This chapter reviews the practices and dialectics of media accounting to explore what is really new about new media accounting practices. One of the goals of placing social media into a media accounting framework is that it shows similarities in practices across time and technology. It also gives insights into the key differences. The chapter argues that the speed, size, and ownership of mobile and social media platforms are significantly different from previous forms of media accounting. It discusses the implications of what these differences are for individuals as well as the broader cultural implications. It also discusses a so-called post-digital turn in media accounting whereby the media traces we create are made analogue in a tactical way—tactical both as a means of exerting power and influence but also in its material form.
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