Your SlideShare is downloading. ×
Web 1.0 versus Web 2.0: What is social media and what are some issues and criticisms?
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Web 1.0 versus Web 2.0: What is social media and what are some issues and criticisms?

560
views

Published on

Class lectures for Comm 399: Fundamentals of Social Media, Fall 2012, Department of Communication, Shepherd University.

Class lectures for Comm 399: Fundamentals of Social Media, Fall 2012, Department of Communication, Shepherd University.


0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
560
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • The term is a buzzword because some believe that it represents nothing new, that these features have always been aspects of the internetIt is a hot topic right now in business that, like all trends, will some day pass.People are already talking about Web 3.0 – with some speculating it will be speed driven, others thinking it will be artificial intelligence driven.We will be approaching
  • Ethos – the dominant assumptions of a people or periodThis new type of internet experience can be seen as a response to new social perspectives about the relationship between people and information in an information society.These perspectives are reflected with those who’ve grown up digital: YOU. Young people have different orientations to society than do older people on such topics as:What constitutes cultural property & who it belongs toThere are a number of social perspectives that have arisen which have helped bring on the technological changes of Web 2.We will discuss 4 which will have direct impact on our experience in this class, the way we learn and how your course assignments are conceptualized.Collective Intelligence or the wisdom of the crowdsFree Culture & Creative Commons
  • Ethos – the dominant assumptions of a people or periodThis new type of internet experience can be seen as a response to new social perspectives about the relationship between people and information in an information society.These perspectives are reflected with those who’ve grown up digital: YOU. Young people have different orientations to society than do older people on such topics as:What constitutes cultural property & who it belongs toThere are a number of social perspectives that have arisen which have helped bring on the technological changes of Web 2.We will discuss 4 which will have direct impact on our experience in this class, the way we learn and how your course assignments are conceptualized.Collective Intelligence or the wisdom of the crowdsFree Culture & Creative Commons
  • Here is another.The other one was: How are human relations changing?
  • Recall – We said Web 2.0 could be seen from a structuralist perspective as a response to changes in society.We identified 3 things. Here is the 1st.
  • Not communism.There is no coercion, there is self-organized collective work.
  • Traditional business is to protect all assetsTo protect the image name 100% and put a great deal of effort to controlling how your brand is portrayedOpen Seeks to create a more interactive environment where it solicits ideas & innovation from external sources Allows for more engagement with the brand intellectual property – logos, images, video Modify & improve products – ad-ons to software. Ex.: Think of customizing a car with post-production parts. If only Ford parts worked with a Ford Or, if other companies can make after market products too.
  • Transcript

    • 1. Intro to Social Media; Social Media Issues & Criticisms Professor Matthew Kushin, PhD Shepherd University | Department of Mass Communication | 2012
    • 2. Teams! Team sign up sheet will be passed around today  Make sure you’re team is on there!  Remember your team number! Teams should sit near each other in class
    • 3. What is Social Media?
    • 4. Web 2.0 a “buzzword” Defined:  When we value an online network’s ability to tap the participation of large groups of people  These people collect & create information
    • 5. In other words Web 2.0 is all about fostering connections between PEOPLE
    • 6. Web 1: A Mass Media Web Individual - content consumer Production - controlled by a few  Ex: media, Government• Interactivity - limited Published Content • Technology restricts richness & extent of User-generated human interaction content  Ex: E-mail
    • 7. Web 2.0 Production – many-to-many  People produce majority of content for one another. Organizations - enable content sharing through services provided Interactivity - fast, rich
    • 8. But what is social media? Social media is media that foster social interaction between people  built on Web 2.0 principles
    • 9. So…. social media is like a playground
    • 10. On this playground: Network providers create playground  Infrastructure We “play” on the playground, providing the experience for one-another  We create the user-generated content that others consume, and vice versa.
    • 11. Why is this revolution in media production so important?
    • 12. Fundamental Shift Media production differs from other kinds of production (ex: industrial, agricultural)  media have the power to persuade, inspire, educate, and direct human activity.
    • 13. Fundamental Shift Society is the result of humans working together to, achieve tasks organized and coordinated, via
    • 14. Fundamental Shift So:  An evolution in our relationship with media Means:  A shift in POWER
    • 15. Social media & a new ethos Ethos – the dominant assumptions of a people or period
    • 16. Social media ethos Key societal changes:  Human-to-human relations  Perspectives about human & info relationship  Perspectives about ownership
    • 17. Human-to-human Relations Hyper-connectivity  Now have ability to share and co-create with virtually anyone, anywhere.
    • 18. Human / info relations We’re encouraged to create media and share creations
    • 19. Human / info relations People used to information being “free” and available
    • 20. Ownership Growing attitude that what is created belongs to all of us
    • 21. Ownership In some sectors of society, movement towards relaxing control over intellectual property
    • 22. Recurring Problem These changes in society present problems for organizations:  Tension between  cultural desire for “openness”  And, organization’s desire for control / profit
    • 23. Example Conventional Wisdom: A company cannot make profit if doesn’t protect all its assets
    • 24. Example: Business Traditional Closed perspective  Trade secrets – A company’s competitive edge  Brand is proprietary
    • 25. Example: Ownership  Consumers take “ownership” of brands
    • 26. Example: Problem In a social media age
    • 27. Facing this tension Many organizations have begun:  Harvesting external ideas  Seeking input & innovation from customers, clients  Sharing their brand  Loosening stranglehold on intellectual property rights  Allowing for customers to modify & improve products
    • 28. Similarly As people increasingly interact with brands and identify with them New challenges & opportunities for public relations emerge  Ex:  Listening to publics through social media  Responding to online sentiment  Building relationships with online communities
    • 29. Social Media Challenges &Criticisms
    • 30. Criticisms of Social Media Threatens Authority & Expertise  “Dictatorship of idiots”  Authority is measured by power of mass consensus  Mob overrides expertise and experience, independent thinking and analysis.  What is produced in social media may be unreliable
    • 31. Criticisms Negative effects on Culture  Web 2.0 ‘dumbs down’ culture by enabling mass of talentless amateurs to create low quality, culturally devoid works
    • 32. Criticisms Democratization Myth  Fragments citizenry by enabling escape into niche groups
    • 33. How is social media changing strategic communication (e.g., PR)?
    • 34. Cliff hanger….. Show up next class And do tonight’s reading about film director Kevin Smith