LikeSNU-서울대 중앙도서관 빅데이터 지식 플랫폼

타르드, 정동 그리고 소셜 미디어의 네트워크 효과

Author

이항우

Journal Title

경제와 사회

Publication Year

2022

Topics

#Network effect
#Social media
#Media

Summary

This study proposes an affective sociology of network effects, viewing them not as macro-structural determinants but as an ensemble of micro-events and relationships. Based on Tarde’s monadological sociology, the paper reveals that platform priming of affect induces user suggestibility, leading to unconscious user retention. Network effects are constantly traversed by molecular movements of virtual potentials and can lead to the generation of new differences, such as decentralized platforms.

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