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Volunteer moderators play a key role when making judgements about which online content should be accepted and which should be removed. As such, their work fundamentally shapes the digital social and political spheres. Using the data obtained from 15 Facebook group moderator interviews as research data, this study focused on the content curation work by the middle-level gatekeepers of Finnish political discussion groups on Facebook. The findings show that the moderators feel strong ownership of the groups they moderate and of the information such groups provide, and as a result, they strongly shape the groups’ discussion and governing policy. Facebook’s governing policy for groups is vague, which gives space for group norms and identities to develop. The stakeholder groups (i.e. the platform administration, moderators and users) do not attend to the governance process all together, so negotiations among them are almost non-existent.

This study identifies social media users who aim to influence others and those who have experienced influencing behavior targeted at them. It investigates how influential users and targets of influence differ with respect to their demographic backgrounds and how the perceived group identification, network homogeneity, and size of the social network affect online influence. The data was based on a large-scale survey of Finnish people (N=2,761). We find that young and highly educated men were more likely to be targets of influence, but the demographic differences were less obvious with regard to influencing behavior. Moreover, group identification was a significant factor underpinning online influence for both influencing behavior and target experiences. The network homogeneity and the size of the network increased the likelihood of influencing behavior. Our main contribution is to shed light on people who are targets of online influencing on social media. By comparing influential users and their targets, this study extends the previous research, which has mostly focused on detecting influential people.

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