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SPICE 2012 - New and Social Media

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Our final day of lecture/discussion will be spent talking about new and social media, and how these programs are influencing the way we share information and interact with one another. No doubt, social media has become a major player in the media landscape and we will attempt to explore some of the history of this research so that we can understand the future of these programs.

Publicada em: Tecnologia, Negócios
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SPICE 2012 - New and Social Media

  1. 1. MEDIA PSYCHOLOGY AND INFLUENCEWeek Four+ - Application and Extension
  2. 2. Day One: Social and NewMedia Media Psychology and Influence SPICE 2012 (Erfurt) ND Bowman PhD, Instructor
  3. 3. Outline Web 2.0 (O’Reilly, 2005) Strength of Weak Ties (Granovetter, 1973) Clay Shirkey (a handful of select readings)
  4. 4. Web 2.0 What is social media?  People + Connections
  5. 5. Web 2.0 A more precise definition:  Web-based services that allow individuals to: 1. construct a public or semi-public profile within a bounded system, 2. articulate a list of other users with whom they share a connection, and 3. view and traverse their list of connections and those made by others within the system. Let’s look at O’Reilly (2005)
  6. 6. Web 2.0
  7. 7. Web 2.0Web 1.0 Web 2.0 1:many  1:1 (more) passive  (more) active One-Way  Two-Way Hierarchal  Communal Reading  Creation Retrieving  Collaboration Information  Conversation
  8. 8. “Four Pillars” of Social Media1. Communication2. Collaboration3. Education4. Entertainment All geared at supporting CONVERSATON
  9. 9. Web 2.0
  10. 10. Web 2.0 Main principles 1. Web as Platform 2. Harnessing Collective Intelligence 3. Data is the Next “Intel Inside” 4. End of the Software Release Cycle 5. Lightweight Programming Models 6. Software Above the Level of a Single Device 7. Rich User Experiences
  11. 11. Web 2.0 and Media Influence
  12. 12. The Strength of Weak Ties Historically, we considered networking to be a practice in meeting “people of influence” But today, we might focus less on who you know, but more on who they know!
  13. 13. The Strength of Weak Ties What makes a tie “strong”  Amount of time  Emotional intensity  (mutual) intimacy  Reciprocation Who do we have strong ties with?
  14. 14. The Strength of Weak Ties 24%“bridge” 60% 40%
  15. 15. The Strength of Weak Ties…If you want informationto spread quickly, whowould you tell? (c) ND Bowman, 2011 7/1/2012
  16. 16. The Strength of Weak Ties  Safe and easy diffusion happens with central leaders (strong tie), but what about marginal ones (weak ties)?: Or, do we still havemarginal people in the Age of Information (Social Media?)
  17. 17. The Strength of Weak Ties Weakness in our own networks?  Egocentric groups, community groups can be joined through bridging  We often (unknowingly?) bond each other to each other
  18. 18. The Strength of Weak Ties Interpersonal contacts still key, but more key is their contacts! Weakness in our own networks?  Egocentric groups, community groups can be joined through two- step flow  We tend to get unique information from weak ties, not strong ones!
  19. 19. Here Comes Everybody!
  20. 20. Here Comes Everybody! How was Evan able to accomplish this? We’ve always looking for social networks, but we’ve only been able to afford so much. Has social media changed our “connection budget”?
  21. 21. Here Comes Everybody! “Give me a place to stand and a lever long enough, and I will move the world”  Apply this to Web 2.0 With today’s information, we don’t so much receive information as we do use it  Incase of Sidekick, “Sasha” assumed “Evan would fail!  Did not count on user action
  22. 22. Here Comes Everybody!  Justice prevails, but what else happened?  Death threats  Sexual harassment  “Browbeating” became We have the the new solution freedom to  OTHERS? speak to more people than ever before. But, what is our responsibility
  23. 23. Here Comes Everybody! New media is “an architecture of participation”  BONUS: Who said this? But, is it the tools or is it something else? Evan had: • Drive • Resources • Anger • TOOLS
  24. 24. Here Comes Everybody! What is the Difference?
  25. 25. Cognitive Surplus 1700s London: Work hard, play hard Gin was a drink of the urban class. WHY?
  26. 26. Cognitive Surplus Fast forward to today, we see a 100% drop in the average work week  1850: 80 hrs  1950: 40 hrs TV is the “gin” of the 20th Century?
  27. 27. Cognitive Surplus …and the increase in television viewing led to a decrease in social capital – how?
  28. 28. Cognitive Surplus Not just a USA think  Most all countries with rising GDPs, with all of us:  Working  Sleeping  Watching TV  FEAR?  Less satisfied with real life  More anxiety Sounding Familiar?  More materialistic aspirations  Lack of engagement in other things
  29. 29. Cognitive Surplus If Traditional Media is isolating, then what about New Media?  Some evidence that new media is displacing old media, especially among younger audiences  New media also used to augment old media  New media is used, not consumed, which requires skills and community  New media encourages production! Think Web 2.0
  30. 30. Are we all media? Is there such a thing as professional media?  Training  Code of conduct (and reward) Okay, but what do they REALLY do that we can’t?
  31. 31. Are we all media? Fundamental change in publishing from “Why publish this?” to “Why not?”  Low (re)production and distribution costs lead to a greater willingness to pull the trigger  A good thing?
  32. 32. Are we all media?32  Okay, but what do they REALLY do that we can’t?  Start-up capital  Production expertise  “in the know”  Professionalism  Others?
  33. 33. Are we all media?33  Okay, but what do they REALLY do that we can’t?  Start-up capital  Production expertise  “in the know”  Professionalism  Others?
  34. 34. Are we all media? Consider the scribes  1400s, elite class (usually clerics) were tasked with recording all of humanity  Challenged by Gutenberg and his movable type  Ex.: The 93 aches of Luther  Technology didn’t cause the thoughts…  …but allowed for the spread of information about them
  35. 35. Are we all media?
  36. 36. Publish, then Filter We see social media leading to a “mass amateurization of information” A good thing?
  37. 37. Publish, then Filter One to many, or many to many?
  38. 38. Publish, then Filter38  Users, not audiences
  39. 39. Publish, then Filter Network of users = network of weak ties… …each publishing unique information… …so do all of us know more than some of us? [THEORY HERE?]
  40. 40. Closing Thoughts Media Psychology and Influence SPICE 2012 (Erfurt) ND Bowman PhD, Instructor
  41. 41. Closing Thoughts