. Surprisingly, 75% of those who responded thought their decision made the situation better, though it raises an obvious question of the distribution of this experience between the two categories.

  • 47% of those who responded to their most recent incident with online harassment confronted the person online
  • 44% unfriended or blocked the person responsible
  • 22% reported the person responsible to the website or online service
  • 18% discussed the problem online to draw support for themselves
  • 13% changed their username or deleted their profile
  • 10% withdrew from an online forum
  • 8% stopped attending certain offline events or places
  • 5% reported the problem to law enforcementhttp://www.pewinternet.org/2014/10/22/online-harassment/

When seen against this background, the drive within universities to incite academics to engage online can seem rather problematic. As Tressie McMillan Cottom puts it “the risks and rewards of presenting oneself “to others over the Web using tools typically associated with celebrity promotion” (Barone 2009) are not the same for all academics in the neo-liberal “public” square of private media.” The increasing levels of political polarisation, as well as the specific problem of organised conservative and alt-right groups seeking to highlight what they deem to be problematic academic speech online, reveal how this issue is intensifying. Given, as Tressie observes, universities use “engaged academics as an empirical measure of a university’s reputational currency” online harassment must be seen as a central issue of academic freedom and academic labour.

We need to understand this issue in terms of broader structures of oppression, while also recognising the specific characteristics of digital environments that set the parameters of its online manifestations. From loc 1677 of The Monsters of Educational Technology by Audrey Watters:

Harassment – of women, people of color, and other marginalized groups – is pervasive online. It’s a reflection of offline harassment, to be sure. But there are mechanics of the Internet –its architecture, affordances, infrastructure, its culture –that can alter, even exacerbate what that harassment looks like and how it is experienced.

From loc 1843-1865 she takes apart some of the facile responses this issue can receive:

The answer can’t simply be to tell women to not use their real name online. If part of the argument for participating in the open Web is that students and educators are building a digital portfolio, are building a professional network, are contributing to scholarship, then we have to really think about whether or not promoting pseudonyms is a sufficient or an equitable solution. The answer can’t be simply be “don’t blog on the open Web.” Or “keep everything inside the ‘safety’ of the walled garden, the learning management system.” If nothing else, this presumes that what happens inside siloed, online spaces is necessarily “safe.” I’ve seen plenty of horrible behavior on closed forums, for example, from professors and students alike. I’ve seen heavy-handed moderation, where marginalized voices find their input is deleted. I’ve seen zero moderation, where marginalized voices are mobbed. The answer can’t simply be “just don’t read the comments.” I would say that it might be worth rethinking “comments” on student blogs altogether –or at least questioning the expectation that students host them, moderate them, respond to them. See, if we give students the opportunity to “own their own domain,” to have their own websites, their own space on the Web, we really shouldn’t require them to let anyone that can create a user account into that space. It’s perfectly acceptable to say to someone who wants to comment on a blog post, “Respond on your own site. Link to me. But I am under no obligation to host your thoughts in my domain.”

In her superb The Monsters of Educational Technology, Audrey Watters makes a convincing case that innovation in educational technology has been dominated by the trope of ‘content delivery’. New technologies are seen to improve content delivery in a variety of ways: scale, speed, cost etc. But this is a limited and limiting conception of education, access and innovation.

Is there a risk that social media use by academics comes to be framed in these terms? What I’ve written about as the fallacy of amelioration is relevant here. The assumption that there are vast stores of untapped knowledge which could be used to straightforwardly fix social problems, if only people would listen to us. 

If I’m right about this conceit then there’s an obvious compatibility between it and the ‘content delivery’ trope. We can see the marginalisation of academic knowledge production as a failure of content delivery, susceptible to rectification through shiny new delivery mechanisms which we must all now embrace as a matter of urgency. In doing so, we would fundamentally mystify the implications of social media for the academy.

An interesting concept from John Thompson’s Merchants of Culture which I think has important implications for scholarly publishing. From pg 276-277:

Oprah and Richard and Judy are prime examples of what I shall call ‘recognition triggers’. I use the term ‘recognition trigger’ to refer to those drivers of sales that have three characteristics. First, they are triggers based on a form of recognition that endows the work with an accredited visibility . Thanks to this recognition, the work is now both visible , picked out from an ocean of competing titles and brought into the consciousness of consumers, and deemed to be worthy of being read , that is, worth not only the money that the consumer would have to pay to buy it but, just as importantly, the time they would have to spend to read it. Visible and worthy: a form of recognition that kills two birds with one stone.

The second characteristic is that the recognition is bestowed by individuals or organizations other than the agents and organizations that are directly involved in creating, producing and selling the work. Literary agents, publishers and booksellers cannot produce the kind of recognition upon which recognition triggers depend. They can produce other things, like the buzz and excitement that surround an author or a book, and these forms of laudatory talk can have real consequences, as we have seen. But recognition triggers presuppose that those individuals or organizations who bestow the recognition are, and are seen to be, independent in some way and to some extent from the parties that have a direct economic interest in the book’s success. It is this independence and perception of independence that enables recognition triggers to grant worthiness and explains in part why they can have such dramatic effects.

The third characteristic is that, precisely because recognition is bestowed by individuals and organizations that are independent and seen to be so, it follows that publishers themselves have only a limited ability to influence the decisions that result in the bestowal of recognition, and hence a limited ability to control their effects. They certainly try to influence these decisions where they can, or to second-guess the decision-makers where they can’t directly or indirectly influence them, but at the end of the day the decisions are not theirs. So recognition triggers introduce yet another element of unpredictability into a field that is already heavily laden with serendipity.

Do these recognition triggers exist in scholarly publishing? The obvious example is the journal system itself. The anonymity of peer review is understood to ensure independence and negotiating the peer review process is understand as a marker of quality signifying the paper is worthy of being read.

But the over abundance that characterises scholarly publishing has complicated this, as has the growing functional imperative to self-promote one’s own papers. People will be searching for more ‘recognition triggers’, despite not using the concept, leading to all sorts of competitive dynamics which I think we’ll begin to see over the coming years. I suspect many of them will involve social media.

I just spotted New Philosopher for the first time, in an airport newsagents. I’ve occasionally bought or subscribed to Philosopher’s Magazine and Philosophy Now in the past. That makes three popular magazines about philosophy aimed at a general audience. Why such an abundance of philosophy magazines and yet no comparable sociology publications? Is it because the public appetite couldn’t support a sociology magazine? Or is it because sociologists haven’t tried since New Society folded? Is it time for Discover Society to launch a print edition? Or something else entirely?

Notes for The Practice of Public Sociology

It can seem obvious that there’s some relationship between social media and public sociology. After all, these are platforms which offer free, instantaneous and immediate access to audiences ranging from the tens of millions to the billions. However unpacking the relationship between social media and public sociology requires we be careful about exactly what we see social media as allowing us to do. Social media platforms allow us to publish in a way that bypasses traditional intermediaries. It facilitates new forms of multimedia engagement. It allows us to do this with an immediacy which couldn’t be further removed from the time-consuming process of traditional scholarly publishing.

However this isn’t necessarily doing public sociology. Communicating sociological ideas doesn’t entail that anyone hear or responds to them. We can publish work without necessarily making it public. Being clear about the sense in which we’re trying to do public sociology is crucial if we’re going to take advantages of the opportunities it offers us. In our current climate, universities are expecting academics to embrace social media to indicate their capacity for impact, creating a risk that we embrace these platforms without any clear purpose in mind. Without serious thought, there’s a real possibility that, as Bourdieu once put it, we confuse “verbal sparring at conferences for ‘interventions’ in the affairs of the polis”.

An obvious question then: for what sort of purposes might we use social media as public sociologists?

  • As an extension of traditional public sociology: using social media to try and enter into public conversations, increase the influence of sociological ideas and ensuring sociological findings are prominent within public debates. I paraphrased John Holmwood’s keynote at the BSA a few years ago as advocating that we “occupy debate and make inequality matter”. This has traditionally been through writing books for a wider audience, opinion columns in newspapers and making appearances on national media. Social media can support this activity by making sociologists more easily discoverable by journalists and producers. It’s also extending the range of online outlets, with newspapers and magazines having large digital sections and new online-only publications opening up which specialise in academic content. But it creates new opportunities for narrow-casting rather than broadcasting, connecting with specific audiences who might previously have been marginalised within mainstream media. For this reason, writing for specialised blogs and engaging with niche social media forums can be an effective form of traditional public sociology if the publics you want to engage with are pre-constituted and specific.
  • As an extension of organic public sociology: working in a scholar-activist capacity with groups, organisations, campaigns and movements. Social media offers new ways of identifying and beginning to engage with groups, it offers new ways of supporting groups (albeit ones that might often blur into the category of traditional public sociology) and it offers new ways of making this activity visible within the academy in a way that might draw others into their remit. Social media is changing how such groups can come together, particularly in their initial stages, by offering new opportunities and challenges for assembling similarly-concerned people in time and space. But the very fact of these changes also transforms the relationality of how digital public sociologists engage with them over time. Though we should of course be wary of overstating the point, with the risk that we license a lapse into slacktavism.

There are important new challenges public sociologists face in both cases. Traditional public sociology may be easier than ever but it creates the problem of being heard above the noise. How do we ensure that our attempted interventions have an effect? Existing academic platforms like The Conversation, The Sociological Review, Discover Society and the LSE Blogs serve a purpose here by pre-assembling a public and mediating engagements with them. It can be difficult to assemble your own audience, unless you invest a lot of time and energy in regularly engaging on social media, have a pre-existing reputation to leverage or are seeking to communicate with a very specialised public. Learning about platforms like these helps you identify which, if any, seem right for your purposes. They all offer clear guidelines about how to submit material and are edited by people who are used to working with academics in this capacity.

Organic public sociology may be more visible but with this too comes hazards. When it is informed by our own research, the gap between researcher and researched narrows precipitously. For instance, my own experience of researching asexuality was that I very readily got drawn into doing media and campaigning work as an ally. But this also meant that many people in the asexual community were reading and engaging with material I was sharing online, as well as sometimes criticising it. In one case, this was a really informative critique that changed my mind on a specific issue. In another, it was a quote taken out of context which got circulated widely on Tumblr. These are examples of new challenges which we’re not trained for and we need to consider carefully

There’s a risk that the style of communication we’ve all been traded in proves utterly ineffective for digital public sociology. One of my favourite passages by C Wright Mills concerns the tendency of academics to “slip so readily into unintelligibility”. An “elaborate vocabulary” and “involved manner of speaking and writing” become props for a professional self-image which defines itself, in part, through the inaccessibility of the work being produced. If that work is now accessible then it holds this writing up to scrutiny. It may seem absurd, it may provoke offence but it’s perhaps much more likely to simply fail to gain any purchase and leave us talking amongst ourselves.

We also need to be careful about the climate within which we’re trying to do digital public sociology because it’s so dominated by a competitive individualism in which people are seeking to win attention for their work. The problem is that winning attention for your work doesn’t take place in a vacuum. As the digital anthropologist Melissa Gregg puts it, “even uniqueness starts to sound the same when everyone is trying to perform”. If everyone is seeking to build an audience and stand out from the crowd then the challenge of achieving these aims spirals ever upwards, excluding ever more people from the process in gendered and classed ways while this subordination is masked by the powerful rhetoric of openness.

To give one example of trend, George Veletsianos found in a study of educational tweeters that “the top 1 percent of scholars have an average follower base nearly 700 times that of scholars in the bottom 50 percent and nearly 100 times that of scholars in the other 99 percent” (loc 1162-1708). Rather than undermining old hierarchies, social media supplements new ones, with complex emergent effects: sometimes allowing the already celebrated to quickly amass a social media following or to allow those with a big social media following to translate this into academic capital. This is part of the reason why I think community-orientated platforms such as The Sociological Review and Discover Society are likely to prove so important in mitigating the ‘celebrity’-generating effects of social media.

But hopefully if we focus our discussion of digital public sociology on specific aspirations, projects and publics then we can negotiate these institutional difficulties. There are real opportunities here but also profound challenges.

I just received this spam press release about a new study conducted in a French business school. 

As a serious empirical question: what motivates this? My prima facie assumption would be that an institutional imperative to maximise the external impact of internal activity (“we have to get our research out there!) combined with a deep lack of understanding about successful communication in digitalised environments to produce something (fascinatingly) crass.

Notes for a talk at this event on Saturday. 

In the not too distant past, the use of social media in higher education was seen as a curiosity at best. Perhaps something to be explained or inquired into but certainly not something deemed relevant to scholarship. Yet it’s now increasingly hard to move without encountering the idea that social media is something of value for academics. The reasons offered are probably quite familiar by now. It helps ensure your research is visible, both inside and outside the academy, helping build an audience for your publications and an impact for their findings. It expands your professional networks. It makes research more open and researchers more accountable to the people who ultimately fund their work.

If not quite at the level of ‘common sense’ yet, I suspect these points soon will be regarded as such, at least by young scholars. On the surface, we seem to have witnessed a fairly significant change, but is it a positive one?

In many ways I think it’s not because so much of this discussion is preoccupied by individuals and how social media can help their careers. It becomes one more facet in the ideal package of academic skills which are seen to be necessary to thrive in the contemporary academy. Bring in your grants. Publish highly cited papers in high impact journals. Get good teaching reports. Build an audience on social media. The unspoken corollary of social media helping build careers is how being unwilling or unable to engage in it might harm your career. Through their social media use, academics signal their orientation towards accumulating visibility for their institution and generating impact through their research.

At least this is how I think research mangers are beginning to see social media: as a signal for impact willingness and a proxy for impact capacity. A demonstrable capacity to build an audience with social media becomes just another characteristics of what Liz Morrish recently described as the upwardly mobile young ‘Trump academic’ liable to thrive under contemporary conditions.

This way of thinking about social media for academics positions it as ‘just one more thing to do’. You do your research and then you spend time ‘networking’, developing your ‘brand’, building an audience and disseminating your research. It’s seen as an additional demand, above and beyond the many other responsibilities people are already subject to. You do it as a means to an end, in order to help meet demands placed upon you at work.

On this level, it’s a clear example of what the anthropologist Melissa Gregg describes as ‘function creep’: the tendency of new technology to increase the demands placed upon people at work without any comparable increase in reimbursement or recognition. Bit by bit, the job gets more demanding, often in subtle ways which escape our notice on a day-to-day level. We have more to do. We feel tired more frequently. The bottom of our to-do list seems further each on each successive day. But the job market is unwelcoming and self-branding of this sort can feel ‘career protection in uncertain times’ as one particularly off-putting social media guru put it a few years ago.

This instrumental approach to social media is one which universities are beginning to encourage through the training they offer, their expectations of staff and the implicit messages which permeate institutions. It’s one which the rise of alt-metrics risks intensifying, as the responsibility increasingly falls to individual researchers to demonstrate that they’re able to win attention for their publications online (and empowers those journals who are able to help ensure this is the case, supplementing the existing hierarchy of ‘impact factor’ with a new hierarchy of ‘alt metric factor’, rather than breaking down these boundaries).

The problem is that winning attention for your work doesn’t take place in a vacuum. As Melissa Gregg puts it, “even uniqueness starts to sound the same when everyone is trying to perform”. If everyone is seeking to build an audience and stand out from the crowd then the challenge of achieving these aims spirals ever upwards, excluding ever more people from the process in gendered and classed ways while this subordination is masked by the powerful rhetoric of openness.

To give one example of trend, George Veletsianos found in a study of educational tweeters that “the top 1 percent of scholars have an average follower base nearly 700 times that of scholars in the bottom 50 percent and nearly 100 times that of scholars in the other 99 percent” (loc 1162-1708). Rather than undermining old hierarchies, social media supplements new ones, with complex emergent effects: sometimes allowing the already celebrated to quickly amass a social media following or to allow those with a big social media following to translate this into academic capital.

The problem is that the encouragement to conflate value with popularity, as demonstrated through the metrics built into the platforms themselves, isn’t something new. It’s an extension of the endless metrics to which academics at UK are subject to in every other aspect of their working lives. This is ‘open’ in the sense of rendering individual workers transparent to their employers. Open in the sense of measuring all aspects of their performance in order to calibrate the precise balance of carrots and sticks they will be subjected to in their workplace. Open in the sense of holding them accountable if any of their actions reflect badly on the university or somehow run contrary to this month’s strategy for the corporate brand.

It’s not a desirable form of openness and we should be critical of it. We should be critical of an account of social media for academics which encourages behaviour that fits with it: using social media to signal your value to your institution, demonstrate your understanding of your employer’s priorities and to accumulate as much prestige for yourself as quickly as you can (obviously to be measured in terms of citation counts, alt metrics scores and follower counts).

But there’s another form of ‘openness’ we can see in how academics use social media. A relational, collaborative and solidaristic mode of engaging across boundaries. This is a mode of engaging which doesn’t see social media as ‘just another thing to do’ but rather as a way to do what we do anyway in a newly open and shared way. While the horizontal regulation of peer review, informal and otherwise, is increasingly being surmounted by the vertical regulation of metrics, there’s a possibility for new forms of shared engagement through social media that should’t be dismissed. They may not change higher education but they can provide a bulwark against some of the more deleterious tendencies we see within it, at least if we resist the pressure to individualise and instrumentalise our use of it.

In a recent book called The Academic Diary, Les Back writes that Twitter sometimes facilitates our “inhabiting the attentiveness of another writer” by providing “signposts pointing to things going on in the world: a great article, an important book, a breaking story”. Through the things that others share, we sometimes enter into their world and participate in an economy of “hunches and tips” which is the “lifeblood of scholarship”. At risk of ruining a nice metaphor, a truly open approach to social media can help lifeblood of scholarship circulate much more widely and freely than it would otherwise. At a time of ever-increasing managerialism, intensifying demands and ever more granular monitoring this feels like something we need to try and protect.