The thing-power of the Facebook assemblage: Why do users stay on the platform?

Facebook is the most used social media platform globally, despite frequent and highly publicised criticism of some of its practices. In this article, we bring together perspectives from vital materialism scholarship – and particularly Jane Bennett’s concept of ‘thing-power’ – with our empirical research on Australian Facebook users to identify what they find important and valuable about the platform. Findings are presented in the form of seven case studies of Facebook use, identifying lively affective forces, relational connections and agential capacities that drive people to continue to use Facebook, moderate their use or take a break. We argue that this theoretical perspective allows for a nuanced understanding of the distributed and relational agencies generated with and through Facebook assemblages that motivate people to stay on this social media platform.