Week 5: Networked Power: Virals, Memes and Analysis #mc539
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

Week 5: Networked Power: Virals, Memes and Analysis #mc539

  • 1,176 views
Uploaded on

More details here: http://mc539,posterous.com

More details here: http://mc539,posterous.com

More in: Education , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
1,176
On Slideshare
963
From Embeds
213
Number of Embeds
3

Actions

Shares
Downloads
3
Comments
0
Likes
0

Embeds 213

http://moodle.bcu.ac.uk 174
http://mc539.posterous.com 38
http://mood10.bcu.ac.uk 1

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

Transcript

  • 1. NETWORKED POWER Week 5: Viral, memes and analysis Jennifer M. Jones http://mc539.posterous.com
  • 2. OverviewNetworked SocietyNetworked IdentityMemesViral MediaNetwork Analysis
  • 3. Economy = system of production, distribution and consumption
  • 4. Pre-industrial
  • 5. Industrial
  • 6. Post-industrial
  • 7. Service
  • 8. Digital
  • 9. Networked Society
  • 10. What are we ‘trading’in a network society?
  • 11. Network Identity
  • 12. Facebook
  • 13. Identity Verification
  • 14. Identity Verification
  • 15. Identity Verification
  • 16. Identity Verification
  • 17. Identity Verification
  • 18. VerificationPhotosSpecific details (occupation, location, education)Friends (who are they connected to?)What they share (links, videos, images etc)
  • 19. Why is this important?Aware of networked individualismDeclaration of a cause (by making association explicit)Making things which are interesting to shareSocial Capital
  • 20. Examples
  • 21. Viral Media
  • 22. ..objects or patterns able to replicate themselves orconvert other objects into copies of themselves when these objects are exposed to them;
  • 23. Why?Viral marketing uses existing social networks in order toincrease ‘brand’ (or message) awarenessUsing sharable devices (memorable videos, images, articles)messages are enhanced by word of mouthCreating “co-conspirators”
  • 24. CritiqueEthical consideration of stealth marketingTransparency of cause (you are NOT a profit makingbusiness)Low level of sustainable engagementAbuse of social capital?
  • 25. Memes
  • 26. Definition...
  • 27. A cultural unit (an idea or value or pattern orbehaviour) that is passed from one person to another by non-genetic means (as by imitation);
  • 28. More subtle...
  • 29. 95,489 ‘liked’ it
  • 30. Do you get ‘fake’ memes?
  • 31. The cause is fake.
  • 32. ...not the meme.
  • 33. Ideas still spread.
  • 34. knowyourmeme.com
  • 35. Extreme examples.
  • 36. What we can learn?Platforms and tools to communicate messagesWhy do certain cultural units spread?Simplicity is often key (good titles, tags, bylines)Network endorsement
  • 37. Network Analysis
  • 38. Points of note Nodes Strong Ties Weak Ties
  • 39. Strong Ties
  • 40. Weak Ties
  • 41. http://newsletter.alt.ac.uk/1j8id4i5mgn
  • 42. Directed Study Task (details on http:// mc539.posterous.com)
  • 43. Further ReadingBell, D. (1973) The Coming of the Post-Industrial Society. Basic Books: NewYork.Castells, M. (2001) The Internet Galaxy: Reflections on the Internet, Businessand Society. Oxford University Press: Oxford.Granovetter, M. (1973). "The Strength of Weak Ties", American Journal ofSociology, Vol. 78, Issue 6, May 1973, pp. 1360-1380.Wellman, B. (2001) "Physical Place and Cyber Place," International Journal ofUrban and Regional Research.