Posted on July 15, 2010

Did Whites Flee the ‘Digital Ghetto’ of MySpace?

Christopher Mims, Technology Review, July 14, 2010

“We were talking about the social media practices of her classmates when I asked her why most of her friends were moving from MySpace to Facebook. Kat grew noticeably uncomfortable. She began simply, noting that ‘MySpace is just old now and it’s boring.’ But then she paused, looked down at the table, and continued.

“‘It’s not really racist, but I guess you could say that. I’m not really into racism, but I think that MySpace now is more like ghetto or whatever.'”

So begins the book chapter White Flight in Networked Publics–How Race and Class Shaped American Teen Engagement with MySpace and Facebook (pdf) part of the forthcoming book Digital Race Anthology.

Danah Boyd, author of the chapter, stirred up controversy once before, in 2007, by noting that during the period beginning in 2006 when teens began to flock to Facebook, teens’ preference for either MySpace or Facebook appeared to fall along lines of race and class.

Subsequent statistical analyses of the characteristics of users of online social networks by researchers, marketers and bloggers, she notes in her latest work, backed up her claims that white and asian teens who belonged to higher socieconomic strata (and who aspired to college, with which Facebook at the time was associated) were attracted to Facebook, while latino, black and working-class teens tended to opt for MySpace. Boyd notes in her chapter:

“Analysts at two unnamed marketing research firms contacted me to say that they witnessed similar patterns with youth at a national level but they were unable to publicly discuss or publish their finding, but scholars and bloggers were more willing to share their findings.”

Boyd’s current work argues that MySpace took on many of the aspects of a “digital ghetto” in the minds of teens who used the site, leading to “white [and asian] flight” from the site, analogous to the white flight from the city to the suburbs that took place in the U.S. beginning in the 1960’s. {snip}


Boyd argues that MySpace’s inability to deal with spammers added to the feeling of urban blight that overtook the site, leaving derelict profiles “covered in spam, a form of digital graffiti. . . . As MySpace failed to address these issues, spammers took over like street gangs.”


Boyd’s conclusion is that online environments are merely “a reflection of everyday life,” and that online communities are immune to the techno-optimist belief that the internet eliminates the deep divisions between people in real life. As Boyd notes in her own responses to earlier critiques of her work, this is either a controversial or an obvious thesis–what do you think?

[A draft version of the chapter “White Flight in Networked Publics–How Race and Class Shaped American Teen Engagement with MySpace and Facebook,” from Digital Race Anthology, by Danah Boyd can be downloaded as a PDF file here.]