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Web 1.0 versus Web 2.0: What is social media and what are some issues and criticisms?


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Class lectures for Comm 399: Fundamentals of Social Media, Fall 2012, Department of Communication, Shepherd University.

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Web 1.0 versus Web 2.0: What is social media and what are some issues and criticisms?

  1. 1. Intro to Social Media; Social Media Issues & Criticisms Professor Matthew Kushin, PhD Shepherd University | Department of Mass Communication | 2012
  2. 2. Teams! Team sign up sheet will be passed around today  Make sure you’re team is on there!  Remember your team number! Teams should sit near each other in class
  3. 3. What is Social Media?
  4. 4. Web 2.0 a “buzzword” Defined:  When we value an online network’s ability to tap the participation of large groups of people  These people collect & create information
  5. 5. In other words Web 2.0 is all about fostering connections between PEOPLE
  6. 6. Web 1: A Mass Media Web Individual - content consumer Production - controlled by a few  Ex: media, Government• Interactivity - limited Published Content • Technology restricts richness & extent of User-generated human interaction content  Ex: E-mail
  7. 7. Web 2.0 Production – many-to-many  People produce majority of content for one another. Organizations - enable content sharing through services provided Interactivity - fast, rich
  8. 8. But what is social media? Social media is media that foster social interaction between people  built on Web 2.0 principles
  9. 9. So…. social media is like a playground
  10. 10. On this playground: Network providers create playground  Infrastructure We “play” on the playground, providing the experience for one-another  We create the user-generated content that others consume, and vice versa.
  11. 11. Why is this revolution in media production so important?
  12. 12. Fundamental Shift Media production differs from other kinds of production (ex: industrial, agricultural)  media have the power to persuade, inspire, educate, and direct human activity.
  13. 13. Fundamental Shift Society is the result of humans working together to, achieve tasks organized and coordinated, via
  14. 14. Fundamental Shift So:  An evolution in our relationship with media Means:  A shift in POWER
  15. 15. Social media & a new ethos Ethos – the dominant assumptions of a people or period
  16. 16. Social media ethos Key societal changes:  Human-to-human relations  Perspectives about human & info relationship  Perspectives about ownership
  17. 17. Human-to-human Relations Hyper-connectivity  Now have ability to share and co-create with virtually anyone, anywhere.
  18. 18. Human / info relations We’re encouraged to create media and share creations
  19. 19. Human / info relations People used to information being “free” and available
  20. 20. Ownership Growing attitude that what is created belongs to all of us
  21. 21. Ownership In some sectors of society, movement towards relaxing control over intellectual property
  22. 22. Recurring Problem These changes in society present problems for organizations:  Tension between  cultural desire for “openness”  And, organization’s desire for control / profit
  23. 23. Example Conventional Wisdom: A company cannot make profit if doesn’t protect all its assets
  24. 24. Example: Business Traditional Closed perspective  Trade secrets – A company’s competitive edge  Brand is proprietary
  25. 25. Example: Ownership  Consumers take “ownership” of brands
  26. 26. Example: Problem In a social media age
  27. 27. Facing this tension Many organizations have begun:  Harvesting external ideas  Seeking input & innovation from customers, clients  Sharing their brand  Loosening stranglehold on intellectual property rights  Allowing for customers to modify & improve products
  28. 28. Similarly As people increasingly interact with brands and identify with them New challenges & opportunities for public relations emerge  Ex:  Listening to publics through social media  Responding to online sentiment  Building relationships with online communities
  29. 29. Social Media Challenges &Criticisms
  30. 30. Criticisms of Social Media Threatens Authority & Expertise  “Dictatorship of idiots”  Authority is measured by power of mass consensus  Mob overrides expertise and experience, independent thinking and analysis.  What is produced in social media may be unreliable
  31. 31. Criticisms Negative effects on Culture  Web 2.0 ‘dumbs down’ culture by enabling mass of talentless amateurs to create low quality, culturally devoid works
  32. 32. Criticisms Democratization Myth  Fragments citizenry by enabling escape into niche groups
  33. 33. How is social media changing strategic communication (e.g., PR)?
  34. 34. Cliff hanger….. Show up next class And do tonight’s reading about film director Kevin Smith