IDG2009 Lecture 2 PDF

Social media Chapter 2  1840 1440 1950 1920 2 Technology and information Earliest forms of paper include ancient clay tablets, papyrus, parchment and wood tiles. It wasn’t until the 1440’s when Gutenberg inve...

Social media Chapter 2  1840 1440 1950 1920 2 Technology and information Earliest forms of paper include ancient clay tablets, papyrus, parchment and wood tiles. It wasn’t until the 1440’s when Gutenberg invented type molds that mass production proved possible. The printing press was an important step towards the democratization of knowledge. 3 Influence of technology Alters how news is gathered – AP Wire - Inverted pyramid style Alters the concept of news – From “what the authorities say” to “newsworthiness” Timeliness - Breaking news Distribution Citizen journalism 4 What is social media … just one day without? 5 defined boyd and Ellison (2008) We define social network sites as web-based services that allow individuals to (1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system. (User must make a profile; have a list of relations; and communicate with these) 6 Personal proximities (Hall, 1966) Characteristics of Communication Communication is a process Communication is relational Communication is symbolic Social media Social media is part of our culture: Communication between people What is culture? “A culture is a way of life of a group of people--the behaviors, beliefs, values, and symbols that they accept, generally without thinking about them, and that are passed along by communication and imitation from one generation to the next.” 10 Social media and culture Provide identity -> describe who we are Nativ e ads 11 Are social media or ? 12 Theory 1. Computer mediated communication (CMC) 2. Word of mouth (WOM) 3. Social coordination 4. Mass self-communication 5. Diffusion of Innovations 6. Long Tale 13 1. Computer Mediated Communication Media Richness Model (Daft & Lengel, 1984): Hyperpersonal Communication (Walther, 1996): 14 2. Word of mouth Word of Mouth (WOM) is storytelling, powerful when sharing information online. Important tool in online marketing when dealing with social media. (e.g., Edwards, Edwards, Bakke & Shaver, 2010) Viral marketing 15 2. WOM 16 3. Social coordination – Maintain relations – organize activities Hypercooprdination Microcoordination Connected presence (Ling & Lai, 2016; Licoppe, 2004) 17 4. Mass self-communication http://keyhole.co 18 5. Long tale (Niche marked) The Long Tale (Anderson, 2004) 19 5. Long tale (Niche marked) 20 #1 Mobile Audience …. first Video 21 The Self, Perception, and Communication Chapter 3 Self-Concept and Self-Esteem Self Concept: A set of relatively stable perceptions that we hold about ourselves – What is unique – What makes us similar/different to others – How we view ourselves Self Esteem: Our evaluation of our self-worth – Influences how we communicate – Influences how others view us 23 Biology, Personality, and the Self Personality: characteristic ways you think and believe – 40% of personality is inherited – We can learn to improve these traits – Practice communication: Shy people can become extroverts 24 External Influence on Self-Concept Reflected Appraisal: how we develop an image of ourselves from the way others view us Significant others: their appraisals are especially important Social Evaluation: We Consider: The role of social compare ourselves to others media 25 The Relationship between Self- Concept and Behavior Self-concept and communication style influence our behavior and perception of events COMMUNICATION COMMUNICATION STYLE STYLE Nervous with Comfortable with authority figures authority figures PERCEPTION BEHAVIOR PERCEPTION BEHAVIOR OF EVENTS OF EVENTS “They didn’t think Stammer, “I handled that Speak calmly much of me.” blush situation well.” and fluently OTHERS’ OTHERS’ RESPONSES RESPONSES Disapproval, Approval, unresponsive cooperation 26  The Relationship between Self- Concept and Behavior In this TED talk, actress Thandie Newton discusses her personal experiences with social identity. Consider your own experiences as you watch. https://www.youtube.com/watch?v=uzKBGtf0i0M 27 The Self-Fulfilling Prophecy When a person expects a certain outcome the person’s behavior is more likely to lead to that outcome Shapes our self-concept and behaviors Activity (se blackboard) 28 The Perception Process 1. Selection: select what information we will pay attention to 2. Organization: we organize the data to make sense of it 3. Interpretation: we interpret the meaning of the information 29 What influences our perceptions? Physiological influences Cultural and social influences Gender and Sex Roles Occupational Roles 30 Narratives, Perception, and Communication Narratives: we all have our own stories about ourselves Attribution: the process of attaching meaning to behavior – We make snap judgments – Stereotyping – We judge ourselves in a more positive way than we do others (Self-Serving Bias) – We pay more attention to negative impressions – We are influenced by what is the most obvious – We cling to 1st impressions – We assume others are similar to us Fundamental attribution error 31 Empathy and Sympathy Empathy: the ability to re-create another’s perspective Dimensions of Empathy – Perspective taking – Emotional feeling – Genuine concern Sympathy: Compassion for another’s situation 32 Perception Checking A method to verify the accuracy of your interpretations Three Steps – Describe the behavior you noted – At least two interpretations of the behavior – Ask for clarification 33