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Introduktion til medier og kommunikation 5

Introduktion til medier og kommunikation 5. 27. september Sociale netværk. Svære begreber?. n = ? Factor analysis. Online community. Online community definition. Members have a shared goal, interest, need, or activity that provides the primary reason for belonging to the community.

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Introduktion til medier og kommunikation 5

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  1. Introduktion til medier og kommunikation 5 • 27. september • Sociale netværk

  2. Svære begreber? • n = ? • Factor analysis

  3. Online community

  4. Online community definition • Members have a shared goal, interest, need, or activity that provides the primary reason for belonging to the community. • Members engage in repeated, active participation and there are often intense interactions, strong emotional ties and shared activities occurring between participants. • Members have access to shared resources and there are policies for determining access to those resources. • Reciprocity of information, support and services between members is important. • There is a shared context of social conventions, language, and protocols. Whittaker, S., Isaacs, E., & O'Day, V. (1997). Widening the web. Workshop report on the theory and practice of physical and Network communities. ACM SIGCHI Bulletin, 29(3), 27-30, URL: http://doi.acm.org/10.1145/264853.264867.

  5. Definition of SNS • Web-based services that allow individuals to • construct a public or semi-public profile within a bounded system, • articulate a list of other users with whom they share a connection, and • view and traverse their list of connections and those made by others within the system. boyd, danah m., & Nicole B. Ellison (2007). Social Network Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication, 13(1). Available from http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html.

  6. SNS stamtræ boyd, d. m., & Ellison, N. B. (2007). Social Network Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication, 13(1), URL: http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html.

  7. Nøglepunkter i forskningen • Licklider & Taylor 1968 • Turkle 1984 • Rheingold 1993 • Herring et al. • boyd & Ellison 2007 Herring, S. C. (Ed.). (1996). Computer-mediated communication: linguistic, social and cross-cultural perspectives. Amsterdam: John Benjamin. Herring, S. C., Kouper, I., Scheidt, L. A., & Wright, E. L. (2004). Women and children last: The discursive construction of weblogs. Into the blogosphere: Rhetoric, community, and culture of weblogs. Retrieved from http://blog.lib.umn.edu/blogosphere/women_and_children.html

  8. Licklider & Taylor 1968 • In a few years, men will be able to communicate more effectively through a machine than face to face. • That is a rather startling thing to say, but it is our conclusion • When people do their informational work “at the console” and “through the network,” telecommun-ication will be as natural an extension of individual work as face-to-face commun-ication is now. The impact of that fact, and of the marked facilitation of the communicative process, will be very great—both on the individual and on society. Licklider, J. C. R., & Taylor, R. W. (1968). The Computer as a Communication Device. Science and Technology.

  9. The discovery and arousal of interest

  10. Short spurts of dialog

  11. Your computer will know who is prestigious

  12. L&T, forts • First, life will be happier for the on-line individual because the people with whom one interacts most strongly will be selected more by commonality of interests and goals than by accidents of proximity. Second, communication will be more effective and productive, and therefore more enjoyable. • Cf. Tönnies, Habermas

  13. Pre-History • Email, ARPANET, 1971 • ’@’ as divider between username and hostname, Ray Tomlinson, 1972 • Listservers (mailring), 1975 • Bulletin boards (BBS’s), Ward Christensen, 1978 • Emoticons, Kevin Mackenzie, 1979 • Usenet News (now Google Groups), Tom Truscott, Jim Ellis, Steve Bellovin, Steve Daniel, Mark Horton, Matt Glickman, 1979-82 • The Whole Earth ‘Lectronic Link (WELL), Stewart Brand & Larry Brilliant, 1985 • Internet Relay Chat (IRC), Jarkko Okarinen, 1988 • World Wide Web, sir Tim Berners-Lee,1991 • MP3, Fraunhofer instituttet, 1995 • ICQ instant messaging application, Yair Goldfinger, Sefi Vigiser, Amnon Amir, Arik Vardi and his father Yossi Vardi, 1996

  14. Rheingolds virtual communities • Virtual communities are "social aggregations that emerge from the [Internet] when enough people carry on those public discussions long enough, with sufficient human feeling, to form webs of personal relationships in cyberspace" (p. 5). Rheingold, H. (1993). The Virtual Community: Homesteading On the Electronic Frontier. Reading, Mass.: Addison-Wesley Pub. Co.

  15. SNS stamtræ boyd, d. m., & Ellison, N. B. (2007). Social Network Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication, 13(1), URL: http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html.

  16. Rise of Twitter http://www.techcrunch.com/2009/11/04/a-little-perspective-digg-twitter-facebook/

  17. Facebook still rulz

  18. Research highlights

  19. Definition of SNS • Web-based services that allow individuals to • construct a public or semi-public profile within a bounded system, • articulate a list of other users with whom they share a connection, and • view and traverse their list of connections and those made by others within the system. boyd, danah m., & Nicole B. Ellison (2007). Social Network Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication, 13(1). Available from http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html.

  20. Nøgleord • Weak vs. strong ties • Media richness theory • suggests that some forms of computer-mediated-communication are less personal than face-to-face activity because of the reduced number of contextual and nonverbal cues available in text-based online social interactions • Glocalization • the ability of the Internet to both expand user’s social contacts and bind them more closely to the place where they live • Private/public Culnan, M. J., & Markus, M. L. (1987). Information technologies. In F. M. Jablin, L. L. Putnam, K. H. Robers & L. W. Porter (Eds.), Handbook of organizational communication: An interdisciplinary perspective (pp. 420-443). Newbury Park, CA: Sage. Haythornthwaite, C. (2002). Strong, Weak, and Latent Ties and the Impact of New Media. Information Society, 18(5), 385-401. Wellman, B. (2002). Designing the Internet for a networked society: Little boxes, glocalization, and networked individualism. Communications of the ACM, 45(5), 91-96.

  21. Weak ties vs. strong ties • Strength of a tie is normally assessed by looking at a combination of factors; • frequency of contact, • duration of the association, • intimacy of the tie, • provision of reciprocal services, and • kinship • have been used as measures of tie strength Haythornthwaite, C. (2002). Strong, Weak, and Latent Ties and the Impact of New Media. Information Society, 18(5), 385-401, p. 386.

  22. Importance of writing in publics • In mediated environments, bodies are not immediately visible and the skills people need to interpret situations and manage impressions are different. As Jenny Sundén argues, people must learn to write themselves into being. • Publics play a crucial role in the development of individuals for, as Nancy Fraser explains, “they are arenas for the formation and enactment of social identities.” Sundén, J. (2003). Material Virtualities: Approaching online textual embodiment. New York: P. Lang. ISBN: 0820462047. Fraser, N. (1992). Rethinking the Public Sphere: A Contribution to the Critique of Actually Existing Democracy, in Craig Calhoun (ed.): Habermas and the Public Sphere, Cambridge, MA: MIT Press. P. 125.

  23. Netværk og identitet • Anonymitet fremmer skabelsen af tillid (Walter & Parks) • Muligheden for at variere sin netidentitet gør nettet til et fantastisk sted at udføre identitetsarbejde (Ziehe) • I nogle tilfælde er det muligt at udvikle sin identitet online for så at tage sin nye identitet med tilbage i offlinelivet (Turkle) Walther, J. B., & Parks, M. R. (2002). Cues filtered out, cues filtered in: Computer-mediated communication and relationships. In M. L. Knapp & J. Daly (Eds.), Handbook of interpersonal communication (3rd ed., pp. 529-563). Thousand Oaks, CA: SAGE. Ziehe, T. (1982). Om narcissismens sårbarhed. In J. Bjerg & B. Elle (Eds.), Ungdom, socialisation og narcissisme. København: Unge Pædagoger. Turkle, S. (1996). Parallel Lives: Working on Identity in Virtual Space. In D. Grodin & T. R. Lindloff (Eds.), Constructing the Self in a Mediated World. Thousand Oaks, CA: Sage. Turkle, S. (1997). Constructions and Reconstructions of Self in Virtual Reality: Playing in the MUDs. In S. Kiesler (Ed.), Culture of the Internet. Mahwah, NJ: Lawrence Erlbaum Associates.

  24. Nettet som identitetslaboratorium • Acting out • Working through Turkle, S. (1982). The Subjective Computer: A Study in the Psychology of Personal Computation. Social Studies of Science, 12(2), 173-205, URL: http://sss.sagepub.com/cgi/content/abstract/12/2/173.

  25. Networked publics • Persistence: Unlike the ephemeral quality of speech in unmediated publics, networked communications are recorded for posterity. This enables asynchronous communication, but it also extends the period of existence of any speech act. • Searchability: Because expressions are recorded and identity is established through text, search and discovery tools help people find like minds. While people cannot currently acquire the geographical coordinates of any person in unmediated spaces, finding one’s digital body online is just a matter of keystrokes. • Replicability: Hearsay can be deflected as misinterpretation, but networked public expressions can be copied from one place to another verbatim such that there is no way to distinguish the “original” from the “copy.” • Invisible audiences: While we can visually detect most people who can overhear our speech in unmediated spaces, it is virtually impossible to ascertain all those who might run across our expressions in networked publics. This is further complicated by the other three properties, since our expression may be heard at a different time and place from when and where we originally spoke. boyd, d. m., & Ellison, N. B. (2007). Social Network Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication, 13(1), URL: http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html.

  26. Why Facebook rulz • Facebook enables individuals to maintain a larger set of weak ties • Facebook allows individuals to make ephemeral connections persistent • Facebook lowers the cost of maintaining (or re-engaging) weak ties • Facebook profiles can lower the barriers to initial interaction and facilitate formation of common ground • Facebook makes it easier to seek information and support from one’s social network, and to provide these resources to others Ellison, Nicole B., Lampe, Cliff, Steinfield, Charles, & Vitak, Jessica. (2010). With a Little Help From My Friends. How Social Network Sites Affect Social Capital Processes. In Zizi Papacharissi (Ed.), A Networked Self: Identity, Community and Culture on Social Network Sites. New York: Routledge.

  27. Web 2.0

  28. Web 1.0 • The first strategy that guided the commercialization of the internet in the mid-1990s built mainly on a vision of that medium as a new channel for the provision of content. The key to making money online was to capture consumers, or ‘eyeballs’, to whom one could subsequently broadcast ready-made products through new channels (Arvidsson p. 673). • E.g., the acquisition of Time-Warner by AOL Arvidsson, Adam. (2006). ‘Quality singles’: internet dating and the work of fantasy. New Media & Society, 8(4), 671-690. doi: 10.1177/1461444806065663

  29. Web 2.0 • “This strategy [...] builds on putting to work, stimulating or empowering the human ability to create a common through investments of affect” (Arvidsson p. 674). E.g., • Facebook • Peer-to-peer og Open Source • Word of Warcraft • Google Pagerank

  30. Den oprindelige brainstorm • Web 1.0 Web 2.0 • Netscape • Doubleclick • Ofoto • Akamai • Mp3.Com • Britannica Online • Personal websites • Evite • Domain name speculation • Page views • Screen scraping • Publishing • Content management systems • Directories (taxonomy) • Stickiness • Google • Google AdSense • Flickr • Bittorrent • Napster • Wikipedia • Blogging • Upcoming.Org and EVDB • Search engine optimization • Cost per click (Google Adwords) • Web services • Participation • Wikis • Tagging ("folksonomy") • Syndication (rss, podcasts)

  31. Web 2.0 Design Patterns • The Long Tail • Data is the Next Intel Inside • Users Add Value • Network Effects by Default • Some Rights Reserved • The Perpetual Beta • Cooperate, Don't Control • Software Above the Level of a Single Device

  32. The Long Tail • Small sites make up the bulk of the internet's content; narrow niches make up the bulk of the internet's possible applications. • Therefore: Leverage customer-self service and algorithmic data management to reach out to the entire web, to the edges and not just the center, to the long tail and not just the head.

  33. Data is the Next Intel Inside • Applications are increasingly data-driven. • Therefore: For competitive advantage, seek to own a unique, hard-to-recreate source of data

  34. Users Add Value • The key to competitive advantage in internet applications is the extent to which users add their own data to that which you provide. • Therefore: Don't restrict your "architecture of participation" to software development. Involve your users both implicitly and explicitly in adding value to your application.

  35. Network Effects by Default • Only a small percentage of users will go to the trouble of adding value to your application. • Therefore: Set inclusive defaults for aggregating user data as a side-effect of their use of the application.

  36. Some Rights Reserved • Intellectual property protection limits re-use and prevents experimentation. • Therefore: When benefits come from collective adoption, not private restriction, make sure that barriers to adoption are low. Follow existing standards, and use licenses with as few restrictions as possible. Design for "hackability" and "remixability."

  37. The Perpetual Beta • When devices and programs are connected to the internet, applications are no longer software artifacts, they are ongoing services. • Therefore: Don't package up new features into monolithic releases, but instead add them on a regular basis as part of the normal user experience. Engage your users as real-time testers, and instrument the service so that you know how people use the new features.

  38. Cooperate, Don't Control • Web 2.0 applications are built of a network of cooperating data services. • Therefore: Offer web services interfaces and content syndication, and re-use the data services of others. Support lightweight programming models that allow for loosely-coupled systems.

  39. Software Above the Level of a Single Device • The PC is no longer the only access device for internet applications, and applications that are limited to a single device are less valuable than those that are connected. • Therefore: Design your application from the get-go to integrate services across handheld devices, PCs, and internet servers.

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