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“Who could possibly be against this?” : Mark Zuckerberg’s framing of connectivity in the context of Free Basics

Show simple item record 2020-02-11T10:56:41Z 2020-02-11T10:56:41Z 2020-02-11
dc.title “Who could possibly be against this?” : Mark Zuckerberg’s framing of connectivity in the context of Free Basics en
ethesis.discipline.URI none
ethesis.faculty Valtiotieteellinen tiedekunta fi
ethesis.faculty Faculty of Social Sciences en
ethesis.faculty Statsvetenskapliga fakulteten sv
ethesis.faculty.URI Helsingin yliopisto fi University of Helsinki en Helsingfors universitet sv
dct.creator Uimonen, Jenni
dct.issued 2020
dct.language.ISO639-2 eng
dct.abstract This thesis studies Facebook founder Mark Zuckerberg’s discourse on connectivity in the context of Free Basics. As a specific focus, this paper looks at a Facebook connectivity initiative called The initiative was launched in 2013 and it aims at connecting all of the world’s population to the internet. As a part of, Facebook developed a smartphone application called Free Basics. As mobile data can be costly in many less developed countries, Free Basics provides free internet access to a limited number of websites. These usually include categories such as Facebook, news sites, job listings, weather and health information. As of 2018, the application was active in over fifty countries around Asia, Africa and Latin America. The method used for analysing the data set is framing analysis. The data, which consists of 54 text documents published between 2013 and 2018, is collected from a single source, an American database called The Zuckerberg Files. This thesis finds that Zuckerberg frames connectivity and Free Basics in three different ways. The first frame, Free Basics as altruistic philanthropy, shows how Zuckerberg focuses on downplaying any possible business benefits that Facebook might have from Free Basics. He stresses the charitable nature of the connectivity initiative and claims that Facebook simply acts on the deep belief for their mission: connecting everyone in the world. The only possible economic profit, according to Zuckerberg, could be for the partnering telecommunications companies. The second frame, Free Basics for universal benefits, displays Facebook’s global outlook on the connectivity issue. In this discourse, Zuckerberg imagines Free Basics as an all-encompassing solution for the five billion people who are currently unconnected. He also argues for universal benefits from increased connectivity by referring to the “global knowledge economy”, where even the already connected people can gain from the new ideas that can now be shared through the internet. The third and last frame, Free Basics accelerating development, looks at Zuckerberg’s statements on how Free Basics can help people in developing countries improve their lives. In comparison to the second frame, here Zuckerberg uses individual people’s stories to give examples on all the areas Free Basics can be helpful in. These stories tie into themes of development, such as health and education, and Zuckerberg frames Free Basics and connectivity as simple, first-step fixes to a variety of issues. In conclusion, the results of this study seem to be in line with the previous studies on Zuckerberg’s discourse. Many elements discussed in the literature also occurred in my data: Facebook’s desire to appear neutral, the debate on net neutrality as well as the giant technology companies and their profound belief in technological determinism in development have been widely discussed earlier. By critically studying Zuckerberg’s argumentation, we gain a better understanding of the company’s actions and motives. This research is valuable because it uses a unique data set to provide an outlook to the way in which Zuckerberg frames Free Basics, as well as connectivity in general. en
dct.subject Facebook
dct.subject Mark Zuckerberg
dct.subject Free Basics
dct.subject connectivity
dct.subject internet access
dct.subject net neutrality
dct.subject framing analysis
dct.language en
ethesis.language englanti fi
ethesis.language English en
ethesis.language engelska sv
ethesis.supervisor Pantti, Mervi
ethesis.thesistype pro gradu -tutkielmat fi
ethesis.thesistype master's thesis en
ethesis.thesistype pro gradu-avhandlingar sv
dct.identifier.ethesis E-thesisID:6e5ab0d8-bc12-4f96-b377-017c0fa6c1cb
dct.subject.YSOFI Facebook und
dct.subject.YSOFI Mark Zuckerberg und
dct.subject.YSOFI Free Basics und
dct.subject.YSOFI nettineutraliteetti und
dct.subject.YSOFI kehysanalyysi und
ethesis-internal.timestamp.reviewStep 2020-01-16 11:27:42:909
dct.identifier.urn URN:NBN:fi:hulib-202002111308
dc.type.dcmitype Text
ethesis.facultystudyline Media and Democracy fi
ethesis.facultystudyline Media and Democracy en
ethesis.facultystudyline Media and Democracy sv
ethesis.mastersdegreeprogram Globaalin politiikan ja kommunikaation maisteriohjelma fi
ethesis.mastersdegreeprogram Master's Programme in Global Politics and Communication en
ethesis.mastersdegreeprogram Magisterprogrammet i global politik och kommunikation sv

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