From 'Broadcast yourself' to 'Follow your interests': Making over social media

In this article I briefly trace the complex and incremental but significant ways that social media platforms have been transformed since the Web 2.0' moment of the early 2000s, identifying some common trajectories across several platforms, and discussing their consequences for how users - and their capacity for creative agency - are positioned. I argue that the maintenance of balanced tensions between accessibility and openness is important to the ongoing prospects of social and cultural innovation in social media.