Fun with Psychology, Sociology
              +
         Social Media
We are strange




                 2
But often in the same ways




                             3
Social Media Has More Payoffs Than We Think




                                        4
Luck = Outgoing = Connections




                                                                  5
http://www.theluckfa...
Benefits Translate Into the Real World




              http://pewresearch.org/pubs/1398/internet-mobile-phones-
        ...
Sharing the Special




                                                  7
          Photo: “Sharing” by: ryancr on Flickr
“If I’ve just read this story that
changes the way I understand
the world and myself, I want to
talk to others about what ...
http://www.youtube.com/watch?v=GjTaV01eOeM
                                             9
Awe makes you feel - and we all want to feel




                                         10
Psychology shows us how we make mistakes...




                                                                    11
   ...
Problem:

The Curse of Knowledge


                         12
We are greatly limited by
what we know.

It corrupts how we convey
things to others

And our perception of how
others see ...
Problem:

Distinguishing Source


                        14
http://knowyourmeme.com/memes/pedobear
                                  15
http://pedobearpics.com/
Illustration by Angela Merick
                                              17
http://mbarrick.livejournal.com/894999.html
http://knowyourmeme.com/memes/pedobear
                                  18
Pedobear added by artist Michael Barrick
                                        19
http://mbarrick.livejournal.com/894999...
[The Bad]




            Metronews, Vancouver
                                   20
Problem:

Rumors


           21
22
23
24
25
26
27
28
29
Sure, death is easy to disprove. But
what if the rumor isn’t as cut and
dry.




                                       30
Steve cheats on his wife.

Carol’s an anti-Semite.

How do you disprove that?



                            31
You can’t.

And it spreads.

And it doesn’t die.



                      32
“Here we are, quadrillions of
bytes deep into the
Information Age. And yet
information, it seems, has
never mattered less....
“[P]eople usually do not moderate their
position after hearing an opposing
opinion, but rather become more
extreme about t...
Problem:

Lack of Context


                  35
"To an increasing degree, your silly,
confused, flirtatious, angry and
offensive moments, on Facebook and in
email or in d...
We don’t have full story in 54 seconds

                                         37
Problem:
We follow other people re: Popularity




                                   38
39
http://www.wired.com/magazine/2009/12/st_clive_thompson
Problem:
Myopia



           40
“I interviewed gay men who thought
Friendster was a gay dating site
because all they saw were other gay
men...I interviewe...
Problem:
We want it more if we think it’s scarce




                                    42
Let’s pretend the supply here is limited




                                           43
I’m going to assume they have plenty of these




                                                44
Just an educated guess




                         45
More
Insight



          46
“The widespread availability of world
 wide fora does not create new social
 or moral standards, it merely gives
 people t...
48
Who knew there was such demand?




                                  49
We don’t always see what we think we do




                                     50
Reference Articles, Experiments and
                Books
See

http://delicious.com/mhamburg/PsychSocialMedia




        ...
Find Articles, Notes & Resources

You can find this presentation on:

http://www.slideshare.net/mhamburg




             ...
Contact Me




             53
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Psychology + Sociology & Social Media (Casual Talk for Meetup)

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Casual Talk for a Social Media Professionals Meetup.

"Fun with Psychology & Sociology
and how it relates to Social Media"

--
Also have a OneDegree series on the subject.

Part I: http://su.pr/1PiZYy

Part II: http://su.pr/1UHKB6

More will be listed (as they are posted :) here: http://www.onedegree.ca/monica_hamburg/

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Psychology + Sociology & Social Media (Casual Talk for Meetup)

  1. 1. Fun with Psychology, Sociology + Social Media
  2. 2. We are strange 2
  3. 3. But often in the same ways 3
  4. 4. Social Media Has More Payoffs Than We Think 4
  5. 5. Luck = Outgoing = Connections 5 http://www.theluckfactor.com/make-your-luck/build-a-network.asp
  6. 6. Benefits Translate Into the Real World http://pewresearch.org/pubs/1398/internet-mobile-phones- impact-american-social-networks 6
  7. 7. Sharing the Special 7 Photo: “Sharing” by: ryancr on Flickr
  8. 8. “If I’ve just read this story that changes the way I understand the world and myself, I want to talk to others about what it means. I want to proselytize and share the feeling of awe. If you read the article and feel the same emotion, it will bring us closer together.” - Jonah Berger, Assistant Professor of Marketing, Wharton - http://www.nytimes.com/2010/02/09/science/09tier.html 8
  9. 9. http://www.youtube.com/watch?v=GjTaV01eOeM 9
  10. 10. Awe makes you feel - and we all want to feel 10
  11. 11. Psychology shows us how we make mistakes... 11 Photo: “Hypnotised pumpkin” by minipixel on Flickr
  12. 12. Problem: The Curse of Knowledge 12
  13. 13. We are greatly limited by what we know. It corrupts how we convey things to others And our perception of how others see things. 13
  14. 14. Problem: Distinguishing Source 14
  15. 15. http://knowyourmeme.com/memes/pedobear 15
  16. 16. http://pedobearpics.com/
  17. 17. Illustration by Angela Merick 17 http://mbarrick.livejournal.com/894999.html
  18. 18. http://knowyourmeme.com/memes/pedobear 18
  19. 19. Pedobear added by artist Michael Barrick 19 http://mbarrick.livejournal.com/894999.html
  20. 20. [The Bad] Metronews, Vancouver 20
  21. 21. Problem: Rumors 21
  22. 22. 22
  23. 23. 23
  24. 24. 24
  25. 25. 25
  26. 26. 26
  27. 27. 27
  28. 28. 28
  29. 29. 29
  30. 30. Sure, death is easy to disprove. But what if the rumor isn’t as cut and dry. 30
  31. 31. Steve cheats on his wife. Carol’s an anti-Semite. How do you disprove that? 31
  32. 32. You can’t. And it spreads. And it doesn’t die. 32
  33. 33. “Here we are, quadrillions of bytes deep into the Information Age. And yet information, it seems, has never mattered less.” -Elizabeth Kolbert, “The Things People Say: Rumors in an age of unreason”, The New Yorker 33
  34. 34. “[P]eople usually do not moderate their position after hearing an opposing opinion, but rather become more extreme about their original view. And, as easy as it is to spread a rumor, it can be extremely difficult to squelch one. Attempts to correct a rumor often backfire and only cause people to believe it more deeply.” -Elizabeth Kolbert, “The Things People Say: Rumors in an age of unreason”, The New Yorker (interpreting Cass Sunstein’s theories) http://www.washingtonpost.com/wp-dyn/content/article/2009/10/09/AR2009100901717.html
  35. 35. Problem: Lack of Context 35
  36. 36. "To an increasing degree, your silly, confused, flirtatious, angry and offensive moments, on Facebook and in email or in daily life, are subject to being recorded and stored (forever) and, potentially, mischaracterized" - Cass Sunstein 36
  37. 37. We don’t have full story in 54 seconds 37
  38. 38. Problem: We follow other people re: Popularity 38
  39. 39. 39 http://www.wired.com/magazine/2009/12/st_clive_thompson
  40. 40. Problem: Myopia 40
  41. 41. “I interviewed gay men who thought Friendster was a gay dating site because all they saw were other gay men...I interviewed teens who believed that everyone on MySpace was Christian because all of the profiles they saw contained biblical quotes. We all live in our own worlds with people who share our values and, with networked media, it's often hard to see beyond that.” - Danah Boyd, Social Media Researcher
  42. 42. Problem: We want it more if we think it’s scarce 42
  43. 43. Let’s pretend the supply here is limited 43
  44. 44. I’m going to assume they have plenty of these 44
  45. 45. Just an educated guess 45
  46. 46. More Insight 46
  47. 47. “The widespread availability of world wide fora does not create new social or moral standards, it merely gives people the opportunity to spread their immoral ideas more effectively. Instead of convicting sites like Facebook, researchers on human traits should praise them for easily and freely externalising what goes about in society. - Blogger, Fabrice Hofman http://fanemka.blogspot.com/2010/02/sociology-and-social-media-two-case.html 47
  48. 48. 48
  49. 49. Who knew there was such demand? 49
  50. 50. We don’t always see what we think we do 50
  51. 51. Reference Articles, Experiments and Books See http://delicious.com/mhamburg/PsychSocialMedia 51
  52. 52. Find Articles, Notes & Resources You can find this presentation on: http://www.slideshare.net/mhamburg 52
  53. 53. Contact Me 53

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