lecture at royal institute of technology 12 nov. 2010
TRANSCRIPT
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Nationellt IT-användarcentrum
InternetExplorers
Håkan Selg
Social Software – Actors, Motives and Effects
Social Media Technologies KTH, 12 Nov. 2010
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InternetExplorers
2023-05-03 | #2@ Håkan Selg/NITA/Uppsala universitet
Communicative toolset Recipient(s) ToolOne or a few Telephone, fixed-line/mobile
Voice over IP (VoIP) ”Skype”SMS/MMSInstant messaging ”chat”E-mail
Many, selected FacebookLinkedInIntranet/wikiesE-mail
Many, not selceted BlogsMicroblogs/TwitterYouTubeElectronic mailing lists
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InternetExplorers
2023-05-03 | #3@ Håkan Selg/NITA/Uppsala universitet
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InternetExplorers
2023-05-03 | #4@ Håkan Selg/NITA/Uppsala universitet
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InternetExplorers
2023-05-03 | #5@ Håkan Selg/NITA/Uppsala universitet
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InternetExplorers
2023-05-03 | #6@ Håkan Selg/NITA/Uppsala universitet
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InternetExplorers
2023-05-03 | #7@ Håkan Selg/NITA/Uppsala universitet
Results
Common activities Differentiating activities
E-mailingCarrying out tasks in studies/work
Instant messagingOn-line communities
Planning of travels and events Popular culture
Ordering, booking, making paymentsFilling in forms
Reading/writing blogsUsing net media
Using academic literature in digital formats Using on-line encyklopaedias
Entrepreneurial activities
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InternetExplorers
2023-05-03 | #8@ Håkan Selg/NITA/Uppsala universitet
ResultsAge category Cluster 1
(Web 1.0)Cluster 2 (Web 2.0) Sum
– 25 years 25% 75% 100%
26 – 30 years 42% 58% 100%
31 – 35 years 72% 28% 100%
36 – 45 years 81% 19% 100%
46 – 55 years 95% 5% 100%
> 55 years 100% 0% 100%
All (est.population)= 208 000) 44% 56% 100%
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InternetExplorers
2023-05-03 | #9@ Håkan Selg/NITA/Uppsala universitet
Effects of social media
InternetExplorers: A survey of Inter use at Swedish universities
Explorative study In-depth interviews with 20 experts on social
media http://www.nita.uu.se/ Projekt
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InternetExplorers
2023-05-03 | #10@ Håkan Selg/NITA/Uppsala universitet
Items to discuss
Social software, its origins and driving forces The dynamics of the interplay technology-
communication tools-popular culture Impact on attitudes and values inherent in the
industrial society Challenges from a business perspective
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InternetExplorers
2023-05-03 | #11@ Håkan Selg/NITA/Uppsala universitet
Original hardware
Office computer (”IBM PC”)
Home computer (”Commodore”)
Path of diffusion Professional Social
Core applications • E-mail• Word processor, spread
sheet• Search and retrieve
information• Order, book, pay
• On-line communicaction• Computer games• Popular culture• P2P software• Recording/editing/remixing
sound and image• Publishing
Communicative dimension
One-way, “vertical” Two-ways, “horizontal”
Archetypical user Homo oeconomicus Homo socius, homo ludens
Exclusion term The digital divide The participation gap
Two Cultures on the Internet
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InternetExplorers
2023-05-03 | #12@ Håkan Selg/NITA/Uppsala universitet
Computer and communicationtechnology
Userinteraction
User communication
User created content
A Web 2.0 model
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InternetExplorers
2023-05-03 | #13@ Håkan Selg/NITA/Uppsala universitet
Broadband
Pentium
Hard disk drive
C64
Key technologies
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InternetExplorers
2023-05-03 | #14@ Håkan Selg/NITA/Uppsala universitet
Audio booksVideo (film, TV)
Music
High resolution images
Games
Popular culture
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InternetExplorers
2023-05-03 | #15@ Håkan Selg/NITA/Uppsala universitet
Value-adding contentCommunity web sites
SNS/BlogsPhotos/Video clips
Music (mp3) copies/own
Pers. web pagesOpen Source
SoftwareRipped games
Games and software code, cracked/own
User created content
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InternetExplorers
2023-05-03 | #16@ Håkan Selg/NITA/Uppsala universitet
Diffusion patterns
Professional sphere Private sphere
SMS/ChatSocial Media
Mobile phonesE-mail
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InternetExplorers
2023-05-03 | #17@ Håkan Selg/NITA/Uppsala universitet
Values and attitudes
Modern bureaucracy:1. Governing by rules2. Management by documents3. Office hierarchy4. Functional-competence 5. Impersonal-duty6. Loyality
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InternetExplorers
2023-05-03 | #18@ Håkan Selg/NITA/Uppsala universitet
Values and attitudes
Hierarchy NetworkFunctional competence Social
competence Duty Commitment Facts Values Work Leisure
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InternetExplorers
2023-05-03 | #19@ Håkan Selg/NITA/Uppsala universitet
Impact on relations
Close
relationsAcquain-tancies
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InternetExplorers
2023-05-03 | #20@ Håkan Selg/NITA/Uppsala universitet
Impact on relations
Close
relationsAcquain-tancies
”Facebook”
Other acquantancies
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InternetExplorers
2023-05-03 | #21@ Håkan Selg/NITA/Uppsala universitet
Impact on relations
Close
relations
Acquain-tancies
”Facebook”
Other acquantancies
Friends of friends
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InternetExplorers
2023-05-03 | #22@ Håkan Selg/NITA/Uppsala universitet
Strong and weak ties
a
b
cd
e
A
B
CD
E
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InternetExplorers
2023-05-03 | #23@ Håkan Selg/NITA/Uppsala universitet
Strong and weak ties
a
b
cd
e
A
B
CD
E
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InternetExplorers
2023-05-03 | #24@ Håkan Selg/NITA/Uppsala universitet
Effects on organisations
Business firmsGovernment
Experts
External balance of power
CustomersCitizensLaymen
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InternetExplorers
2023-05-03 | #25@ Håkan Selg/NITA/Uppsala universitet
Effects on organisations
Coordinating staffSupporting staff Operating staff
Internal balance of power
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InternetExplorers
2023-05-03 | #26@ Håkan Selg/NITA/Uppsala universitet
Business firms
Stiff competition
Globalisation
Pressure on prices and margins
Strategies?
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InternetExplorers
2023-05-03 | #27@ Håkan Selg/NITA/Uppsala universitet
Business firms
Reduce fixed costs
Strategies
Branding
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InternetExplorers
2023-05-03 | #28@ Håkan Selg/NITA/Uppsala universitet
Stategy 1: Reduce fixed costs
Reduction in transaction costs
Improved communicative tools
Downsizing of firms
Improved flexibility
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InternetExplorers
2023-05-03 | #29@ Håkan Selg/NITA/Uppsala universitet
Stategy 2: Branding
Meaning and signification of consumer goods
Improved communicative tools
Price acceptance by consumers
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InternetExplorers
2023-05-03 | #30@ Håkan Selg/NITA/Uppsala universitet
Håkan [email protected]
www.foruminternet.setwitter: hselg