Creative Commons Non Commercial CC-BY-NC: This article is distributed under the terms of the Creative Commons AttributionNonCommercial 3.0 License (http://www.creativecommons.org/licenses/by-nc/3.0/) which permits non-commercial use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access pages (https://us.sagepub.com/en-us/nam/open-access-at-sage).
ArticleThis article argues for the relevance of reception analysis (for a presentation, see Schrøder, 2016), and by implication the notion of audience, for the study of user agency on social media. In the first part of the article, a brief overview of the literature concerning user agency within the "participation paradigm" (Livingstone, 2013) points to gaps which can be filled by adopting an explicit focus on reception analysis and exploring the socio-cultural practices of ordinary audiences in their encounter with media discourses. This focus is then developed with regard to theories of the publics (Warner, 2002) and of the media-audience relationship (Livingstone, 1998), the latter providing the backbones of the methodology.The article then turns to the empirical part of this study, which consists in a rudimentary-yet-comprehensive discourse analysis of Facebook pages and groups on the topics of health, lifestyle, and consumption. The article suggests looking at the media-audience relationship from the vantage of three perspectives (power structure, nexus, and reception) in an effort to acknowledge the multifaceted complexity of the concept of user agency in its application to social media. The findings, presented for each of the three kinds of relationship, confirm previous research to the effect that the textual structure of Facebook does not encourage user agency (Van Dijck, 2013), but they also reveal the roles that interaction and reception play for user agency.
The Participation Paradigm: User Agency on Social MediaMuch research on agency has turned to online environments (Bennett, 2008). The question of online agency has been extensively researched within what Livingstone (2013) calls the "participation paradigm" in which the notion of audience is replaced by "produser" (Bruns, 2008), a contraction between "production" and "user" to signify the new productive capabilities of the audience, whose role had been Abstract This study asks whether users' encounter with normative discourses of lifestyle, consumption, and health on social media such as Facebook gives rise to agency. The theoretical framework draws on reception analysis, for its implied, but central interest in agency that lies at the intersection of texts and audiences. Based on a critique of the "participatory paradigm," a paradigm that situates the locus of agency in the structural opposition between senders and users, in the norms of rational deliberation or in the figure of the activist, gaps are identified which can be filled by adopting an explicit focus on the socio-cultural practices of ordinary au...