Networked: The New Social Operating System in Civic Life
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Networked civic life is becoming the new normal as individuals increasingly participate in loose social networks rather than tight groups. This networked individualism is driven by technology including rising internet, mobile, and social media use. The internet is also becoming more embedded in daily life through emerging technologies like the Internet of Things. For civic organizations, this new reality brings challenges around reaching fragmented audiences across multiple platforms, but also opportunities to generate and collect data on their impact through people's networked engagement. Polarized media also affects communication strategies for civic issues.
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Networked: The New Social Operating System in Civic Life
- 1. Networked The New Social Operating System in Civic Life October 22, 2015 Lee Rainie - @lrainie and lrainie@pewinternet.org Director, Internet, Science and Technology Research
- 4. Chelsea Welch Alois Bell
- 6. r/atheism “My mistake sir, I’m sure Jesus will pay for my rent and groceries”
- 10. http://nodexlgraphgallery.org/Pages/Graph.aspx?graphID=2701 Top URLs in Tweet in Entire Graph: http://guardiancomment.tumblr.com/post/42024491123/chelsea-welch-the-us-waitress- who-was-fired-after http://www.guardian.co.uk/p/3dfqt/tw http://www.guardian.co.uk/commentisfree/2013/feb/01/fired-applebees-waitress-needs- tips http://www.tumblr.com/ZyqxEwd8sjXp http://www.guardian.co.uk/p/3dfqt http://www.dailydot.com/news/applebees-pastor-tip-waitress-facebook/ http://neil-gaiman.tumblr.com/post/42074466808/guardiancomment-chelsea-welch- the-us-waitress http://m.guardian.co.uk/commentisfree/2013/feb/01/fired-applebees-waitress-needs-tips http://www.wptv.com/dpp/news/local_news/water_cooler/chelsea-welch-applebees- waitress-fired-alois-bell-pastor-complains-about-reddit-receipt-photo http://www.change.org/petitions/applebee-s-and-truth-in-the-word-deliverance- ministries-give-chelsea-welch-her-job-back-and-fire-pastor-alois-bell
- 13. News in the networked age Impact on civic debate Spiritual precepts and atheism Vigilantism Privacy rights, publicity rights, and collapsed contexts Minimum wage policies & employment practices Corporate social media policies Impact on news ecosystem New news venues New news initiators New gatekeepers, influencers, content drivers well beyond the locale of the news New pathways to consumers New role for “people formerly known as the audience” (Jeff Rosen) New ways to keep the story moving and mobilize followers
- 14. Civic life is networked life with network information created and shared by networked organizations
- 15. New social and civic reality: Networked Individualism The move from tight groups to loose networks
- 16. Personal networks are… Increasingly important – awareness, trust Differently composed – segmented, layered More personal liberation & more work
- 17. TECHNOLOGY PUSHES THE MOVE TO NETWORKED INDIVIDUALISM INTO OVERDRIVE
- 18. 14 36 44 52 55 59 61 63 67 71 74 74 76 76 79 83 84 84 87 0 20 40 60 80 100 1996 2000 2003 2006 2009 2012 2015 Revolution 1 - Internet Users %
- 19. Revolution 1 – Home Broadband Users 3% 70 %
- 20. 18 25 31 45 59 66 73 75 77 82 81 83 84 85 87 91 89 91 92 11 19 27 37 43 44 50 53 55 68 0 20 40 60 80 100 Dec-00 Dec-03 Apr-06 Apr-09 Apr-12 May-13 Jun-15 Cell Smart phone Revolution 2 – Mobile Connectivity
- 21. 10% 76 7 65 2005 2007 2009 2011 2013 2015 Among internet Among all Revolution 3 – Social Networking / Social Media
- 22. Any social networking site 76% of internet-using adults 89% of ages 18-29 49% of ages 65+ No diff. by race/ethnicity No diff. by education No diff. by income Facebook 22 72% of internet-using adults 82% of ages 18-29 48% of ages 65+ 77% of women 18-29 66% of men No diff. by race/ethnicity No diff. by education No diff. by income Revolution 3 – Social Networking / Social Media
- 23. Pinterest 31% of internet-using adults 44% of women 16% of men 32% of whites 23% of blacks/32% of Hispanics 31% of college grads 25% of H.S. or less 34% of households >$50,000 22% of households <$50,000 LinkedIn 23 25% of internet-using adults 30% of ages 30-64 21% of ages 65+ 46% of college grads 9% of H.S. or less No diff. by gender No diff. by race/ethnicity Revolution 3 – Social Networking / Social Media
- 24. Twitter 23% of internet-using adults 32% of ages 18-29 6% of ages 65+ 29% of blacks 16% of whites / Hispanics 27% of college grads 19% of H.S. or less 26% of households >$50,000 20% of households <$50,000 Instagram 24 28% of internet-using adults 55% of ages 18-29 4% of ages 65+ 31% of women 24% of men 47% of blacks / 38% of Hispanics 21% of whites No diff. by income /educ. Revolution 3 – Social Networking / Social Media
- 25. Mobile Messaging Apps Among smartphone owners, the % who use messaging apps and apps that automatically delete sent messages Messaging apps Auto-delete apps Total 36% 17% Men 37 17 Women 36 18 18-29 49 41 30-49 37 11 50+ 24 4 High school grad orless 30 19 Some college 34 20 College+ 45 13 Less than $50,000/yr 37 18 $50,000+ 36 17 Urban 42 22 Suburban 37 15 Rural (n=99 smartphone owners) 22 13
- 26. Demographics of Tumblr Among internet users, the % who use Tumblr Internet users Total 10% Men 10 Women 11 White, Non-Hispanic 9 Black, Non-Hispanic(n=94) 15 Hispanic (n=99) 15 18-29 20 30-49 11 50-64 5 65+ 2 $30,000-$49,999 8 $50,000-$74,999 (n=98) 4 $75,000+ 11 Urban 16 Suburban 8 Rural 3
- 27. Online Discussion Forums Among internet users, the % who read or comment in discussion forums such as reddit, Digg or Slashdot Internet users Total 15% Men 20 Women 11 18-29 23 30-49 14 50-64 13 65+ 8 High school grad or less 11 Some college 20 College+ 15 Less than $30,000/yr 20 $30,000-$49,999 12 $50,000-$74,999 (n=98) 14 $75,000+ 18 Urban 19 Suburban 14 Rural 10
- 28. The social media platforms arts orgs use 1% 1% 1% 2% 2% 3% 4% 6% 7% 9% 11% 12% 13% 13% 17% 19% 20% 23% 27% 31% 38% 67% 74% 99% 0% 20% 40% 60% 80% 100% Digg Ning Slideshare Delicious Jume uStream JustGive Kickstarter Instagram Eventbrite MySpace iTunes Network for Good Tumblr Google+ Yelp Foursquare Vimeo Wikipedia LinkedIn Flickr YouTube Twitter Facebook Source: Pew Research Center’s Internet & American Life Project Arts Organizations Survey. Conducted between May 30-July 20, 2012. N for respondents who answered this question=1,202.
- 29. 102 138 148 153 141 132 95 70 48 36 31 16 9 10 3 2 1 1 platform 2 platforms 3 platforms 4 platforms 5 platforms 6 platforms 7 platforms 8 platforms 9 platforms 10 platforms 11 platforms 12 platforms 13 platforms 14 platforms 15 platforms 16 platforms 17 platforms Number of platforms The majority of arts organizations that use social media maintain profiles on at least four different social media sites.
- 30. Source: Cisco Fourth revolution: Internet of Things
- 31. By 2025, the internet will become ‘like electricity’ — less visible, yet more deeply embedded in people’s lives for good and for ill Internet of Things (IoT)
- 32. Implications for civic actors - 1 Complexity is the new normal You need to work harder to: 1) Be mobile friendly 2) Know who your audience is 3) Know how to reach them AND know how to be found by them 4) Know how to create ‘spreadable messages’ 5) Know how to listen and have dialogue
- 33. Implications for civic actors - 2 In a polarized media environment, your goals will affect your communications strategy
- 34. Democrats and Republicans have been growing apart in their beliefs and attitudes
- 36. And also growing apart in their personal opinions and preferences
- 37. People want to live with others who share their political views
- 38. And even see the other side as a threat to the very future of America
- 39. Media use is part of the story
- 40. They like you and/or your cause (or possibly hate you and think you’re destroying America) They are probably already talking about you (and if they aren’t already, they’d probably like to) Social media offers a way to find, identify, and reach your “super fans” They want to be part of the team and convert their friends—if you let them Are you trying to activate the “poles”?
- 41. They don’t engage consistently with politics They probably don’t really know or care very much about your particular issue Their tolerance threshold is probably fairly low… But they can be encouraged to learn/act/change Sometimes that happens because of big events that grab their attention—but many times it’s at the behest of someone from the previous group Or are you trying to rouse the middle?
- 42. Your optimum moments for teaching and engagement • When you can “manufacture” a campaign • When you/your issues are especially timely, relevant at the personal AND cultural level (e.g. when news breaks) • When your “close up” unexpectedly comes • When your evangelists work their networks • When you can recruit unexpected allies
- 43. Implications for civic actors - 3 You have new ways to generate and collect data to assess your impact
- 44. Be not afraid
- 45. Thank you!
Editor's Notes
- http://news.yahoo.com/applebee-responds-fired-waitress-chelsea-welch-viral-god-184500260.html
- http://guardiancomment.tumblr.com/post/42024491123/chelsea-welch-the-us-waitress-who-was-fired-after
- The first revolution that we at Pew Research documented involves the rise of the internet and high-speed broadband connections to the internet. You can see in this chart that in America, about one tenth of adults used the internet in the year 1996. Now 87% of adults use the internet. Most of them have online wired connections at home or they use a smartphone with an internet connection at home. The rise of the internet and the world wide web had a profound impact because they allowed so many people and organizations to make contributions to news and information through websites. This exploded the number of opportunities that people had to find the information that interested them. As the web became a part of people’s daily lives, they found ways to get to the news and information that mattered most to them and it meant that the power of traditional, industrial-era news organizations to shape news stories and the culture was diminished a bit because people had other ways to discover the information they cared about. As the amount of information kept increasing and increasing it also meant that new information intermediaries like search engines became important ways that people found the material they needed.
- These are the American data we have gathered that show how high-speed broadband connections spread through America since the year 2000. This is important because as broadband spread, people began to use the internet as an important “utility” in their lives. They stopped treating the internet as a “fun play thing” and started treated it as an essential factor that was woven into the rhythms of their lives. They started showing preference for digital content rather than paper content – they did not buy newspapers as much because they could get important news online. They stopped watching traditional television as much, and started to get their favorite programs online. They started using websites to learn how to cook food, or learn how to do algebra, or play games with each other, or even find people to date. It produced broad, big change throughout the culture.
- The second revolution involved mobile connectivity as people began to enjoy cell phones and then smartphones after the Apple iPhone was introduced in 2007. You see in this chart now that 92% of American adults have cell phones and 68% -- two thirds – have smartphones. The mobile revolution has been really important because it means people can contact others anytime and anywhere. They can get information any time they want as long as they have their phone. I like to say that phones have allowed data to become our “third skin” – our first skin is our real skin; our second skin is our clothes; and now our third skin is all the data, information, and news that is in the air around us and easily captured by the apps in our mobile devices. Indeed, phones have become so important to people that they treat them like another body part – as important to them as their arms and their legs!
- We have seen lots of change already, but a fourth revolution is at our door. The internet of things (IoT) will be major force in the coming years. The internet of things means that lots of devices become networked – smart appliances, smart rooms, smart cars, smart buildings – and there is more “intelligence” built into artifacts of daily life. When we asked experts about what would happen in the next 10 years, they predicted by By 2025, the internet will become ‘like electricity’ — less visible, yet more deeply embedded in people’s lives for good and for ill. They thought the good benefits would include more convenience, more intelligence, and more connectivity. They worried about the impact of the IoT on privacy, about class divisions, and about whether government institutions could “keep up” and make wise policies about how these tools can be used. It will be a very challenging and exciting time.
- But what’s very interesting is that this polarization is most pronounced among the people who are most engaged in the political process. If you look at people who are engaged politics, they’ve grown incredibly far apart. For people who are less actively engaged, they’ve grown apart somewhat but not nearly as much.