How libraries can serve
networked individuals
Lee Rainie, Director, Pew Internet Project
11.5.10
Tampa Bay Library Consortium
Email: [email protected]
Twitter: @Lrainie
PewInternet.org
The internet is the change agent
Then and now
2000
2010
46% of adults use internet
74% of adults use internet
5% with broadband at home
65% with broadband at home
<20% watch video online
>55% watch video online
53% own a cell phone
85% own a cell phone
0% connect to internet
wirelessly
57% connect to internet
wirelessly
<10% use “cloud”
>two-thirds use “cloud”
0% tech social network users
46% tech social network users
= slow, stationary connections
built around my computer
= fast, mobile connections on
outside servers and
storage
April 22, 2010
2
Media ecology – then (industrial age)
Product
TV stations
News
Advertising
Route to home
phone
broadcast TV
broadcast radio
Display
Local storage
TV
radio
stereo
Cassette/ 8-track
Vinyl album
mail
newspaper delivery phone
paper
Radio Stations
non-electronic
Adapted from Tom Wolzien, Sanford C. Bernstein & Co
3
Media ecology – now (information age)
Product
Route to home
cable
TV stations
DSL
Info
wireless/phone
“Daily me”
broadcast TV
content
books
Cable Nets broadcast radio
Web sites satellite
monitor
Local news
mail
Content from
express delivery
individuals
iPod / storage
Peer-to-peer
subcarriers / WIFI
Advertising
newspaper delivery
Radio stations
camcorder/camera
Apps
Satellite radio
Display
Local storage
TiVo (PVR) VCR
TV
Satellite radio player
radio
DVD
PC
Web-based storage
iPod /MP3 server/ TiVo (PVR)
stereo
PC
web storage/servers
headphones
CD/CD-ROM
pager
satellite player
cell phone memory
portable gamer
MP3 player / iPod
cell phone pagers - PDAs
non-electronic
cable box
PDA/Palm game console
game console
paper
e-reader / Kindle
storage sticks/disks
iPad
e-reader/Kindle
iPad
Adapted from Tom Wolzien, Sanford C. Bernstein & Co
4
Product
Media ecology – now (information
age)
Route to home
cable
TV stations
DSL
Info
wireless/phone
“Daily me”
broadcast TV
content
books
Cable Nets broadcast radio
Web sites satellite
monitor
Local news
mail
Content from
express delivery
individuals
iPod / storage
Peer-to-peer
subcarriers / WIFI
Advertising
newspaper delivery
Radio stations
camcorder/camera
Display
Local storage
TiVo (PVR) VCR
TV
Satellite radio player
radio
DVD
PC
Web-based storage
iPod /MP3 server/ TiVo (PVR)
stereo
PC
web storage/servers
headphones
CD/CD-ROM
pager
satellite player
cell phone memory
portable gamer
MP3 player / iPod
cell phone pagers - PDAs
non-electronic
cable box
PDA/Palm game console
game console
paper
e-reader / Kindle
storage sticks/disks
e-reader/Kindle
Ubiquitous computing age
Cloud computing
“Internet of things”
Satellite radio
Adapted from Tom Wolzien, Sanford C. Bernstein & Co
5
45% of adults own DVRs –
from 3%
in 2002
Mediaupecology
– now
(information age)
Product
Route to home
cable
DSL
wireless/phone
broadcast TV
books
broadcast radio
satellite
mail
express delivery pager
iPod / storage
subcarriers / WIFI
newspaper delivery
camcorder/camera
Display
TiVo (PVR)
TV
radio
PC
iPod /MP3
stereo
monitor
headphones
satellite player
portable gamer
cell phone
non-electronic
PDA/Palm
game console
e-reader / Kindle
iPad - tablet
52%
of
adults
own
laptops
–
TV stations
Infoup from 30% in 2006
“Daily me”
content
Cable Nets
Web sites
Local news
Content from
individuals
Peer-to-peer
Advertising
Radio stations
App
Satellite radio
Local storage
VCR
Satellite radio player
DVD
Web-based storage
server/ TiVo (PVR)
PC
web storage/servers
CD/CD-ROM
cell phone memory
MP3 player / iPod
pagers - PDAs
iPad
game console
paper
storage sticks/disks
e-reader/Kindle
42% of adults own game consoles
4% of adults own tablet computer - iPad
5% of adults own e-book readers - Kindle
47% of adults own MP3 players –
from Tom Wolzien, Sanford C. Bernstein & Co
up from 11%Adapted
in 2005
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Media creator
ecology
– now (information
Networked
universe
age) site users
• 62% are social networking
Product
Route to home
Display
Local storage
• ~50%cable
share photos TiVo (PVR) VCR
TV stations
DSL
TV
Satellite radio player
•
33%
create
content
tags
Info
wireless/phone
radio
DVD
“Daily me”
broadcast TV
PC
Web-based storage
• 32% contribute
rankings
and ratings
content
books
iPod /MP3 server/ TiVo (PVR)
• 30%
personal
Cable Nets
broadcastshare
radio
stereo creations
PC
Web sites satellite
monitor
web storage/servers
•
26%
post
comments
on
sites and
blogs
Local news
mail
headphones
CD/CD-ROM
Content from
expressTwitter
delivery
pager
satellite
player
cell phone memory
• 24% use
/ other
status
update
features
individuals
iPod / storage
portable gamer
MP3 player / iPod
• 15% have
website
Peer-to-peer
subcarrierspersonal
/ WIFI cell phone
pagers - PDAs
Advertising
newspaper delivery
non-electronic
cable box
•
15%
are
content
remixers
Radio stations
camcorder/camera PDA/Palm game console
game console
paper
•
14%
are
bloggers
Satellite radio
e-reader / Kindle
storage sticks/disks
e-reader/Kindle
• 4% use location-sharing services
Adapted from Tom Wolzien, Sanford C. Bernstein & Co
7
Information and media ecosystem
changes
1.Volume of information grows
2.Variety of information sources increases
3.Velocity of information speeds up
4.Venues change -- times and places to
experience media enlarge
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Information and media ecosystem
changes
5.Vigilance – attention to information and media
expands AND contracts
6.Vibrant -- immersive qualities of media are
more compelling – gaming; augmented reality
7.Valence -- relevance of information improves as
customization/search tools emerge
8.Vivid -- social networks are more evident and
more important as “coping” structures
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Product
Media ecology – now (information
age)
Route to home
cable
TV stations
DSL
Info
wireless/phone
“Daily me”
broadcast TV
content
books
Cable Nets broadcast radio
Web sites satellite
monitor
Local news
mail
Content from
express delivery
individuals
iPod / storage
Peer-to-peer
subcarriers / WIFI
Advertising
newspaper delivery
Radio stations
camcorder/camera
Display
Local storage
TiVo (PVR) VCR
TV
Satellite radio player
radio
DVD
PC
Web-based storage
iPod /MP3 server/ TiVo (PVR)
stereo
PC
web storage/servers
headphones
CD/CD-ROM
pager
satellite player
cell phone memory
portable gamer
MP3 player / iPod
cell phone pagers - PDAs
non-electronic
cable box
PDA/Palm game console
game console
paper
e-reader / Kindle
storage sticks/disks
e-reader/Kindle
… and this all affects social networks
1) their composition
2) their importance and the way people use them
3) the way teachers and organizations can play a
part in them
Satellite radio
Adapted from Tom Wolzien, Sanford C. Bernstein & Co
10
Behold the idea of networked individualism
Barry Wellman – University of Toronto
The turn from
groups to social
networks = a new
social operating
system
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Networked Individuals have a different …
• Sense of information availability – it’s ambient
• Sense of time – it’s oriented around
“continuous partial attention”
• Sense of community and connection – it’s
about “absent presence”
• Sense of the rewards and challenges of
networking for social, economic, political, and
cultural purposes – new layers and new
audiences
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Implications for libraries – 1
You can be a node in people’s
social networks as they seek
information to help them solve
problems and meet their needs
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Implications for libraries – 2
You can teach new literacies
- screen literacy - graphics and symbols
- navigation literacy
- connections and context literacy
- skepticism
- value of contemplative time
- how to create content
- ethical behavior in new world
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Implications for libraries – 3
Can re-vision your role in a world where
much has changed
- Access to information
- Value of information
- Curating info means more than
collections
- Creating media – networked creators
should be your allies
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New ecosystem has changed the role that
librarians can play in social networks
•
•
•
•
The four-step flow of information
attention
acquisition
assessment
action
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How do you….
• get his/her attention?
– use your traditional services (they still
matter!)
– offer alerts, updates, feeds
– be available in “new” places
– find pathways to people through their
social networks
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How do you….
• help him/her acquire information?
– make sure to offer services and media in
many places
– find new ways to distribute your
collections
– point people to good material through
links
– participate in conversations about your
work with your patrons
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How do you….
• help him/her assess information?
– exploit your skills in knowing the highest
quality material
– aggregate the best related work
– when you make mistakes, seek
forgiveness
19
How do you….
• assist him/her act on information?
– offer opportunities for feedback
– offer opportunities to learn how to use
social media
– offer opportunities for community
building
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Why good social networks (and social
networking) matter
•
•
•
•
Healthier
Wealthier
Happier
More civically engaged = better
communities
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Thank you!
Lee Rainie
Director – Pew Internet Project
[email protected]
Twitter - @lrainie
202-419-4500
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