analysing social network sites
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Analysing Social Network Sites. Aims. This week Social capital vs. Social support Communities Persuasion technology in social networks. Social network sites. It is easy to view social network sites simply as bits of technology Like we did last week Profiles, avatars, friends lists, etc. - PowerPoint PPT PresentationTRANSCRIPT
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Analysing Social Network Sites
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Aims• This week– Social capital vs. Social support– Communities– Persuasion technology in social networks
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Social network sites• It is easy to view social network sites simply as
bits of technology– Like we did last week• Profiles, avatars, friends lists, etc.
– But there is more behind that– Last week we asked “why do people use social
network sites?”• Same question this week!
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But different perspective• So what do people get from social network
sites?– At a broader level, why do people use social
network sites?• Not ‘what do they do on them?’• But ‘what do they gain through that use?’
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Social capital vs. social support• Social capital is the value of social relationships– It can take the form of knowledge, skills, access to
resources (e.g. job interviews), and more (e.g. money)
• Social support is the emotional experience of being cared for– Can be understood as one of the resources of
social capital
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Social capital• Social capital is an important concept for
sociologists– It is one way to explain why people gather in
groups that are larger than can be explained by evolution
– Today, it is seen as an explanation for many changes in society
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Bowling alone• In 1996, Robert Putnam argued that society
(in America) was in decline because individuals’ social capital was in decline– Neighbourhoods, towns, clubs, organisations– All these were ‘disappearing’ into cities
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Social capital in the net• Only online communities appeared to be
going against the trend– Online communities were starting to grow and
provided access to people with knowledge, skills, resources, that people didn’t normally have access to
– Global village
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Social networks• That social capital on the internet was so
promising gave rise to the view of ‘networked individualism’– That is, individuals were not ‘in’ groups, but rather
maintained their individualism while being connected to others
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Networked individualism• Individuals are connected to
others in order to share resources, information, knowledge, etc.
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Social network analysis• We can therefore analyse the
way people interact by examining the flow of resources through the network– E.g. Granovetter– More likely to get a job from a
friend of friend than a friend
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Community“Sense of community is a feeling that members have of
belonging, a feeling that members matter to one another and to the group, and a shared faith that members’ needs will be met through their commitment to be together.”
McMillan, 1976, as cited in McMillan and Chavis, 1986, p.9.
The important features of communities include a feeling of being part of something greater than ourselves, something enjoyable and personally meaningful.
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Features of community1. is a feeling that members have of belonging, 2. a feeling that members matter:
to one another and to the group
3. a shared faith that members’ needs will be met 4. through their commitment to be together
Are these features then necessarily restricted to the real world, or can we successfully recreate communities on the Internet?
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Meaningful relationships may be formed online because of, rather than in spite of, the inherent limitations..
“the medium will, by it’s nature..be a place where people often end up revealing themselves far more intimately than they would be inclined to do without the intermediation of screens and pseudonyms”
Rheingold (1993, p.27)
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• Some opposition to online communication emphasis the transient nature of ‘friendships’ online, and fear that (particularly) young people online become more concerned with collecting numbers of friends than developing quality friendships with offline peers.
• These ‘commodity’ friendships may reduce the effort involved in maintaining friendships, but also may lack the supportive permanence of negotiating relationships in the real world
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Friendship as a Commodity• This is the current system within social
network sites– And is useful for business and viral marketing– But may be damaging to how we define
relationships– It is at odds with providing Social Support
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Social support online• Seems to be a focus on the potential dangers of online
communication, with little acknowledgement of the potential benefits of it.
• Geographically dispersed/mobility disabled individuals who may share an unusual source of stress can now communicate easily
• Rare illness support groups/groups discussing sensitive emotional stress
• ‘Real world’ marginalised individuals who participate in online groups (skinheads, believers in aliens on earth etc.) reportedly feel greater social identification with their online groups and thus had greater self-acceptance and less isolation from others.
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Group polarisation online• “the greatest loss in public discourse on the
net is the loss of moderate voices”• Shirky (1995)
• Group polarisation may be at least partly responsible for the level of extremism we see on the Internet
• Online it is easy to find like-minded others to reinforce our views
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Analysing Social network sites• It is important to consider both the
technological and social– Particularly the lived and felt lives of those who
interact online– Social network sites have a lot of potential• Particularly to change how we communicate• But also our behaviours
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Articles and resources• http://
jcmc.indiana.edu/vol13/issue1/boyd.ellison.html
• http://www.rheingold.com/vc/book/• http://www.people.ku.edu/~
nbaym/research2.html• http://www.danah.org/researchBibs/sns.php
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• Persuasion is the deliberate influence of others in order to change their attitudes or behaviour
Attitudes are our cognitive evaluations of other people, objects, events.How much we like or dislike something.
Behaviours are the overt responses we make to our environment.The things we do.
Persuasion
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Persuasion• List five ways you may have been persuaded
today
• Has someone or something changed what you were doing?
• Or changed your evaluation of another person or product?
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Captology• “Computers As Persuasive Technology”- ology• “...captology focuses on the design, research, and analysis
of interactive computing products created for the purpose of changing people’s attitudes or behaviour.” Fogg, 2003, p5
• It is not so concerned with– Computer mediated communication (i.e. person to person
influence through computers)– Coercion and deceit
• Though these are arguably very important in the study of persuasion
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Advantages over human persuaders
• More persistent– E.g. software registration reminders– “no human can be as persistent as a machine” p8
• Greater anonymity– “At times anonymity makes it easier for people to
change” p8• Manage huge volumes of data– E.g. Amazon recommendations
Source: BJ Fogg. Persuasive Technology.
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More advantages• Use many modalities to influence– Visual, auditory, haptic
• Scale easily– Computers and software can scale easily.
• Go where humans cannot go or are not welcome (ubicomp)
• Immediacy, interactivity, ubiquity, persistence.
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Interactivity• Interactivity is the key feature of persuasive
interfaces– Sets it apart from other persuasive media such as
TV, print, radio.• “As a general rule, persuasion techniques are
most effective when they are interactive, when persuaders adjust their influence tactics as the situation evolves.” P6
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Persuasive technology• List five ways that technology might change
your behaviour or attitude?– what you are doing or your evaluation of an
object, person, event
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Levels of persuasion• Macrosuasion – describes the overall
persuasive intent of a product.• Microsuasion – products that do not have an
overall persuasive intent may still incorporate persuasive elements to achieve a different goal. – E.g. continuous feedback on task completion.
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Microsuasion• Fogg argues that buttons on webpages such as
“Sign-up” can be considered microsuasion. – This seems to apply to any aspect of a site, including for
instance, the curiosity people have about Facebook. Does a site design curiosity?
– This is also applied to in-game rewards and other co-occurring elements in success (e.g. the noise of a dying enemy in a game or haptic feedback from a controller). There is also promise or anticipation (e.g. gaining new powers or levelling up). And getting on a high score list.
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Functional TriadComputer as ToolsIncreases capability
Computers as Social ActorCreates relationships
Computer as MediumCreates experiences
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Functional Triad• Computers as tools: • Make behaviour easier to do, lead through the process, perform tasks that
motivate– Helping
• Computer as medium: • Allow people to explore cause-and-effect relationships, provide people with
vicarious experiences, help people rehearse a behaviour– Simulating
• Computers as social actor:• Reward people with positive feedback, modelling a target behaviour or
attitude, providing social support– Relating
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Tool, Medium, Social Actor
Helping, simulating, relating
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Functional Triad
Computer as ToolsIncreases capability
Computers as Social ActorCreates relationships
Computer as MediumCreates experiences
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As a tool• Seven techniques of persuasive technology:– Reduction– Tunnelling– Tailoring– Suggestion– Self-monitoring– Surveillance– Conditioning
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Reduction• Persuasion through simplification• Benefit/cost ratio maximisation through cost
reduction – usually in terms of cognitive load• May also increase self-efficacy, and therefore,
positive attitude toward behaviour– That is, when we think we are good at something
we tend to like it more
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“Traffic lights” are very popular!
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Reduction
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Tunnelling• Leading users through a predetermined set of
steps.• User gives up control and self-determination• Captive audience– ethical problems: must show ‘exits’ from tunnel
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Tunnelling
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Tailoring• Persuasion through customisation – e.g. information filtering. – Tailored information is more effective at changing
attitudes/behaviour than generic– May only require the perception that information
is tailored.• Includes personalisation/customisation
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Tailoring
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Problem?
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Suggestion• “An interactive computer product that
suggests a behaviour at the most opportune moment” (p43)
• Also known as kairos
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Suggestion
Urinal flyFocuses attention at the right timeAlso uses techniques of reduction and tunnellingDrastically reduces ‘spillage’
Radar speed signGives you information at the right time
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Suggestion• Suggestion is most powerful– when people are in a good mood; – when asked they can act immediately;– when they feel obliged due to reciprocity;– when they have recently denied a request.
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Suggestion• Facebook has mastered ‘hot triggers’• These are both the messages sent out• And the content on the site
The action I want to take are in the path of my browsing
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Suggestion• Where should you place your ‘Sign-up’ form?• Websites use may different techniques– But what should be most effective?
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Self-monitoring• “Allows people to monitor themselves to modify
their attitudes or behaviours to achieve a predetermined goal or outcome” (p44)– Ideally real-time data feedback– Fogg argues that this is related to self-efficacy and self-
understanding• I.e. People will feel more able to complete a task if they
know how they are doing• And will know more about themselves
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Self-monitoring
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Surveillance• “allows one party to monitor the behaviour of
another to modify behaviour in a specific way” (p46)– Must be overt– Can include reward– But may simply instil compliance without
internalisation
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Surveillance
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Conditioning• “computerized system that uses principles of operant
conditioning to change behaviours” (p49)– Should immediately follow the performance of target
behaviour– But not every performance (Reward should be
unpredictable)