Sociedad

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Información

Sesión 10

Tecnología

Sociedad

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Información

Sesión 10

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• Comentarios y cuestiones sobre el blog• Debate: “Privacidad y Facebook”• Teoría 8: “Comunicación y Sociedad”nsito a la

Sociedad de la Información• Teoría 7: Web 2.0, Social Media y afines

Plan de la Sesión:

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Zuckerberg:

"When I got started in my dorm room at Harvard, the question a lot of people asked was 'why would I want to put any information on the Internet at all? Why would I want to have a website?'

"And then in the last 5 or 6 years, blogging has taken off in a huge way and all these different services that have people sharing all this information. People have really gotten comfortable not only sharing more information and different kinds, but more openly and with more people. That social norm is just something that has evolved over time.

"We view it as our role in the system to constantly be innovating and be updating what our system is to reflect what the current social norms are.

"A lot of companies would be trapped by the conventions and their legacies of what they've built, doing a privacy change - doing a privacy change for 350 million users is not the kind of thing that a lot of companies would do. But we viewed that as a really important thing, to always keep a beginner's mind and what would we do if we were starting the company now and we decided that these would be the social norms now and we just went for it."

http://www.readwriteweb.com/archives/facebooks_zuckerberg_says_the_age_of_privacy_is_ov.php

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“El secreto de toda ‘socialización’ exitosa reside en hacer que los individuos deseen hacer lo que es necesario para que el sistema logre autorreproducirse.

Esto puede realizarse abierta y explícitamente, [...] como se efectuaba durante la fase sólida de la modernidad, en la sociedad de productores.

O puede producirse subrepticia y oblicuamente, inculcando o imponiendo, más o menos por la fuerza, ciertos patrones de comportamiento para la solución de problemas que, una vez adoptados y acatados (y deben ser acatados, ya que las opciones alternativas escasean y se desvanecen) hacen posible la monótona reproducción del sistema, como sucede en la fase líquida de la modernidad, que casualmente es también la era de la sociedad de consumidores”.

Bauman, “Vida de Consumo”, pág. 97

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“Lo que mantiene con vida a la economía de consumo y al consumismo es el menoscado y la minimización de las necesidades de ayer y la ridiculización de sus objetivos, ahora passés, y más aún el descrédito de la idea misma de que la vida de consumo debería regirse por la satisfacción de las necesidades”.

Bauman, pag. 136

“Los mercados de consumo se concentran en la rápida devaluación de sus ofertas pasadas, para hacer un lugar en la demanda del público para nuevas ofertas. Generan insatisfacción hacia los productos que los consumidores usan para satisfacer sus necesidades, y también cultivan un constante desafecto hacia la identidad adquirida y el conjunto de necesidades que esa identidad define. Cambiar de identidad, descartar el pasado y buscar nuevos principios, esforzarse por volver a nacer: son todas conductas que esa cultura promueve como obligaciones disfrazadas de privilegios”.

Bauman, pag. 137

Estos dos medios sociales, ¿son igualmente sociales?

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Indice de próximas sesiones

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1. Introducción2. Tecnología y sociedad se co-producen (1)3. ¿De qué hablamos cuando hablamos de

Internet?4. Internet: Un cruce de culturas5. Tecnología y sociedad se co-producen (2)6. Visiones de la sociedad de la información7. Web 2.0, Social Media y afines8. Comunicación y sociedad 9. Nueva (o no) Economía10. Libertad y ‘cultura free’

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Sesión 8:

Comunicación en la sociedad-red

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“The process of communication operates according to the structure, culture, organization and technology of communication in a given society. The communication process decisively mediates the way in which power relationships are constructed and challenged in every domain of social practice”. (4)

Comunicación ≈ Poder

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“Communication power is at the heart of the structure and dynamics of society.

... The most fundamental form of power lies in the ability to shape the human mind”. (3)

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“Power is the most fundamental process in society, since society is defined around values and institutions, and what is valued and institutionalized is defined in power relationships.

Power is the relational capacity that enables a social actor to influence asymmetrically the decisions of other social actors in ways that favor the empowered’s actor will, interest and values. Power is exercised ... by the construction of meaning on the basis of the discourses through which social actors guide their action.”. (10)

“Meaning is constructed in society through the process of communicative action”. (12)

Comunicación → Sentido

“Podemos estar seguros de que la sociedad de 2030 será muy distinta de la de hoy [...]

No estará dominada, ni siquiera conformada por las tecnologías de la información [...]

La característica central de la próxima sociedad, como la de sus predecesores, serán nuevas instituciones y nuevas teorías, ideologías y problemas”.

Peter Drucker

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No se trata de un mensaje nuevo

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“Enacting social change in the network society proceeds by reprogramming the communication networks that constitute the symbolic environment for image manipulation and information processing in our minds, the ultimate determinant of individual and collective practices.

Creating new content and new forms in the networks that connect minds and their communicative environment is tantamount to rewiring our minds. If we feel/think different, by adquiring new meaning and new rules to make sense of the meaning, we act differently, and we end up transforming the way society operates”. (412 ss)

Sentido → Acción

Cambios en los canales de comunicación

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“A network society is a society whose social structure is made around networks [...]

Social structures are organizational arrangements of humans in relationships of production, consumption, reproduction, experience and power expressed in meaningful communication coded by culture”. (24)

“Culture is the set of values and beliefs that inform, guide and motivate people’s behavior”

Rasgos distintivos de la sociedad red

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“A major source of power: network’s programming capacity, which depends in the ability to generate, diffuse and affect the discourses that frame human action.

[...]

Because the public mind, the set of values and frames that have broad exposure in society, is ultimately what influences individual and collective behavior, programming the communication networks is the decisive source of cultural materials that feed the programmed goals of any other network”. (53)

El discurso como generador de poder

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“Discourses frame the options of what networks can or cannot do.

In the network society, discourses are generated, diffused, fought over, internalized and ultimately embodied in human action, in the socialized communication realm constructed around global-local networks of multimodal, digital communication, including the media and the Internet

Power in the network society is communication power”. (53)

El discurso como generador de poder

No es proceso predeterminado, sino una lucha de intereses

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“Social actors and individual citizens around the world are using the new capacity of communication networking to advance their projects, to defend their interests and to assert their values.

[...] So, the new field of communication in our time is emerging through a process of multidimensional change shaped by conflicts rooted in the contradictory structure of interests and values that constitute society”. (57)

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“Whoever holds power decides what is valuable.

[...] Value is what is processed in every dominant network at every time in every space according to the hierarchy programmed in the network by the actors acting upon the network”. (28-29)

, por ejemplo

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“Culture is the set of values and beliefs that inform, guide and motivate people’s behavior.

[...] What we observe [...] is fragmentation rather than convergence.

[...] The common culture of the global network society is a culture of protocols of communication enabling communication between different cultures on the basis not of shared values but of the sharing of the value of communication”. (35-38)

“The protocols of communications are not based on the sharing of culture but on the culture of sharing”. (126)

La cultura de la sociedad red

El instrumento se vuelve más importante que el motivo.

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“Google will become what it has always wanted and intended to become, which is an advertising gatekeeper as indispensible as Microsoft is (or was) with Windows, Apple is with downloadable music or Amazon.com is with online book sales.

But in order to get there, Google needs you to change. They need you to drop your resistance to being listened to, tracked and monitored at all times. They want you to be the best product you can possibly be. Google's customers will love you”.

http://itmanagement.earthweb.com/article.php/3801006/Googles-Business-Model-YOU-Are-the-Product.htm

http://itmanagement.earthweb.com/columns/executive_tech/article.php/3801006/Googles-Business-Model-YOU-Are-the-Product.htm

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Marcos mentales

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"Para que las fuerzas generadoras de riqueza en el nuevo paradigma alcancen su máximo esplendor se requieren cambios inmensos en los patrones de inversión, en los modelos de organización de máxima eficiencia, en los mapas mentales de todos los actores sociales y en las instituciones que regulan y habilitan los procesos sociales y económicos".

Carlota Pérez

El cambio tecnológico no es el único necesario

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“The exercise is: Don’t think of an elephant! I’ve never found a student who is able to do this”.

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“Frames are mental structures that shape the way we see the world. As a result, they shape the goals we seek, the plans we make, the way we act, and what counts as a good or bad outcome of our actions” (xv)

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“We know frames through language. All words are defined relative to conceptual frames. When you hear a word, its frame (or collection of frames) is activated in your brain.

[...] Because language activates frames, new language is required for new frames. Thinking differently requires speaking differently”. (xv)

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“It is a general finding about frames that if a strongly held frame doesn’t fit the facts, the facts will be ignored and the frame will be kept”. (37)

Ejemplo: http://www.washingtonpost.com/wp-dyn/content/article/2007/09/03/AR2007090300933.html

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“Framing is not primarily about politics or political messaging, or communication. It is far more fundamental than that: Frames are the mental structures that allow human beings to understand reality - and sometimes to create what we take to be reality”. (25)

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La Vanguardia, 5 de Marzo 2010

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Lessons on frames

1. The use of frames is largely unconscious.

2. Frames define common sense.

3. Repetition can embed frames in the brain.

4. Activation links surface frames to deep frames and inhibits opposition frames.

5. Existing deep frames don’t change overnight.

6. The facts alone will not set you free.

7. Simply negating the other side’s frame only reinforces them.

8. There are (many) binconceptuals. As a matter of fact, they might be the most interesting people.

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“Know your values and frame the debate”

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Ejemplos relacionados con las TIC y la sociedad de la información

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“La sociedad de la información es …

un estadio de desarrollo social caracterizado por la capacidad de sus miembros (ciudadanos, empresas y Administración Pública) para obtener y compartir cualquier información, instantáneamente, desde cualquier lugar y en la forma que se prefiera”.

Informe Telefónica Sociedad de la Información

Valores subyacentes: La información por encima de otras consideraciones.

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THE NATURE OF CYBERSPACE

“The Internet -- the huge (2.2 million computers), global (135 countries), rapidly growing (10-15% a month) network that has captured the American imagination -- is only a tiny part of cyberspace. So just what is cyberspace?

More ecosystem than machine, cyberspace is a bioelectronic environment that is literally universal: It exists everywhere there are telephone wires, coaxial cables, fiber-optic lines or electromagnetic waves.

This environment is "inhabited" by knowledge, including incorrect ideas, existing in electronic form”.

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“Cyberspace is the land of knowledge, and the exploration of that land can be a civilization's truest, highest calling. The opportunity is now before us to empower every person to pursue that calling in his or her ownway.

The challenge is as daunting as the opportunity is great. The Third Wave has profound implications for the nature and meaning of property, of the marketplace, of community and of individual freedom. As it emerges, it shapes new codes of behavior that move each organism and institution -- family,neighborhood, church group, company, government, nation -- inexorably beyond standardization and centralization, as well as beyond the materialist's obsession with energy, money and control”.

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Marcos mentales

Teorías

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“En la medida en que llegásemos a vivir una gran parte de

nuestras vidas en el ciberspacio,

¿nos convertiríamos en super- o infra- humanos?

H.L. Dreyfus

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???

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¿Un ejemplo de ‘framing’?

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“The attribution of intelligence to machines, crowds of fragments, or other nerd deities obscures more than it illuminates. When people are told that a computer is intelligent, they become prone to changing themselves in order to make the computer appear to work better, instead of demanding that the computer be changed to become more useful. People already tend to defer to computers, blaming themselves when a digital gadget or online service is hard to use.

Treating computers as intelligent, autonomous entities ends up standing the process of engineering on its head. We can’t afford to respect our own designs so much” (36).

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“Why, then, do so many people simply ignore copyright laws?

Part of the reason is that people question whether the law that forbids sharing of such material online is morally justified. The fact that something is illegal doesn't mean that it's necessarily immoral. Around the world, young people are questioning the merit of the laws that forbid them to share material. They break copyright laws in part because they believe that these laws are unjust.

Not only do we think that the copyright laws are unjust, we also know that it's easy to get away with breaking these laws -- and for youth and students with limited, or sometimes nonexistent funds, the allure of free media with minimal chances of being caught is too good to pass up.

From a practical point of view, trying to regulate the distribution of these materials over the Internet is an unachievable goal. No matter what laws are put in place, technological advances by ingenious young computer geeks mean that youth will always be one step ahead of the authorities”.

Un ejemplo de éTIC@ ciberlibertaria

“Primero se observa lo que ocurre en el ámbito de las redes y el desarrollo de la tecnosfera. Se escoge entonces una palabra impactante: comunidad o democracia, ciudadanía o igualdad o cualquier otro concepto positivo para describir aspectos de lo que uno observa. Y se ignoran otros contextos, en la historia, la filosofía o la experiencia contemporánea, en los que estos conceptos tengan significado”.

L. Winner46

La trampa de los ciberlibertarios

http://www.rpi.edu/~winner/cyberlib2.html

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“Los gobernantes que hoy intentan recortar lo que podemos y no podemos hacer en Internet para así intentar preservar el equilibrio que había antes de que la red existiese lo hacen, en realidad, porque no son capaces de explicarse que alguien de verdad pretenda romper dicho equilibrio, y mucho menos que no se pueda hacer nada para evitarlo. [...]  El que la red no acepte restricciones, el que las leyes no puedan actuar sobre ella si contradicen el código con el que fue creada, es algo completamente inaceptable [...] Para una persona que entiende la red [...] la idea de “controlarla”, de restringir lo que circula por ella, de someterla a determinadas leyes es directamente una locura”.

E. Dans

Ciberlibertarios

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“Una nueva ideología para la sociedad individualizada, en la que se espera, se empuja y se tira de los hombres y las mujeres individuales para que busquen y encuentren soluciones individuales a problemas creados socialmente y pongan los medios para llegar a estas soluciones individualmente utilizando habilidades y recursos individuales.

[...] Se trata también de una ideología hecha a la medida de la nueva sociedad de consumidores. Representa el mundo como un almacén de objetos de consumo potenciales, la vida humana como una búsqueda perpetua de gangas, su propósito como la máxima satisfacción del consumidor y el éxito en la vida como un aumento del propio valor de mercado del individuo”.

Z. Bauman“El arte de la vida”: 109

Los ciberlibertarios y la sociedad líquida