Collaboration and Social Networking (KCB202 Week 2 Podcast)
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Collaboration and Social Networking (KCB202 Week 2 Podcast)



Week 2 Lecture for KCB202 New Media Technologies in the Creative Industries Faculty at Queensland University of Technology, semester 2/2008.

Week 2 Lecture for KCB202 New Media Technologies in the Creative Industries Faculty at Queensland University of Technology, semester 2/2008.



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    Collaboration and Social Networking (KCB202 Week 2 Podcast) Collaboration and Social Networking (KCB202 Week 2 Podcast) Presentation Transcript

    • Collaboration and Social Networking Dr Axel Bruns [email_address] KCB202
    • Why Do You Need to Know This?
      • The age of networks:
        • network logic is everywhere
          • most employers attempt to set up internal social networks,
          • and engage with social networks of users and customers
        • social networks as source of information
          • key source of news and ideas
          • network acquaintances help make social and professional connections
        • social networks as tools for media professionals
          • advertising, marketing, PR increasingly reliant on viral media
          • social network commentary on products can make or break companies
    • Why Networks?
      • Networks are everywhere:
        • “ every form of organisation is a network” (Podolny & Page)
        • but some are more effective than others
      • Networking is complex:
        • need for trust, reciprocity, goodwill, mutual obligation
        • not simply driven by power of markets and hierarchies
      • Network benefits:
        • collective learning
        • personal status grows through networking
        • more adaptive to unanticipated changes
        • less vulnerable to disruptions
        • (Flew pp. 80-81)
    • Hierarchies vs. Networks
      • hierarchical, vertical structure
      • often inflexible, static, fixed
      • controlled from the top
      • vulnerable to disruptions of communication between levels
      • e.g. traditional companies, political parties
      • flattened, clustered structure
      • often flexible, fluid, changeable
      • controlled (?) by central nodes
      • often able to bypass disruptive nodes using alternative communication routes
      • e.g. network enterprises, political movements
      MySpace friends network, from Visual Complexity
    • Social Network Analysis
      • Study of participants and links within social networks, examining:
        • actors
        • relational ties
        • dyads (pair of two actors)
        • triads (three actors)
        • subgroup (cluster)
        • group (all actors)
        • relation (evidence of interaction)
      • Enables discovery of network hotspots, leading actors, flows of information
      • Shows connections between networking tendencies and technology use
      • Provides better understanding of social, political, intellectual processes social network, from Visual Complexity
    • The Network Society
      • Manuel Castells:
        • information as raw material of economic activity
        • information and communication technologies (ICTs) pervade all forms of social activity
        • logic of networking applies to all social processes and organisational forms
        • need for flexible processes, organisations, and institutions in order to respond to uncertainty and change
        • technology convergence means that companies must transform themselves into network enterprises (e.g. Cisco, Apple, Nokia, Google, …)
        • the new economy is informational , global , and networked
        • (in Flew pp. 88-9)
    • Social Software, Social Media
      • New forms of networked collaborative content creation:
        • produsage in non-profit, voluntary projects (e.g. Wikipedia )
        • but also increasingly harnessed in for-profit contexts (e.g. software industry)
        • social media themselves major business: MySpace, Facebook, Flickr, YouTube, …
      • Impact of social media:
        • important in information and knowledge industries (blogs, wikis, social bookmarking, collaborative design)
        • impact on information flows, news and journalism, marketing, academic research, democratic processes, …
          • see interview with Mark Bahnisch from Larvatus Prodeo (in Flew pp. 98-101)
    • Where to from Here?
      • Networking and collaboration skills are crucial:
        • be able to work (collaboratively) in new media environments
          • creating and updating information
          • planning, building, and maintaining social networking spaces
          • attracting and retaining social networking communities
        • work out what structures are appropriate for your specific purpose
          • information structures – clear, accessible, appropriate information
          • social structures – addressing and involving users, but maintaining control where necessary
        • establish your own online profile in relevant social networking spaces
          • communities of interest, communities of practice, professional communities