Lecture at Royal Institute of Technology 12 Nov. 2010
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This document summarizes a presentation given by Håkan Selg on social media technologies. It discusses how social media has evolved from early communication tools for one-to-one or one-to-few communication to current tools that enable communication to many selected or unselected recipients. Examples of both early and modern social media technologies are provided. The effects of social media include changing social relationships and challenging traditional business and organizational models.
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Lecture at Royal Institute of Technology 12 Nov. 2010
- 1. Nationellt IT-användarcentrum InternetExplorers Håkan Selg Social Software – Actors, Motives and Effects Social Media Technologies KTH, 12 Nov. 2010
- 2. InternetExplorers 2015-01-27 | #‹#›@ Håkan Selg/NITA/Uppsala universitet Communicative toolset Recipient(s) Tool One or a few Telephone, fixed-line/mobile Voice over IP (VoIP) ”Skype” SMS/MMS Instant messaging ”chat” E-mail Many, selected Facebook LinkedIn Intranet/wikies E-mail Many, not selceted Blogs Microblogs/Twitter YouTube Electronic mailing lists
- 3. InternetExplorers 2015-01-27 | #‹#›@ Håkan Selg/NITA/Uppsala universitet
- 4. InternetExplorers 2015-01-27 | #‹#›@ Håkan Selg/NITA/Uppsala universitet
- 5. InternetExplorers 2015-01-27 | #‹#›@ Håkan Selg/NITA/Uppsala universitet
- 6. InternetExplorers 2015-01-27 | #‹#›@ Håkan Selg/NITA/Uppsala universitet
- 7. InternetExplorers 2015-01-27 | #‹#›@ Håkan Selg/NITA/Uppsala universitet Results Common activities Differentiating activities E-mailing Carrying out tasks in studies/work Instant messaging On-line communities Planning of travels and events Popular culture Ordering, booking, making payments Filling in forms Reading/writing blogs Using net media Using academic literature in digital formats Using on-line encyklopaedias Entrepreneurial activities
- 8. InternetExplorers 2015-01-27 | #‹#›@ Håkan Selg/NITA/Uppsala universitet Results Age category Cluster 1 (Web 1.0) Cluster 2 (Web 2.0) Sum – 25 years 25% 75% 100% 26 – 30 years 42% 58% 100% 31 – 35 years 72% 28% 100% 36 – 45 years 81% 19% 100% 46 – 55 years 95% 5% 100% > 55 years 100% 0% 100% All (est.population)= 208 000) 44% 56% 100%
- 9. InternetExplorers 2015-01-27 | #‹#›@ Håkan Selg/NITA/Uppsala universitet Effects of social media InternetExplorers: A survey of Inter use at Swedish universities Explorative study In-depth interviews with 20 experts on social media http://www.nita.uu.se/ Projekt
- 10. InternetExplorers 2015-01-27 | #‹#›@ Håkan Selg/NITA/Uppsala universitet Items to discuss Social software, its origins and driving forces The dynamics of the interplay technology- communication tools-popular culture Impact on attitudes and values inherent in the industrial society Challenges from a business perspective
- 11. InternetExplorers 2015-01-27 | #‹#›@ Håkan Selg/NITA/Uppsala universitet Original hardware Office computer (”IBM PC”) Home computer (”Commodore”) Path of diffusion Professional Social Core applications • E-mail • Word processor, spread sheet • Search and retrieve information • Order, book, pay • On-line communicaction • Computer games • Popular culture • P2P software • Recording/editing/remixing sound and image • Publishing Communicative dimension One-way, “vertical” Two-ways, “horizontal” Archetypical user Homo oeconomicus Homo socius, homo ludens Exclusion term The digital divide The participation gap Two Cultures on the Internet
- 12. InternetExplorers 2015-01-27 | #‹#›@ Håkan Selg/NITA/Uppsala universitet Computer and communication technology User interaction User communication User created content A Web 2.0 model
- 13. InternetExplorers 2015-01-27 | #‹#›@ Håkan Selg/NITA/Uppsala universitet Broadband Pentium Hard disk drive C64 Key technologies
- 14. InternetExplorers 2015-01-27 | #‹#›@ Håkan Selg/NITA/Uppsala universitet Audio books Video (film, TV) Music High resolution images Games Popular culture
- 15. InternetExplorers 2015-01-27 | #‹#›@ Håkan Selg/NITA/Uppsala universitet Value-adding content Community web sites SNS/Blogs Photos/Video clips Music (mp3) copies/own Pers. web pages Open Source Software Ripped games Games and software code, cracked/own User created content
- 16. InternetExplorers 2015-01-27 | #‹#›@ Håkan Selg/NITA/Uppsala universitet Diffusion patterns Professional sphere Private sphere SMS/Chat Social Media Mobile phones E-mail
- 17. InternetExplorers 2015-01-27 | #‹#›@ Håkan Selg/NITA/Uppsala universitet Values and attitudes Modern bureaucracy: 1. Governing by rules 2. Management by documents 3. Office hierarchy 4. Functional-competence 5. Impersonal-duty 6. Loyality
- 18. InternetExplorers 2015-01-27 | #‹#›@ Håkan Selg/NITA/Uppsala universitet Values and attitudes Hierarchy Network Functional competence Social competence Duty Commitment Facts Values Work Leisure
- 19. InternetExplorers 2015-01-27 | #‹#›@ Håkan Selg/NITA/Uppsala universitet Impact on relations Close relations Acquain- tancies
- 20. InternetExplorers 2015-01-27 | #‹#›@ Håkan Selg/NITA/Uppsala universitet Impact on relations Close relations Acquain- tancies ”Facebook” Other acquantancies
- 21. InternetExplorers 2015-01-27 | #‹#›@ Håkan Selg/NITA/Uppsala universitet Impact on relations Close relations Acquain- tancies ”Facebook” Other acquantancies Friends of friends
- 22. InternetExplorers 2015-01-27 | #‹#›@ Håkan Selg/NITA/Uppsala universitet Strong and weak ties a b cd e A B CD E
- 23. InternetExplorers 2015-01-27 | #‹#›@ Håkan Selg/NITA/Uppsala universitet Strong and weak ties a b cd e A B CD E
- 24. InternetExplorers 2015-01-27 | #‹#›@ Håkan Selg/NITA/Uppsala universitet Effects on organisations Business firms Government Experts External balance of power Customers Citizens Laymen
- 25. InternetExplorers 2015-01-27 | #‹#›@ Håkan Selg/NITA/Uppsala universitet Effects on organisations Coordinating staff Supporting staff Operating staff Internal balance of power
- 26. InternetExplorers 2015-01-27 | #‹#›@ Håkan Selg/NITA/Uppsala universitet Business firms Stiff competition Globalisation Pressure on prices and margins Strategies?
- 27. InternetExplorers 2015-01-27 | #‹#›@ Håkan Selg/NITA/Uppsala universitet Business firms Reduce fixed costs Strategies Branding
- 28. InternetExplorers 2015-01-27 | #‹#›@ Håkan Selg/NITA/Uppsala universitet Stategy 1: Reduce fixed costs Reduction in transaction costs Improved communicative tools Downsizing of firms Improved flexibility
- 29. InternetExplorers 2015-01-27 | #‹#›@ Håkan Selg/NITA/Uppsala universitet Stategy 2: Branding Meaning and signification of consumer goods Improved communicative tools Price acceptance by consumers
- 30. InternetExplorers 2015-01-27 | #‹#›@ Håkan Selg/NITA/Uppsala universitet Håkan Selg selg@nita.uu.se www.foruminternet.se twitter: hselg
Editor's Notes
- Wikis are often used to create collaborative wiki websites in corporate intranets and in knowledge management systems.
- Present some major findings of my own research on social softwareOverview of technology-communication-pop culture from 1980s and onwardsSociology and economy more than technologyDiscuss some of the effects on established organisations and try to create some understanding
- My standpoint is that social path of diffusion has been driving the development since the beginning. Not the professional usage. The developement of hardware of software and transmission.” 256 Gigabyte flash memoryIntel Core processing 8 threads in parallellBroad band capacity 8-10 Megabit/s ordinary coppar lines, fiber you get 100 megabit/s
- Cultural clash, Tone more personal less formal, Language more of oral expressional than written languageSpelling often not very ortodox spelling, Content a mixture between private and professional contentThis may appear very provocative for all of us that for genereations have learned how to make a sharp distinction between professional and private sphere. Working hours and leisure time, workshop/office and home, professional relations and personal friendsThe fundamental ideas of modern industrial societyObjectivity and subjectivity admitting greater share of subjectivity in your professional life.Radical: not beacause we always perfectly obejctive, it’s impossible, social psychology, but mental picture the imageof prefessional life, the idea of professionality.Than we can add a number of practical matters such choice of tools: those of the authorised by the IT department or open tools, and who bears the responsibility that it works properly.Also the communication do not coincide very weel with organisational structure and borders, thanwho is in controal of the content published. You may delete your updates on Facebook but they will remain on the servers, and Facebook reclaims property rights on all what you have published.Man kan ana en kulturkrock där tonen och tilltalet från ungdomssfären bryter sig in i en värld där de professionella
- ” Modern” in the 19th century, and characteristic for the industrial societyGoverning by rules, not by the ruler’s (king, president etc) orders. And calculable rules, possible to anticipateDocuments to verify the decisions according to rulesA system of super- or subordination of lower and higher offices. Possibilities of appeal in a regulated mannerIn public authorities, structures of the church and in big private organisations and companiesThose working in the office, the officers, specified function and recruited on competence criterias, not family membersYour work is not supposed to be influenced by personal considerations or values, complete neutrality in the execution of your task. In fact your are trained to completely separate office activities and attitudes from what is priavte, what is done at home and on leisure time.You are not required to agree with how things are managed or what decisions are taken, but you are expected to be loyalBut obviously this only holds for relatively big organisations. In small companies, or family owned, things are different.
- Working life subjective, individualisticTraditional management is loosing control
- Närstående: familjemedlemmar, nära vänner Vänner och bekanta: Allt från gamla skolkamrater och lumparkompisar till kollegor och andra som man möter i arbetet. Nära relation men längre tillbaka i tiden, ytlig relation men nära i tiden.Fråga: Vad är skillnaden mellan de två grupperna?Strong ties and weak ties
- Ingen betydelse för den närmaste kretsen, finns dessutom en övre gräns. Man påminns om deras existens, foto, kommentarer, länkar
- En vänner och bekanta ingår på motsvarande sätt i sina slutna system.
- Därför spelar de relativt svagare banden en överbryggande roll mellan olika informations- och kunskapssystem, det är via dessa kontakter som man får nya impulser och lär sig nya saker. Betydelsen av alla de nya kanalerna i allmänhet och sociala medier i synnerhet är att de ger oss verktyg att upprätthålla många fler svaga band än tidigare.Lägre tröskel till födjupade kontakter Ökat socialt kapital..Svar på kritiken om det rimliga i att ha 500 ”vänner” på Fejan.En annan kritik gäller det ofta triviala innehållet Digitalt småprat, återkommande bekräftar relationen, viktigare än innehållet
- Stödjande i regel expertfunktioner. Extern kommunikation, IT-funktionen.Vad som händer är att antalet ingångar i organisationen blir fler vilket minskar kommunikatsavdelningens möjlighet till kontroll. Liknande för IT-avdelningen när användarna föredrar olika öppna verktyg istället för interna. ”Mellan marknads- och kommunikationskramarna och IT-säkerhetsivrarna”Systemet med jobbdator hemdator, jobbmobil och privatmobil?
- Stödjande i regel expertfunktioner. Extern kommunikation, IT-funktionen.Vad som händer är att antalet ingångar i organisationen blir fler vilket minskar kommunikatsavdelningens möjlighet till kontroll. Liknande för IT-avdelningen när användarna föredrar olika öppna verktyg istället för interna. ”Mellan marknads- och kommunikationskramarna och IT-säkerhetsivrarna”Systemet med jobbdator hemdator, jobbmobil och privatmobil?
- Eastern EuropeLatin AmericaAsiaCompetition: Difficult to be price setter price traker
- Eastern EuropéLatin AmericaAsiaCompetition: Difficult to be price setter price trakerSubcontractorsRenting /leasing buildings, machinery and transport equipment instead of owningFocus on core business, that is generating incomes.
- Newspaper/Magazine cases. Journalists, Photographers, Printing staffRonald Coase: The Nature of the Firm (1937) Nobel Prize (1991)Balance between the potential advantage of the market solutions on one hand and the related costs of transactions.Downsizing: Euphemism for laying off employedFlexibility of adapting to changeing market conditionsPrice taker A defensive strategy
- Price setter Offensive strategyJean Baudrillard: The Consumer Society (1970) In the affluent society (a concept that Baudrillard criticises) where the basic human needs of food and shelter are covered, the symbolic importance of consumption becomes salient. Instead of viewing consumer goods from their use-value, they should be considered as systems of signs with the meaning and signification according to relations and rules of interpretation within the system. Rolex,Canada GooseDesign, percieved quality, transparency, social responsibility, ethical codes communication of an image