"Based on 15 months of ethnographic research, this book aims to understand why low-income Brazilians have invested so much of their time and money in learning about social media. Juliano Spyer exp
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lores this question from a number of perspectives, including education, relationships, work and politics. He argues the use of social media reflects contradictory values. Low-income Brazilians embrace social media to display literacy and upward mobility, but the same technology also strengthens traditional networks of support that conflict with individualism." (Back cover)
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"Juliano Spyer procura entender por que brasileiros de baixa renda investiram tanto tempo e dinheiro para incorporar o uso das mídias sociais a seu cotidiano. Explora essa questão por uma varied
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ade de temas, incluindo educação, relacionamentos, trabalho e política e argumenta que o uso das mídias sociais reflete valores e motivações contraditórias. Brasileiros de baixa renda abraçam as mídias sociais para exibir sua crescente escolaridade e mobilidade social, mas a mesma tecnologia também fortalece redes de apoio mútuo tradicionais que rejeitam atitudes individualistas." (Descrição da casa editora)
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"The first book in Why We Post, a book series that investigates the findings of nine anthropologists who each spent 15 months living in communities across the world, including Brazil, Chile, China, England, India, Italy, Trinidad and Turkey. This book offers a comparative analysis summarising the re
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sults of the research and exploring the impact of social media on politics and gender, education and commerce. What is the result of the increased emphasis on visual communication? Are we becoming more individual or more social? Why is public social media so conservative? Why does equality online fail to shift inequality offline? How did memes become the moral police of the internet? Supported by an introduction to the project’s academic framework and theoretical terms that help to account for the findings, the book argues that the only way to appreciate and understand something as intimate and ubiquitous as social media is to be immersed in the lives of the people who post. Only then can we discover how people all around the world have already transformed social media in such unexpected ways and assess the consequences." (Back cover)
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