social media / university of oslo's summer school
DESCRIPTION
Why do people use social media? How does it affect social networks and social capital? How does information spread in social media?TRANSCRIPT
![Page 1: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/1.jpg)
Social Media
Ida AalenUiO
• July 22nd 2013
![Page 2: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/2.jpg)
Social Media
Ida AalenUiOJuly 22nd 2013
![Page 3: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/3.jpg)
Masters degree in Media, communication and ITfrom NTNUInteraction designer at Netlife Research
Hi, my name isIda Aalen
![Page 5: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/5.jpg)
Agenda 9.15-10.00• What is social media?• How and why does social
media spread?• How does social media
affect our social networks?
10.15-11.00• Communication and
interaction in social media• How does information
spread?
![Page 6: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/6.jpg)
Photo: Harald Bøhn CC-BY-NC-SA
![Page 7: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/7.jpg)
![Page 8: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/8.jpg)
![Page 9: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/9.jpg)
![Page 10: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/10.jpg)
2007 2008 2009 2010 2011 20120%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
All Norwegian Internet-users 9-15 years 16-24 years 25-44 years 45-64 years 67-79 years
Source: SSB
![Page 11: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/11.jpg)
2007 2008 2009 2010 2011 20120%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
13
26
39
4751
58
All Norwegian Internet-users 9-15 years 16-24 years 25-44 years 45-64 years 67-79 years
Source: SSB
![Page 12: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/12.jpg)
2007 2008 2009 2010 2011 20120%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
13
26
39
4751
58
18
37
5552 52
63
All Norwegian Internet-users 9-15 years 16-24 years 25-44 years 45-64 years 67-79 years
Source: SSB
![Page 13: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/13.jpg)
2007 2008 2009 2010 2011 20120%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
13
26
39
4751
58
18
37
5552 52
63
30
65
70
83 83 84
All Norwegian Internet-users 9-15 years 16-24 years 25-44 years 45-64 years 67-79 years
Source: SSB
![Page 14: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/14.jpg)
2007 2008 2009 2010 2011 20120%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
13
26
39
4751
58
18
37
5552 52
63
30
65
70
83 83 84
13
23
46
55
61
69
All Norwegian Internet-users 9-15 years 16-24 years 25-44 years 45-64 years 67-79 years
Source: SSB
![Page 15: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/15.jpg)
2007 2008 2009 2010 2011 20120%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
13
26
39
4751
58
18
37
5552 52
63
30
65
70
83 83 84
13
23
46
55
61
69
25
13
22
30
40
All Norwegian Internet-users 9-15 years 16-24 years 25-44 years 45-64 years 67-79 years
Source: SSB
![Page 16: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/16.jpg)
2007 2008 2009 2010 2011 20120%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
13
26
39
4751
58
18
37
5552 52
63
30
65
70
83 83 84
13
23
46
55
61
69
25
13
22
30
40
0 13
1511
17
All Norwegian Internet-users 9-15 years 16-24 years 25-44 years 45-64 years 67-79 years
Source: SSB
![Page 17: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/17.jpg)
Twitter BlinkMyspace NettbyWindows Live Spaces LinkedInFacebook Google+Instagram
0%
10%
20%
30%
40%
50%
60%
70%
80%
Q1-07 Q2-07 Q3-07 Q4-07 Q1-08 Q2-08 Q3-08 Q4-08 Q1-09 Q2-09 Q3-09 Q4-09 Q1-10 Q2-10 Q3-10 Q4-10 Q1-11 Q2-11 Q3-11 Q4-11 Q1-12 Q2-12 Q3-12 Q4-12
Source: TNS Gallup
![Page 18: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/18.jpg)
300+ peer-reviewed articles on social media
![Page 19: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/19.jpg)
300+ peer-reviewed articles on social media
(Unfortunately: mostly US research)
![Page 20: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/20.jpg)
![Page 21: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/21.jpg)
Social media: Definitions and characteristics
![Page 22: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/22.jpg)
Photo: Flickr-bruker D. CC-BY-NC-ND
![Page 23: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/23.jpg)
Photo: Flickr-bruker postaletrice CC-BY-NC-ND
![Page 24: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/24.jpg)
– What was once a sharp break between two styles of communicating is becoming a smooth transition.Clay ShirkyHere Comes Everybody, s. 86-87
![Page 25: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/25.jpg)
• Telegraph• Telefax• E-mail and mailinglists• Forums
• Text messaging• Instant messaging• Blogging• Social networking sites
The speed and ease of communication has increased
![Page 26: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/26.jpg)
A definition
![Page 27: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/27.jpg)
– We define social network sites as web-based services that allow individuals to...
boyd & EllisonJournal of Computer-Mediated Communication, 2007
![Page 28: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/28.jpg)
– (1) construct a public or semi-public profile within a bounded system,
boyd & EllisonJournal of Computer-Mediated Communication, 2007
![Page 29: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/29.jpg)
– (2) articulate a list of other users with whom they share a connection,
boyd & EllisonJournal of Computer-Mediated Communication, 2007
![Page 30: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/30.jpg)
– and (3) view and traverse their list of connections and those made by others within the system.boyd & EllisonJournal of Computer-Mediated Communication, 2007
![Page 31: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/31.jpg)
When did the first SNS appear?
![Page 32: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/32.jpg)
When did the first SNS appear?
19971999
2000200120022003
2004
2005200620092010
SixDegreesLiveJournalLunarStormCyworldFriendsterLinkedInMySpaceFlickrFacebookYouTubeTwitterFourSquarePinterestPath
![Page 33: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/33.jpg)
– Just as with the popular website Friendster, which Zuckerberg said was a model for his new website,The Harvard Crimson, 9. februar 2004
![Page 34: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/34.jpg)
members can search for people according to their interests and can create an online network of friends.The Harvard Crimson, 9. februar 2004
![Page 35: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/35.jpg)
How and why does social networking sites spread?
![Page 36: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/36.jpg)
– It’s just that everybody else is on Facebook so you’re there tooBrandtzæg & Lüders, 2009: 51
![Page 37: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/37.jpg)
– So now we have everybody gathered [...] almost everyone is on Facebook nowBrandtzæg & Lüders, 2009: 51
![Page 38: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/38.jpg)
– So now we have everybody gathered [...] almost everyone is on Facebook nowBrandtzæg & Lüders, 2009: 51
Network e!ects
![Page 39: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/39.jpg)
![Page 40: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/40.jpg)
Diffusion theory
![Page 41: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/41.jpg)
![Page 42: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/42.jpg)
Network effects are not always that important
• People may read your blog, even if they don’t blog
• People may watch your video, with out being signed up for YouTube
• You can enjoy Wikipedia, even if you don’t contribute
![Page 43: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/43.jpg)
Peer pressure?
Facebook• People suggested and
badgered friends to sign up• Parents wanted to keep an
eye with their children• Peer pressure is not
enough to make someone an active user
![Page 44: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/44.jpg)
Domestication theory&Social Construction of Technology
![Page 45: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/45.jpg)
Facebook every dayAn idle week30 minutes daily
A busy week30 minutes daily
![Page 46: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/46.jpg)
InformationEntertainmentIntegration and social interactionPersonal identity
McQuail (1987)
![Page 47: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/47.jpg)
• finding out about relevant events and conditions in immediate surroundings, society and the world
• seeking advice on practical matters or opinion and decision choices
• satisfying curiosity and general interest
• learning; self-education• gaining a sense of security
through knowledge
Information
![Page 48: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/48.jpg)
• gaining insight into circumstances of others; social empathy
• identifying with others and gaining a sense of belonging
• finding a basis for conversation and social interaction
• having a substitute for real-life companionship
• helping to carry out social roles
• enabling one to connect with family, friends and society
Integration and social interaction
![Page 49: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/49.jpg)
• finding reinforcement for personal values
• finding models of behaviour
• identifying with valued other (in the media)
• gaining insight into one's self
Personal Identity
![Page 50: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/50.jpg)
• escaping, or being diverted, from problems
• relaxing• getting intrinsic cultural or
aesthetic enjoyment• filling time• emotional release• sexual arousal
Entertain-ment
![Page 51: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/51.jpg)
Technology changes quickly. People change more slowly.
![Page 52: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/52.jpg)
How does social media affect our social networks?
![Page 53: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/53.jpg)
Six degrees of separation?
![Page 54: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/54.jpg)
Is our world getting smaller?
• 6 degrees between e-mail users in 2001
• 6,6 degrees between people chatting on MSN Messenger in 2007
• 4,7 degrees between two random Facebook users i 2011
• 3,4 degrees between two random, active Twitter users in 2011
![Page 55: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/55.jpg)
Under 50 51-100 101-200 201-500 Over 5000
10
20
30
40 200820092010
Brandtzæg & Nov (2011) - check out @PetterBB on Twitter
How many Facebook-
friends have Norwegians
got?
![Page 56: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/56.jpg)
Under 50 51-100 101-200 201-500 Over 5000
10
20
30
40 200820092010
Brandtzæg & Nov (2011) - check out @PetterBB on Twitter
How many Facebook-
friends have Norwegians
got?
![Page 57: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/57.jpg)
Under 50 51-100 101-200 201-500 Over 5000
10
20
30
40 200820092010
Brandtzæg & Nov (2011) - check out @PetterBB on Twitter
How many Facebook-
friends have Norwegians
got?
![Page 58: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/58.jpg)
Under 50 51-100 101-200 201-500 Over 5000
10
20
30
40 200820092010
Brandtzæg & Nov (2011) - check out @PetterBB on Twitter
How many Facebook-
friends have Norwegians
got?
![Page 59: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/59.jpg)
Under 50 51-100 101-200 201-500 Over 5000
10
20
30
40 200820092010
Brandtzæg & Nov (2011) - check out @PetterBB on Twitter
How many Facebook-
friends have Norwegians
got?
How many Facebook-
friends have you got?
![Page 60: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/60.jpg)
– You can’t refuse... it’s a complete ‘no-no’, a complete slap in the face to like deny anyone who wants to be your friendBritish studentLewis & West (2009:1220)
![Page 61: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/61.jpg)
– You can’t refuse... it’s a complete ‘no-no’, a complete slap in the face to like deny anyone who wants to be your friendBritish studentLewis & West (2009:1220)
Is this true in your
country?
![Page 62: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/62.jpg)
Accept Ignore
![Page 63: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/63.jpg)
Accept Ignore
Norms vary between
di!erent social media
![Page 64: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/64.jpg)
We communicate only with a minority of the people we are connected too.
![Page 65: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/65.jpg)
Friends in the “real” world
• ≤ 5 in the inner circle• ≤ 15 that you’re close with• ≤ 50 people you
communicate with often enough to know whats going on in their lives
• ≤ 150 people you have relations to
• ≤ 500 that you would say hi or nod too
• ≤ 2000 faces that you can recognize
![Page 66: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/66.jpg)
What does this mean for our social networks?
![Page 67: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/67.jpg)
Strong tiesTwo people with a close connection, e.g. family or friend
Weak tiesAcquiantances
No ties...but might have ties in common
Social network theory
![Page 68: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/68.jpg)
People with greater and more varied networks have greater social capital than people with fewer and less varied relationsGranovetter (1973)
![Page 69: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/69.jpg)
Social capital are the ressources a person gain access to through their relations to other peopleBourdieu (1983), Ellison et al (2007), ++
![Page 70: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/70.jpg)
Social media increases social capital.But you’re not likely to increase your number of close friends.
![Page 71: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/71.jpg)
Three hypotheses of what this might entail
![Page 72: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/72.jpg)
Three hypotheses of what this might entail
The rich get richerPopular people with become more popular
![Page 73: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/73.jpg)
Three hypotheses of what this might entail
The rich get richerPopular people with become more popular
The poor get richerShy or insecure individuals will more easily connect with others in online-based communication
![Page 74: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/74.jpg)
Three hypotheses of what this might entail
The rich get richerPopular people with become more popular
The poor get richerShy or insecure individuals will more easily connect with others in online-based communication
The poor get poorerInsecure people will use social media instead of socializing offline
![Page 75: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/75.jpg)
What about people who doesn’t use social media?
![Page 76: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/76.jpg)
What do we know about non-users?
Myths• Lacking technical
competence• Asocial, insecure or
introverted• Too busy
![Page 77: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/77.jpg)
What do we know about non-users?
Research• Less interested in what
acquaintances are up to• Dislike smalltalk, gossip• Just as many close friends
as active users• See social media as wasted
time• More concerned about
privacy• More focused on utility in
their use of Internet
![Page 78: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/78.jpg)
What do we know about non-users?
Research• Less interested in what
acquaintances are up to• Dislike smalltalk, gossip• Just as many close friends
as active users• See social media as wasted
time• More concerned about
privacy• More focused on utility in
their use of Internet
Do you think this is the case in your home country?
![Page 79: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/79.jpg)
Life phase
Generation gap
vs.
![Page 80: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/80.jpg)
Interaction and communication i social media
![Page 81: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/81.jpg)
Why do people say so much to so many in social media? Why do they expose themselves?
![Page 82: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/82.jpg)
Photo: Flickr-bruker jaime.silva CC-BY-NC-ND
![Page 83: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/83.jpg)
This is more difficult in social media
• It’s more difficult to tell who your audience is
• It’s more difficult to determine what the social context is
• When you know neither your audience nor the context, it breakes down the boundary between private and public
![Page 84: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/84.jpg)
Persistence
![Page 85: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/85.jpg)
Searchability
![Page 86: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/86.jpg)
Replicability
![Page 87: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/87.jpg)
Invisible audiences
![Page 88: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/88.jpg)
PersistenceSearchabilityReplicabilityInvisible audiencesSee danah boyd
![Page 89: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/89.jpg)
Context collapseEven if you do know your audience, it can be hard to decide how to act appropriately. Can you expose yourself in the same way to grand parents, close and distant friends, colleagues, former sweethearts, cusins and people you don’t even really know?
![Page 90: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/90.jpg)
– They have such hearty, eventful lives, and document it with pictures of children with jam around their mouth [...]Aftenposten (12.03.2011)
![Page 91: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/91.jpg)
– Something happend to us. A silent transformation. When we logged on Facebook, we shook off the law of Jante and became superheroes. Aftenposten (12.03.2011)
![Page 92: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/92.jpg)
Photo: Flickr-bruker sweenpole2001 CC-BY-NC-ND
![Page 93: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/93.jpg)
Photo: Flickr-bruker SemperNovus CC-BY-NC-ND
![Page 94: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/94.jpg)
Photo: Flickr-bruker Patrick Q CC-BY-NC-ND
![Page 95: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/95.jpg)
Photo: Flickr-bruker Patrick Q CC-BY-NC-ND
![Page 96: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/96.jpg)
Photo: Flickr-bruker SemperNovus CC-BY-NC-ND
![Page 97: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/97.jpg)
Photo: Flickr-bruker Patrick Q CC-BY-NC-ND
![Page 98: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/98.jpg)
Photo: Flickr-bruker Patrick Q CC-BY-NC-ND
![Page 99: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/99.jpg)
Photo: Flickr-bruker jennandjon CC-BY-NC-ND
![Page 100: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/100.jpg)
Photo: Flickr-bruker panavatar Q CC-BY-NC-ND
![Page 101: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/101.jpg)
Photo: Flickr-bruker jennandjon CC-BY-NC-ND
![Page 102: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/102.jpg)
Photo: Flickr-bruker jennandjon CC-BY-NC-ND
![Page 103: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/103.jpg)
We have a need for acceptance and companionship.
![Page 104: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/104.jpg)
...but how pointless is so-called pointless talk?
![Page 105: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/105.jpg)
– Although phatic communion is understood as “talk that is aimless, prefatory, obvious, uninteresting, sometimes suspect, and evenWang et al (2011:47-48) quoting Malinowski
![Page 106: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/106.jpg)
– irrelevant”, it is “part of the process of fulfilling our intrinsically human needs for social cohesiveness and mutual recognition”
Wang et al (2011:47-48) quoting Malinowski
![Page 107: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/107.jpg)
Social grooming on Facebook
![Page 108: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/108.jpg)
Social grooming on Facebook
Writing on the wallSay hi, congratulate, give compliments
![Page 109: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/109.jpg)
Social grooming on Facebook
Writing on the wallSay hi, congratulate, give compliments
Post photosReminisce and share experiences
![Page 110: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/110.jpg)
Social grooming on Facebook
Writing on the wallSay hi, congratulate, give compliments
Post photosReminisce and share experiences
Status updatesMoods, where we are, what we’re up to
![Page 111: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/111.jpg)
Photo: Flickr-bruker LWY CC-BY
![Page 112: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/112.jpg)
– I get anxious if my last wall post was from a week ago because it looks like you're a nerd. It really matters. Girl, second year in high schoolQuoted in “Alone together” by Sherry Turkle
![Page 113: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/113.jpg)
– People know it is a way that people are going to judge you. Girl, second year in high schoolQuoted in “Alone together” by Sherry Turkle
![Page 114: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/114.jpg)
Illustrasjon: Eva-Lotta Lamm
CC-BY-NC
![Page 115: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/115.jpg)
Forsideillustrasjon til New Yorker november 2009
![Page 116: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/116.jpg)
– In the new etiquette, turning away from those in front of you to answer a mobile phone or respond to a text...Sherry TurkleAlone Together, s. 160-161
![Page 117: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/117.jpg)
– ...has become close to the norm. [...] A parent, a partner, a child glances down...Sherry TurkleAlone Together, s. 160-161
![Page 118: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/118.jpg)
– ...and is lost to another place, often without realizing that they have taken leave.Sherry TurkleAlone Together, s. 160-161
![Page 119: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/119.jpg)
Photo: Flickr-bruker Difei Li CC BY NC ND
![Page 120: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/120.jpg)
How does information spread in social media?
![Page 121: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/121.jpg)
Is our world getting smaller?
• 6 degrees between e-mail users in 2001
• 6,6 degrees between people chatting on MSN Messenger in 2007
• 4,7 degrees between two random Facebook-users i 2011
• 3,4 degrees between two random, active Twitter-users in 2011
![Page 122: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/122.jpg)
What do people share?
Information that makes people feel
• angry• scared• astonished
spreads more widely than information that make people feel
• sad
![Page 123: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/123.jpg)
What do people share?
Information that makes people feel
• angry• scared• astonished
spreads more widely than information that make people feel
• sadHow something is articulated
means a lot for how it is spread
![Page 124: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/124.jpg)
News and social information spread in different waysMore social Twitter updates received a greater diffusion when they were positive, while news increased their diffusion if they were negative
![Page 125: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/125.jpg)
Why retweet?
• Might be interesting for followers
• To comment on the original tweet
• Indicate that you are listening
• Show support or agreement
• Out of friendship, loyalty or tribute
• To help yourself
![Page 126: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/126.jpg)
The message is changed when it is spread.
![Page 127: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/127.jpg)
Are social media democratizing?
![Page 128: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/128.jpg)
• More sources makes the information seem more trustworthy
• People you trust may give legitimacy to the actions
• Attitudes are spread more quickly in larger groups
• If more people take part, each individual has more to win and less to lose
Diffusion is more difficult when the stakes are higher
![Page 129: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/129.jpg)
0
10
20
30
40
50
Face to face Facebook Phone Satelitte TV Other
How did you first hear about the protests on Tahrir square?
![Page 130: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/130.jpg)
0
10
20
30
40
50
Personal contact Facebook Text message Mass media Other
When did you find information about the rose march?
![Page 131: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/131.jpg)
vs.
Photo: Sjur Stølen/Aktivioslo.no by-nc-nd
![Page 132: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/132.jpg)
Political protest groups on Facebook
Some findings from ISF:• Young people are more
likely to take part in political Facebook groups
• People who take part in protestgroups on Facebook believe that they have an effect
![Page 133: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/133.jpg)
Birds of a feather flock together
• Both repulican and democrat students more Facebook friends who shared their political views
• Political groups and pages are often named in a way that take a stand
• The NewsFeed will show more information from the people you more often interact with
![Page 134: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/134.jpg)
![Page 135: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/135.jpg)
![Page 136: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/136.jpg)
Social proof
• What other people do around us, affects what we see as the norm
• What we consider to be the norm, affects how we choose to act
![Page 137: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/137.jpg)
Political debate online
Findings from ISF:• 1 in 3 discuss politics
online, Facebook is the most popular arena
• For youth, Facebook is one of the most important media for news and politics
![Page 138: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/138.jpg)
(Almost) everyone can say something in social media, but not everyone will be heard
![Page 139: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/139.jpg)
• Jens Stoltenberg (177 000)• Morten Ramm (99 000)• Steinar Sagen (76 000)• Tore Sagen (68 000)• Espen Eckbo (66 000)• Truls Svendsen (66 000)• Oddmund Harsvik (65 000)• Are Kalvø (63 000)• Bjørn Eidsvåg (63 000)• Jenny Skavlan (61 000)• HKH Mette-Marit (61 000)• Svein Tveitdal (53 000)• Tone Damli Aaberge (51 000)• Davy Wathne (51 000)• Odd Magnus Williamson (50
000)• Jonas Gahr Støre (50 000)
Social media for everyone?
![Page 140: Social Media / University of Oslo's summer school](https://reader038.vdocuments.net/reader038/viewer/2022103015/54c768364a7959a4608b45bc/html5/thumbnails/140.jpg)
Digital activism"
Slacktivisme