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title page

Acknowledgments

Abstract

Precis(이미지참조)

Contents

I. Preface: A brief history of MySpace.com 11

II. Theory-Design and social function 14

2.1. The features of typical MySpace pages 14

2.2. MySpace as a vindication of the design theories of rudolf arnheim 19

2.2.1. The use of icons in software and internet browsers 20

2.2.2. The use of icons and graphics in chat room discussion threads 23

2.3. MySpace's popularity transcends its technical features 26

2.4. George Herbert mead, 'I' and the 'Me' 27

2.5. Erving goffman and the backstage/frontstage concept 29

2.6. Danah boyd, "Why youth heart MySpace" 31

2.7 Paolo virno on the importance of "Idle Talk" 33

III. Analysis-Survey of popular websites and their communities 38

3.1. The need for a virtual identity online 39

3.2. Drew Curtis' Fark.com 42

3.3. EmpireOnline.com-a typical chat room forum 47

3.4. A typical blog (Web log)-Boortz.com 53

3.5. Friendster.com-The user is the product 59

3.6. MySpace.com-The evolution of the social networking site 61

IV. Conclusion 64

4.1. A forum free of adult interference 64

4.2. The sociological need for idle talk 65

4.3. Suggestion 66

Bibliography 68

Index of screenshots/charts used 70

List of Figure

Figure 1.1-A graph comparing the growth of MySpace.com, cnn.com and imdb.com(The internet movie database).(Graph compil 12

Figure 2.1-A screenshot of the MySpace.com page for a music duo called "Dixie Morrissey". 15

Figure 2.2-A screenshot of the MySpace.com page for author bret easton ellis. 16

Figure 2.3-A flowchart of MySpace.com's most prominent technical features. 18

Figure 2.4-A sample of the toolbar used for hotmail.com. 21

Figure 2.5-A screenshot of three commonly-used "Dynamic images" pictures used in online conversations to interrupt, interject humor or disrupt conversation. 23

Figure 2.6(below)-A popular dynamic image, the "HA HA" guy. 24

Figure 2.7(below)-A blank dynamic image 25

Figure 2.8(below)-A completed dynamic image, with text. 25

Figure 2.9-A flowchart of MySpace.com's most significant social aspects. 35

Figure 3.1-The main page of Fark.com. 42

Figure 3.2-A typical Fark.com comment thread. The users are only identified by their usermames, which offers a limited opportunity for high-profile "impression management." 43

Figure 3.3-A sample "datail page" for a Fark.com user. This page is kept hidden from view to save download time, so the average Fark user is know only by name to other users. 44

Figure 3.4-A comparison of Fark.com and MySpace.com. Fark users prefer efficient downloading of information to impression management. 46

Figure 3.5-An index/"table of contents" from the movie discussion forum of britain's "Empire" magazine. 47

Figure 3.6-A typical forum provides users with more features which they can use to create a visual persona online. 48

Figure 3.7-A detail page for an empire user, this page is restricted 49

Figure 3.8-How tp past a reply on a forum. The toolbar would be unthinkably complicated without thd convenience of icons. 50

Figure 3.9-A comparison of empireonline.com and MySpace.com. 52

Figure 3.10-A bolg by American radio host, neal boortz, on the web since feb.1999. 53

Figure 3.11-A celebrity/publishing blog called "Gawker": informal style, clolrful design, headlines that verge on the insulting: "Tinsley mortimer is perhaps not the brigtest," "Judith regan lacks scruples," etc. 55

Figure 3.12-A comparison of Boortz.com and MySpace.com. 57

Figure 3.13-The home page of Friendster.com, a social networking site typically frequented by working adults (online since march 2002). 59

Figure 3.14-A comparison of Friendster.com and MySpace.com. 60

Figure 3.15-The growth MySpace.com in its three-yaer history, compared to the other four sites in this survey. 61

Figure 3.16-MySpace.com combines the features of other popular sites to offer its teenaged users the maximum amount of file-swapping and impression management via an assortment of clipart functions. 63

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