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Digital SociologyUnderstanding the Mechanics of Interaction, Groups and Politics Online ad:tech, London, 12.09.20 Simon Li...
The state of social web research!Naïve optimism vs. Marxist pessimismParticipation vs. exploitation
My researchGetting past the dualism“What is actually going on?”Realization of potentialsHarnessing the power of the good e...
A marketing perspectiveWeb 2.0 manifestosBuzz words:wikinomics, participatory culture, co-creation,user-generated content,...
SlogansPeer production models will replace top-downbusiness modelsPower will be shared between responsiblecompanies and sk...
Business gurusA democratized and collectivist digital space willbenefit everyoneHierarchical business models (producer-cons...
Erasing boundariesProducer / consumerCollective production / commercial production
Users are now content producersCreative masses participate in the digital economy,and businesses must harness this to spur...
Towards digital utopiaJoin the participatory revolution or perish ! / ?Customers get what they want, while businessesget f...
Deconstructing the manifestosUnwarranted premisesWe can’t assume that all “users” aresimilar in terms of behaviour and mot...
Are all users equally creative?
Does all participation express the same desire?
How representative is “You”?
The 1% rule
How far-reaching is the spirit of collectivism?
Forgetting the difference betweencommercial and non-profit platforms?
What would Karl say?
Mapping the social reality of networks
Aligning commons and commerce
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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

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

  1. 1. Digital SociologyUnderstanding 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. 2. The state of social web research!Naïve optimism vs. Marxist pessimismParticipation vs. exploitation
  3. 3. My researchGetting past the dualism“What is actually going on?”Realization of potentialsHarnessing the power of the good examples
  4. 4. A marketing perspectiveWeb 2.0 manifestosBuzz words:wikinomics, participatory culture, co-creation,user-generated content, democratized innovation
  5. 5. SlogansPeer production models will replace top-downbusiness modelsPower will be shared between responsiblecompanies and skilled usersDemocratization, collaboration, openness andtransparency
  6. 6. Business gurusA democratized and collectivist digital space willbenefit everyoneHierarchical business models (producer-consumer)are replaced by ‘mass-creativity’ and ‘peer-production’ as crowds define their own needs
  7. 7. Erasing boundariesProducer / consumerCollective production / commercial production
  8. 8. Users are now content producersCreative masses participate in the digital economy,and businesses must harness this to spur innovationand growthAn army of users work for free developing andsustaining Linux, Wikipedia, YouTube, Facebook ...Companies provide platforms; users create value
  9. 9. Towards digital utopiaJoin the participatory revolution or perish ! / ?Customers get what they want, while businessesget free R&D ! / ?
  10. 10. Deconstructing the manifestosUnwarranted premisesWe can’t assume that all “users” aresimilar in terms of behaviour and motivations
  11. 11. Are all users equally creative?
  12. 12. Does all participation express the same desire?
  13. 13. How representative is “You”?
  14. 14. The 1% rule
  15. 15. How far-reaching is the spirit of collectivism?
  16. 16. Forgetting the difference betweencommercial and non-profit platforms?
  17. 17. What would Karl say?
  18. 18. Mapping the social reality of networks
  19. 19. Aligning commons and commerce

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