Case Study

Twitter Research Case Study: “Made In Chelsea”

“Made in Chelsea” is a popular reality TV show series shown on channel E4. The show captures the lives of young, rich and fancy free individuals living in and around the wealthy London Borough of Chelsea. The audience members are led to believe that the people and their lives are real…however “some scenes are created for entertainment purposes”. The characters from the show are all active Twitter uses with a massive following. The images included below are recorded moments of the live newsfeed during the same time the show was running on air. It was surprising to see just how active the Twitter feed was when you would normally expect the viewer to be glued to their TV screens.

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Production Analysis: Market

Issues Raised regarding Social Media Use and Audiences Using them…

Channel 4 Documentary  – “Don’t Blame Facebook” 

Issues Raised about current digital climate:

  • Hacking – consequences
  • Computer Misuse Act – Criminal offence to hack somebody’s personal information online
  • Emotion of feeling trapped – prison sentence via hacking
  • Don’t trust strangers – HOWEVER the comfort of online anonymity makes getting closer to strangers more easily available.
  • What happens when an online stranger makes an appearance in the real world?
  • Anonymous accounts – anonymous slander
  • Honesty, integrity, character
  • Not nice to be labled as a crazy person o stalker
  • Talking to people you don’t know, you could be being set up, dangerous game, tangled web, don’t know what the people are doing
  • Facebook rants – consequences – who will see them? Ministry of defence watch social media
  • Criminals posting videos online of them doing the crime. Illegal activity for entertainment
  • Naivety “Didn’t realise the entire world would be watching us”
  • Party invited online – who could come? public/private – going viral party can turn into an impromptu street festival
  • You would not do it in the real world so why would you online?
  • Crossing the very thin line between being open and being stupid – getting caught up from the feedback given
  • Saying your not home or gone out and saying where you live leaves you vulnerable to people breaking and entering into your open house.
  • The effects of acting on impulse
  • “Sharing it with your friends” – NOT SO funny anymore – F-Rape, Jokes back fire
  • Public privacy rights – even if you are in a public place you still have rights of privacy. People are too accessible and there is less respect for privacy.

Facebook web application “Take This Lollipop”

  • Lollipop with a razor blade inside
  • “Don’t take candy from strangers” concept
  • “I Dare You”
  • Allows access to Facebook account to personalise and enhance the experience
  • Does NOT do anything bad with the FB information – need to make the viewer feel isolated
  • Information pulled from Facebook is random – makes each viewing different
  • Power of word of mouth – viral
  • Tape reactions to it
  • Pull emotional ties – pets family members, boyfriends etc
  • Countdown timer – left with feeling of being uneasy

Digital Trends admired the film’s drawing of attention to the dangers of posting too much personal information online, writing that the film was “a creative way to simultaneously grab your attention and scare you into being a little more careful with your Facebook information.”

Ad Age praised the film, writing “The piece, which integrates your Facebook photos and location information into an eerie short film, combines great storytelling, high-production values and visual elements that are so realistic you’ll think twice about letting your kids on”

Audience Response:

Having been surprised at my own emotional responses to watching Take this lollipop, without giving anything away, I asked friends and colleagues to also watch it and these were the two main responses.

Fear

  • A vital response to physical and emotional danger
  • Fear is felt so that we protect ourselves from threat
  • Triggers of fear include, bad past experiences, personal exposure, the unknown,
  • Synonyms: fear, fright, dread, terror, horror, panic, alarm, dismay, consternation, trepidation. These nouns denote the agitation and anxiety caused by the presence or imminence of danger.

Panic

  • What are my privacy settings?
  • How have you this information?
  • How do I stop this?
  • Is this real?

Participatory Media

YouTube, Broadcast Yourself.

  • Platform of self expression, redistribution of already made footage

Reoccurring issue = Privacy 

  • How private is your profile?
  • What estimated percentage of your online “friends” would you class as actual true life friends?
  • Do you include your birthday, address, and up to date place of work on your profile?
  • Are you aware of how easily your profile can be searched for?
  • Do you allow people to tag photos of you to appear on your timeline without confirmation?
  • Do you share written posts to friends only/the world?
  • Do you share your personal information with friends online?
  • Why is take this lollipop so scary and effective?