Digital Sociology: Understanding The Mechanics Of Interaction, Groups And Politics Online

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ad:tech London 2012 Digital Sociology: Understanding The Mechanics Of Interaction, Groups And Politics Online Simon Lindgren, Professor, Umeå University

Business

Digital Sociology
Understanding the Mechanics of Interaction, Groups and Politics Online

ad:tech, London, 12.09.20
Simon Lindgren, Umeå University
simon.lindgren@soc.umu.se
@simon_lindgren

The state of social web research!
Naïve optimism vs. Marxist pessimism

Participation vs. exploitation

My research
Getting past the dualism

“What is actually going on?”

Realization of potentials

Harnessing the power of the good examples

A marketing perspective
Web 2.0 manifestos

Buzz words:
wikinomics, participatory culture, co-creation,
user-generated content, democratized innovation

Slogans
Peer production models will replace top-down
business models

Power will be shared between responsible
companies and skilled users

Democratization, collaboration, openness and
transparency

Business gurus
A democratized and collectivist digital space will
beneﬁt everyone

Hierarchical business models (producer-consumer)
are replaced by ‘mass-creativity’ and ‘peer-
production’ as crowds deﬁne their own needs

Erasing boundaries
Producer / consumer

Collective production / commercial production

Users are now content producers
Creative masses participate in the digital economy,
and businesses must harness this to spur innovation
and growth

An army of users work for free developing and
sustaining Linux, Wikipedia, YouTube, Facebook ...

Companies provide platforms; users create value

Towards digital utopia
Join the participatory revolution or perish ! / ?

Customers get what they want, while businesses
get free R&D ! / ?

Deconstructing the manifestos
Unwarranted premises

We can’t assume that all “users” are
similar in terms of behaviour and motivations

Does all participation express the same desire?

How far-reaching is the spirit of collectivism?

Forgetting the difference between
commercial and non-proﬁt platforms?

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1. Digital Sociology Understanding the Mechanics of Interaction, Groups and Politics Online ad:tech, London, 12.09.20 Simon Lindgren, Umeå University simon.lindgren@soc.umu.se @simon_lindgren

2. The state of social web research! Naïve optimism vs. Marxist pessimism Participation vs. exploitation

3. My research Getting past the dualism “What is actually going on?” Realization of potentials Harnessing the power of the good examples

4. A marketing perspective Web 2.0 manifestos Buzz words: wikinomics, participatory culture, co-creation, user-generated content, democratized innovation

5. Slogans Peer production models will replace top-down business models Power will be shared between responsible companies and skilled users Democratization, collaboration, openness and transparency

6. Business gurus A democratized and collectivist digital space will beneﬁt everyone Hierarchical business models (producer-consumer) are replaced by ‘mass-creativity’ and ‘peer- production’ as crowds deﬁne their own needs

7. Erasing boundaries Producer / consumer Collective production / commercial production

8. Users are now content producers Creative masses participate in the digital economy, and businesses must harness this to spur innovation and growth An army of users work for free developing and sustaining Linux, Wikipedia, YouTube, Facebook ... Companies provide platforms; users create value

9. Towards digital utopia Join the participatory revolution or perish ! / ? Customers get what they want, while businesses get free R&D ! / ?

10. Deconstructing the manifestos Unwarranted premises We can’t assume that all “users” are similar in terms of behaviour and motivations

11. Are all users equally creative?

12. Does all participation express the same desire?

13. How representative is “You”?

14. The 1% rule

15. How far-reaching is the spirit of collectivism?

16. Forgetting the difference between commercial and non-proﬁt platforms?

17. What would Karl say?

18. Mapping the social reality of networks

19. Aligning commons and commerce

Digital Sociology: Understanding The Mechanics Of Interaction, Groups And Politics Online

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Digital Sociology: Understanding The Mechanics Of Interaction, Groups And Politics Online