More details here: http://mc539,posterous.com

1. NETWORKED POWER
Week 5: Viral, memes and analysis
Jennifer M. Jones
http://mc539.posterous.com

2. Overview
Networked Society
Networked Identity
Memes
Viral Media
Network Analysis

3. Economy = system of production,
distribution and consumption

4. Pre-industrial

5. Industrial

6. Post-industrial

7. Service

8. Digital

9. Networked Society

10. What are we ‘trading’
in a network society?

11. Network Identity

12. Facebook

13. Identity Verification

14. Identity Verification

15. Identity Verification

16. Identity Verification

17. Identity Verification

18. Verification
Photos
Specific details (occupation, location, education)
Friends (who are they connected to?)
What they share (links, videos, images etc)

19. Why is this important?
Aware of networked individualism
Declaration of a cause (by making association explicit)
Making things which are interesting to share
Social Capital

20. Examples

21. Viral Media

22. ..objects or patterns able to replicate themselves or
convert other objects into copies of themselves when
these objects are exposed to them;

27. Why?
Viral marketing uses existing social networks in order to
increase ‘brand’ (or message) awareness
Using sharable devices (memorable videos, images, articles)
messages are enhanced by word of mouth
Creating “co-conspirators”

28. Critique
Ethical consideration of stealth marketing
Transparency of cause (you are NOT a profit making
business)
Low level of sustainable engagement
Abuse of social capital?

29. Memes

30. Definition...

31. A cultural unit (an idea or value or pattern or
behaviour) that is passed from one person to another
by non-genetic means (as by imitation);

35. More subtle...

37. 95,489 ‘liked’ it

41. Do you get ‘fake’
memes?

42. The cause is fake.

43. ...not the meme.

44. Ideas still spread.

45. knowyourmeme.com

46. Extreme examples.

47. What we can learn?
Platforms and tools to communicate messages
Why do certain cultural units spread?
Simplicity is often key (good titles, tags, bylines)
Network endorsement

48. Network Analysis

49. Points of note
Nodes
Strong Ties
Weak Ties

51. Strong Ties

52. Weak Ties

54. http://newsletter.alt.ac.uk/1j8id4i5mgn

55. Directed Study Task
(details on http://
mc539.posterous.com)

56. Further Reading
Bell, D. (1973) The Coming of the Post-Industrial Society. Basic Books: New
York.
Castells, M. (2001) The Internet Galaxy: Reflections on the Internet, Business
and Society. Oxford University Press: Oxford.
Granovetter, M. (1973). "The Strength of Weak Ties", American Journal of
Sociology, Vol. 78, Issue 6, May 1973, pp. 1360-1380.
Wellman, B. (2001) "Physical Place and Cyber Place," International Journal of
Urban and Regional Research.