The Italian Way to Social Network Sites

Slide 1: La via italiana ai siti di social network Fabio Giglietto [@uniurb.it] http://www.nextmediaandsociety.org

Slide 2: The Internet is the new printing press Clay Shirky, Here Comes Everybody

Slide 3: A network natively good at group forming Creating groups Two way communication

Slide 5: A new kind of space Geographic space Networked space Danah Boyd

Slide 6: Properties of communication in networked space • Permanence; • Replicability; • Serchability; • Invisible audiences. Danah Boyd

Slide 7: Networked mediated public

Slide 8: Form blogs to SNSs

Slide 9: Defining social network sites • construct a public or semi-public profile within a bounded system; • articulate a list of other users with whom they share a connection; • view and traverse their list of connections and those made by others within the system. boyd, d. m., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), article 11. http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html

Slide 10: SNSs demographics

Slide 11: SNSs grow rate in 2007

Slide 12: SNSs map

Slide 13: Online Italians with profile on SNSs Si 45,0% 18% 42,6% 40,0% 35,0% 30,0% 25,0% 20,0% No 82% 15,0% 14,0% 10,0% 6,4% 4,8% 5,0% 3,7% ,0% 18-29 30-39 40-49 50-59 60 e + Source: Indagine CATI 2008 LaRiCA Demetra Based on 18-29 users of social networking sites [N=106] Margin of error is ±2%

Slide 14: 600000 State of SNSs in Italy [16-19] source: http://jilltxt.net/?p=2163 500000 492275 431407 400000 300000 200000 100000 23520 14920 0 facebook badoo [18-19] italy [16-19] december 2007 italy [16-19] april 2008 source: Facebook, Badoo

Slide 15: Layout comparison Badoo Facebook

Slide 16: Badoo vs Facebook case study • Ipotesi di ricerca – Public/private; – Bridging/bonding social capital; • Fasi del progetto – Analisi della letteratura; – Rilevazione statistica delle caratteristiche degli utenti; – Interviste a testimoni qualificati; – Focus group; – Presentazione dei risultati.

Slide 17: 100% Online USA teens vs Italian 18-29 91% 90% 82% 81% 80% 77% 72% 70% 67% 60% 49% 50% 42% 40% 30% 21% 20% 17% 10% 0% fare nuove conoscenze rimanere in contatto con rimanere in contatto con flirtare organizzarti con i tuoi amici persone che si vede spesso persone che si vede di rado usa online teens online italians 18-29 Source: Pew Internet & American Life Project Parents & Teens Survey, October-November 2006. Based on teens 12-17 who use social networking sites [N=493] Margin of error is ±5%; Indagine CATI 2008commissionata dal LaRiCA Based on 18-29 users of social networking sites [N=106] Margin of error is ±2%

Slide 18: Credits & Licence Many thanks to the following Flickr users: adactio, Matt Callow, brandon king, senorton for the beautiful photos. Feel free to re-use and remix this presentation by attribution in a non commercial setting.