web 1.0 versus web 2.0: what is social media and what are some issues and criticisms?
Post on 21-Jan-2015
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Intro to Social Media; Social Media Issues & Criticisms
Professor Matthew Kushin, PhDShepherd University | Department of Mass Communication | 2012
Teams!
Team sign up sheet will be passed around today Make sure you’re team is on there! Remember your team number!
Teams should sit near each other in class
What is Social Media?
Web 2.0 a “buzzword”
Defined: When we value an online network’s ability to tap
the participation of large groups of people These people collect & create information
In other words
Web 2.0 is all about fostering connections between PEOPLE
Web 1: A Mass Media Web
Individual - content consumer
Production - controlled by a few Ex: media, Government
• Interactivity - limited• Technology restricts richness & extent of
human interaction Ex: E-mail
Published
ContentUser-generatedcontent
Web 2.0
Production – many-to-many People produce majority of content for one
another.
Organizations - enable content sharing through services provided
Interactivity - fast, rich
But what is social media?
Social media is media that foster social interaction between people built on Web 2.0 principles
So…. social media is like a playground
On this playground:
Network providers create playground Infrastructure
We “play” on the playground, providing the experience for one-another We create the user-generated content that others
consume, and vice versa.
Why is this revolution in media production so
important?
Fundamental Shift
Media production differs from other kinds of production (ex: industrial, agricultural)
media have the power to persuade, inspire, educate, and direct human activity.
Fundamental Shift
Society is the result of humans working together to,
achieve tasks organized and coordinated,
via COMMUNICATION MEDIA.
Fundamental Shift
So: An evolution in our relationship with media
Means: A shift in POWER
The Ethos of Web 2.0
Social media & a new ethos
Ethos – the dominant assumptions of a people or period
Social media ethos
Key societal changes: Human-to-human relations Perspectives about human & info relationship Perspectives about ownership
Human-to-human Relations
Hyper-connectivity Now have ability to share and co-create with
virtually anyone, anywhere.
Human / info relations
We’re encouraged to create media and share creations
Human / info relations
People used to information being “free” and available
Ownership
Growing attitude that what is created belongs to all of us
Ownership
In some sectors of society, movement towards relaxing control over intellectual property
Recurring Problem
These changes in society present problems for organizations: Tension between
cultural desire for “openness” And, organization’s desire for control / profit
Example
Conventional Wisdom:
A company cannot make profit if doesn’t protect all its assets
Example: Business
Traditional Closed perspective Trade secrets – A company’s competitive edge Brand is proprietary
Example: Ownership
Consumers take “ownership” of brands
Example: Problem
In a social media age
Facing this tension
Many organizations have begun: Harvesting external ideas
Seeking input & innovation from customers, clients Sharing their brand
Loosening stranglehold on intellectual property rights
Allowing for customers to modify & improve products
Similarly
As people increasingly interact with brands and identify with them
New challenges & opportunities for public relations emerge Ex: Listening to publics through social media Responding to online sentiment Building relationships with online communities
Social Media Challenges & Criticisms
Criticisms of Social Media
Threatens Authority & Expertise “Dictatorship of idiots”
Authority is measured by power of mass consensus Mob overrides expertise and experience, independent
thinking and analysis. What is produced in social media may be unreliable
Criticisms
Negative effects on Culture Web 2.0 ‘dumbs down’ culture by enabling mass of
talentless amateurs to create low quality, culturally devoid works
Criticisms
Democratization Myth Fragments citizenry by enabling escape into niche
groups
How is social media changing strategic communication
(e.g., PR)?
Cliff hanger…..
Show up next class
And do tonight’s reading about film director Kevin Smith
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