Traditional Social Media Platforms Stephan Dahl

Buzzword Web 2.0 /Social Media often portrayed as a ‘revolution’ But was it really so revolutionary? What made it different from ‘old Internet’?

Early ‘Social Media’ Early ‘social media’ predates the widespread adoption of the Internet Early online communities started in the 1960s Longest, still running ‘online community’ is The WELL – founded in 1985

Early Social Media Small scale – but very active BBS – dial up bulletin boards IRC – Internet Relay Chat Important historically: o 1992 Coup in Moscow confirmed via Usenet o Students organised via Internet in the run-up to the Tiananmen Square Massacre in 1989 o IRC used during the first Gulf War to report

Web 2.0 Controversy Web 2.0 definition given in 2005 Criticised as: –Not giving any new ideas –‘Simply jargon’ (Berners-Lee, 2005) –‘something that the Internet was always designed to be’ –Ambigous –Unclear

Web 2.0 Impact Not a change in ‘what the net was about’ but a change in how it was perceived popularly E.g. the definition gave rise to a different understanding

TAM Perceived Usefulness Perceived Ease of Use Behavioural Intention to Use Actual Use

UTAM

Social Contagion Social Influence model complementing individual- focused theories like TAM/UTAM Describes that when an increasing number of people use a particular technology, it will be harder for others to resist using the technology Arises through a combination of –Heightened awareness –Social learning –Desire of group members to adhere to shared group norms

Uses and Gratifications Assumptions The audience is an active participant in media selection and selects media based on individual goals Media channels compete amongst themselves as well as with other resources for the audiences’ attention People are active, self-aware and motive- driven when making media choices. This enables them to articulate the reasons for media choices (for example to a researcher)

Gratifications thought Four categories: diversion, encompassing entertainment aspects, personal relationships, such as seeking out information useful for the maintenance of personal relationships personal identity, for example by watching similar others and seeking validation through this surveillance, such as satisfying curiosity about what happens around them

Social Information Processing Social connections formed online can be very strong Some surpass traditional, face-to-face relationships = hyperpersonal communication Effect of: 1.Receiver has idealised vision of the other 2.Sender has control over portrayed image 3.Communication is asynchronous 4.Absence of non-textual clues