Understanding social networks: key resources and milestones.
A (non-exhaustive) list of links and interesting resources from the history of social media to conceptual thinking.
We all use social networks, yet few of us truly understand how they work or even their genesis. To grasp a subject better, one must attempt to shift from being a user to becoming an observer. Below, I’ve put together a (non-exhaustive) list of links and interesting resources. Feel free to contribute in the comments, and I’ll update this post gradually. (This post was first published in French, through my weekly newsletter).
Web 2.0
Understanding platforms like TikTok and Snapchat in 2023 is impossible without looking back at the shift from Web 1.0 to Web 2.0.
This 2007 video by Michael Wesch explains how form and content can be separated, providing an interesting technical background.
The era of hashtags has fundamentally transformed information access and organization.
Jonathan Harris and Sepandar Kamvar’s project “We Feel Fine” was the first modeling of people’s feelings expressed on social networks. By capturing blog phrases beginning with “I feel” or “I am feeling”, the platform truly allowed users to sense the moods of internet users based on various criteria (even the weather of the day was indicated!). A tangible, visible proof of the concept of liveness or vivance in French.
Timeline and key milestones
Social networks already have a short but dense history; who remembers Geocities or Hi5?
This timeline is helpful to start a deep dive into all these forgotten networks. And to realize that many features that seem new today were actually present 15 years ago.
A video capture of sixdegrees.com, one of the earliest existing social networks, is worth watching as well.
Key Moments
In 1999, France Telecom launched its first widespread ADSL offering.
In 2006, TIME Magazine named “You” as the person of the year. In the midst of the Facebook explosion, there was talk of an information revolution thanks to social networks. A very optimistic vision in 2006 that was also tied to the hopes of citizen journalism and the desire to create a better world through these new connections.
The launch of Tumblr accelerated the concept of micro-blogging.
Still in 2007, on June 29th, the iPhone was unveiled to the world.
2007–2008: Obama’s campaign marked a turning point in political communication and the relationship with democracy. It would likely take an entire thesis to cover this topic, but this case study of Blue State (the company which helped a lot planning and implementing the campaign effort) summarises the role of social networks well. A unifying cause, transitioning to a “movement” rather than just a single politician. The concept of reputational democracy dear to David Weinberger.
In 2009, Alibaba made massive investments for its first “Singles Day” featuring phenomenal shows, influencer performances, and other Key Opinion Leaders live on all Chinese social networks. The result: millions of online conversations, the consecration of a shopping event as a cultural moment, and of course, billions of euros in transactions.
The role of social networks in what’s commonly referred to as the Arab Spring, and this paper by Paloma Haschke, highlights the unifying role of smartphones when specific goals are defined.
In 2012, the Black Lives Matter movement was born after Trayvon Martin’s death.
And in 2012, Facebook surpassed one billion members.
In 2016, The New York Times revealed how China radically changed our conception of the internet (and social networks), demonstrating that different -”intranets” can coexist side by side.
#metoo exploded in 2017, leading to a fundamental liberation of speech worldwide after actress Alyssa Milano’s statements against Harvey Weinstein.
In August 2018, a certain Greta Thunberg, 15 years old, began a climate protest. #FridaysForFuture quickly brought together millions of people worldwide.
In 2023, it’s not a birth that’s being celebrated, but the end of Skyblogs in France. Good news: INA and BNF have archived 1 million Skyblogs, a gem of popular culture, “Here, You’re Free.”
Pop Culture and Marketing
In 1990, the term “hallyu” (or “Korean wave”) gained momentum in China before an explosion of interest in South Korean culture worldwide. A clever mix of nation branding, social media mastery, and marketing talent eventually gave rise to pop culture icons decades later (BLACKPINK, BTS, etc.).
In 2004, Dove launched the “for real beauty” campaign with the help of Ogilvy agency. And in 2006, a film that remains one of the most incredible examples of virality and social awareness, Evolution, circulated worldwide.
In 2006, Swedes launched Spotify. It’s essential to watch the documentary “The Playlist” on Netflix.
And in 2007, Netflix began streaming movies and series… just like that.
On October 7, 2009, Louis Vuitton became the first brand to livestream its fashion show on its Facebook page.
In 2011, YouTube introduced its famous Rewind, a compilation of the platform’s best content over the past year. A first acknowledgment for content creators; the various editions of Rewind provided a pulse of global pop culture and insight into the professionalization of creators. Rewind ended in 2019.
On July 15, 2012, a video would reach one billion views on YouTube for the first time: PSY’s “Gangnam Style.” The arrival of Korean culture on the global scene while demonstrating the power of memes and new content virality methods.
In November 2013, Pharrell Williams released “24 hours of Happy”, the first 24-hour music video directed by We Are From L.A. The strength of this case: mobilizing hundreds of people around an artistic project and deploying meme culture. All this years before TikTok and its dance trends.
Should we talk about the ice bucket challenge in 2014? Too late.
Lil Miquela opened her Instagram account on April 23, 2016; she’s one of the first “virtual influencers,” demonstrating the power of parasocial bonds and the influence of fiction on human minds. A precursor to Noonoouri and CallMeVila.
On September 25, 2020, in the midst of the Covid-19 pandemic, Nathan Apodaca, better known as @420doggface208, created global buzz with his video skateboarding after a breakdown while sipping cranberry juice to the tune of Fleetwood Mac’s iconic “Dreams.”
Enable 3rd party cookies or use another browser
As the saying goes, “an online article is never finished.” Feel free to enrich this with your favorite links in the comments!
Films and Series
Halt and Catch Fire, a fictional series resembling an epic just before the rise of social networks, reminding us that before connecting, computers are needed.
The Social Network, of course.
Memories of the Alhambra, a Korean drama that anticipated metaverses (and beyond).
Dark Angel, whose first episode aired on October 3, 2000, depicts a dystopia where couriers closely resemble Uber or Deliveroo drivers.