The two sides of the Clubhouse coin: does exclusivity equal elitism?

In the age of social networks, the launch of a new platform and the shaping of our common online space naturally invokes a lot of emotion. By limiting access to entertainment, Clubhouse gave it a new impetus, but it also caused a lot of controversy. And Neticle had the task of investigating …

Clubhouse, the audio application for social networks, which works only by invitation, was launched in April 2020. It looks like a free-streaming podcast and still retains its exclusivity, although there have been promises to open recordings in the future. Although many of us could not register, the application generated quite a bit of agitation after launch. To see what people are saying about it, from January 1, 2021 and until now we have collected mentions about the application both in the region of Germany, Austria and Switzerland, and in Romania, using Neticle Media Intelligence.

German users talked about Clubhouse much more than those in the other three countries: their application has registered almost 40 thousand mentions since the beginning of the year. About a quarter of those remarks were due to outrage caused by Thuringia’s regional governor, Bodo Ramelow, who spoke about Chancellor Merkel’s biweekly Corona conferences. According to the registration, which triggered a peak of mentions on 24 and 25 January, he usually plays Candy Crush during these conferences and can advance even ten levels.

The Germans and Austrians were the ones who discussed the Clubhouse the most

A few days earlier, on January 18, a tweet from journalist Richard Gutjahr went viral: he was concerned about data privacy and warned people not to trust the application regarding their personal data, without first questioning their intentions. and possible disadvantages. Both peaks of these mentions were noticed both in Austria and to some extent in Switzerland, and the news spread on social networks and news sites.

In Romania, the biggest waves around Clubhouse have emerged only recently. On February 11, the news broke that Facebook could develop a rival or a clone of the Clubhouse application in order not to lose users has reached the front page of several sites. Then, on February 14 and 15, several news and social networking sites have discussed about that Elon Musk invited Vladimir Putin to a conversation at the Clubhouse. He added in Russian that it would be a great honor. The controversial story was also very popular on social networks.

To be happy or not to receive an invitation?

Key topics from each country focused on Clubhouse invitations, data security issues, and discussions between acquaintances on the app. The issue that has often been mentioned in this regard has been exclusivity: many posts have pointed out that Clubhouse has emerged as an elitist platform, a playground for the rich, creating more division, at a time when the world should to become much more inclusive and less segregated.

The most popular posts (with the most likes, shares, comments and views) also focus on these topics: the Mazdako comedy channel on YouTube highlighted in a video that, through the Clubhouse, several important people met and discussed, who otherwise would not have done such a thing. Actress Sophia Thomalla, on the other hand, in a post on Instagram he complained that Clubhouse does not deserve so much publicity, as it is a platform for pseudo-intellectuals who have too good an opinion of themselves. Another post with a high commitment was this video of Dr. Julian Hosp, who spoke about the links between the cryptocurrency exchange rate and Elon Musk’s messages shared on social media, including the Clubhouse.

Another type of example is the news that China has blocked the application: the Swiss press described the event in a sad tone, claiming that this small window of freedom of opinion and expression opened in China for only a few days.

Overall, the mood around the app remained mostly positive: every time the online opinion took a really negative turn, it was more due to something that was said on Clubhouse, and not because of the criticism. application.

Company Neticle supports IT, research and marketing departments through text analysis. Its products include Media Intelligence, which is based on intelligent tracking and analysis of the environment, Zurvey.io, which performs fast and automatic analysis of texts and reactions of buyers, as well as Text Analysis API and Data API, which can be integrated and represent their engine.


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