Virt3C 2010 Presentation


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Slides accompanying paper presented at conference at the University of Hull, 20th March 2010.

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  •–-an-oxymoron/29 November 2009
  • GegeThe Social Technographics Ladder classifies people according to how they use social technologies.The users in this ladder represent an increasing amount of activism.By examining users are represented we can determine WHICH strategies make sense to reach which users.CREATORS make social content go. They write blogs, or upload video, music or text.CRITICS respond to content from others. They post reviews, comment on blogs, participate in forums and edit wiki articles.COLLECTORS organise content for themselves or others using RSS feeds, tags & voting sites like Digg.comJOINERS connect in social networks like MySpace and FacebookSPECTATORS consume social content including blogs, user-generated video, podcasts, forums or reviewsINACTIVES neither create nor consume content of any kind.
  • (Turner, 2006: 105-106).
  • Caruana Galiza wrote that traffic on her blog for the 3 weeks from 30th January 2010 was 1,630,148 views. 23 months of everything else prior to January 2010,: 3,886,447 views. On 10 March, Caruana Galiza claimed the blog had its highest ever visitors: 141,385
  • Virt3C 2010 Presentation

    1. 1. Alternative models for social media networks in malta<br />Alex Grech<br />University of Hull<br />Virt3c@Hull Conference: 20th March 2010<br />
    2. 2. A small island in the middle of the Med. Sometimes mistaken for Club Med.<br />2<br />It’s here<br />
    3. 3. Key Statistics & Demographics<br />3<br />National Statistics Office Malta, estimates for 2009<br />
    4. 4. Key Statistics & Demographics<br />4<br />National Statistics Office Malta, estimates for 2009<br />
    5. 5. As the focus of ethnographic research, Malta provides “disjunctive positions and world-views that are inherently contradictory.”Grixti(2006)<br />5<br />
    6. 6. There are “intricate networks of nepotism, patronage, and political clientelism, the pervasiveness and intensity of which are a function of the country’s small scale, population density and strong family ties.” <br />Boissevain (1974. 2001: 292-293)<br />6<br />Social <br />
    7. 7. 7<br />Social <br />
    8. 8. “The intensity of day to day contact sustains a sense of ‘common culture’ that is reinforced by emotionally charged rituals & ceremonies such as the village festa, that gives the impression of a simple and integrated community, sheltered from the outside world and impervious to its influences.” <br />Pisani (2010)<br />8<br />Cultural<br />
    9. 9. Primary Institutions in Malta<br />9<br />Political<br />Size of spheres not indicative of relative power<br />
    10. 10. “You are trained from birth never to question authority and always to obey orders unless you can do something underhand and get away with it.”<br />Caruana Galizia (2009) <br />10<br />
    11. 11. “The importance of the institutions – the state, the political parties and the Catholic Church – has strongly marked the development of the media in Malta.” Borg (2009)<br />11<br />Media<br />
    12. 12. Snapshot: Online Media Landscape in Malta<br />Times of Malta<br />Political Party Websites<br />Government Portals<br />Il-Gens (Church)<br />Di-ve Portal<br />Daphne Caruana Galizia Blog<br />Malta Independent<br />Other Blogs<br />Twitter People<br />Gozo News<br />Malta Today<br />Malta Media<br />J’Accuse Blog<br />Facebook Groups<br />Mainstream<br />Hybrid<br />Alternative<br />12<br />
    13. 13. Research Focus on Creators & Critics<br />Publish a blog<br />Publish your own web pages<br />Upload video you created<br />Upload audio/music you created<br />Creators<br />Critics<br />Post ratings/reviews of products/services<br />Comment on someone else’s blog<br />Contribute to online forums<br />Contribute to/edit articles in a wiki<br />Collectors<br />Use RSS feeds<br />Add ‘tags’ to web pages or photos<br />‘Vote’ for websites online<br />Read blogs<br />Watch video from other users<br />Listen to podcasts<br />Read online forums<br />Read customer ratings/reviews<br />Joiners<br />Maintain profile on a social networking site<br />Visit social networking sites<br />Spectators<br />None of the above<br />Inactives<br />Source: Groundswell, Forrester Research, 2008 <br />13<br />
    14. 14. 14<br />“We are already at a stage where it is not always possible to determine whether a media or communication initiative is mainstream or alternative, is initiated from ‘outside’ or ‘inside’, is part of a development intervention or intrinsic to a social movement, or is distinctly derived from a particular national, cultural or movement context. <br />As the empowering effects of alternative media and communication become more widely appreciated, as as new methods and technologies become more widely appreciated, and as new methods and technologies become more accessible, they will just become mainstream.”<br />Petit, Salazar & Dagron (2009)<br />
    15. 15. Alternative Attributes<br />15<br />
    16. 16. Scope for Study<br />16<br />
    17. 17. Example of Citizen Media use on Twitter<br />17<br />Source:<br />
    18. 18. Example of Citizen Media use on Facebook<br />18<br />Source: Facebook<br />
    19. 19. Example of Citizen Media use on Facebook<br />19<br />Source: Facebook<br />
    20. 20. Harassment of Carnival goers by police<br />20<br />Source:<br />
    21. 21. Mainstream media reporting of Carnival<br />21<br />Source:<br />
    22. 22. Blogger attack on a Magistrate and a Politician<br />22<br />Source:<br />
    23. 23. Blogger attack on Magistrate and a Politician<br />23<br />Source:<br />
    24. 24. Blogger attack on Magistrate and a Politician<br />24<br />Source:<br />
    25. 25. Other blogs join in…<br />25<br />Source:<br />
    26. 26. Other blogs join in…<br />26<br />Source:<br />
    27. 27. Tabloid media reacts to blog attack<br />27<br />Source:<br />
    28. 28. Blogger reported by Magistrate to police<br />28<br />Source:<br />
    29. 29. Blogger keeps blogging after police interrogation<br />29<br />Source:<br />
    30. 30. First concrete consequences of blog attack<br />30<br />Source:<br />
    31. 31. 31<br />“Maltese youths are still digital immigrants, and in a different category from their European counterparts. However, there is a growing awareness by young people that with the Internet, virtually anyone can broadcast to audiences roughly the same size of those targeted by the traditional mass media in Malta.”<br />Sant (2009)<br />
    32. 32. 32<br />“Whether (traditional) media will still be (important) in the next decade is not easy to predict. <br />Processes like persuasion, free speech, knowledge acquisition, democracy and citizen have now taken a new dimension and offer new challenges with the introduction of the new media. Ownership of a radio or television station or of a paper still implies power. <br />However, as a result of an omnipresence of media in peoples lives, the fragmentation of the audience is bound to change how media influence the audience, and in turn, how the audience influence the media. <br />This does not mean a decline in the power of the media but it implies a change in power structures and their role in a democratic society.”<br />Lauri (2009)<br />
    33. 33. Example of Citizen Media use on Facebook<br />33<br />Source: Facebook<br />
    34. 34. Example of Citizen Media use on Facebook<br />34<br />Source: Facebook<br />
    35. 35. 35<br />Example of Citizen Media use on Facebook<br />Source: Facebook<br />
    36. 36. 36<br />The journey is rooted in ethnography<br />A long term involvement among the people, through a variety of methods, such that any one aspect of their lives can be properly contextualised in others.<br />(Miller & Slater, 2001)<br />Virtual Ethnography requires an involvement with the technologies which form part of the setting studied. The ways in which these technical settings are treated require a special approach from the ethnographer, different to the approaches used in more traditional settings <br />(Hine, 2000). <br />“..A commitment to engage, rather than forestall action in our mediated communities.”<br />Senft, 2007<br />
    37. 37. 37<br />
    38. 38. 38<br />Malta appears to be poised at a stage where citizens have found new tools that may open up possibilities for social change; but also where “the dominance of mainstream players in online media may impede effective grassroots initiatives.”<br />(Saeed, S. 2009)<br />
    39. 39. 39<br />Alex Grech<br /><br /><br />Visuals:<br />Albireo2006<br />Alex Attard<br />Alex Grech<br />Aron Mifsud Bonnici<br />OBS1<br />