"Unlike the open source movement or Wikipedia, participants of social networks do not seem to follow a common noble goal, or celebrate a community spirit. The focus here lies on the individual." (Dennis Knopf)
From 2002-2006, social media companies emerged with the explicit mission of "connecting the world," but the introduction of the feed and the like, plus the switch from friends to " followers " indicated a different pitch: "now, even you can a star."