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Digital cameras and social networking have made photo-taking and photo-sharing more ubiquitous than ever before. In recent years, scholars and the popular press have raised concerns over the practice of posting photographs on social networking sites, especially when the images contain problematic or incriminating content. These concerns are often directed toward college students, who are among the most active users of social media. To that end, this chapter offers a comprehensive overview of the extent and emerging research pertaining to college students' photo-sharing habits on social networking sites. Much of our attention focuses on Facebook, which has emerged as the largest and fastest growing photo-sharing Web site in the world. While research on text-based disclosure will be addressed, a greater emphasis is placed on college students' photo-related behaviors, including uploading, viewing, tagging, and untagging photos. Further, this chapter discusses research on problematic or damaging content in college students' photos posted on Facebook, including depictions of alcohol use, drug use, and sexual promiscuity. This chapter provides a glimpse of some recent data (collected by the author) from a national sample of U.S. college students, which further shed light on their experiences and attitudes regarding their photo-related Facebook behaviors, the types of incriminating photos they report posting, and the consequences they have experienced due to visual images shared by themselves or others on Facebook. Finally, this chapter concludes with a discussion of the strategies utilized by college administrators, faculty, athletic coaches, and others within higher education to address the concerns and consequences often associated with college students and the photographs they share on Facebook and other social networking sites.

Really creative posts on the social media accounts of brands or political parties can produce gratifyingly viral results that can boost brand engagement, loyalty, profits and votes. This makes it a highly attractive new marketing tool. However, when brands or parties get creativity on social media wrong it can damage reputation. This chapter examines two aspects of this trade-off between the viral and the virtuous. Firstly, the authors explore the regulations around labelling brand posts as adverts and show that they are very unclear, tempting brands to bend the rules or allowing them to inadvertently break them. Secondly, the authors consider memes: a content marketing technique widely used in political and commercial brand posts. The authors analyse the three creative elements core to memes along with successful and unsuccessful examples. The authors end by suggesting that regulators clarify the codes and invite readers to weigh up the pros and cons of using creative content marketing in brand posts.

Facebook “likes” are often used as a proxy of users’ attention and an affirmation of what is posted on Facebook (Gerodimos & Justinussen, 2015). To determine what factors predict “likes,” the authors analyzed Facebook posts made by the campaigns of Hillary Clinton, Bernie Sanders, and Donald Trump, the top three candidates from the 2016 US primary election. Several possible factors were considered, such as the types of posts, the use of pronouns and emotions, the inclusion of slogans and hashtags, references made to opponents, as well as candidate’s mentions on national television. The results of an ordinary least-squared regression analysis showed that the use of highly charged (positive or negative) emotions and personalized posts (first-person singular pronouns) increased “likes” across all three candidates’ Facebook pages, whereas visual posts (posts containing either videos or photos) and the use of past tenses were liked more often by Hillary Clinton and Bernie Sanders’ followers than by Trump’s followers. Television mentions boosted likes on Clinton and Sanders’ posts but had a negative effect on Trump’s. The study contributes to the growing literature on digitally networked participation (Theocharis, 2015) and supports the emerging notion of the new “hybrid media” system (Chadwick, 2013) for political communication. The study also raises questions as to the relevance of platforms such as Facebook to deliberative democratic processes since Facebook users are not necessarily engaging with the content in an organic way, but instead might be guided to specific content by the Facebook timeline algorithm and targeted ads.

Purpose – This chapter demonstrates the power that Google, Apple, Facebook, Amazon and Microsoft (or the “GAFAM”) exercise over platforms within society, highlights the alt-right’s use of GAFAM sites and services as a platform for hate, and examines GAFAM’s establishment and use of hate content moderation apparatuses to de-platform alt-right users and delete hate content. Approach – Drawing upon a political economy of communications approach, this chapter demonstrates GAFAM’s power in society. It also undertakes a reading of GAFAM “terms of service agreements” and “community guidelines” documents to identify GAFAM hate content moderation apparatuses. Findings – GAFAM are among the most powerful platforms in the world, and their content moderation apparatuses are empowered by the US government’s cyber-libertarian approach to Internet law and regulation. GAFAM are defining hate speech, deciding what’s to be done about it, and censoring it. Value – This chapter probes GAFAM’s hate content moderation apparatuses for Internet platforms, and shows how GAFAM enable and constrain the alt-right’s hate speech on their platforms. It also reflexively assesses the politics of empowering GAFAM to de-platform the alt-right.

While social media data are used increasingly in studies of social movements, social media evolves far more rapidly than academic research and publication. This chapter argues that researchers should adopt historical and archival approaches to social media data. Treating social media data as an “instant archive” – one that is self-curated, is co-constituted, and changes rapidly – we caution researchers to pay attention to the features of this archive and their implications for working with the data therein. Applying insights from recent discussions of archival methods for social science research to the specific features of social media data, we explore how platform features, repressive effects, and user innovations affect the content of the instant archive. We then offer strategies for researchers' methodological approaches, including how best to select units of analysis and platforms, how to collect and interpret archival materials, and how to identify silences in the data.

Purpose: The study makes use of situational crime prevention framework for analyzing online community reactions to the banning of deepfake pornographic content from Reddit.

Methodology/approach: Qualitative text analysis of user comments posted to Reddit’s rule-change announcement (N = 582) was carried out. Analysis relied on the original 25 techniques of situational crime prevention that were adapted into a table of activities and mechanisms meant specifically for use with online platforms.

Findings: Analysis indicates that Reddit users voiced several shortcomings that are currently present in Reddit’s platform management approach. In particular, users emphasized issues related to the lack of a consistent and transparent approach to community rule enforcement, as users believed the rule changes to be sudden and poorly reasoned. The general reactionary nature of Reddit’s approach to moderating community-harming actions also was a point of emphasis, alongside the platform’s continued rigid stance on freedom of expression, even with regard to illegal and demeaning content. Regarding Reddit and the new rules on involuntary pornography and the sexualization of minors, enforcement of sitewide policy appears contingent on external influences, such as attention from mainstream media or financial matters, rather than stemming from an inherent stance on decreasing community-harming activities.

Research limitations: The study only pertains to a specific rule change by Reddit and subsequent reactions from the platform’s community. Future research is needed to test the applicability of the adapted table of 25 techniques of situational crime prevention in the context of other online platforms.

Originality/value: First, the study applies the situational crime prevention approach in the context of moderating online platforms. Second, results from the study shed light on current practices in online content moderation from the perspective of criminological theory, as well as inform specific actions that can be taken to decrease the presence of community-harming phenomena and improve the enforcement of sitewide policy rules in general. Finally, by adapting the original 25 techniques of situational crime prevention to online content moderation, the study suggests a tentative roadmap for similar research in the future.

Advances in artificial intelligence have ushered in new opportunities for marketers in the domain of content generation. We discuss approaches that have emerged to generate text and image content. Drawing on the customer equity framework, we then discuss the potential applications of automated content generation for customer acquisition, relationship development, and customer retention. We conclude by discussing important considerations that businesses must make prior to adopting automated content generation.

The nonconsensual taking or sharing of nude or sexual images, also known as “image-based sexual abuse,” is a major social and legal problem in the digital age. In this chapter, we examine the problem of image-based sexual abuse in the context of digital platform governance. Specifically, we focus on two key governance issues: first, the governance of platforms, including the regulatory frameworks that apply to technology companies; and second, the governance by platforms, focusing on their policies, tools, and practices for responding to image-based sexual abuse. After analyzing the policies and practices of a range of digital platforms, we identify four overarching shortcomings: (1) inconsistent, reductionist, and ambiguous language; (2) a stark gap between the policy and practice of content regulation, including transparency deficits; (3) imperfect technology for detecting abuse; and (4) the responsibilization of users to report and prevent abuse. Drawing on a model of corporate social responsibility (CSR), we argue that until platforms better address these problems, they risk failing victim-survivors of image-based sexual abuse and are implicated in the perpetration of such abuse. We conclude by calling for reasonable and proportionate state-based regulation that can help to better align governance by platforms with CSR-initiatives.

This study examines how travel-related patterns of behavior on Facebook (FB) differ among users of different gender, age, and education. The authors assumed that females, young, and more educated people are more active in using FB for travel-related purposes and that the results will show a significant difference in their travel-related behavior patterns. Data about respondent’s travel-related behavior on FB were collected through an online survey (Google Docs) through the FB page named “The research on behaviors of FB users.” The study applies the multivariate general linear model (GLM) on the data collected from the total of 793 respondents. The results show that travel-related statuses respondents post on FB are generally about their travel destination. The main findings indicate that women, more educated, and older people are the ones who are the most active in sharing their travel-related information and are therefore target groups for promoting travel destinations via electronic word of mouth (eWOM). The study suggests target groups for promoting travel destinations via eWOM and it is the first research of this type done on a Serbian sample.