Micro Sociology Of Networks
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Micro Sociology Of Networks






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Micro Sociology Of Networks Micro Sociology Of Networks Presentation Transcript

  • The Micro-Sociology of Networks David Armano, VP Experience Design, Critical Mass // criticalmass.com Logic + Emotion // darmano.typepad.com // Twitter @armano
  • this isn’t the story
  • this is
  • mostly true
  • Human nature doesn’t change. Human behavior does.
  • our needs are basically the same
  • technology doesn’t make us social
  • it influences our behaviors
  • media is micro
  • print radio broadcast digital from past revolutions
  • to present
  • how has our behavior been influenced?
  • we stopped consuming media
  • and started producing it
  • we’re sharing our ideas openly
  • and giving away our secrets Sharing our ideas openly
  • we’re building our personal brands
  • and becoming micro-celebrities
  • while celebrities become more like us
  • our social circles expand
  • from intimacy to ambient intimacy Source: Reach Cards Robin Dunbar’s threshold of maximum number of individuals “Ambient intimacy is about being able to keep in touch with people with a level of regularity and intimacy that you wouldn’t usually have access to, because time and space conspire to make it impossible.” ~Leisa Reichelt
  • as we manage our “friends”
  • and contacts
  • a perfect storm…
  • our worlds collide
  • my boss is on facebook
  • we’re streaming our lives
  • and deaths…
  • we experience collectively
  • …participatory Over 136 million pageviews More than 21.3 million live video streams since 6am 1.3 million concurrent live streams
  • our communication is becoming effortless
  • and instantaneous
  • micro-social economics are niche
  • nearly anyone can influence
  • especially within their niche
  • the social web thrives on it
  • social economics have equity
  • connections are currency
  • Whuffie has replaced money, providing a motivation for people to do useful and creative things. A person's Whuffie is a general measurement of his or her overall reputation, and Whuffie is lost and gained according to a person's favorable or unfavorable actions ~Wikipedia
  • currency gets spent
  • finding support in networks: micro- philanthropy
  • Over $11,000 in 2 days
  • 566,144k members. 14,244 wall posts. 1 cause.
  • we relied on institutions individual institution
  • we rely on each other individual networks
  • networks as human filters
  • search provides information
  • networks can filter signal from noise
  • moving toward a people powered web
  • “I believe that people would rather have a conversation with a person than a brand.” ~Scott Monty, Ford Motor Company
  • humans not optional
  • are we coming full circle?
  • “more human than human is our motto” ~bladerunner
  • insights into behaviors lead to innovations
  • innovations help people
  • “Same as it ever was” ~Talking Heads
  • The Micro-Sociology of Networks David Armano, VP Experience Design, Critical Mass // criticalmass.com Logic + Emotion // darmano.typepad.com // Twitter @armano