Exploring ways in which social networkers contribute to online groups : A case study of one facebook group's discussion of australian broadcaster channel 9 during the 2010 winter olympic games

The advent of the Internet has allowed consumers more opportunities to communicate than ever before. The emergence of the Internet has decreased the gate-keeping role of the media in that Internet users can interact with media outlets and other users in real time. This study breaks ground in the analysis of media messages as one Facebook group is studied to uncover how Internet users virtually protested media outlets on social networking Web sites. © First Monday. 2013, Olan Kees Martin Scott, Ryan Bradshaw, and Paul Larkin