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What is Strategic and Tactic Interaction

Chapter 25
Handbook of Research on Social Software and Developing Community Ontologies
These terms refer to Michel De Certeau’s distinction between ‘two logics of action’ linking “strategies” with institutions and structures of power, while “tactics” are utilized by individuals to create space for themselves in environments defined by strategies. Applied to Social Software the ‘strategic’ space is enacted by the Web site controllers and the set up which embodies already a set of values and goals, while the active users develop tactical behavior to counter the restrictions imposed by the infrastructure and controlling authorities.
Published in Chapter:
A Critical Cultural Reading of "YouTube"
Luc Pauwels (University of Antwerp, Belgium) and Patricia Hellriegel (Lessius University College, Belgium)
Copyright: © 2009 |Pages: 19
DOI: 10.4018/978-1-60566-208-4.ch025
Abstract
This chapter looks into YouTube as one of the most popular Social Software platforms, challenging the dominant discourse with its focus on community formation and user empowerment. On the basis of an analysis of the steering mechanisms embodied in the infrastructure as well as empirical observations of YouTube’s content fluctuations during a period of time, insight is provided into the embedded cultural values and practices and into the nature of the ongoing negotiation of power and control between the YouTube controllers (owners, designers, editors) and the “prosumers”. This exploratory study is theoretically inspired by Michel de Certeau’s ideas of utilization as a productive activity involving strategic and tactical behaviour. Methodologically the model for ‘hybrid media analysis’ (Pauwels 2005) is taken as a point of departure for analysing various aspects of the Website’s platform (including structure, design, hyperlinks, imagery, topics and issues). This model is geared towards decoding the multimodal structure of Websites and their social and cultural significance.
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