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Week 5: Networked Power: Virals, Memes and Analysis #mc539

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Week 5: Networked Power: Virals, Memes and Analysis #mc539

  1. 1. NETWORKED POWER Week 5: Viral, memes and analysis Jennifer M. Jones http://mc539.posterous.com
  2. 2. OverviewNetworked SocietyNetworked IdentityMemesViral MediaNetwork Analysis
  3. 3. Economy = system of production, distribution and consumption
  4. 4. Pre-industrial
  5. 5. Industrial
  6. 6. Post-industrial
  7. 7. Service
  8. 8. Digital
  9. 9. Networked Society
  10. 10. What are we ‘trading’in a network society?
  11. 11. Network Identity
  12. 12. Facebook
  13. 13. Identity Verification
  14. 14. Identity Verification
  15. 15. Identity Verification
  16. 16. Identity Verification
  17. 17. Identity Verification
  18. 18. VerificationPhotosSpecific details (occupation, location, education)Friends (who are they connected to?)What they share (links, videos, images etc)
  19. 19. Why is this important?Aware of networked individualismDeclaration of a cause (by making association explicit)Making things which are interesting to shareSocial Capital
  20. 20. Examples
  21. 21. Viral Media
  22. 22. ..objects or patterns able to replicate themselves orconvert other objects into copies of themselves when these objects are exposed to them;
  23. 23. Why?Viral marketing uses existing social networks in order toincrease ‘brand’ (or message) awarenessUsing sharable devices (memorable videos, images, articles)messages are enhanced by word of mouthCreating “co-conspirators”
  24. 24. CritiqueEthical consideration of stealth marketingTransparency of cause (you are NOT a profit makingbusiness)Low level of sustainable engagementAbuse of social capital?
  25. 25. Memes
  26. 26. Definition...
  27. 27. A cultural unit (an idea or value or pattern orbehaviour) that is passed from one person to another by non-genetic means (as by imitation);
  28. 28. More subtle...
  29. 29. 95,489 ‘liked’ it
  30. 30. Do you get ‘fake’ memes?
  31. 31. The cause is fake.
  32. 32. ...not the meme.
  33. 33. Ideas still spread.
  34. 34. knowyourmeme.com
  35. 35. Extreme examples.
  36. 36. What we can learn?Platforms and tools to communicate messagesWhy do certain cultural units spread?Simplicity is often key (good titles, tags, bylines)Network endorsement
  37. 37. Network Analysis
  38. 38. Points of note Nodes Strong Ties Weak Ties
  39. 39. Strong Ties
  40. 40. Weak Ties
  41. 41. http://newsletter.alt.ac.uk/1j8id4i5mgn
  42. 42. Directed Study Task (details on http:// mc539.posterous.com)
  43. 43. Further ReadingBell, D. (1973) The Coming of the Post-Industrial Society. Basic Books: NewYork.Castells, M. (2001) The Internet Galaxy: Reflections on the Internet, Businessand Society. Oxford University Press: Oxford.Granovetter, M. (1973). "The Strength of Weak Ties", American Journal ofSociology, Vol. 78, Issue 6, May 1973, pp. 1360-1380.Wellman, B. (2001) "Physical Place and Cyber Place," International Journal ofUrban and Regional Research.

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