The growing popularity of social media data brings questions about its accuracy and usefulness for a wide array of cultural heritage projects, often lacking data sources crucial for better planning and implementation. In this paper, we are studying the opportunities offered by the freely available Facebook Ads Manager data on target group sizes in different locations. We conducted a small experiment and a pilot survey to verify if Facebook data concerning its users’ interests is accurate and could be used to facilitate the implementation of projects in the field of adaptive reuse. Despite all discovered limitations of this approach, we point out how Facebook data, along with other social media outlets, can be used to extract some strategic information and add to the socio-cultural assessment toolbox. As such, this type of data could be of use to local leaders planning activities and investments around cultural heritage sites. We also posit that such data can facilitate benefit transfer between cities through better understanding of local preferences and values-orientations.

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The article proposes the theoretical category of data arenas as a relational field for strategic actors in diverse areas of the contentious politics of data (Beraldo and Milan, 2019). The paper argues that the conceptualization of data activism needs to be related to the immediate data arena in which the action takes place, in order to select the interactive opportunities and threats for emerging data-driven repertoires of action. To fully work through the relational dynamics of data activism, it is necessary to move from a conceptualization of data infrastructure to the notion of data arenas as an ‘open-ended bundle of rules and resources that allows certain kinds of interaction to proceed’ (Jasper, 2006: 141). Using the case of environmental data activism, I highlight four key dimensions to study: (a) strategic use of data as capital that differentiates and positions actors, as well as influences their further choices; (b) practices of defining the boundaries of the problem on which the arena focuses and outlining the pool of actors who participate in the process of solving it; (3) sets of relationships among the outlined pool of actors which represent opportunities and threats for the actors, related to the position they occupy within an arena; and (4) power as the ability to control and shape an arena. Data arena approach shed new light on data activism as a relational practice, combining the latest developments in research on data contexts and the political situatedness of data with the emerging field of research on data activism.

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Zastanawiać się nad tym, czy poza kapitalizmem istnieje życie ludzkie i jak wyglądałby alternatywny model społeczeństwa, to ryzykować, że wyląduje się na stoku utopijnych spekulacji, abstrahujących od niepewnego przebiegu walk klasowych i niewiadomych układów sił politycznych 1 . pacje w całym zachodnim świecie, czy o grupę protestujących w Parku Zuccotti. Wnioskuję, iż chodzi o to ostatnie.