lecture at royal institute of technology 12 nov. 2010

Nationellt IT-användarcentrum

InternetExplorers

Håkan Selg

Social Software – Actors, Motives and Effects

Social Media Technologies KTH, 12 Nov. 2010

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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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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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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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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

http://www.nita.uu.se/

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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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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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Computer and communicationtechnology

Userinteraction

User communication

User created content

A Web 2.0 model

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Broadband

Pentium

Hard disk drive

C64

Key technologies

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Audio booksVideo (film, TV)

Music

High resolution images

Games

Popular culture

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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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Diffusion patterns

Professional sphere Private sphere

SMS/ChatSocial Media

Mobile phonesE-mail

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Values and attitudes

Modern bureaucracy:1. Governing by rules2. Management by documents3. Office hierarchy4. Functional-competence 5. Impersonal-duty6. Loyality

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Values and attitudes

Hierarchy NetworkFunctional competence Social

competence Duty Commitment Facts Values Work Leisure

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Impact on relations

Close

relationsAcquain-tancies

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Impact on relations

Close

relationsAcquain-tancies

”Facebook”

Other acquantancies

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Impact on relations

Close

relations

Acquain-tancies

”Facebook”

Other acquantancies

Friends of friends

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Strong and weak ties

a

b

cd

e

A

B

CD

E

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Effects on organisations

Business firmsGovernment

Experts

External balance of power

CustomersCitizensLaymen

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Effects on organisations

Coordinating staffSupporting staff Operating staff

Internal balance of power

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Business firms

Stiff competition

Globalisation

Pressure on prices and margins

Strategies?

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Business firms

Reduce fixed costs

Strategies

Branding

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Stategy 1: Reduce fixed costs

Reduction in transaction costs

Improved communicative tools

Downsizing of firms

Improved flexibility

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Stategy 2: Branding

Meaning and signification of consumer goods

Improved communicative tools

Price acceptance by consumers

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Håkan [email protected]

www.foruminternet.setwitter: hselg

mailto:[email protected]

http://www.foruminternet.se/