Challenging big data analytics as the mainstream of digital media studies requires us to think about theoretical (ontological), methodological (epistemological), and ethical dimensions of an alternative paradigm.
7.3 Theory: Karl Marx and Critical Digital and Social Media Theory
Social media research is predominantly focused on quantitative case studies that lack grounding in social theory. Most approaches in Internet Studies that consider themselves to have theory foundations are limited to providing definitions of key categories or are purely micro-theoretical. They ignore the embeddedness of communication processes into society as totality. They are not grounded in theories of society, which provide models that allow asking the following fundamental questions: what is society? How should we understand structures, agency, power, social dynamics, social history, and so on? What is capitalism and modernity? In what kind of society do we live today? What is the role of communication in society in general, capitalist society, and contemporary society? Studying digital and social media could take inspiration by the tradition going back to Karl Marx and other critical theorists.
Social media emerged in a situation of deep societal crises. The world economic crisis continues to have negative social effects. It has turned into a political crisis of Europe and the world. We have seen the intensification of nationalism, racism, authoritarianism, and elements of fascism. The mood is not unlike the prelude to a world war. Global society furthermore confronts a series of global problems that threaten its existence. Given conditions of exploitation, domination, warfare, violence, and inequalities, we need not just social/sociological theory but critical theories of society.
Chapter Seven | Digital Positivism and Administrative
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Theory: Karl Marx and Critical Digital and Social Media Theory