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SMSXXX10.1177/2056305117696523Social Media + SocietyDuffy and Pooley


Social Media + Society

Facebook for Academics: The

January-March 2017: 111
The Author(s) 2017
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Convergence of Self-Branding and
DOI: 10.1177/2056305117696523

Social Media Logic on

Brooke Erin Duffy1 and Jefferson D. Pooley2

Given widespread labor market precarity, contemporary workersespecially those in the media and creative industries
are increasingly called upon to brand themselves. Academics, we contend, are experiencing a parallel pressure to engage in
self-promotional practices, particularly as universities become progressively more market-driven., a paper-
sharing social network that has been informally dubbed Facebook for academics, has grown rapidly by adopting many of
the conventions of popular social media sites. This article argues that the astonishing uptake of both reflects
and amplifies the self-branding imperatives that many academics experience. Drawing on Academia.edus corporate history,
design decisions, and marketing communications, we analyze two overlapping facets of (1) the sites business
model and (2) its social affordances. We contend that the company, like mainstream social networks, harnesses the content
and immaterial labor of users under the guise of sharing. In addition, the sites fixation on analytics reinforces a culture of
incessant self-monitoringone already encouraged by university policies to measure quantifiable impact. We conclude by
identifying the stakes for academic life, when entrepreneurial and self-promotional demands brush up against the universitys
knowledge-making ideals.

academia, self-branding, cultural work, labor, social media

The San Francisco headquarters of are difficult accountsby frustration with the inefficiency in academic
to distinguish from any other Bay Area tech startup: the dcor publishing (Shema, 2012).
is understated but hip, with cushy lounge chairs, strands Prices company provides a platform for scholars to share
of white lights canopying the walls, and the requisite foos- their research without the financial barrier of a paywall or the
ball table. Workersoverwhelmingly White, predominantly temporal lag of academic peer-review. The site bills itself as
male, and often clad in jeans and sneakershash out ideas a social networking platform for researchers, and it has been
over boba tea, craft beer, and free lunch.1 Richard Price, who informally dubbed Facebook for academics. We contend
founded the site while in his 20s, even talks like a Silicon that the analogy to Facebook and other mainstream social
Valley disruptor: I think any startup should be inspired by media is all-too-fitting: the careful impression management
Gandhis quote, Be the change you wish to see in the world endemic to popular social networking sites is pervasive on
(Job Portraits, 2015).2 But stands out from too, as participants are incited to engage in
companies like Lyft or Luxe in telling ways. The typical strategic self-promotion. Working in a university sector
startup presents itself as a business first., by
contrast, foregrounds its mission to accelerate the worlds 1
Cornell University, USA
research as a public-spirited champion for open access to 2
Muhlenberg College, USA
scholarship. Price, moreover, is not the typical, bootstrapping
Corresponding Author:
Silicon Valley entrepreneur working out of his parents Brooke Erin Duffy, Cornell University, 478 Mann Library Building, Ithaca,
garage. He started after completing a philoso- NY 14853, USA.
phy doctorate from Oxford, motivatedaccording to press Email:

Creative Commons Non Commercial CC-BY-NC: This article is distributed under the terms of the Creative Commons Attribution-
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2 Social Media + Society

hitched (more and more) to market values, academics have todays hyper-competitive employment market, workers in
come to experience the pressure to promote themselves as such diverse fields as accounting, religion, healthcare, and
brands. Indeed, scholars have been called on to creat[e] a education are encouraged to cultivate and maintain a per-
brand (Meyers, 2012) and curate [a] digital identity sonal brand. Perhaps nowhere are discourses of impression
(Marshall, 2015). At an Australian university, librarians management more pronounced than in the media and cre-
were even deployed as secret shoppers to audit facultys ative industries. Although these fields have long been marked
online presences and help boost their digital brand, as part by heightened barriers to entry, the unstable nature of cre-
of an irreverently named pimp my profile initiative ative work has intensified in recent years, a result in part of
(Matthews, 2016). a global financial crisis that has led organizations to replace
The widespread uptake of Academia.eduthe site boasts full-time employees with freelance, contract-based, and
enormous engagementno doubt reflects this self-branding increasinglyuncompensated workers (e.g., Gill, 2010;
ethos. But our claim in this article is stronger: Academia. Ross, 2010). In response to precarity, independent workers
edus marketing, its design and user experience, and its ven- are advised to be malleable and self-enterprising; they are
ture-capital (VC) business model, taken together, both encouraged to behave like brands (Blandford, 2009) and
amplify and accelerate the logic of self-branding among recognize that life is a pitch (Gill, 2010). Developing a
scholars. Even as the sites feedback and recommendation webpage, crafting social media profiles, and interacting
features encourage expressions of reciprocal validation, the with fans and clients across networks are understood as
fixation on analytics reinforces a culture of incessant self- mandatory practices when, as a Huffington Post writer
monitoringone already encouraged by university policies quipped, Youre only as good as your last tweet (Lauren,
designed to measure quantifiable impact. If academics are 2013).
experiencing a metric tide (Wilsdon etal., 2015) imposed Recent studies of creative workers have documented the
from above, is prodding us to internalize exacting nature of self-promotion, including the compulsion
its analytics mindset. Drawing on an analysis of the sites to participate in virtual forms of what Wittel (2001) called
design/features as well as press coverage and corporate com- network sociality, all hours of the day. Baym (2015), for
munications, this article analyzes two overlapping facets of instance, detailed the relational labor of musicians who (1) the sites business model and (2) its social foster and sustain ongoing interaction in order to build fan
affordances. We argue that the company, like mainstream communities. Social media aspirants, likewise, work to build
social networks, harnesses the content and immaterial labor their followers and fans to comply with a digital economy
of users under the guise of sharing. We conclude by identi- that privileges indexes of influence (Duffy, 2015). Similar
fying the stakes for academic life, when entrepreneurial and branding logics animate professionals in other fields of cre-
self-promotional demands brush up against the universitys ative or media work, including artists and photographers
knowledge-production ideals. who rely on crowdfunding (Davidson & Poor, 2015) and
journalists increasingly socialized to practice strategies of
entrepreneurialism (Cohen, 2015). Although these investiga-
Self-Branding in the Social Media Age tions cut across industriesmusic, art, journalism, and a
Against the backdrop of advanced capitalist economies, as cluster of new media professionsthey index similar
marketplace logics infiltrate nearly all realms of social life, trends for creative and cultural workers, all of whom feel
individuals are encouraged to think of the self as a branded compelled to manage a flexible, employable front to survive
commodity (Gandini, 2016; Gehl, 2011; Hearn, 2008; a so-called gig economy.
Marwick, 2013). To be sure, the imperative to stage-manage To the academic reader, these injunctionsto brand the
an attractive front has a much longer history. The call for stra- self, to build ones social capital as an investment in the
tegic impression managementwith the aim to win friends future, to remain visible, and to validate ones impact
and influence peoplewas a notable feature of 1920s US through quantifiable metricsmay seem jarringly familiar,
consumer culture, for example (Pooley, 2010). Yet, discourses and, as we argue in the next section, they are. Yet, scholars
of self-branding have mushroomed over the last decade, in have overlooked, until very recently, the striking similarities
parallel with the rapid ascension of social media sites, which between cultural labor and academic work (Brienza, 2016;
are especially propitious platforms for the curated self (e.g., Gill, 2014; Luka, Harvey, Hogan, Shepherd, & Zeffiro,
Banet-Weiser, 2012; Marwick, 2013; Pooley, 2010). 2015). This recent attention to the parallels between academic
Somewhat predictably, injunctions to brand the self are and cultural work, perhaps unsurprisingly, has come from
overlaid on ideals about employability, professionalism, and scholars of the creative industries. Gill (2014) pointed to a
self-enterpriseor what business guru Tom Peters (1997) marked reluctance [among academics] to examine our own
called, in his widely circulated Fast Company manifesto, labour processes, organisational governance and conditions
The CEO of Me Inc. But these directives are no longer the of production related to precariousness, time pressure, and
province of management theorists and marketing acolytes; in surveillance (p. 12).
Duffy and Pooley 3

Changing Experience of Academic have a lot of flexibility; they can work whatever 60 hours a
Life: Acceleration, Marketization, week they choose.
These changes in the culture, economics, and technologies
of university life help to explain the new prominence of celeb-
In a 1997 Social Text essay on The Last Good Job In rity/academic commingling. While Hollywood stars like
America, sociologist Stanley Aronowitz bemoaned the pro- James Franco and Angelina Jolie have become professors,
gressive decline of the professoriate in the face of transfor- academics are encouraged to wade into the celebrity
mations roiling through the US higher education system. As culture as media intellectuals or, in the case of Silicon Valley
a full professor, Aronowitz acknowledged his position among entrepreneurs-cum-talking heads, network intellectuals
the lucky few to enjoy the privileges of tenure. But he com- (Turner & Larson, 2015; see also, Banet-Weiser, 2013).
pared faculty of his rank to the spotted owl [which] is Academics of all stripes are instructed to build their online
becoming an endangered species (p. 104). With tuition personae and engage in personal brandingoften by curating
climbing steeply, he expressed concern that the university a strong social media presence. Guidance for the digitally
system was shifting in profoundly troubling ways: curricula savvy, self-enterprising scholar is ubiquitous: An Inside
were undergoing a vocationalization, research was getting Higher Ed feature (Connelly & Ghodsee, 2011), extolling the
hitched to the interests of corporate funders, and administra- value of self-promotion, observed how social networking
tive ranks were swelling. sites provide an easy way to get your articles and books listed
Over the last two decades, the features Aronowitz on the web in large, searchable databases. This careerist
highlighted have become more pervasive, compounded adviceto engage popular social mediais increasingly
by targeted state cuts, responsibility-centered budgeting, paired with a second, related admonition: Be sure to post your
and revenue-hunting prioritization campaigns (see, for work to scholarly social networking sites like
instance, Dyer-Witheford, 2005; Gill, 2014; Readings, 1996; The impression-management imperative predates Academia.
Ross, 2010; Schrecker, 2010; Sterne, 2011; Watters, 2014). edu, of course. Faculty members, for example, are often
College and university administrators have also begun to expected to monitor and update their official web profile, and
think seriously about their own branding efforts (Banet- perhaps a second, privately maintained site. But Academia.
Weiser, 2012; Einstein, 2015; Hearn, 2010; Wernick, 1991). edu intensifies this self-promotional work, thanks to its social
The casualization of the academic workforce is another media character: interactive feedback, dashboard analytics,
symptom of widespread budget cuts and a post-recession and scholarship as user-generated content.
economy; a 2013 survey of US colleges found that a stagger-
ing 70% of faculty were either part-time or non-tenure track. Social Media for Academics:
The United Kingdom has seen similar shifts in the wake of
austerity politics (Gill, 2014). Media coverage of the precari-
ous, itinerant nature of work in the academy has challenged Richard Price founded in 2008 and billed it as
long-held assumptions about the cushy career of the college a social-networking site for scholarsa professional analog
professor; todays PhDs, the news media remind us, may be to its fast-growing neighbor to the south, Facebook. The
receiving welfare assistance (Kavoussi, 2012). Across many companys most valuable asset, arguably, was its web
disciplines, the academic job market is fiercely competitive, address, The URL had been registered
and those fortunate enough to secure stable work face inces- back in 1999, before 2001 regulations restricted the .edu
sant demands on their time and attention (Carrigan, 2015). designation to accredited higher educational institutions.
Speaking to The Guardian, Nobel-prize-winning particle [D]espite its misleading top level domain, noted Kathleen
physicist Peter Higgs (of Higgs boson fame) shared his Fitzpatrick (2015), head of scholarly communication at the
belief that he would be un-hirable by todays standards: Modern Language Association, is not an
I dont think I would be regarded as productive enough educationally-affiliated organization, but a dot-com. Like
(Aitkenhead, 2013). other prior domain filings, was grandfathered
Within a larger audit culture, the contemporary university in, granting the startup a time-sealed patina of nonprofit
system demands output as measurable deliverables (Luka credibility (Educause, n.d.).
etal., 2015, p. 181). As Ross (2010) has observed, we are in A skeletal version of the site appeared in 2007, after Price
the formative stages of a mode of production marked by a completed his Oxford doctorate. What is
quasi-convergence of the academy and the knowledge cor- the homepage read, a place where you can get an academic
poration (p. 205). Connective technologies seem to amplify webpage. The sites core pitch was the personal page,
these trends by mandating that workers across fields although discipline-specific discussion forums and a homep-
including within the academyremain ever-accessible as age-trawling paper tracker were also touted (Academia.
work and non-work time blur together, an experience Gregg edu, 2007). In a fateful move, began encourag-
(2011) labels presence bleed. Academics, the joke goes, ing its members to post their research to their webpages.
4 Social Media + Society

In the months leading up to the platforms splashy California now advertises itself as a platform for academics to share
relaunch, the site posted a lengthy terms of use, which research papersclaims more than 43 million members.
placed the onus for copyright on its users. You represent and The figure is startling, in part because Prices own estimate
warrant that . . . the posting of your Content on or through pegs the number of scholars worldwide at 17millionfewer Services does not violate the privacy rights, than half of Academia.edus membership ranks (Price, 2011).
publicity rights, copyrights, contract rights, or any other rights The site attracts over 36million unique visitors a month, plac-
of any person (, 2008b). Disclaimers like this ing it in the top 900 sites worldwide (, 2016). Most
have furnished legal cover for the sites growing dependence tellingly, claims to host more than 15.9 million
on user-uploaded scholarship. academic papers, arguably the cornerstone of its campus-
By the fall of 2008, Price had secured the first round of conquering strategy (, 2016a). The sites
funding from Spark Ventures, a London VC firm, and relo- explosive growth and social media mimicry have led to the
cated to California (De Chant, 2008; Kincaid, 2008). The shuttering of all but one of its erstwhile competitors: the
move coincided with Academia.edus relaunch in the image Berlin-based, venture-backed ResearchGate. Scholarverse,
of Facebook, complete with a Friend Finder feature and SciLink, Labmeeting, and Epernicus have joined Friendster
prompts to invite contacts. The new site was built around a and MySpace in the graveyard of expired social networks.
pair of distinguishing features: a genealogical tree tracing
scholars graduate-training and departmental lineages, along- The Political Economy of Academic
side a reverse-chronological news ticker with status updates
like Colin Cunningham, Edinburgh University, added a
Social Networking
photo and a research interest: Environmental Remediation. has followed the typical Silicon Valley startup
The tree-branching relationship map was Prices answer to model: scale first, revenue later. Although it has garnered
Facebooks social graph, and Academia.edus activity ticker income from job advertisements for years, and has a paid
was plainly indebted to Mark Zuckerbergs News Feed. In Premium membership in private beta, the company has
a flurry of tech news articles pegged to the sites relaunch, remained largely (to borrow a Valley euphemism) pre-reve-
Price embraced the comparison. The goal for nue.3 Prices stated strategy, very successful on its own
is to provide a news feed for all the academic activities that terms, has been to harness his venture funding to win new
are going on in your research area, he told Ars Technica (De users, with the aim to lock in the network benefits that scale
Chant, 2008). The problem with the Facebook news feed rewards. Here, again, the relevant analog is Facebook, whose
Academia.edus opening, in other wordsis that it doesnt giant user base is its most valuable feature (and most costly
provide a research-focused feed on the latest conferences, exit penalty). Academia.edus free (and soon freemium)
papers, people and blog posts (De Chant, 2008; see also membership model has helped to attract throngs of academ-
Kincaid, 2008). The startups press materials highlighted the ics and all their uploads. And like mainstream social net-
sites fast growth, with Zuckerbergian ambition: The team works, the sites users may soon become its product: Price
hopes that will eventually list every academic has repeatedly hinted that he plans to charge for-profit com-
in the world (, 2008a). panies for access to data and insights on which research and
In the wake of the social media pivot and venture back- researchers are gaining traction (Cutler, 2013a; see also
ing, the sites membership skyrocketed. By 2010, Prices Shema, 2012).
company had secured another US$1.6m from Spark, and was Like its mainstream siblings, relies on users
logging 600,000 unique visitors a month (Kincaid, 2010). to produce the content that draws in and retains other users,
Three years later, had passed five million many of whom presumably return the favor. The labor of
users, and claimed a million new users every 3months. Price posting, following, bookmarking, and recommendingkey
obtained a huge, US$11m round of venture financing from site affordances that we catalog belowis of course uncom-
Spark and prominent Silicon Valley VC firms like Khosla pensated. That user/laborer conflation is as indispensable for
Ventures (Cutler, 2013a, 2013b). All the new cash enabled as it is for Instagram. The main difference is
Price to go on a hiring spree and acquire a competitor, that appeals to two audiences: (1) authors,
Plasmyd, mainly for its index of 60million academic papers those academics who upload their papers; and (2) readers, the
(Cutler, 2013a). By then, the sites focus had shifted to arti- sites users (academic or otherwise) scouring the web for free
cle-sharing, with Price boasting that users were uploading portable document format (PDF) downloads. The two user-
150,000 articles a month. A core problem for researchers is types are overlapping, of course: Many of the scholars post-
how to build their brand, said Price in an interview. To ing their articles are also downloading their peers work. But
make yourself established in a field, the core way you do that the distinction makes sense from Academia.edus perspec-
is to share your work (Cutler, 2013b). tive, or at least guides the sites marketing strategy.
The philosopher-entrepreneur, 6 years after the sites The main appeal issued to authors is visibility. Citations,
launch, had hit upon a winning strategy: academic self- of course, are the coin of the academic realm: crucial for ten-
branding, driven by article downloads. The companywhich ure, in-field status, and future discoverability. Getting read
Duffy and Pooley 5

and cited is the key hinge in the academic reward system are, of course, the Google-indexed PDFs that the company
the point at which self-interest and the advancement of uses to draw in new members. The cycle, from Prices stand-
knowledge are said to converge. Scholars crave intellectual point, is a virtuous one, helping to generate the networks tor-
respect and influence for a range of venal and ennobling rea- rid growth curve. In effect, has taken a pair of
sons, all of which are thwarted by paywalled obscurity. What professorial pain pointsattention/citation scarcity and promises is to boost scholars visibilityto closed-access barriers to researchand harnessed one to
generate (and count) the reader hits that make for future resolve the other, in an autopoietic coupling.
citations. Yet the companys tactics, including touting its own
The sites clean landing page makes an explicit visibility study as third-party validation and signing up unwitting
pitch. Join 43,569,899 Academics, reads the banneran PDF-hunters, are aggressive and arguably deceptive. The site
auto-updating ticker that presumably triggers bandwagon even suspends the members-only download restrictions on
anxiety akin to Facebook abstention (, 2016b). Google Scholar results, so that users who click on Scholars
The two-sentence pitch begins with a variation on the sites right-side [PDF] from links receive a direct
mission statement: Academia is the easiest way to share download. At the core of the sites growth strategy (and rev-
papers with millions of people across the world for free.4 enue plans) is its massive trove of articles and chapters
The next linewhich also appears verbatim in every alert most of which are copyrighted. In that respect, Academia.
email that members receive, preceded by a a edu, and its rival ResearchGate, are peer-to-peer PDF-sharing
direct appeal to the citation benefits of membership: A repositories, akin to Napster circa 1994. Another way to say
study recently published in PLOS ONE found that papers this is that is like Sci-Hub, but with venture
uploaded to Academia receive a 69% boost in citation backing (and a carefully written, liability-dodging Copyright
over 5 years. The link takes would-be members to a peer- Policy) (, 2016d).5 Given the sites brazen
reviewed article in the respected open-access journal and unrelenting appeals for paper uploads,
(Niyazov etal., 2016), which indeed reports significant cita- (and ResearchGate) would appear vulnerable to publisher
tion boosts for users. What is unstated on the lawsuitslike the one that Elsevier has doggedly pursued homepage, and within the emails, is that against Sci-Hub, the shadowy PDF-sharing repository
Price and five other company employees are co-authors on (Schiermeier, 2015). In 2013, the Anglo-Dutch publishing
the study (see, 2016a). giant issued a flurry of takedown notices to
The second, overlapping target audience is the reader, (Howard, 2013). In its notifications to the networks targeted
whose path to the site runs through Google or the search members, flayed Elsevier: is
giants Scholar service. Here, the pitch has everything to do committed to enabling a transition to a world where there is
with free access to copyrighted PDFs., whose open access to scientific literature. Unfortunately, the
links to papers are among the top search results, offers cost- emails to users read, Elsevier takes a different view, and is
less downloads to scholars with limited institutional access, currently upping the ante in its opposition to academics shar-
and to curious readers worldwidewho would otherwise ing their own papers online. In a remarkable act of corpo-
need US$35 or more to obtain the papers from publishers rate passive-aggression, the email noted that over 13,000
official sites., in effect, plays off the usurious scholars had signed an anti-Elsevier petition, and linked to
paywalls established by the scholarly publishing industry, the protest site (Leonard, 2013). Elsevier soon backed down,
dangling PDF access in exchange for membership. Even that with Price telling the press that I think our members were
small transaction costestablishing an cross to have their papers taken down (Parr, 2014). Indeed,
accountis obscured by the company. In our tests, following the big publishers desire to maintain scholars good will (or
a link to a paper yielded a GET PDF button, prompting a at least indifference), in the face of already tarnished reputa-
request for an email address. Within seconds of submitting tions, is the likely reason that Elsevier, Wiley, SAGE, and the
the address, an email (Heres the file you requested) arrived rest have not filed a Viacom v. YouTube-style suit against
with the PDF attached. More surprising was the messages
opening lineThank you for joining the The main point is that the service, from a political econ-
communityand its invitation to complete your Academia. omy perspective, is indistinguishable from other Silicon
edu profile at any time. Click the embedded link, and you Valley social networking startups. Another striking overlap
are taken to a pre-populated profile page, which already is the hacky-sack-at-break work culture. On its hiring page,
includes tagged research interests (drawn, presumably, hypes perks that mimic its public-facing
from the downloaded paper). counterparts: stock options, free lunch, and expense accounts
And so has established a self-feeding cir- (, 2016f). In a commissioned Job Portrait
cuit, using one audience (authors) to grow the other (readers), posted to nearby startup Medium, Price and one of his soft-
who in turn (if unintentionally) join the author ranks. With ware engineers describe the companys mission-driven com-
ever-larger membership numbers, the visibility stakes for mitment to open access (Job Portraits, 2015). Employees like
scholars ratchet up too, leading to more user uploadswhich Kate casually relay how much they love their jobs: I cant
6 Social Media + Society

think of anything Id rather be doing with this day. A lot of Signed-in users land on a reverse-chronological activity
this is because of the people. All of my best friends in San page openly referred to as News Feed. In place of status
Francisco work here . . . The startups chief technology offi- updates and shared Upworthy videos, the feed is populated by
cer (CTO) adds, We generate so many ideas at this company article previews touched, in some formal way, by the users
. . . Everyone here is working at a founders pace. The ranks of Followers and Followsthose
Medium post-cum-ad is illustrated by full-width images that members who have opted to keep tabs on the users activity
defy parody: an iMac close-up with an open Slack window, (or vice versa). A paper might appear, for example, because a
T-shirted 20-somethings with Lagunitas IPAs, an Instagram- Follower bookmarked a paperclicked, that is, on an arti-
worthy coffee-grounds pic, and a wall-taped print out cles BOOKMARK button, which serves as a read-it-later
(ARGH!) beneath a cropped article purchase button feature as well as an implicit like endorsement.
($31.60). Theres even a shot of a foosball leaderboard. has another, more explicit counterpart to
The revenue-indifferent sprint to scale, the dependence on the social media heart, a recently introduced RECOMMEND
user-generated content, the bootstrapping of new members button, which requires a would-be endorser to testify that she
off old onesall of these describe Facebook circa 2006 or has read the paper and deems it a worthwhile contribution
Snapchat today. The VC backdrop is shared too, including to the literature. Unlike a scholarly citation, which takes
the industrys argot: Series A financing, angel investors, the full publication cycle to appear, is imme-
growth stage rounds, and on and on. This is a crucial fact: diately public, with the recommenders profile-pic appear-
Price and his team operate under the ferocious pressure to ing alongside the papers metrics as a visual stamp of
deliver returns 10, 100, or even 1,000 times (the fabled approval. The highly visible nature of the endorsement may
1000) the initial venture investments. A sizable measure act as social proof (Cialdini, 1984), signaling validation to
of the global scholarly-communication infrastructure has otherwise uninformed profile browsers. To the recipient of
been outsourced to a Silicon Valley startup. the recommendation, moreover, the nod of approval may
trigger a felt obligation to recommend backmuch like Affordances and the cycles of reciprocity that propel commenting in the
blogosphere or on YouTube (Duffy, 2014; Postigo, 2016).
Analytics The recommend feature, though not yet widely adopted,
In terms of Academia.edus design and user experience, two suggests an economy of prestige-conferral, in which the
themes stand out. The first is the manner by which the site currency is an endorsers relative prominence. Validation
mimics core social media conventions, down to follower from a senior scholar will carry more weight (and, perhaps,
counts and activity notifications. Curated profiles with pics, reciprocity debt) than a graduate students digital endorse-
a News Feed scrollable bulletin of followers uploads, a ment. In summer 2016, the site also introduced yet another
Bookmark analog to the social media heart button, and node in the feedback circuit: a Reasons for Downloading
even incessant prompts to import contacts (Get More feature, which prods downloaders to send direct notes to the
Followers)all faithful echoes of the standard social-app author.
feature set. The second theme is the unmistakable emphasis The main way that diverges from its popu-
that places on analytics. Although services lar peers is in its pervasive and inescapable quantification.
like Twitter and LinkedIn supply analytics dashboards, Both major sections of the sitethe news feed and the pro-
Academia.edus mania for user-facing engagement data file pageare plastered with numbers, some of them algo-
granular, charted, alert-triggering analyticshas no popular- rithmically generated. The point, in the sites profusion of
service rival. The site is distinctive, too, for its overt surfacing figures, is to quantify that gauzziest of academic qualities:
of algorithmic ranking, with branded PageRank and influence. So, for example, an academics profile includes a
AuthorRank measures on prominent display. Total Views tallythe higher the betterand, for some, a
Prices service does not disguise its borrowing of the stan- top percentile designation (e.g., top 5%), complete with
dard social media affordances. The profile page includes a trophy glyph.6 The profile page also features, in the choic-
social media staples like the profile-pic headshot, a pithy est photo-adjacent real estate, a single-digit number. A pop-
self-description field, and clickable Followers/Following over explains that the figure is the members
counts. There are some professor-specific elements too, AuthorRankthe services algorithmically generated
including a curriculum vitae (CV) link, university affiliation, measure of overall influence. The AuthorRank moniker is a
and research-interest tags. The profile, unsurprisingly, is sly but unmistakable nod to Googles PageRank and
dominated by a user-organized collection of papers, which Facebooks EdgeRank, the names attributed to the web econ-
are typically articles and chapters, but may also include con- omys two most important algorithms. But the better analogy
ference presentations and syllabi. The fact that members can for AuthorRank is the Klout Score, the aggregate measure of
easily rank order or collate contributions is an ostensible social media influence promoted by the nearby San Francisco
incitement to fashionor, in social media terms, curate startup. AuthorRank is Academia.edus scholarly Klout
a clear trajectory about ones program of research. Score: intellectual impact in digital relief.
Duffy and Pooley 7

The measure is a function of the sites other major algo- email click-bait, the algorithmic rankingall of it invites a
rithmic data point, PaperRank. This second, article-level graphs-and-figures academic mindset. That Chartbeat con-
metric is calculated according to the number of recommen- sciousness is, if anything, amplified by the sites self-feeding
dations a paper receives, though with a recursive twist: algorithmic loop: papers (and authors) with high viewer,
those recommendations are weighted by the AuthorRanks of bookmark, and recommendation tallies are rewarded with
the recommenders. What counts as a recommendation is not still-more visibilityand the chance to further grow those
specified on Academia.edus explanation page, although the endorsement numbers. The resulting rich-get-richer dynamic
service explains that a works PaperRank is the square root mimics the self-reinforcing looping effects of social media
of the sum of the endorsers AuthorRanksand that, in turn, Trending charts (Gillespie, 2016). And like the algorithmic
a scholars AuthorRank is the square root of her total dynamics of Facebooks News Feed (Bucher, 2012), the vis-
PaperRank measures (, 2016g). In both cases, ibility rewards (and invisibility punishments) of Academia.
a higher Rank signals more influence. Richard Prices inces- edus filters offer a de facto pedagogy in the art of getting
santly plugged PLOS ONE article on citation noticed. As van Dijck (2013) has observed about popular
boosts (Niyazov etal., 2016), for example, has a strikingly social media, follower counts are self-reinforcing: The
high PaperRank of 3.4, which contributes to Prices compar- more contacts you have and make, the more valuable you
atively impressive 1.8 AuthorRank. become, because more people think you are popular and
The sites design encourages even more quantified self- hence want to connect with you (p. 13).
monitoring with its stand-alone Analytics page, accessible The academys reliance on standardized indexes of
by a prominent header tab. The pages clean and colorful lay- impact is inherited from the 20th century, when the ten-
out resembles the backend, charts-and-figures dashboard of a ure system evolved to demand, at many institutions, assess-
professional audience-tracking service like Chartbeat or ments of productivity through h-indexes, journal rankings,
Google Analytics. Prominent talliesof 30-day profile and and citations (Arruda etal., 2016; Burrows, 2012; Spooner,
paper views, and of 30-day unique visitorsappear along- 2015). Although bibliometrics are fraught with inconsis-
side a color-coded line graph that tracks the same metrics as tenciesand are especially problematic for scholars who
they zig-zag day by day. Granular user activity is recorded straddle fields with conflicting views on the aptness of
in a table, with time-stamped rows that log one-off article measuring science (Leydesdorff, 2007)the amped up
views by viewer geography, specific paper, and search indexes of accountability demanded by university admin-
engine. Users are periodically alerted by email to the paper istrators mean that such metrics have taken on a new
views, with subject lines like Five people searched for you urgency. is yet another tool for metrical
earlier on Google . . . The emails tease the data: To see tracking, but one that is resolutely public: Scholars, by
what countries they came from and what pages they viewed, maintaining a profile, broadcast their intellectual status, as
follow the link below. measured by the sites array of quantified reputation prox-
Tellingly, most of the new, Academia Premium feature ies. The visibility of the sites metrics compels its users to
set is organized around enhanced analytics. Premium mem- tend to their online brandspromotional labor that
bership, which costs US$9.99/month or US$100 a year and requires time and energy. The effort to build relation-
remains in beta, is a suite of exclusive features that allows shipsand thereby ratchet up follower countsis one
you to learn more about your readers, get more out of index of such invisible labor.
your analytics, and improve your Academia experience All of this relationship work intersects with social norms
(, 2016c). In addition to full-text search across about acceptable self-promotion. Within and beyond the
the services 13 million papers, Premium members gain academy, men are more likely than women to highlight their
access to the profiles of Readers, those users who have accomplishments, while members of disenfranchised groups
read or downloaded their works. Fine-grained analytics are less prone to self-aggrandizement. The implication of
upgrades include the university affiliation of each visitor, these disparities, played out on sites like, is
and even the number of pages read per paper. An enhanced that the status rewards that accompany self-branding are
Analytics page includes a slew of new Impact data likely to be unevenly distributed along patterned lines of dif-
points: a members percentile rank for each research field; ference. Take the analogous case of citing oneself: Drawing
the job titles (e.g., Faculty Member or Graduate Student) on a vast data set of academic papers, King, Bergstrom,
of readers; total pages read; a ranked list of Traffic Sources Correll, Jacquet, and West (2016) found that male scholars
(e.g., Google or Direct); a log of paper mentions; and accounted for 85% of the self-citations in their sample. Since
even CV activity. Users can generate a similar tabular citations tend to accumulate to the already well-cited (Foley
spread tailored to each and every paper they have ever & Della Sala, 2010; Fowler & Aksnes, 2007)indeed, up to
uploaded, with an option to make those analytics public. 40% of total citations may be indirectly generated by self-
Academia.edus overarching design, as well as its busi- citing (Fowler & Aksnes, 2007)self-citations may even set
ness model, is plainly geared toward tenure-and-promotion this cumulative-advantage dynamic in motion.
audit culture. The unrelenting metrical bombardment, the and other social networks have the potential to exacerbate
8 Social Media + Society

these visibility gaps, especially since the sites self-feeding That free access could be pulled without warning, by
dynamics may act as a disparity multiplier. itself or through publisher litigation. And the
free and open only goes so far: the company guards the
right to package and sell the data we generate as we interact
Conclusion: Promote or Perish
with the site (, 2015), and is already gearing
In the fall of 2015, Richard Prices 8-year-old startup up (in its Premium service) to sell our activity back to our-
attracted a handful of high-profile critics. In her post selves (, 2016e).
Academia, Not Edu, the MLAs Kathleen Fitzpatrick The infrastructure of scholarly communication, especially
(2015) called out the services profit-seeking mission: the in the social sciences, is already dominated by five profit-
network does not have as its primary goal helping academ- maximizing publishing giants (Larivire, Haustein, &
ics communicate with one another, but is rather working to Mongeon, 2015). The risk is that the higher education
monetize that communication. Everything thats wrong community will trade one set of revenue-hungry companies
with Facebook is wrong with, she added. for another. And, ResearchGate, and other
Seth Denbo (2015), Fitzpatricks counterpart at the American scholarly communication companies backed by venture
Historical Association, tweeted a similar point: When firmsincluding the innovative writing platform Authorea,
scholars use academia dot edu are they aware that they are data-sharing site Figshare, and the eponymous Altmetric
providing their data to a for-profit venture capital backed are not merely for-profit. They will all have their reckoning
company? The media theorist Gary Hall (2015) weighed in with the unique ferocity of VC profit expectations.
too, writing that Academia.edus member-academics are The university is already beset by market pressures and
labouring for it for free to help build its privately-owned the imperative to demonstrate measurable impact. Scholars
for-profit platform by providing the aggregated input, around the world are experiencing, with more or less inten-
data and attention value. These prominent scholars public sity, the markets impingement on their work lives.
dissent, linked to a UK conference on the topic, earned cov- Enrollment-driven budgets, customer-service teaching, con-
erage in The Atlantic, Times Higher Education, and The tingent labor contracts, mandatory performance assess-
Chronicle of Higher Education (Matthews, 2015; McKenna, mentsthese are familiar to many of us. We may also notice
2015; Wexler, 2015). the more overt campus incursions: the patent-transfer office,
Our analysis supports the critics, and extends their cri- the industry-partnered lab, or the on-site startup incubator.
tique to the kind of subjectivity that encour- Less obvious, perhaps, is our own internalization of the
ages. The logic of self-brandingof carefully curated audit cultures values, one PaperRank at a time.
self-promotionis a fact of social media life, for everyday
users and cultural workers alike., and its Declaration of Conflicting Interests
science-oriented rival ResearchGate, are the scholarly
The author(s) declared no potential conflicts of interest with respect
analogs to Facebook, Instagram, and the rest. The academic to the research, authorship, and/or publication of this article.
social-networking sites were launched with the same
venture-funding model as their popular counterparts, and
designed with many of their user-experience tropes too. Funding
Both sites, and especially, wrap them- The author(s) received no financial support for the research, author-
selves in the banner of the open-access movement. The pro- ship, and/or publication of this article.
vision of quasi-legal access to copyrighted PDFs has indeed
underwritten the sites staggering user growth. But Prices Notes
personal commitmentand the companys stated mission 1. Of the 20 employees listed on the our team page, three are
is ultimately answerable to Academia.edus venture-owners. female and three are persons of color (, 2016f).
The VC firms did not invest to support the open-access 2. This quote is incorrectly attributed to Gandhi. See, for
cause; their funding decisions, instead, were highly moti- instance, Morton, 2011.
vated bets that the site could generate returns measured in 3. The site is also experimenting with banner advertisements.
10 multiples of the original investment. All that prospective 4. The company, on this landing page and in its copyright state-
value, moreover, is predicated on the ongoing donation of ments throughout the site, now calls itself Academia, with-
scholars attention, engagement, and authorshipregardless out the .edualthough elsewhere the full, web-friendly
of which paths to profitability the site auditions in the years moniker has been retained.
5. The sites Copyright Policy states that respects
ahead. As Hall (2015) warns, the open-access movement is
the intellectual property rights of others and expects its users to
in danger of being outflanked, if not rendered irrelevant by do the same, but then proceeds to distance itself from liabil-
the site. Academia.edus membership paywall work- ity or policing of any kind (, 2016g). Academia.
aroundits good-enough provision of PDF downloads edu, like YouTube and other popular sites with user-uploaded
may very well undercut faculty pressure for genuine open content, relies on complaints from copyright owners.
access. The millions of papers hosted by the service are 6. The percentile is based on total paper views over the preceding
open in a de facto sense, but on questionably legal grounds. 30days.
Duffy and Pooley 9

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