[ecrea] New Open Access Book: Social Media in Emergent Brazil

UCL Press is delighted to announce a brand new open access book that may 
be of interest to list subscribers: Social Media in Emergent Brazil. 
Download it free from: https://goo.gl/xtc9zf

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Social Media in Emergent Brazil
Juliano Spyer
Free download: https://goo.gl/xtc9zf

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Since the popularisation of the internet, low-income Brazilians have 
received little government support to help them access it. In response, 
they have largely self-financed their digital migration. Internet cafés 
became prosperous businesses in working-class neighbourhoods and rural 
settlements, and, more recently, families have aspired to buy their own 
home computer with hire purchase agreements. As low-income Brazilians 
began to access popular social media sites in the mid-2000s, affluent 
Brazilians ridiculed their limited technological skills, different 
tastes and poor schooling, but this did not deter them from expanding 
their online presence. Young people created profiles for barely literate 
older relatives and taught them to navigate platforms such as Facebook 
and WhatsApp.

Based on 15 months of ethnographic research, this book aims to 
understand why low-income Brazilians have invested so much of their time 
and money in learning about social media. Juliano Spyer explores this 
question from a number of perspectives, including education, 
relationships, work and politics. He argues that the use of social media 
reflects contradictory values. Low-income Brazilians embrace social 
media to display literacy and upward mobility, but the same technology 
also strengthens traditional networks of support that conflict with 
individualism.

Free download: https://goo.gl/xtc9zf


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