Taxonomy of Mediated Sociality: A Phenomenological Approach

Abstract

While phenomenologists have paid little attention to mediated sociality, the situation has recently been changing owing to the increasing dependence of social life on digital media. Alfred Schutz’s social phenomenology has gathered preeminent attention among phenomenological traditions as it reveals the structure of face-to-face and other types of social relationships. Although Shanyang Zhao’s concept of “consociated contemporaries” provided a reference point for the Schutzian studies of mediated sociality, he discarded the phenomenological aspects of Schutz’s ideas. To replace Zhao’s trichotomy of consociates, contemporaries, and consociated contemporaries with a more phenomenological taxonomy, this paper examines Schutz’s concepts of thou- and they-orientation. Emphasizing that my thou-orientation to you does not entail your thou-orientation to me and that the other-orientation is not always reciprocal, this paper argues that mediated sociality can be classified into five types: reciprocal thou-thou-orientation, reciprocal thou-they-orientation, reciprocal they-they-orientation, non-reciprocal thou-orientation, and non-reciprocal they-orientation. Reciprocal thou-they-orientation, such as the relationship between a streamer and viewers in online live streaming, is a form of sociality that has recently become conspicuous owing to high-speed and massive Internet communication. Finally, this paper adds some remarks on the implications for the phenomenological theory of online empathy.