Mark Zuckerberg's Discourse on Facebook


Accordingly, the article on “Mark Zuckerberg and the discursive construction of Facebook and its users” focuses on the findings of a language study of the public Facebook founder and CEO, Mark Zuckerberg, while mapping out events since launch of Facebook to 2014. The discourse research allows the study of the Zuckerberg language, recognizing how it is not only a "neutral way to represent or explain the environment, but actually” performs and functions (Hoffmann, Proferes, & Zimmer, 2018). The researchers based their investigation on Mark Zuckerberg's digital database of public speeches, The Zuckerberg Archives. Whereas scholars have already made use of The Zuckerberg Archives to offer an insight into Zuckerberg's debates on familiar issues such as privacy security (Hoffmann, 2016) and transparency (Hoffmann, 2014), the researchers concentrated on Facebook self-defining, user identities, and Zuckerberg's discursive frameworks (Hoffmann, Proferes, & Zimmer, 2018). The self-definitions of Facebook are important because they are part of Facebook's techniques for stabilizing the platform's context and future uses; user identities are important because they contribute to the development of a subjective role on the Facebook. In order to research Zuckerberg's discursive techniques, you will have an insight into how the Facebook system, its users and the SNS, are found or naturalized with each other (Hoffmann, Proferes, & Zimmer, 2018).

How the researcher did the research

The researchers first presented the subject and then described words like the literature discourse. Discourse concerns the use of language in relation to fiscal, political and cultural formation, which concurrently represents and forges social order (Hoffmann, Proferes, & Zimmer, 2018) (Hoffmann, Proferes, & Zimmer, 2018). Technology dialogue plays an important role, in particular in how technology becomes part of our interests, beliefs and sense structures, and encourages ongoing social, legal, personal and economic discussions that form how this technology is integrated in new lifestyles (Data, 2018).

Second, the researchers contrasted social media and the dialogue. The discursive work of social media corporations and their leading personalities gained significantly less scientific scrutiny compared to social media consumers (Rothstein et al, 2020). As an answer to Connor Copland, & Owen, (2018), Hoffmann, Proferes, & Zimmer, (2018) argue that focusing on only consumers overlooks the rhetorical construction of social media phenomena’s, among other items (Hoffmann, Proferes, & Zimmer, 2018).

The researchers then spoke about the methods and data collection processors they used in the study. The research has been focused on The Zuckerberg Archives, a multimedia database with almost all the material open to the public from 2004 to 2014 that portrays Mark Zuckerberg's voices and words as a Facebook founder and CEO1 in his career (Rothstein et al, 2020). It was launched in 2013 to "enable scholarly inquiry into Facebook's information philosophy" (Moss, & Hajj, 2020) and the studies include more than 125 full-length papers. In addition, dual coding was used, and a given sentence sometimes contains more than one code. We noticed that many codes of second and third levels were required but not in the original encoding structure as we continued through the implementation of the coding scheme (Rothstein et al, 2020). These elements have been applied to the coding scheme after some controversy. These extra codes were extracted from those instances of language found in Mark Zuckerberg's questions or statements (and thus can be considered as in-vivo codes). The final coding framework was extracted before and after analysis of information and can be viewed as a "directed" content analysis (Stvilia, Wu, & Lee, 2019).

The original informative coding arrangements are often used according to the following criteria: Facebook business; privacy concerns; self-definitions (e.g. "Facebook is "), the progression or temporality of the Stvilia, Wu, & Lee, (2019).network, Facebook users including advertisers, creators, human users, policymakers, celebrities and businesses; Facebook technical features or "issues," . Finally, the study was discussed and the project done (Stvilia, Wu, & Lee, 2019).

The methodology of the researchers made an interpretation for them and provided the real knowledge required. By means of the approach the word facebook and the significance it is for the creator may be understood. Via the methodology, we have found that Zuckerberg's earliest Facebook profiles depend on the alternative of seeking simple knowledge on the Internet about his classmates in Harvard, most of whom were available in printable directories or "face books" until 2004 (Niebuhr, & Gonzalez, 2019). Such methods made science relevant and necessary in order to accomplish mining. The researchers were able to define themselves as "social – and the associated definitions of relation, transparency and sharing for Facebook are a transition in Zuckerberg's vocabulary(Niebuhr, & Gonzalez, 2019).

The methods have showed how critical it is that Mark Zuckerberg's debate is taken in a more qualitative and holistic manner to understand concerns regarding the supremacy of Facebook – the largest SNS in the world — in most of modern society (Niebuhr, & Gonzalez, 2019). In relation to many of the various facets of Facebook Zuckerberg's dialogue is understood: for its creation as a social infrastructure, for its particular affordability, architecture and usage, or for its continuing debate about issues such as privacy and surveillance (Alarcon, 2018).

The small amount of information developed from a single source is one of the main limitations of the study. In this analysis, the only source used was the Zukerbergs Archive, which did not provide further research to support the research (Alarcon, 2018). In comparison, Zuckerberg's discursive user identity construction illustrated a mold that users would cast into. Our review shows how Zuckerberg produces a cosmologies which shoulder to shoulder consumers, commercial actors and Facebook – a view that flattens and blurs the inconceivably broad power gaps between these various actors (Alarcon, 2018). Thus work expanses and applies to previous work in these fields a further complexity – for example, it illustrates how Facebook not only allows users the aspect of power by simplifying and diversify resources for contents management as (Alarcon, 2018) contend, but also rhetorically positions users on the same level as the ideal content operators. Thus, prospective analyses may use a political-economic lens to include a concentrated question on how the publicity presentation on the forum affected Zuckerberg's debate on transparency and privacy.

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Alarcon, A. (2018). Legitimating Internet. Org through Development Discourse. AoIR Selected Papers of Internet Research.

Connor, J., Copland, S., & Owen, J. (2018). The infantilized researcher and research subject: Ethics, consent and risk. Qualitative Research, 18(4), 400-415.

Datta, R. (2018). Decolonizing both researcher and research and its effectiveness in Indigenous research. Research Ethics, 14(2), 1-24.

Hoffmann AL (2014) Reckoning with a decade of breaking things. Model View Culture, June. Available at:

Hoffmann AL (2016) Facebook is worried about users sharing less—but it only has itself to blame. The Guardian, 19 April. Available at: facebook-users-sharing-less-personal-data-zuckerberg

Hoffmann, A. L., Proferes, N., & Zimmer, M. (2018). “Making the world more open and connected”: Mark Zuckerberg and the discursive construction of Facebook and its users. New Media & Society, 20(1), 199-218.

Moss, S. M., & Hajj, H. M. (2020). Keepers of local know-how in conflict: Conversations between research assistant and researcher. In Researching Peace, Conflict, and Power in the Field (pp. 29-48). Springer, Cham.

Niebuhr, O., & Gonzalez, S. (2019). Do sound segments contribute to sounding charismatic? Evidence from a case study of Steve Jobs’ and Mark Zuckerberg’s vowel spaces. International Journal of Acoustics and Vibration, 24(2), 343-355.

Rothstein, M. A., Wilbanks, J. T., Beskow, L. M., Brelsford, K. M., Brothers, K. B., Doerr, M., ... & Tovino, S. A. (2020). Unregulated health research using mobile devices: ethical considerations and policy recommendations. The Journal of Law, Medicine & Ethics, 48(1_suppl), 196-226.

Stvilia, B., Wu, S., & Lee, D. J. (2019). A framework for researcher participation in research information management systems. The Journal of Academic Librarianship, 45(3), 195-202.

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