A keynote for the Social Media 2015 Conference at Reyerson University in July 2015.

1. Society Meets Social Media:
Canaries at the Coal Face of the Internet
William H. Dutton
Quello Professor of Media and Information Policy
Quello Center, Michigan State University
Follow @QuelloCenter
Presentation for Social Media & Society: 2015 International Conference, 27-29 July,
Reyerson University, Toronto.

2. Outline
Opportunities: The Potential of Social Media
Problems: Threats to the Vitality of Social Media
Prospects: Rise of Policy and Regulatory Initiatives
Responses to these Threats
Reflections on the Agenda for Social Media
Researchers

3. Social Media and the Internet Enable:
Social Connections,
Greater Transparency,
Accountability, …
Empowerment of
Networked
Institutions, and
Networked Individuals
Example: Rise of a
Fifth Estate [in three
slides]

4. The Idea of a Fifth Estate
 Press since the 18th Century –
enabling the ‘Fourth Estate’
 Internet in the 21st - enabling a
Fifth Estate
Infrastructure for a critical mass of individuals to
source their own information, and network with
other individuals in ways that support distributed
social accountability in business and industry,
government, politics, science, and the media.

5. Users Source
Search (Cues)
Network
1st Port of Call
Centrality
Trust
Empowerment
of Networked
Individuals
Underpinning Communicative Power of a 5th Estate*
* Themes and findings from the Oxford Internet Surveys (OxIS) and
complementary case studies.

6. Multiple Strategies of the Fifth Estate
•Find through search or social media
•Fact Checkers
•Patient or citizen finds information about problems
Searching
•Individual creates information
•Martha Payne’s NeverSecondsSourcing
•Distribute or leak information to networks
•Whistle Blowers, WikiLeaks, OpenLeaks, Edward SnowdenDistributing-Leaking
•Self-selected collorative networks
•Sermo, Patients Like MeNetworking
•Aggregate information, observations
•Rate My Teacher, Bribery Websites, Environmental Sensors
Contributing to
Collective Intelligence

7. What is the Problem?
Arguably Many Pro-Social, Pro-Democratic Potentials of Social
Media and the Internet, such as for a Fifth Estate
Apparently Unstoppable Progress of the Internet and related
ICTs, such as Social Media
- Internet (85% in North America)*
- Facebook Subscribers in North America (52%)*
- Continuing Innovations in Social Media: Twitter,
LinkedIn, Tumblr, WhatsApp, WeChat, Pinterest,
Instagram, Google+, Snapchat, Periscope, Beme, …
- More innovations: iWatch, the first Selfie Election …
But ‘Hold On’ -
*Source: http://www.internetworldstats.com/america.htm [24 July 2015]

8. Internet & SNS Are Being Reshaped
Use of the
Internet
& SNS
Business
Models
Technical
Change
Users:
Good &
Bad
Policy,
Regulation,
Rulings

9. Moral Panics: Social Media & the Internet

10. Rise of Governance & Regulation
Clarion Call for Politicians to ‘Do Something’
Blind Regulators and
the Internet (Indian
Parable)
Lack of an Appropriate Regulatory Model
Image from: http://www.jainworld.com/literature/story25i1.gif

11. Appropriate Regulatory Models?
(Proportionate to Offense)
Speech?
Press?
Post?
Data Custodian?
Telephony, Common Carrier?
Cable?
Broadcasting?

12. Shifting and Alternative Models, e.g.,
US
• First Amendment
• Enhanced Computer
Services
• Patriot Act & Data
Collection
• Common Carrier: US
Network Neutrality,
…
UK
• Communications
Act 2003, not
Regulating Net, BUT
• Snooper’s Charter
Communication
Data
• Section 127 of the
Communications
Act 2003

13. Section 127 (traced back to 1935)
Sending “by means of a public electronic
communications network a message or other matter
that is grossly offensive or of an indecent, obscene or
menacing character”
2012 Appeal Court: “a message which does not create
fear or apprehension in those to whom it is
communicated, or who may reasonably be expected to
see it, falls outside this provision”
Later: 10 pages of ‘Guidelines on Prosecuting Cases
Involving Communications Sent via Social Media’ by
Crown Prosecution Service

14. Global Trends Driving Regulation
Internet &
Social
Media
Regulation
Significance of
the Net
Digital Divides
Trust Bubble +
Snowden
Moral Panics?
(Social Media)
‘Left Out’
of Policy
National
Policy &
Regulation

15. The Coming Decade
Last Decade’s Narrative: Technical Innovations
The Next Decade’s Narrative: Policy, Regulation &
Governance
Risk: Undermining the Vitality of the Internet and
Social Media, and their Democratic and
Societal Potential

16. What Can be Done?
Analytical, Empirical Study, such as the Objects of Panics, Media Effects
Study of Gov’t & Industry Regulation, e.g., Real Names, Moderation
Develop More Appropriate Regulatory Model(s)
Education of Users & Regulators
Pro-active Use of Social Media: US Digital Outreach Team, VOA
Data Protection: US FTC’s Consumer Data Watchdog, European DP
Design (e.g., for privacy, anonymity, civility, accountability)

17. A Role for Social Media Researchers?
Stick to Our Knitting:
Use Social Media
Study Social Media
Do and/or Critique
Policy Research
Engage Debates
Inform & Educate
Outreach (Press,
SNS)

18. Society Meets Social Media:
Canaries at the Coal Face of the Internet
William H. Dutton
Quello Professor of Media and Information Policy
Quello Center, Michigan State University
Follow @QuelloCenter
Presentation for Social Media & Society: 2015 International Conference, 27-29 July,
Reyerson University, Toronto.