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S
Locating Social Media
Basu Mallick Koustav
Choo Jun Lin Darren
Chua Jia HwaGoh Yong-Qin
DarrelTan Jun Jie
1
Agenda
Image: http://socialnomics.files.wordpress.com/2009/11/social-media-ball.jpg2
Definitions
Media Technology e.g. internet, phone, TV
1st order of user agency (Luders, 2008)
Final meaning of the media technology develops through their actual use and social function of the technology
3
Definitions
Media form e.g. SMS, email, blog
2nd order of user agency (Luders, 2008)
Constructed from media technologies Result of interrelations between technology and
function within everyday lives
4
Definitions
Genres e.g. personal blog, travel blog, food blog
3rd order of user agency (Luders, 2008)
More specific types of the same media form Socially implemented characteristics
5
AS SUCH…Same technologies can be used for both interpersonal and mass communication
6
Characteristics
Mass Media Accessible by many
Reproduced/broadcasted to many
Asymmetrical involvement Less element of social
interaction Institutional/professional
content Function system
Personal Media Accessible by few
Reproduced/broadcasted to few
Symmetrical involvement More element social
interaction De-institutional/De-
professional content Non-function system
7
(Luders, 2008)
Personal and mass media today is blurred
Features shared with mass media: Accessibility Reproduction of content Role of users and producers
8
Interaction
Face to face, mediated and quasi-mediated interaction
Blurring between mass communication and interpersonal communication Convergence
Mediated and quasi-mediated as a continuum
9(Luders, 2008)
Network structures
Networks facilitated by personal media differs from mass media (Luder, 2008) But some aspect may have changed due to
digitalization Amount of time, emotional intensity, intimacy and
reciprocal services Strong ties = complex patterns of media use
Higher frequency and more media used Mass communication produces weak ties
But more complicated with the use of personal media within mass media
10(Luders, 2008)
Example
Latent ties May connect formerly unconnected others Turned into weak ties when interaction occurs
Strong ties Look for new and more media to communicate Communication processes migrate to personal
media arenas Shifting from latent to weak to strong tie
11(Luders, 2008)
Users as producers
Egalitarian Not mundane
Political agendas not the most important motivational factor
Pro-sumers Meeting of consumption and production technologies
12(Luders, 2008)
“‘Anyone’ becomes qualified to be a media producer and is likely to have an audience to their productions”
Encouraged by key actors in the mass media industry But institutional setting of the mass media
influences how user-created content is filtered and screened for publishing
13
Users as producers
(Luders, 2008)
The model
2 dimensional model Interactional axis Institutional/professional axis
Personal media Mediated interaction De-institutional/de-professionalized
14(Luders, 2008)
Institutionalized/Professionalized
De-institutional/De-professional content
Symmetrical Asymmetrical
15 (Luders, 2008)
Exercise 1
Personal webpage PAP Facebook
fanpage Twitter YoutubeMediacorp
TV The Straits Time
Email Blog SMS Phone call FHM
16
What is Digital Culture?
What is it? Emerging set of values, expectation, practices in
reaction to “computer-mediated forms of production, distribution and communication”
How it come about? User-elasticity of computer and Internet technology
as basis for mass and personal communication Component
Remediation, Participation, Bricolage
17 (Deuze, 2006)
Participation
Web 2.0 is an open structure Average people given the tools to archive,
annotate, appropriate and re-circulate content Participation has political dimension
18 (Deuze, 2006)
Remediation
Remix of older and newer media Newer medium diverges from older media, yet also
reproduces older medium Barrier of entry to personalizing and
individualization lowered Incorporating subjectivity and personal opinion
valued
19 (Deuze, 2006)
Bricolage
Bricoleur mixing, hybridizing materials from different sources
Highly personalized, continuous, autonomous assembly, disassembly, reassembly of mediated reality
Eg mash-up, CC Foster feeling of community, yet isolation
20 (Deuze, 2006)
How Digital Culture informs shift in media usage?
These principal components inform the way we use media
Digital Culture “accelerates” the blurring of the line between personal media and mass media
21 (Deuze, 2006)
Participation
Personification of Corporations Personal pages on
SNSs Respond and interact
with personal network
Corporatization of Self Advertisement with
profiles and photos Personal
communication resembling mass communication
Image: Facebook.com
22
Remediation & Bricolage
Remediation Blogs and Micro-blogs
(Twitter)
Bricolage Journalism: Hybridity
and Hypertextuality by both Prosumers and News Centres
Redefinition of ‘News’
23
Implications
Changing modes of literacy Encode and decode multimodal media messages of
various genres Multimodal: use of several semiotic and the way in
which they are combined Social discourses multiplied
Mass media institutions no longer exclusive storytellers with worldwide audiences
24(Luders, 2008)
Literacy and multiple discourses
Multimodal-literacy Complex mix of audiovisual-textual media
technologies Producing and deciphering meanings
Multimodal skills in interpretation and production required Knowledge of intricate and multimodal resources
required Digital divide
25(Luders, 2008)
Identity and social relations
Notion of Identity becomes reflexive and dynamic Personal media used to express the senses of the
self leads to increased sense of control Although mediated subject perceived as open and
honest and close to a ‘true self’ More symmetrical social relationships
26(Luders, 2008)
Identity and social relations
Resulting in relationships bring constantly chosen, established, negotiated, maintained and renewed
Personal media employed to establish and maintain social relation actively
27(Luders, 2008)
Individuals and smaller groups have the potential to describe and publish their interpretations of the world Result in change in power relations Mass media institutions no longer the only ones to
produce messages for dissemination
28
Identity and social relations
(Luders, 2008)
Journalism
The collecting, writing, editing, and presenting of news or news articles in newspapers and magazines and in radio and television broadcasts. (American Heritage Dictionary, 2009)
The professional selection of actual news facts to an audience by means of technological distribution methods
(Bardoel, 1997)
29
Journalism: Traditional vs Modern
Shift in editorial priorities From hard news and investigation to “scandal-
mongering…sensationalism and sentiment…masquerading in perverse guise as human interest” (Franklin, 1997)
Shift from traditional news towards cover of leisure, style and consumer affairs and stories about entertainers (Connell, 1991)
Technological change is blurring the distinction between journalists and non-journalists (Stephenson & Mory, 1990)
Progress is influenced by the ability to output news multiple mediums (Ursell, 2001)
30
Journalism: Traditional vs Modern
Blurred nation-state boundaries Multi-faceted and fragmented public Journalists are no more gatekeepers of information Change in power relations
(Bardoel, Jo, Deuze & Mark, 2001)
31
Network journalism
Across any/every medium, type or format Journalist serves as a node in a complex network People will be more active information-seekers on
subjects they are familiar with, while seeking assistance in unfamiliar areas
More horizontal communication instead of ‘traditional vertical paternalistic communication’
(Bardoel, Jo, Deuze & Mark, 2001)
32
Online journalism
4 key characteristics Interactivity Customisation of content Hypertextuality Multimediality
(Bardoel, Jo, Deuze & Mark, 2001)
33
Independent Media Centres (IMCs)
Indymedia To give activists a space where they could express their
concerns, show their interests and discuss local and global issues
2002 -> Over 80 Indymedia sites (Platon & Deuze, 2003)
Currently -> 178 Indymedia sites (www.indymedia.org/en)
Open Publishing
Asia: 12Africa: 6Oceania: 12Europe: 61USA: 56Canada: 12Latin America: 19
34
Open Publishing
News creation process is transparent Group consensus manages content Individuals provide, evaluate and comment on news Reader has influence over content production and
customisation Interaction with content producers
(Platon & Deuze, 2003)
35
Analysis and Critique
Personal media is tended towards symmetrical communication
This may not be true Could be asymmetrical quasi-interactional relations between producer and
audience Social Shaping Theory: Highlights the spiraling
relationship between consumers and technology and how they exist in a reciprocal relationship. This encourages the development of technology to be more human centered 36
Critique: Technological Determinism
Technological determinism: Technology determinism states that technology is the prime mover in societal development. It implies that societal change is inevitably predetermined by technological innovation
Examples:Facebook – does not allow one to show one ‘dislikes’ a commentSMS – use only 160 characters to send a text message
37
Critique: Social Determinism
Social Determinism – Social interactions and constructs determine individual behaviour through the arsenal of cultural factors, social preferences, customs and expectations and interpersonal interactions. The theory focuses on the human agency and choice.
Examples: How many of you guys answered the question posted
by us on Facebook? Initial reason for Facebook and SMS
38
So what is Social Media
The use of media is shaped by: User’s intention Its usage Properties of the technology
39
So what is Social Media to You?
Now, what is social media according to you?By your definition, draw a model relating social
media, personal media and mass media.
40
Where is social media?
De-institutionalizedDe-professionalized
InstitutionalProfessional
The Digital Culture
The Digital Culture
The Prosumer Cycle
41
Definition
Social Media thus is just a characteristic of the media that allows one to participate as a producer and a consumer due to the affordances brought about by digital culture.
The model generates information and will continuously improve on itself as the cycle goes on
This discounts people who do not have access to technology and hence cannot participate in this prosumer cycle intensifying the Digital Divide
42
Bardoel, Jo, Deuze, Mark, (2001). Network Journalism: Converging Competences of Media Professionals and Professionalism. Australian Journalism Review 23 (2), 91-103
Deuze, M. (1999). Journalism and the Web: an analysis of skills and standards in an online environnent. Gazette 61 (5), 373-390.
Deuze, M. (2001a). Understanding the Impact of the Internet: On New Media Professionalism, Mindsets and Buzzwords [online]. EJournalist 1 (1). Available: http://www.ejournalism.au.com/ejournalist/deuze.pdf.
Deuze, M. (2006). Participation, Remediation, Bricolage: Considering Principal Components of a Digital Culture. The Information Society, 22. 63-75.
Franklin, B. (1997) Newszak and News Media. London: Arnold.
Luders, M. (2008). Conceptualizing personal media. SAGE Publications, 683 – 700.
Newhagen, J.E., Rafaeli, S. (1996). Why communication researchers should study theInternet: a dialogue. Political Communication 46 (1), 4-13.
Pavlik, J. (1997, August). The future of on-line journalism: bonanza or black hole? Columbia Journalism Review, 30-36.
Pavlik, J. (1999). New media and news: implications for the future of journalism. New Media & Society 1 (1), 54-59.
Stephenson, H. and P. Mory (1990) Journalism Training in Europe. Brussels: European Commission.
Singer, J. (1998). Online Journalists: Foundations for Research Into Their Changing Roles. The Journal of Computer-Mediated Communication 4 (1) [online]. Available: http://www.ascusc.org/jcmc/vol4/issue1/singer.html [1999, Oct.20].
References
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