the new environment for advocates & ngos
DESCRIPTION
Director Lee Rainie presented 10 fresh realities of the digital age to journalists, government officials, and leaders of non-governmental organizations from 33 countries.TRANSCRIPT
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PewInternet.org
The New Environment for Advocates & NGOs
10 fresh realities of the digital age
State Department Visitors ProgramJanuary 17, 2012Lee Rainie: Director, Pew Internet ProjectEmail: [email protected]: @Lrainie
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Digital Revolution 1Internet (83%) and Broadband at home (67%)
71%
67%
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Digital Revolution 2Social networking – 50% of all adults
% of internet users
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Digital Revolution 3Mobile – 84%
327.6million
Total U.S. population:315.5 million
2011
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Mobile internet connectors – 63% adults
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35% own “smartphones”
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New Reality 1) The world is full of networked individuals using networked information
Image attribution: Flickrverse, Expanding Ever with New Galaxies Forming Cobalt123 http://www.flickr.com/photos/cobalt/34248855/sizes/z/in/photostream/
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New Reality 2) Giant changes in civic culture and mediasphere have created new opportunities for
NGOs and activists
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New reality 2) Corollary New civic actors are emerging with social media
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New reality 2) Corollary
Do-it-yourself/hacker ethic of networked individuals can be tapped to fill gaps
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New Reality 3) The is no high-tech secret sauce for effective message making
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New Reality 3) Corollaries
• Credibility is assessed through multiple filters– Trusted information sources (including search engines)– Personal beliefs/experiences– Social networks– Aggressive fact checking
• Yes, bad information hangs around, but it can be attacked in several ways– Recanting– Better information, especially from multiple sources
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New Reality 4) Mass-media megaphones still matter to getting a story out, but new messaging
opportunities have emerged
David Edelman: “Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places,” Harvard Business Review http://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places/ar/1
apps
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New Reality 5) There are stages of engagement with audiences and each has a different weight
http://www.idealware.org/articles/engagement-pyramid-six-levels-connecting-people-and-social-change
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New reality 5) Corollaries
• The social media space is a “fifth estate” with a different civic sensibility
• Facebook is different from Twitter• Social media users are semi-elite, they do not
represent everybody• Lurkers matter as an audience that is watching
and assessing
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New Reality 6) Influence is migrating from organizations to networks and new “experts”
Traditional experts with new platforms, esp. blogs
Amateur experts who are avid contributors – sometimes with tribes
New algorithmic authorities
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New Reality 6) CorollariesSocial networks are more influential and are
differently segmented and layered
Sentries
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New Reality 6) Corollaries
Evaluators
Social networks are more influential and are differently segmented and layered
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New Reality 6) Corollaries
Audience
Social networks are more influential and are differently segmented and layered
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• Continuous partial attention to media streams
• Immersion in deep dives
• Info-snacking in free moments
New Reality 7) The flow of news has changed – and so have people’s attention zones
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New Reality 8) All organizations are under more scrutiny and transparency is a new marker of trust
Surveillance – powerful watch the ordinary
Sousveillance – ordinary watch powerful
Coveillance – peers stalk peers
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New Reality 9) The age of big data is upon us – and will give new power to analytics
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New Reality 10) Critical uncertainties remain
The architecture itself
Information policies
Social norms and attitudes
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Thank you!