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oa Ethno Online: An Analysis of Social Media Engagement on Facebook

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This chapter considers social media engagement by those affiliated with the intercultural music exchange program known as Ethno. In total, 855 social media posts and their replies/reactions, from inception through June 30, 2021, were examined. Posts were distinguished as either informational or phatic. Overall, social media participation and engagement were considered low, with notable differences in content and posting behaviour between the private group, Ethnopia, and the public group, Ethno Forever. Three conclusions were drawn: (1) social networking platforms function as participatory ecosystems; (2) the purposes and motives of social media participants are often ambiguous; and (3) social networking platforms can provide space for discussions of complex intercultural issues that do not typically occur during Ethno gatherings.

Keywords: intercultural dialogue ; professional Facebooking ; Social media analysis ; social media behaviours ; social media ethics ; social media motives

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References

  1. Beninger, K. (2017). Social media users’ views on the ethics of social media research. In L. Sloan & A. Quan-Haase (Eds.), The SAGE handbook of social media research methods (pp. 57–73). SAGE Publications. https://www.doi.org/10.4135/9781473983847
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  9. Vitak, J. (2017). Facebook as a research tool in the social and computer sciences. In The SAGE Handbook of social media research methods (pp. 627–642). SAGE Publications Ltd. https://dx.doi.org/10.4135/9781473983847
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References

  1. Beninger, K. (2017). Social media users’ views on the ethics of social media research. In L. Sloan & A. Quan-Haase (Eds.), The SAGE handbook of social media research methods (pp. 57–73). SAGE Publications. https://www.doi.org/10.4135/9781473983847
     [Google Scholar]
  2. JM International. (n.d.). Ethno. Accessed 5 February 2024, from https://jmi.net/programs/ethno
  3. Mancosu, M., & Vegetti, F. (2020). ‘Is It the Message or the Messenger?’: Conspiracy endorsement and media sources. Social Science Computer Review, 39(6), 1203–1217. https://doi.org/10.1177/0894439320965107
     [Google Scholar]
  4. Mantie, R., & Risk. L. (2020). Framing ethno-world: Intercultural music exchange, tradition, and globalization. York St John University.
     [Google Scholar]
  5. Mantie, R., Risk, L., Manson-Curry, K., Tironi, P., Li, J., & de Groot, A. (2022). The complexities of intercultural music exchange: Ethno world as cultural change agent. York St John University.147
     [Google Scholar]
  6. Mantie, R., & Tironi, P. (2022). Marveling at the ethnoverse: Intercultural learning through traditional music. York St John University.
     [Google Scholar]
  7. McCay-Peet, L., & Quan-Haase, A. (2016). A model of social media engagement: User profiles, gratifications, and experiences. In H. O'Brien & M. Lalmas (Eds.), Why engagement matters: Cross-disciplinary perspectives and innovations on user engagement with digital media. Springer Verlag. https://ir.lib.uwo.ca/cgi/viewcontent.cgi?article=1043&context=fimspub
     [Google Scholar]
  8. Radovanovic, D., & Massimo, R. (2021). Small talk in the digital age: Making sense of phatic posts. In M. Rowe, M. Stankovic, & A.-S. Dadzie, 2nd Workshop on Making Sense of Microposts, Lyon, 16–20 April 2012.
  9. Vitak, J. (2017). Facebook as a research tool in the social and computer sciences. In The SAGE Handbook of social media research methods (pp. 627–642). SAGE Publications Ltd. https://dx.doi.org/10.4135/9781473983847
     [Google Scholar]

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