world domination | social media and some interesting research questions they raise
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Lecture for the students of Digital Creativity and New Media Management, Birkbeck, University of London. February 2011TRANSCRIPT
WORLD DOMINATION:Intro to Social Media and some interesting research questions
they raise
Sofia GkiousouBirkbeck, University of London
February 2011
Marketing is no longer about the stuff that you make, but
about the stories you tell. Seth Godin
The new tech Smaller, faster, better?
The cult of the amateur
Oldie but goodie
The time of convergence?
The constant feedback loops between amateurs & professionals.
THE REVOLUTION
THE REVOLUTION
Ummmm.... kinda
“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.”
(boyd & Ellison, 2007)
Social Network Sites
More than 500 million active users
People spend over 700 billion minutes per month on Facebook
More than 200 million active users currently accessing Facebook through their mobile
devices.
People that use Facebook on their mobile devices are twice as active on Facebook than
non-mobile users.
2 billion videos a day watched. Every minute,
24 hours of video uploaded to YouTube.
Identity constructionCommunity cohesion and dynamics
CollaborationLearning Creativity
PrivacyIP & copyright (Creative Commons?)
Monetization
More people than ever can participate in culture, contributing their ideas, views,
information.
The web allows them not just to publish but to share and connect, to collaborate and when the conditions are right, to create,
together, at scale.
Large-scale information gathering and processing activities that have emerged in web communities.
Harnessing individual expertise towards shared goals & objectives.
‘No one knows everything, everyone knows something, all knowledge resides in humanity’
participation
Enter The virus
IDENTITY How do you construct it? How do you perform it?
POWER Who has it? Who is the influential user? Who ROCKS?
TRUST Vague? Or the savvier you get the more specific it
becomes?
INDICATIVE BIBLIOGRAPHY
•Levy, Pierre (1997) Collective Intelligence. Cambridge: Perseus•Jenkins Henry (2004) The cultural logic of media convergence. International Journal of Cultural Studies, Volume 7(1): 33–43•Deuze Mark (2006) Participation, Remediation, Bricolage: Considering Principal Components of a Digital Culture. The Information Society, 22: 63–75•Featherstone, Mike (2009) Ubiquitous Media An Introduction. Theory, Culture & Society, Vol. 26(2–3): 1–22•Westlake, E.J. (2008) Friend Me if You Facebook Generation Y and PerformativeSurveillance. TDR: The Drama Review 52:4•Buckingham, David; Pini, Maria; Willett, Rebekah (2007) ‘Take back the tube!’: The discursive construction of amateur film and video making. Journal of Media Practice Volume 8 Number 2•Bargh, John A; McKenna, Katelyn Y. A. (2004) The Internet and Social Life. Annual Review of Psychology, 55:573–90 •Bolter, Jay David, and Grusin, Richard (1999) Remediation: Understanding new media. Cambridge, MA: MIT Press•Kenny, D. And Marshall, J.F. (2000) Contextual Marketing – The Real Business of the Internet, Harvard Business Review, November – December 2000 •Moore, R.E. (2003) From genericide to viral marketing: on ‘brand’, Language & Communication, Vol. 23, ppp. 331 – 357