Everyday prescriptions on social networking sites: the dual strategy of exploitation and participation

Social networking sites, and Facebook in particular, have developed an original and sophisticated strategy for exploiting user participation. This involves instrumentalising every platform user by putting them in a position where they themselves have to prescribe usage on their own online networks. Through specific applications and a particular social structure, every user becomes a prescriptive relay. In this relentlessly prescriptive system, it is possible to identify at least two goals: prescribed consumption and brand names following a marketing logic, and prescribed collective action through online social networking. Adapted from the source document.