What does Facebook ‘afford’ do-it-yourself musicians? Considering social media affordances as sites of contestation

Abstract

Recent theoretical work by Internet and social media scholars promises to offer valuable clarity to a concept which has been historically rather muddy: the affordance. Connections and shared themes within this recent literature have been thus far rather under-developed, and therefore the first contribution of this article is to strengthen those connections. It argues for a nascent conceptualisation of affordances as ‘sites of contestation’, improving on unsatisfactory applications of affordance theory to date by focusing on the specificity of user-groups, on social media’s status as both textual and material, and on power imbalances between users and platforms. The second contribution of this article is an empirical application of this analytical tool. Drawing on ethnographic work in a do-it-yourself (‘DIY’) music scene in Leeds, it considers what is ‘afforded’ to these practitioners by the Facebook Pages platform. Three key affordances are outlined – ‘digging’, ‘rallying’ and ‘surveilling’ – which shed light on the complexity and variety of contestations enacted between platforms and users.