“Twitter Me This, Twitter Me That.†The Marketization of Brands Through Social Networking Sites.
Bibliographic record
Abstract
The past several years have witnessed the emergence of interactive media with social networking sites. Facebook, MySpace and Twitter have all become increasingly popular social marketing tools for many companies which substantially changed the role of the consumer from a passive target to an active participant. Through the interactive relationship companies establish with their online customers, users of SNS have become agents of their own consumption and co-producers of the brand. Although the relationship between the retailer and consumer is unparalleled, it is one that is necessary with the increasing fragmentation in the public sphere. SNS have become largely successful because they give individuals the opportunity to create identities online and retailers have complemented that by giving consumers control over the design and production of their products. However, I argue that this perceived control is merely an ideological fallacy of individualism that is predetermined and reproduces conformity in mass society.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.001 | 0.005 |
| Meta-epidemiology (narrow) | 0.001 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.001 |
| Bibliometrics | 0.001 | 0.001 |
| Science and technology studies | 0.005 | 0.002 |
| Scholarly communication | 0.011 | 0.008 |
| Open science | 0.001 | 0.004 |
| Research integrity | 0.004 | 0.005 |
| Insufficient payload (model declined to judge) | 0.143 | 0.125 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".