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Barth, Niklas; Stempfhuber, Martin (2017): Alltagssekretäre. Facebooks Like-Button und die Praktiken der Ordnung. In: Österreichische Zeitschrift für Soziologie, Vol. 42, No. 1: pp. 45-64
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Facebook's business model consists in channeling and discretizing social networking services and take advantage of the emergence of sociality and subjectivity. It has often been observed how the back end archiving of information leads to a problematic control over private data. What has been noticed less frequently is how this logic of the archive produces front end effects and triggers a "secretary culture" (see Siegert and Vogl 2003) as an incidental side effect. In this article, we analyze specific practices of handling the like button on the social networking service Facebook. Complementing prevalent critical views that analyze these practices as instances of a culture of insubstantial communication and subjugation, we discover a media ecology of the network that is characterized by secretary work. While users are busy registering, taking stock, filing, administering, and organizing contact lists, commentaries, photos, and likes, a contemporary technique of self-management and self-accounting comes into view.