• SOCIOLOGICAL BACKGROUND: how it all started and who started it!• Evolution of ideas and the impacts made to a global community.• The global community versus the local community.• Focus: UCD Student Union.• Discussion: Technology as a instrument for change? Technology + Society = Change?• Do we see that the political change was already going to happen?• Goes further then politics, human rights issues, environmental disasters.
• Andrew Feenberg’s Critical theory of technology.• Technology is an “instrument”.• As a powerful instrument is can enhance domination over social groups.• Through this instrument society can adapt it’s needs in order to become a freer society.• To understand that society has been given this powerful tool so that change can be made in a political way.• New technologies have devised this apparatus, so that society can use it to alter the way society operates.• The examples looked to;• 2003 anti war protests which then 8 years later in• 2010 to the Arab Spring and• The Obama presidential candidacy 2008 and 2012.
“Community”New technologies have challenged the concept of community froma local aspect.Political campaigns at a local level still use the traditional methodsof door to door canvasing, and local newspaper profiles, along withcommunity contributions.However as an every increasing young generation will spend moretime online, others ways have been developed.Politicians have since incorporated social media sites into theircampaign strategies, with various local issues being posted ontheir Facebook pages and finding the old tradition of “word-ofmouth” for people to “like” the politicians page and get peopletogether.Example of this is seen on Cllr. Gary Wyse a politician in Waterfordmade his status shared with OVER 1,000 and gathered a march lastweek in Waterford with an attendance of 15,000 over WaterfordHospital.
Political campaign in America: Obama versus in 2004 McCain and 2012 campaign with Romney.• On Twitter, Obama has more than 21 million followers, while Romney trails with 1.6 million.• On Facebook, more than 31.5 million people have “liked” the president’s page, while 11.5 million have “liked” Romney’s.• On YouTube, Obama has about 233,000 followers, while Romney has just 21,000.• According to Feenberg and Barardjieva (2004): use of online groups for political involvement in Western societies has actual “NOT had a large scale democratizing consequences that they envisioned” (2004:40).• Is this all we have?• Can it develop anymore?• How much change can these communication technologies make?• When is “Gangnam Style” going to beat Bieber at 801,678,056 views!
CLOSER TO HOME: UCD STUDENT UNION REPRESENTATIVES:Here the representatives completed a questionnaire where I asked for usage in socialnetworking sites (SNS), Facebook and Twitter prior to the election campaign andafter.The following stats showed that:• Increase in Facebook was: 40%, due to various election campaigns over the years.• Additional use with other social media tools was an overall yes, with added connections through TWITTER and LinkedIn through political campaign’s.• To gain employment there was an overall majority of using these social media tools to gain access to various employers.• Problems with using these has been many with clashing views and people using your ideas to challenge other friends that were not affiliated with the political campaign or vice versa.
Communication: theory and analysis. How technology has become a medium for society. Local level spread of change collaboration of community. Global level shift in ideological direction. UCD/ OBAMA.
HOW EASY IS IT TO VOICE YOUR OPINIONSTHROUGH THESE COMMUNICATIONTECHNOLOGIES?IS THIS THE REASON IT IS WORKING?EQUAL VOICE: NO CLASS, NO RELIGION, NONATIONALITY, NO COLOUR.DID OBAMA WIN BECAUSE OF THE AMOUNT OFFB FOLLOWERS?