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Pamela Rutledge: Social Media: Innovative Solutions for Social Change


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APA Annual Convention, 2011

Published in: Education, Technology, Business
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Pamela Rutledge: Social Media: Innovative Solutions for Social Change

  1. 1. Social MediaInnovative Solutions For Social Change Dr. Pamela B. Rutledge Media Psychology Research Center @mediapsychology #apasocialmedia American Psychological Association Annual Convention August 6, 2011 #apasocialmedia
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  6. 6. Overview: Social Media Structural changes Psychological impact Four types of change 1. Organizational 2. Crowd-sourced 3. Spontaneous 4. Entrepreneurial #apasocialmedia
  7. 7. Communications Model: Few to Few #apasocialmedia
  8. 8. Mass Media Model: One to Many #apasocialmedia
  9. 9. Network Model: Many to Many #apasocialmedia
  10. 10. What is social media? #apasocialmedia
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  12. 12. Interactive Information OrganizersMultiple applications Information searches• Folksonomy/Tagging• Blogs• Wikis• Social NetworkingSimilar properties Participatory Interactive Connected Constantly changing #apasocialmedia
  13. 13. Structural Impact of Social Networks Interactive - On-Demand - Asynchronous - Wide Access #apasocialmedia
  14. 14. We expect to participate, be heard, collaborate, and connect. By doing so, we increase our our empathy, our social capital, and our efficacy beliefs.Psychological Impact of Social Networks #apasocialmedia
  15. 15. individuals can make a difference #apasocialmedia
  16. 16. Self-efficacy shortensthe gap between individual and collective agency #apasocialmedia
  17. 17. Access is Power #apasocialmedia
  18. 18. The Power is AccessThink Mobile #apasocialmedia
  19. 19. Mobile Penetration: 76% Worldwide #apasocialmedia
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  21. 21. Social Change1. Organizational 3. Spontaneous2. Crowd-sourced 4. Entrepreneurial #apasocialmedia
  22. 22. OrganizationsUsing Social Technologies #apasocialmedia
  23. 23. Manobi Development FoundationInformation for Farmers #apasocialmedia
  24. 24. Birth Registration #apasocialmedia
  25. 25. The Red Cross• Human face of organization• Central information hub for resources and shelters• Real-time news during disasters• Community show support #apasocialmedia
  26. 26. Texting Donations #apasocialmedia
  27. 27. Donating through Social Gaming #apasocialmedia
  28. 28. Blogging Contest #apasocialmedia
  29. 29. Mobile Literacy in India #apasocialmedia
  30. 30. Mobile Literacy #apasocialmedia
  31. 31. Mobile Language Learning #apasocialmedia
  32. 32. Texting Healthcare: Text4baby #apasocialmedia
  33. 33. CrowdsourcingSocial Change #apasocialmedia
  34. 34. Advocacy through Gaming #apasocialmedia
  35. 35. Building Playgrounds #apasocialmedia
  36. 36. Micro-Volunteerism #apasocialmedia
  37. 37. Peer-to-Peer Micro-Lending #apasocialmedia
  38. 38. Kiva Lending Opportunities #apasocialmedia
  39. 39. Ushahidi: User Sourced Data Visualization #apasocialmedia
  40. 40. Social Media andSpontaneous Social Change #apasocialmedia
  41. 41. It Gets Better #apasocialmedia
  42. 42. Protests Go Viral on YouTube #apasocialmedia
  43. 43. Egypt: Social Media Accelerant• Mass organizing tools• Shaping the narrative• Pressure on Washington #apasocialmedia
  44. 44. Social Change ThroughSocial Entrepreneurship #apasocialmedia
  45. 45. Ovi Life Tools #apasocialmedia
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  49. 49. Social Media: Dual Pathways of Influence Social technology provides new and innovative opportunities for extending reach and tailoring relevance The use of social media shifts assumptions toward agency and self-determination that facilitates behavioral change and long-term adoption Social Technology Behavioral Media Use Change Tailoring #apasocialmedia
  50. 50. Thank you Dr. Pamela B. RutledgeDirector, Media Psychology Research Center @mediapsychology #apasocialmedia
  51. 51. REFERENCESBandura, A. (2001a). The changing face of psychology at the dawning of a globalization era. [Journal; Peer Reviewed Journal;]. CanadianPsychology/Psychologie canadienne, 42(1), 12-24. doi: 10.1037/h0086876Bandura, A. (2001b). Social cognitive theory of mass communication. [Journal; Peer Reviewed Journal;]. Media Psychology, 3(3), 265-299. doi:10.1207/s1532785xmep0303_03Bandura, A. (2001c). Social cognitive theory: An agentic perspective. [Journal; Peer Reviewed Journal;]. Annual Review of Psychology, 52, 1-26. doi:10.1146/annurev.psych.52.1.1Bandura, A. (2004a). Health Promotion by Social Cognitive Means. [Journal; Peer Reviewed Journal;]. Health Education & Behavior, 31(2), 143-164. doi:10.1177/1090198104263660Bandura, A. (2004b). Social Cognitive Theory for Personal and Social Change by Enabling Media. 75-96. Retrieved from, J., & Zak, P. (2011). Oxytocin Instantiates Empathy and Produces Prosocial Behaviors. Retrieved fromBeaudoin, C. E. (2008). Explaining the relationship between Internet use and interpersonal trust: Taking into account motivation and information overload.[Journal; Peer Reviewed Journal]. Journal of Computer Mediated Communication, 13(3), 550-568. doi: 10.1111/j.1083-6101.2008.00410.xBrown, W. J., & Singhal, A. (1990). Ethical Dilemmas of Prosocial Television. Communication Quarterly, 38(3). Retrieved from, S. E., & Turner, J. S. (2007). Bringing theory to research on computer-mediated comforting communication. [Journal; Peer Reviewed Journal].Computers in Human Behavior, 23(2), 985-998. doi: 10.1016/j.chb.2005.08.003Do Kyun, K., Singhal, A., Hanaki, T., Dunn, J., Chitnis, K., & Min Wha, H. (2009). Television Drama, Narrative Engagement and Audience Buying Behavior.[Article]. International Communication Gazette, 71(7), 595-611. doi: 10.1177/1748048509341894Ellison, N., Steinfield, C., & Lampe, C. (2007). The Benefits of Facebook ‘‘Friends:’’ Social Capital and College Students’ Use of Online Social Network Sites.Journal of Computer Mediated Communication, 12(4), 1143-1168. Retrieved fromEllison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook "friends:" Social capital and college students use of online social network sites.Journal of Computer Mediated Communication, 12(4), 1143-1168.Gilbert, E., Karahalios, K., & Sandvig, C. (2008). The Network in the Garden: An Empirical Analysis of Social Media in Rural Life. Paper presented at the CHI2008, Florence, Italy.Hampton, K., & Wellman, B. (2003). Neighboring in Netville: How the Internet Supports Community and Social Capital in a Wired Suburb. 2(4), 277.Retrieved fromHanna, R., Rohm, A., & Crittenden, V. L. (2011). Were all connected: The power of social media ecosystem. Business Horizons, 54, 265-273. Retrieved fromLaRose, R., Mastro, D., & Eastin, M. S. (2001). Understanding Internet Usage: A Social-Cognitive Approach to Uses and Gratifications. Social ScienceComputer Review, 19(4), 395-413.Morrison, I., & Ziemke, T. (2005). Empathy with Computer Game Characters: A Cognitive Neuroscience Perspective. Paper presented at the AISB’05Convention: Social Intelligence and Interaction in Animals, Robots and Agents, Hatfield, UK.Neibling, J. (2010). Speaking the Language of Todays Digital Natives. Community College Journal, 81(1), 14-15.Papa, M., Singhal, A., Law, S., Pant, S., S Sood, Rogers, E., & Shefner-Rogers, C. (2000). Entertainment-education and social change: an analysis ofparasocial interaction, social learning, collective efficacy, and paradoxical communication. The Journal of Communication, 50(4), 31-55.Rempel, S. P. A. (2009). Information and communication: Tools of agency and connection. Dissertation Abstracts International Section A: Humanities andSocial Sciences, 70(1-A), 14.Scholz, T. (Producer). (2009, January 10, 2010). Social Media: Wisdom of the Crowd Versus Collective Intelligence. [PowerPoint ] Retrieved from #apasocialmedia