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TIME TO GET THEorETiCAL

MAC299 Week 5 Session 1 0910. TIME TO GET THEorETiCAL. Social media as a technological advance. What do we have now that we didn't have ten or 20 years ago? Is the impact of digital/internet comparable to the adoption of the fax machine?

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TIME TO GET THEorETiCAL

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  1. MAC299 Week 5 Session 1 0910 TIME TO GET THEorETiCAL

  2. Social media as a technological advance • What do we have now that we didn't have ten or 20 years ago? • Is the impact of digital/internet comparable to the adoption of the fax machine? • Or to the arrival and mass acceptance of TV and radio?

  3. Key terms What are the implications in terms of • Reach • Immediacy • Interaction • Aggregation • Porosity • Transparency • Can you define these terms?

  4. Approaches • Sociological approach: examination of communities and networks (Facebook, forums etc) - associated with power and (online) identity, self and personality (Giddens); Cavanagh, A (2007) Sociology in the Age of the Internet OUP • Collaboration: uses and gratification, user generated content ( Shirky, C (2008) Here Comes Everybody).

  5. Hearing more voices? • How does social media change Political economy models? • Implications of 'universal' (???) access, level playing field; low entry threshold means anyone can have a voice. • Does this mean a greater plurality of voices - or is it still elites talking to elites (bloggers as a digital chattering class)?

  6. Public Sphere • What are the implications for Public Sphere (Habermas) and Social Space. • We might examine the transmission of messages: increased role of mediation; mass media to micromedia, implications of shared/ fragmented experience.

  7. Comms theory • What implications does the advent of social media have for effects research tradition?... • McQuail (2000: 416) “... it makes little sense to speak of 'the media' as if they were one thing rather than the carriers of an enormously diverse set of messages, images and ideas. Most of this material does not originate with the media themselves but 'comes from society' and is 'sent back' to society by way of the media" • How is useful is this in the age of YouTube?

  8. Beyond Grunig? • How does online challenge established concepts such as Framing effects and Agenda-setting? • Does the internet increase knowledge and understanding – search, discovery, foraging etc (Jennings, Net, Blogs and Rock'n'Roll (2007) or is it dumbing down (Keen, Cult of the Amateur etc?) • PR students will want to consider the impact of social media on Grunig Excellence models of PR (Young, 2006, Phillips & Young, 2008)

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