Networks, Theory & Contagion

#SOJCssm

Transcript

1. S O C I A L M E D I A T H E O RY T H E U N I V E R S E I N A N U T S H E L L
2. uses & gratifications what are your Us and Gs?
4. uses & gratifications Social interaction Passing Time Information Habit Entertainment traditional Inclusion Affection Relaxation Control interpersonal Time shifting Meeting other people new media Playfulness Choice Connectedness Information Collection Reciprocal Communication interactivity
5. interactivity, demassification, hypertextuality, asynchroneity, and interpersonal aspects of mediated communication challenges for U&G
6. N E T W O R K S , B U L LY I N G & S O C I A L N O R M S
7. Properties of Networked Publics 1. Persistence 2. Replicability 3. Searchability 4. Scalability 5. (de)Locatability
8. Three Dynamics Invisible Audiences Collapsed Context Blurring of Public & Private http://www.danah.org/papers/talks/PennState2009.html
9. J U S T I N E S A C C O
12. W H AT H A P P E N E D ? W H Y D O W E D O T H I S T O P E O P L E ?
13. I S I T B U L LY I N G ?
14. B U L LY I N G • Irrational & illegitimate behavior • Caused by underlying personality characteristics: lack of empathy, narcissism, sensation seeking… • Occurs in private • Fueled by anonymity
15. W H AT R O L E D O E S A N O N Y M I T Y P L AY ?
16. T H E S T R A N G E R O N T H E T R A I N P H E N O M E N O N
17. E F F E C T S O F A N O N Y M I T Y • Detaches from normative & social behavioral constraints. • Allows an individual to bypass moral responsibility for actions • Reduces the probably of social punishments • Triggers an imbalance of power • Gives people the courage to ignore social desirability issues (over-reporting good behavior, under-reporting bad behavior) • Encourages presentation of minority viewpoints
18. W H AT A B O U T I N A S O C I A L - P O L I T I C A L C O N T E X T ?
19. Trump’s Manufacturing Council and the Power of #CanCampbells
21. S O M E R E S E A R C H S H O W S S O C I A L M E D I A “ F I R E S T O R M S ” A R E M O R E E F F E C T I V E I F T H E C R I T I C I S M I S N O T A N O N Y M O U S . W H Y ?
22. Non-anonymity increases trustworthiness. We have many weak social ties linking us to people who we are not necessarily familiar with, but are part our digital social networks. Trustworthiness of former firestorm commenters encourage us to contribute ourselves.
23. A N O T H E R O P T I O N : S O C I A L N O R M T H E O RY “…Norms are mental representations of appropriate behavior in society and smaller groups and, consequently, guide the behavior of individuals….”
24. S E T T I N G S O C I A L N O R M S C A N L E A D T O S O C I A L G O O D
25. S O C I A L N O R M S H AV E T O B E E N F O R C E D B Y T H E G R O U P. S I M P L E S A N C T I O N S T H AT T R I G G E R G U I LT O R S H A M E . T H E M E R E E X P E C TAT I O N O F S A N C T I O N S S U P P O RT S T H E E N F O R C E M E N T O F T H E S E N O R M S
26. # M A N S P R E A D I N G
27. O T H E R E X A M P L E S O F S O C I A L N O R M S ?
28. S P I R A L O F S I L E N C E
29. O N T H E I S S U E O F E D WA R D S N O W D E N N S A L E A K S , T H I S WA S N O T T H E C A S E . • People were less willing to discuss the Snowden-NSA story in social media than they were in person. • Social media did not provide an alternative discussion platform for those who were not willing to discuss the Snowden-NSA story. • In both personal settings and online settings, people were more willing to share their views if they thought their audience agreed with them. • Previous ‘spiral of silence’ findings as to people’s willingness to speak up in various settings also apply to social media users.
30. O T H E R E X A M P L E S O F S P I R A L O F S I L E N C E I N A C T I O N ?
31. D O E S S O C I A L M E D I A H AV E A N E M O T I O N A L A F F E C T ?
32. Via a massive (N = 689,003) experiment on Facebook, researchers showed that emotional states can be transferred to others via emotional contagion, leading people to experience the same emotions without their awareness. Evidence suggests that emotional contagion occurs without direct interaction between people (exposure to a friend expressing an emotion is sufficient), and in the complete absence of nonverbal cues.
33. T H E S E L F - P R O M O T I O N - E N V Y S P I R A L I D E A 1 :
34. E M O T I O N S A R E C O N TA G I O U S & M I R R O R O U R N E T W O R K S . I D E A 2
35. I T ’ S N O T J U S T O U R E M O T I O N S : A R E C E N T H A R VA R D S T U D Y S H O W E D T H AT O N E P E R S O N B E C O M I N G O B E S E I N C R E A S E D T H E R I S K O F T H E I R F R I E N D S ’ F R I E N D S ’ F R I E N D S A L S O B E C O M I N G O B E S E , A N D B Y 1 0 P E R C E N T.
36. Questions or Thoughts?