spice 2012 - new and social media
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MEDIA PSYCHOLOGY
AND INFLUENCE
Week Four+ - Application and Extension
Media Psychology and Influence
SPICE 2012 (Erfurt)
ND Bowman PhD, Instructor
Day One: Social and New
Media
Outline
Web 2.0 (O’Reilly, 2005)
Strength of Weak Ties (Granovetter, 1973)
Clay Shirkey (a handful of select readings)
Web 2.0
What is social media?
People + Connections
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)
Web 2.0
Web 2.0
1:many
(more) passive
One-Way
Hierarchal
Reading
Retrieving
Information
1:1
(more) active
Two-Way
Communal
Creation
Collaboration
Conversation
Web 1.0 Web 2.0
“Four Pillars” of Social Media
1. Communication
2. Collaboration
3. Education
4. Entertainment
All geared at supporting
CONVERSATON
Web 2.0
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
Web 2.0 and Media Influence
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!
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?
The Strength of Weak Ties
60%
40%
24%“bridge”
The Strength of Weak Ties
7/1/2012(c) ND Bowman, 2011
…If you want information
to spread quickly, who
would you tell?
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 have
marginal people in the
Age of Information
(Social Media?)
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
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!
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”?
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
In case of Sidekick, “Sasha” assumed “Evan would fail!
Did not count on user action
Here Comes Everybody!
Justice prevails, but
what else happened?
Death threats
Sexual harassment
“Browbeating” became
the new solution
OTHERS? We have the
freedom to
speak to
more people
than ever
before. But,
what is our
responsibility
?
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
Here Comes Everybody!
What is the Difference?
Cognitive Surplus
1700s London: Work hard, play hard
Gin was a
drink of
the urban
class.
WHY?
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?
Cognitive Surplus
…and the increase in television viewing led to
a decrease in social capital – how?
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
More materialistic aspirations
Lack of engagement in other things
Sounding Familiar?
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
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?
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?
Are we all media?
Okay, but what do they REALLY do that we
can’t?
Start-up capital
Production expertise
“in the know”
Professionalism
Others?
32
Are we all media?
Okay, but what do they REALLY do that we
can’t?
Start-up capital
Production expertise
“in the know”
Professionalism
Others?
33
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
Publish, then Filter
We see social media
leading to a “mass
amateurization of
information”
A good thing?
Publish, then Filter
One to many, or many to many?
Publish, then Filter
Users, not audiences
38
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?]
Media Psychology and Influence
SPICE 2012 (Erfurt)
ND Bowman PhD, Instructor
Closing Thoughts
Closing Thoughts
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