Social Media and Networking in the Changing World Communication in the Global Village: Interests and Influences 18th International Scientific Conference Faculty of Communication of Turiba University Quelle: https://duplointernational.files.wordpress.com/2012/02/world-with-social-media.jpg?w=300&h=229 Klaus Beck - Social Media in the Changing World

Outline 1. Digital Revolution – The Promise of the Web 2.0 2. Networking and Participation – How “Social“ are “Social Media“? 3. Summary and Conclusions Klaus Beck - Social Media in the Changing World

Digital Revolution - The Promise of the Web 2.0 1990s (Barlow): “Internet-Revolution“ = discontinuity, disruption, new era 2005 (O‘Reilly): “Web 2.0“ = from publication to participation from mass media to mass self communication from media content to user generated content from buying to sharing from conglomerates to peers from blockbuster to long tail and diversity from distribution to social media Klaus Beck - Social Media in the Changing World

Digital Revolution - The Promise of the Web 2.0 Misleading metaphors of public and scientific discourse technolgical determinism and euphoria (or panic): Technolgy as “Driver“ or “Force of Nature“ beyond human control and political regulation (cause/ independent variable) with dramatic impact on society, culture, economy and politics (effect/ dependent variables). Klaus Beck - Social Media in the Changing World

Digital Revolution - The Promise of the Web 2.0 Mutual and dialectical social processes: Social Media as new tools for old power interests, while shaping old structures and fuctions at the same time economic and commercial interests: new data driven business models vs. post-capitalist sharing economy political power interests: PR/ propaganda, censorship, surveillance vs. grassroots movements and NGO Klaus Beck - Social Media in the Changing World

Networking: How “Social“ are “Social Media“? Connectivity: „Death of distance“ and „Global Village“? - barriers of language and culture - barriers of access: inequality in motivation, access, skills and usage („Digitally Disconnected“) - scarcity of life and leisure time: higher selectivity of social relations (profiles and algorithms vs. serendipity) - fragmentation of social environments and situations: Social Media as an ubiquitious fourth dimension - blurring boundaries between private/public, leisure/work - increasing mobilty (commuting and travelling) Klaus Beck - Social Media in the Changing World

Networking: How “Social“ are “Social Media“? “New friends“ … - Facebook‘s re-definition of “Friend“ vs. the Dunbar Number (cognitive limit of 150) - network effects/ Power Laws: Rich Get Richer - some increase of new social contacts: adding of weak ties - improving strong ties: updating and maintainig existing relationships Klaus Beck - Social Media in the Changing World

Networking: How “Social“ are “Social Media“? … in a “fair, equal, and rational discourse“? - self disclosure and expression dominates (mass self) communication - most blogs and tweeds reach (almost) no audience - rumors and gossip “on demand“: “People […] as casual entertainment“ (Scott) - shitstorms and cyberbullying (vs. “wisdom of the crowd“) - manipulation of reach and relevance: Klout Inc., Intertwitter, Fast Followerz and other “click farms“ Klaus Beck - Social Media in the Changing World

Networking: How “Social“ are “Social Media“? - participation dominated by young, well-educated, affluent, and time-rich males (nerds, bobos, academia) - Filter Bubbles and Echo Chambers - (professional) campaigns: fake news, hate speech - risk of populism and extremism Klaus Beck - Social Media in the Changing World

Summary and Conclusions Social Media changed the way we build and maintain social networks, but not (only) as promised: - Social Media help to maintain and update existing ties, reinforce strong ties and add weak ties - Social Media do not lead to “Death of Distance“, the end of social, political and economic inequality or more/direct democracy - primarly, Social Network Services are a (successful) business model for the commodification of personal relationships and private data as well as surveillance and data economy Klaus Beck - Social Media in the Changing World

Sources/ References Barlow, John Perry. 1996. A Declaration of the Independence of Cyberspace. (www.eff.org/cyberspace-independence). Castells, Manuel. 2009. Communication Power. Oxford: Univ. Press. O‘Reilly, Tim. 2005. What Is Web 2.0: Design Patterns and Business Models for the Next Generation of Software. www.oreiilynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html. Scott, Laurence. 2015. The Four Dimensional Human. London: Penguin. van Dijk, Jan. 2012. The Network Society. 3rd Edition. London: Sage. van Dijk, José. 2013. The Culture of Connectivity: A Critical History of Social Media. Oxford: Univ. Press. Klaus Beck - Social Media in the Changing World