digital sociology: understanding the mechanics of interaction, groups and politics online
Post on 01-Jul-2015
118 Views
Preview:
DESCRIPTION
TRANSCRIPT
ad:tech, London, 12.09.20Simon Lindgren, Umeå University
simon.lindgren@soc.umu.se@simon_lindgren
Digital SociologyUnderstanding the Mechanics of Interaction, Groups and Politics Online
The state of social web research!Naïve optimism vs. Marxist pessimism
Participation vs. exploitation
My researchGetting past the dualism
“What is actually going on?”
Realization of potentials
Harnessing the power of the good examples
A marketing perspectiveWeb 2.0 manifestos
Buzz words: wikinomics, participatory culture, co-creation, user-generated content, democratized innovation
SlogansPeer production models will replace top-down business models
Power will be shared between responsible companies and skilled users
Democratization, collaboration, openness andtransparency
Business gurusA democratized and collectivist digital space will benefit everyone
Hierarchical business models (producer-consumer)are replaced by ‘mass-creativity’ and ‘peer-production’ as crowds define their own needs
Erasing boundariesProducer / consumer
Collective production / commercial production
Users are now content producersCreative masses participate in the digital economy,and businesses must harness this to spur innovationand growth
An army of users work for free developing andsustaining Linux, Wikipedia, YouTube, Facebook ...
Companies provide platforms; users create value
Towards digital utopiaJoin the participatory revolution or perish ! / ?
Customers get what they want, while businessesget free R&D ! / ?
Deconstructing the manifestosUnwarranted premises
We can’t assume that all “users” aresimilar in terms of behaviour and motivations
Are all users equally creative?
Does all participation express the same desire?
How representative is “You”?
The 1% rule
How far-reaching is the spirit of collectivism?
Forgetting the difference between commercial and non-profit platforms?
What would Karl say?
Mapping the social reality of networks
Aligning commons and commerce
top related