Beyond promotion and protection: creators, audiences and common ground in user-generated media

In this paper, we present findings from a qualitative study of producers in a specific creative domain—online digital photography. We used social psychology and linguistic concepts of audience design and common ground to analyze data from interview and observational sessions with 26 individuals. Through this, we identified several recurrent types of intended audiences: intimates (friends and family), photo subjects and event participants, communities of interest, communities of practice, professional contacts and peers, current and potential commercial clients, the generalized audience of “the internet,” and the self as audience. We also identified three recurrent audience management practices. We use these findings to discuss the role of shared history and shared interpretive frames in the generation of common ground between creators and audiences. Our findings recast privacy controls and promotion support as subtypes of a broader set of audience management practices, providing...

• Type: Journal
• Year: 2011
• Where: ICONFERENCE
• Authors: Eric C. Cook, Stephanie D. Teasley
• Keywords: Audience Management Practices, Common Ground, Distributed And Parallel Computing, ICONFERENCE 2011, Information Technology, Recurrent Audience Management