The	
  Media	
  Zones	
  Where	
  People	
  Live	
  
And	
  How	
  to	
  Connect	
  With	
  Them	
  
Lee	
  Rainie	
  
Dir...
PolarizaHon	
  is	
  the	
  dominant	
  story	
  of	
  
poliHcal	
  and	
  media	
  life	
  in	
  this	
  era	
  	
  
Democrats and Republicans have been
growing apart in their beliefs and attitudes
And also growing apart in their personal
opinions and preferences
People want to live with others who share
their political views
And even see the other side as a threat to
the very future of America as we know it
Two	
  tales	
  of	
  media/social	
  media	
  and	
  poliHcs	
  
Echo chamber Empty chamber
Echo	
  chambers	
  
www.pewinternet.org	
  
Echo	
  chamber	
  in	
  TwiOer	
  
ConservaHves:	
  
Dominated	
  by	
  
references	
  to	
  
con...
EmpHer	
  chambers	
  in	
  SNS	
  
2012	
  elecHon	
  –	
  PoliHcal	
  content	
  
posted	
  by	
  social	
  networking	
  site	
  users	
  
2
6
4	
  
13	
  ...
How	
  much	
  agreement/disagreement	
  
on	
  poliHcs	
  on	
  social	
  networking	
  sites	
  
8
7
19	
  
13	
  
62	
 ...
What	
  do	
  they	
  do	
  when	
  disagreement	
  
occurs?	
  
•  71%	
  usually	
  ignore	
  the	
  material	
  
•  23%...
22%	
  of	
  social	
  networking	
  site	
  users	
  have	
  blocked/
unfriended	
  someone	
  because	
  of	
  their	
  ...
•  57%	
  of	
  SNS	
  users	
  have	
  clicked	
  the	
  “like”	
  buOon	
  in	
  
response	
  to	
  poliHcal	
  material...
The	
  state	
  of	
  play	
  in	
  social	
  networks:	
  	
  
Echo	
  and	
  empty	
  chambers	
  
•  4%	
  of	
  SNS	
 ...
“How	
  do	
  we	
  funcHon	
  in	
  this	
  
environment?”	
  
They like you and/or your cause (or possibly hate
you and think you’re destroying America)
They are probably already talki...
Don’t engage consistently with politics
They probably don’t really know or care very much
about your particular issue
Thei...
People use digital platforms for two reasons:
1) Their friends are there
2) The content they like is there
When planning a...
Three	
  technology	
  revoluHons	
  
have	
  reshaped	
  personal	
  and	
  
civic	
  life	
  and	
  a	
  fourth	
  is	
 ...
First:	
  Internet	
  
hOp://bit.ly/1dE8jFV	
  
First:	
  Broadband	
  
3%	
  
70%	
  
0%	
  
20%	
  
40%	
  
60%	
  
80%	
  
100%	
  
June	
  
2000	
  
April	
  
2001	
 ...
Second:	
  Mobile	
  connecHvity	
  –	
  Cell	
  
phones	
  
hOp://bit.ly/1dE8jFV	
  
Second:	
  Mobile	
  connecHvity	
  -­‐	
  
Smartphones	
  
hOp://bit.ly/1dE8jFV	
  
Second:	
  Mobile	
  connecHvity	
  –	
  Tablets	
  
hOp://bit.ly/OiOIFM	
  
32%	
  
42%	
  
50%	
  
0%	
  
20%	
  
40%	
 ...
Third:	
  Social	
  networking/media	
  
61%	
  of	
  all	
  adults	
  
%	
  of	
  internet	
  users	
  
9%	
  
89%	
  
7%...
The Landscape of Social Media Users (among adults)	
  
%	
  of	
  internet	
  
users	
  who….	
  
The	
  service	
  is	
  ...
Source:	
  Cisco	
  
Internet	
  of	
  Things	
  
BODY
HOMES
COMMUNITIES
ENVIRONMENT
Impacts	
  on	
  ciHzens	
  
InformaHon	
  is	
  a	
  ‘third	
  skin’	
  
People	
  have	
  a	
  new	
  aOenHon	
  layer	
  –	
  
‘conHnuous,	
  parHal’	
  
People	
  have	
  a	
  firh	
  lobe	
  
People	
  parHcipate	
  in	
  the	
  ‘firh	
  estate’	
  
Your	
  goal:	
  Move	
  people	
  from	
  one	
  level	
  of	
  
engagement	
  to	
  the	
  next	
  highest	
  one	
  
hO...
Media-­‐AOenHon	
  Zones	
  
1) STACKS
How	
  it	
  works	
  
•  MoCve	
  –	
  learning,	
  mastery,	
  producHvity	
  	
  
•  Content	
  –	
  acHonable	
  info,...
ImplicaHon	
  for	
  media	
  and	
  acHvists	
  
•  Engagement	
  strategy	
  
– 	
  Search	
  opHmized	
  /	
  findable	
...
2) SIGNALS
How	
  it	
  works	
  
•  MoCve	
  –	
  real-­‐Hme	
  awareness	
  
•  Content	
  –	
  headlines,	
  new	
  informaHon,	
 ...
ImplicaHon	
  for	
  media	
  and	
  acHvists	
  
•  Engagement	
  strategy	
  
– News,	
  especially	
  scoops	
  
– Deal...
3) SNACKS
How	
  it	
  works	
  
•  MoCve	
  –	
  killing	
  Hme,	
  beaHng	
  boredom	
  
•  Content	
  –	
  gamified,	
  bite-­‐siz...
ImplicaHon	
  for	
  media	
  and	
  acHvists	
  
•  Engagement	
  strategy	
  	
  
– Apps	
  
– Immediate	
  connecHon	
 ...
4) STREAMS
How	
  it	
  works	
  
•  MoCve	
  –	
  catching	
  up	
  /	
  checking	
  in	
  /	
  curiosity	
  
•  Content	
  –	
  new...
ImplicaHon	
  for	
  media	
  and	
  acHvists	
  
•  Engagement	
  strategy	
  
– Apps	
  
– Smart	
  curaHon	
  
– Custom...
5) SOCIALS
How	
  it	
  works	
  
•  MoCve	
  –	
  friend	
  grooming	
  
•  Content	
  –	
  social,	
  personal,	
  entertaining	
  ...
ImplicaHon	
  for	
  media	
  and	
  acHvists	
  
•  Engagement	
  strategy	
  
– Social	
  networks	
  are	
  gatekeepers...
5) SYNTHESIZED SPACES
How	
  it	
  works	
  
•  MoCve	
  –	
  my	
  permissions	
  
•  Content	
  –	
  personalized,	
  anHcipatory	
  	
  
•  D...
ImplicaHon	
  for	
  media	
  and	
  acHvists	
  
•  Engagement	
  strategy	
  
– SelecHve	
  product	
  placement	
  and	...
Your	
  opHmum	
  moments	
  
•  When	
  you	
  are	
  making	
  news	
  
•  When	
  you	
  can	
  add	
  to	
  news-­‐dri...
Civic	
  life	
  is	
  networked	
  life	
  with	
  
network	
  informaHon	
  created	
  and	
  
shared	
  by	
  networked...
Lee Rainie
Director
Pew Research Center’s Internet Project
lrainie@pewresearch.org
@lrainie
@pewinternet
@pewresearch
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 by Lee Rainie

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

  1. 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. 2. PolarizaHon  is  the  dominant  story  of   poliHcal  and  media  life  in  this  era    
  3. 3. Democrats and Republicans have been growing apart in their beliefs and attitudes
  4. 4. And also growing apart in their personal opinions and preferences
  5. 5. People want to live with others who share their political views
  6. 6. And even see the other side as a threat to the very future of America as we know it
  7. 7. Two  tales  of  media/social  media  and  poliHcs   Echo chamber Empty chamber
  8. 8. Echo  chambers  
  9. 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. 10. EmpHer  chambers  in  SNS  
  11. 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. 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. 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. 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. 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. 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. 17. “How  do  we  funcHon  in  this   environment?”  
  18. 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. 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. 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. 21. Three  technology  revoluHons   have  reshaped  personal  and   civic  life  and  a  fourth  is   underway  
  22. 22. First:  Internet   hOp://bit.ly/1dE8jFV  
  23. 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. 24. Second:  Mobile  connecHvity  –  Cell   phones   hOp://bit.ly/1dE8jFV  
  25. 25. Second:  Mobile  connecHvity  -­‐   Smartphones   hOp://bit.ly/1dE8jFV  
  26. 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. 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. 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. 29. Source:  Cisco   Internet  of  Things  
  30. 30. BODY
  31. 31. HOMES
  32. 32. COMMUNITIES
  33. 33. ENVIRONMENT
  34. 34. Impacts  on  ciHzens  
  35. 35. InformaHon  is  a  ‘third  skin’  
  36. 36. People  have  a  new  aOenHon  layer  –   ‘conHnuous,  parHal’  
  37. 37. People  have  a  firh  lobe  
  38. 38. People  parHcipate  in  the  ‘firh  estate’  
  39. 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. 40. Media-­‐AOenHon  Zones  
  41. 41. 1) STACKS
  42. 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. 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. 44. 2) SIGNALS
  45. 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. 46. ImplicaHon  for  media  and  acHvists   •  Engagement  strategy   – News,  especially  scoops   – Deals   – LocaHon  enabled   – Insights  from  analyHcs  
  47. 47. 3) SNACKS
  48. 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. 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. 50. 4) STREAMS
  51. 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. 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. 53. 5) SOCIALS
  54. 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. 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. 56. 5) SYNTHESIZED SPACES
  57. 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. 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. 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. 60. Civic  life  is  networked  life  with   network  informaHon  created  and   shared  by  networked  individuals   and  networked  organizaHons  
  61. 61. Lee Rainie Director Pew Research Center’s Internet Project lrainie@pewresearch.org @lrainie @pewinternet @pewresearch
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