Pamela Rutledge: Social Media: Innovative Solutions for Social Change

Social MediaInnovative Solutions For Social Change Dr. Pamela B. Rutledge Media Psychology Research Center @mediapsychology #apasocialmedia American Psychological Association Annual Convention August 6, 2011 #apasocialmedia

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Overview: Social Media Structural changes Psychological impact Four types of change 1. Organizational 2. Crowd-sourced 3. Spontaneous 4. Entrepreneurial #apasocialmedia

Communications Model: Few to Few #apasocialmedia

Mass Media Model: One to Many #apasocialmedia

Network Model: Many to Many #apasocialmedia

What is social media? #apasocialmedia

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Interactive Information OrganizersMultiple applications Information searches• Folksonomy/Tagging• Blogs• Wikis• Social NetworkingSimilar properties Participatory Interactive Connected Constantly changing #apasocialmedia

Structural Impact of Social Networks Interactive - On-Demand - Asynchronous - Wide Access #apasocialmedia

We expect to participate, be heard, collaborate, and connect. By doing so, we increase our our empathy, our social capital, and our efficacy beliefs.Psychological Impact of Social Networks #apasocialmedia

individuals can make a difference #apasocialmedia

Self-efficacy shortensthe gap between individual and collective agency #apasocialmedia

Access is Power #apasocialmedia

The Power is AccessThink Mobile #apasocialmedia

Mobile Penetration: 76% Worldwide #apasocialmedia

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Social Change1. Organizational 3. Spontaneous2. Crowd-sourced 4. Entrepreneurial #apasocialmedia

OrganizationsUsing Social Technologies #apasocialmedia

Manobi Development FoundationInformation for Farmers #apasocialmedia

Birth Registration #apasocialmedia

The Red Cross• Human face of organization• Central information hub for resources and shelters• Real-time news during disasters• Community show support #apasocialmedia

Texting Donations #apasocialmedia

Donating through Social Gaming #apasocialmedia

Blogging Contest #apasocialmedia

Mobile Literacy in India #apasocialmedia

Mobile Literacy #apasocialmedia

Mobile Language Learning #apasocialmedia

Texting Healthcare: Text4baby #apasocialmedia

CrowdsourcingSocial Change #apasocialmedia

Advocacy through Gaming #apasocialmedia

Building Playgrounds #apasocialmedia

Micro-Volunteerism #apasocialmedia

Peer-to-Peer Micro-Lending #apasocialmedia

Kiva Lending Opportunities #apasocialmedia

Ushahidi: User Sourced Data Visualization #apasocialmedia

Social Media andSpontaneous Social Change #apasocialmedia

It Gets Better #apasocialmedia

Protests Go Viral on YouTube #apasocialmedia

Egypt: Social Media Accelerant• Mass organizing tools• Shaping the narrative• Pressure on Washington #apasocialmedia

Social Change ThroughSocial Entrepreneurship #apasocialmedia

Ovi Life Tools #apasocialmedia

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Social Media: Dual Pathways of Influence Social technology provides new and innovative opportunities for extending reach and tailoring relevance The use of social media shifts assumptions toward agency and self-determination that facilitates behavioral change and long-term adoption Social Technology Behavioral Media Use Change Tailoring #apasocialmedia

Thank you Dr. Pamela B. RutledgeDirector, Media Psychology Research Center @mediapsychology #apasocialmedia

REFERENCESBandura, A. (2001a). The changing face of psychology at the dawning of a globalization era. [Journal; Peer Reviewed Journal;]. CanadianPsychology/Psychologie canadienne, 42(1), 12-24. doi: 10.1037/h0086876Bandura, A. (2001b). Social cognitive theory of mass communication. [Journal; Peer Reviewed Journal;]. Media Psychology, 3(3), 265-299. doi:10.1207/s1532785xmep0303_03Bandura, A. (2001c). Social cognitive theory: An agentic perspective. [Journal; Peer Reviewed Journal;]. Annual Review of Psychology, 52, 1-26. doi:10.1146/annurev.psych.52.1.1Bandura, A. (2004a). Health Promotion by Social Cognitive Means. [Journal; Peer Reviewed Journal;]. Health Education & Behavior, 31(2), 143-164. doi:10.1177/1090198104263660Bandura, A. (2004b). Social Cognitive Theory for Personal and Social Change by Enabling Media. 75-96. Retrieved fromhttp://des.emory.edu/mfp/Bandura2004Media.pdfBarraza, J., & Zak, P. (2011). Oxytocin Instantiates Empathy and Produces Prosocial Behaviors. Retrieved fromBeaudoin, C. E. (2008). Explaining the relationship between Internet use and interpersonal trust: Taking into account motivation and information overload.[Journal; Peer Reviewed Journal]. Journal of Computer Mediated Communication, 13(3), 550-568. doi: 10.1111/j.1083-6101.2008.00410.xBrown, W. J., & Singhal, A. (1990). Ethical Dilemmas of Prosocial Television. Communication Quarterly, 38(3). Retrieved fromhttp://www.arvindsinghal.com/entertainment-education/index.htmCaplan, S. E., & Turner, J. S. (2007). Bringing theory to research on computer-mediated comforting communication. [Journal; Peer Reviewed Journal].Computers in Human Behavior, 23(2), 985-998. doi: 10.1016/j.chb.2005.08.003Do Kyun, K., Singhal, A., Hanaki, T., Dunn, J., Chitnis, K., & Min Wha, H. (2009). Television Drama, Narrative Engagement and Audience Buying Behavior.[Article]. International Communication Gazette, 71(7), 595-611. doi: 10.1177/1748048509341894Ellison, N., Steinfield, C., & Lampe, C. (2007). The Benefits of Facebook ‘‘Friends:’’ Social Capital and College Students’ Use of Online Social Network Sites.Journal of Computer Mediated Communication, 12(4), 1143-1168. Retrieved fromEllison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook "friends:" Social capital and college students use of online social network sites.Journal of Computer Mediated Communication, 12(4), 1143-1168.Gilbert, E., Karahalios, K., & Sandvig, C. (2008). The Network in the Garden: An Empirical Analysis of Social Media in Rural Life. Paper presented at the CHI2008, Florence, Italy.Hampton, K., & Wellman, B. (2003). Neighboring in Netville: How the Internet Supports Community and Social Capital in a Wired Suburb. 2(4), 277.Retrieved fromHanna, R., Rohm, A., & Crittenden, V. L. (2011). Were all connected: The power of social media ecosystem. Business Horizons, 54, 265-273. Retrieved fromLaRose, R., Mastro, D., & Eastin, M. S. (2001). Understanding Internet Usage: A Social-Cognitive Approach to Uses and Gratifications. Social ScienceComputer Review, 19(4), 395-413.Morrison, I., & Ziemke, T. (2005). Empathy with Computer Game Characters: A Cognitive Neuroscience Perspective. Paper presented at the AISB’05Convention: Social Intelligence and Interaction in Animals, Robots and Agents, Hatfield, UK.Neibling, J. (2010). Speaking the Language of Todays Digital Natives. Community College Journal, 81(1), 14-15.Papa, M., Singhal, A., Law, S., Pant, S., S Sood, Rogers, E., & Shefner-Rogers, C. (2000). Entertainment-education and social change: an analysis ofparasocial interaction, social learning, collective efficacy, and paradoxical communication. The Journal of Communication, 50(4), 31-55.Rempel, S. P. A. (2009). Information and communication: Tools of agency and connection. Dissertation Abstracts International Section A: Humanities andSocial Sciences, 70(1-A), 14.Scholz, T. (Producer). (2009, January 10, 2010). Social Media: Wisdom of the Crowd Versus Collective Intelligence. [PowerPoint ] Retrieved fromhttp://www.slideshare.net/trebor/the-wisdom-or-ineptitude-of-the-crowd-week5-social-media3 #apasocialmedia

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Pamela Rutledge: Social Media: Innovative Solutions for Social Change

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