week 5: networked power: virals, memes and analysis #mc539
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More details here: http://mc539,posterous.comTRANSCRIPT
NETWORKED POWERWeek 5: Viral, memes and analysis
Jennifer M. Joneshttp://mc539.posterous.com
Overview
Networked Society
Networked Identity
Memes
Viral Media
Network Analysis
Economy = system of production, distribution and consumption
Pre-industrial
Industrial
Post-industrial
Service
Digital
Networked Society
What are we ‘trading’ in a network society?
Network Identity
Identity Verification
Identity Verification
Identity Verification
Identity Verification
Identity Verification
Verification
Photos
Specific details (occupation, location, education)
Friends (who are they connected to?)
What they share (links, videos, images etc)
Why is this important?
Aware of networked individualism
Declaration of a cause (by making association explicit)
Making things which are interesting to share
Social Capital
Examples
Viral Media
..objects or patterns able to replicate themselves or convert other objects into copies of themselves when
these objects are exposed to them;
Why?
Viral marketing uses existing social networks in order to increase ‘brand’ (or message) awareness
Using sharable devices (memorable videos, images, articles) messages are enhanced by word of mouth
Creating “co-conspirators”
Critique
Ethical consideration of stealth marketing
Transparency of cause (you are NOT a profit making business)
Low level of sustainable engagement
Abuse of social capital?
Memes
Definition...
A cultural unit (an idea or value or pattern or behaviour) that is passed from one person to another
by non-genetic means (as by imitation);
More subtle...
95,489 ‘liked’ it
Do you get ‘fake’ memes?
The cause is fake.
...not the meme.
Ideas still spread.
knowyourmeme.com
Extreme examples.
What we can learn?
Platforms and tools to communicate messages
Why do certain cultural units spread?
Simplicity is often key (good titles, tags, bylines)
Network endorsement
Network Analysis
Points of note
Nodes
Strong Ties
Weak Ties
Strong Ties
Weak Ties
http://newsletter.alt.ac.uk/1j8id4i5mgn
Directed Study Task(details on http://
mc539.posterous.com)
Further Reading
Bell, D. (1973) The Coming of the Post-Industrial Society. Basic Books: New York.
Castells, M. (2001) The Internet Galaxy: Reflections on the Internet, Business and Society. Oxford University Press: Oxford.
Granovetter, M. (1973). "The Strength of Weak Ties", American Journal of Sociology, Vol. 78, Issue 6, May 1973, pp. 1360-1380.
Wellman, B. (2001) "Physical Place and Cyber Place," International Journal of Urban and Regional Research.