A brief history of Facebook as a media text: The development of an empty structure

This paper tells a history of Facebook from 2004 to 2013. It presents the big picture by focusing on Facebook as it presented itself to a user, that is the available semiotic and interactional elements (e.g., profile, wall, feed, commercials, etc.) as well as the functions and useforms which these elements made possible for a variety of actor types (profile owners, groups, companies, software developers, etc.). In addition, Facebook’s development is inscribed in a longer Web historical perspective with a view to identifying a general mechanism for Internet development.