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The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
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The Media Zones Where People Live And How To Connect With Them

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The Media Zones Where People Live And How To Connect With Them by Lee Rainie

The Media Zones Where People Live And How To Connect With Them by Lee Rainie

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  • 1. The  Media  Zones  Where  People  Live   And  How  to  Connect  With  Them   Lee  Rainie   Director,  Pew  Research  Internet  Project   July  31,  2014   Knight  Digital  Media   Portland    
  • 2. PolarizaHon  is  the  dominant  story  of   poliHcal  and  media  life  in  this  era    
  • 3. Democrats and Republicans have been growing apart in their beliefs and attitudes
  • 4. And also growing apart in their personal opinions and preferences
  • 5. People want to live with others who share their political views
  • 6. And even see the other side as a threat to the very future of America as we know it
  • 7. Two  tales  of  media/social  media  and  poliHcs   Echo chamber Empty chamber
  • 8. Echo  chambers  
  • 9. www.pewinternet.org   Echo  chamber  in  TwiOer   ConservaHves:   Dominated  by   references  to   conservaHve   hashtags  such  as   #tcot  and  #tlot  …   and  by   commentators  such   as  @DailyCaller,   @TheTeaParty_net   Liberals:   Dominated  by   references  to   liberal  hashtags   such  as  #ows  and   #P2,  …  and  by   commentators   such  as   @NHLABOR_NEWS   and  @PoliHcs_PR  
  • 10. EmpHer  chambers  in  SNS  
  • 11. 2012  elecHon  –  PoliHcal  content   posted  by  social  networking  site  users   2 6 4   13   15   37   29   31   50   11   What user posts What users' friends post All / almost all Most Some Just a little None at all 79%   42%  
  • 12. How  much  agreement/disagreement   on  poliHcs  on  social  networking  sites   8 7 19   13   62   69   10   10   Agree Disagree Always / almost always Most of the time Only sometimes Never
  • 13. What  do  they  do  when  disagreement   occurs?   •  71%  usually  ignore  the  material   •  23%  say  they  usually  respond   •  4%  say  it  depends  on  the  circumstances  
  • 14. 22%  of  social  networking  site  users  have  blocked/ unfriended  someone  because  of  their  poliCcal  posts   •  13%  of  SNS  users  have  blocked,  unfriended,  or  hidden  someone  on   the  site  because  that  person  posted  poliHcal  material  too   frequently.   •  13%  of  SNS  users  have  blocked,  unfriended,  or  hidden  someone  on   the  site  because  that  person  posted  something  the  user  disagreed   with  or  found  offensive.     •  10%  of  SNS  users  have  blocked,  unfriended,  or  hidden  someone  on   the  site  because  that  person  argued  about  poliHcal  issues  on  the   site  with  the  user  or  another  person  the  user  knows.     •  7%  of  SNS  users  have  blocked,  unfriended,  or  hidden  someone  on   the  site  because  that  person  posted  something  related  to  poliHcs  or   poliHcal  issues  that  offended  the  user’s  friends  or  followers.     •  6%  of  SNS  users  have  blocked,  unfriended,  or  hidden  someone  on   the  site  because  that  person  disagreed  with  something  the  user   posted  about  poliHcs.    
  • 15. •  57%  of  SNS  users  have  clicked  the  “like”  buOon  in   response  to  poliHcal  material  posted  by  someone   else.     •  40%  have  posted  a  posiHve  comment  in  response  to   poliHcal  material  shared  by  someone  else.     •  15%  have  friended  someone  because  they  share  the   user’s  poliHcal  views.    
  • 16. The  state  of  play  in  social  networks:     Echo  and  empty  chambers   •  4%  of  SNS  users  (2%  of  adults)  are  at  least   somewhat  orienHng  their  networks  like  echo   chambers:  Added  and  trimmed  networks  AND   their  networks  deliver  at  least  some  material   that  matches  their  POV   28% of SNS users (14% of adults) have either added or trimmed their network because of political content 22% of SNS users (12% of adults) live in networks where they hear at least some/most political material they agree with 44% of SNS users (24% of adults) have very light exchanges over politics 22% of SNS users (12% of adults) are a “captive audience” whose network delivers political material but they don’t 9% of SNS users (5% of adults) have no politics going on in their networks 50% have no connection to the SNS world of politics
  • 17. “How  do  we  funcHon  in  this   environment?”  
  • 18. They like you and/or your cause (or possibly hate you and think you’re destroying America) They are probably already talking about you (and if they aren’t already, they’d probably like to) Social media offers a way to find, identify, and reach your “super fans” They want to be part of the team, help co-create the world with you, and convert their friends—if you let them #1: Are you trying to activate the “poles”?
  • 19. Don’t engage consistently with politics They probably don’t really know or care very much about your particular issue Their tolerance threshold is probably fairly low… But they can be encouraged to learn/act/change! Sometimes that happens because of big events that grab their attention—but many times it’s at the behest of someone from the previous group #2: Or are you trying to rouse the middle?
  • 20. People use digital platforms for two reasons: 1) Their friends are there 2) The content they like is there When planning an outreach strategy, consider: 1) Where does my audience “live”? 2) Is my content relevant for this platform? #3: Think about your audience/community
  • 21. Three  technology  revoluHons   have  reshaped  personal  and   civic  life  and  a  fourth  is   underway  
  • 22. First:  Internet   hOp://bit.ly/1dE8jFV  
  • 23. First:  Broadband   3%   70%   0%   20%   40%   60%   80%   100%   June   2000   April   2001   March   2002   March   2003   April   2004   March   2005   March   2006   March   2007   April   2008   April   2009   May   2010   Aug   2011   April   2012   May   2013   Dial-­‐up   Broadband   hOp://bit.ly/N8OznH  
  • 24. Second:  Mobile  connecHvity  –  Cell   phones   hOp://bit.ly/1dE8jFV  
  • 25. Second:  Mobile  connecHvity  -­‐   Smartphones   hOp://bit.ly/1dE8jFV  
  • 26. Second:  Mobile  connecHvity  –  Tablets   hOp://bit.ly/OiOIFM   32%   42%   50%   0%   20%   40%   60%   80%   2010   2011   2012   2013   Tablet  owners   E-­‐reader  owners   Have  either  one  
  • 27. Third:  Social  networking/media   61%  of  all  adults   %  of  internet  users   9%   89%   7%   78%   6%   60%   1%   43%   0%   20%   40%   60%   80%   100%   2005   2006   2007   2008   2009   2010   2011   2012   2013   18-­‐29   30-­‐49   50-­‐64   65+  
  • 28. The Landscape of Social Media Users (among adults)   %  of  internet   users  who….   The  service  is  especially  appealing  to   Use  Any  Social   Networking  Site   73%   Adults  ages  18-­‐29,  women   Use  Facebook   71%   Women,  adults  ages  18-­‐29   Use  Google+   31%   Higher  educated   LinkedIn   22%   Adults  ages  30-­‐64,  higher  income,   higher  educated   Use  Pinterest   21%   Women,  adults  under  50,  whites,   those  with  some  college  educaHon   Use  TwiOer   18%   Adults  ages  18-­‐29,  African-­‐Americans,   urban  residents   Use  Instagram   17%   Adults  ages  18-­‐29,  African-­‐Americans,   LaHnos,  women,  urban  residents   Use  Tumblr   6%   Adults  ages  18-­‐29  
  • 29. Source:  Cisco   Internet  of  Things  
  • 30. BODY
  • 31. HOMES
  • 32. COMMUNITIES
  • 33. ENVIRONMENT
  • 34. Impacts  on  ciHzens  
  • 35. InformaHon  is  a  ‘third  skin’  
  • 36. People  have  a  new  aOenHon  layer  –   ‘conHnuous,  parHal’  
  • 37. People  have  a  firh  lobe  
  • 38. People  parHcipate  in  the  ‘firh  estate’  
  • 39. Your  goal:  Move  people  from  one  level  of   engagement  to  the  next  highest  one   hOp://www.idealware.org/arHcles/engagement-­‐pyramid-­‐six-­‐levels-­‐connecHng-­‐people-­‐and-­‐social-­‐change  
  • 40. Media-­‐AOenHon  Zones  
  • 41. 1) STACKS
  • 42. How  it  works   •  MoCve  –  learning,  mastery,  producHvity     •  Content  –  acHonable  info,  how-­‐to  sensibility,   links  and  other  resources   •  Demographics  –  Hlts  GenX,  men,  knowledge   workers   •  Device  –  desktop  /  laptop     •  Engagement  –  full  aOenHon  –  verHcal  reading   •  InfluenCals  –  trusted  brands  and  known   experts  (professional  and  amateur)   •  ~  Mindshare  –  quarter  to  a  third  of  media  Hme  
  • 43. ImplicaHon  for  media  and  acHvists   •  Engagement  strategy   –   Search  opHmized  /  findable   – AcHng  as  informaHon  Sherpas   – Problem  solving  mindset   – Easy  cut  and  paste     – FAQs   – How-­‐to  videos   – Feedback  friendly  
  • 44. 2) SIGNALS
  • 45. How  it  works   •  MoCve  –  real-­‐Hme  awareness   •  Content  –  headlines,  new  informaHon,  first   impressions  maOer  most   •  Demographics  –  under  30,  Hlts  women   •  Device  –  smartphone,  tablet   •  Engagement  –  glancing    OR  galvanized   •  InfluenCals  –  brands   •  ~  Mindshare  –  <  5%  of  media  Hme    
  • 46. ImplicaHon  for  media  and  acHvists   •  Engagement  strategy   – News,  especially  scoops   – Deals   – LocaHon  enabled   – Insights  from  analyHcs  
  • 47. 3) SNACKS
  • 48. How  it  works   •  MoCve  –  killing  Hme,  beaHng  boredom   •  Content  –  gamified,  bite-­‐size  headlines,  link-­‐ dense   •  Demographics  –  Everyone  gets  something   different   •  Device  –  smartphone     •  Engagement  –  distracted,  quick-­‐twitch   •  InfluenCals  –  brands,  quality  of  social  network   •  ~  Mindshare  –  5%-­‐10%  of  media  Hme  
  • 49. ImplicaHon  for  media  and  acHvists   •  Engagement  strategy     – Apps   – Immediate  connecHon   – Predictable  and  compelling  home  screen   – Grabby  copy  /  acHvity   – Clear  and  consistent  Return  on  My  AOenHon  
  • 50. 4) STREAMS
  • 51. How  it  works   •  MoCve  –  catching  up  /  checking  in  /  curiosity   •  Content  –  news  (broad  definiHon),  social  updates   •  Demographics  –  Hlts  under  35  /  female   •  Device  –  any  /  all   •  Engagement  –  conHnuous  parHal  aOenHon  /   horizontal  scans  /  sharing   •  InfluenCals  –  editors,  social  networks   •  ~  Mindshare  –  quarter  to  a  third  of  media  Hme  
  • 52. ImplicaHon  for  media  and  acHvists   •  Engagement  strategy   – Apps   – Smart  curaHon   – Customizable  filters   – Compelling  ecosystem  of  content   – Tagging  and  saving  for  future  immersion   – Social  network  mediated   – Serendipity  encounters  
  • 53. 5) SOCIALS
  • 54. How  it  works   •  MoCve  –  friend  grooming   •  Content  –  social,  personal,  entertaining     •  Demographics  –  under  35,  Hlts  female   •  Device  –  all   •  Engagement  –  parHal,  browsing   •  InfluenCals  –  super-­‐networkers  /  primary  nodes   in  the  network   •  ~  Mindshare  –  10%  of  media  Hme  
  • 55. ImplicaHon  for  media  and  acHvists   •  Engagement  strategy   – Social  networks  are  gatekeepers   – Spreadable  content   – Treat  central  network  nodes  like  tradiHonal  media   influences   – Enable  parHcipaHon  and  feedback    
  • 56. 5) SYNTHESIZED SPACES
  • 57. How  it  works   •  MoCve  –  my  permissions   •  Content  –  personalized,  anHcipatory     •  Demographics  –  upscale,  well-­‐educated,  middle   aged   •  Device  –  my  surroundings   •  Engagement  –  immersive,  invisible   •  InfluenCals  –  my  past  behavior,  analyHcs,   algorithms   •  ~  Mindshare  –  most  waking  hours  
  • 58. ImplicaHon  for  media  and  acHvists   •  Engagement  strategy   – SelecHve  product  placement  and  messaging   – Permission-­‐based  monitoring  /  interacHons   – Careful  of  privacy  sensiHviHes   – Careful  of  too  much  “moneHzaHon”    
  • 59. Your  opHmum  moments   •  When  you  are  making  news   •  When  you  can  add  to  news-­‐driven   conversaHons   •  When  your  “close  up”  unexpectedly  comes   •  When  your  evangelists  work  their  networks   •  When  you  can  recruit  unexpected  allies   •  When  someone  on  the  “other  side”  embraces   you  
  • 60. Civic  life  is  networked  life  with   network  informaHon  created  and   shared  by  networked  individuals   and  networked  organizaHons  
  • 61. Lee Rainie Director Pew Research Center’s Internet Project lrainie@pewresearch.org @lrainie @pewinternet @pewresearch

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