Prof. Dr. Klaus Beck
Freie Universität Berlin
Riga, May 18, 2017
Social Media and Networking
in the Changing World
Communication in the Global Village: Interests and
Influences
Quelle:
https://duplointernational.files.word
press.com/2012/02/world-withsocial-media.jpg?w=300&h=229
18th International Scientific Conference
Faculty of Communication of Turiba University
Outline
1. Digital Revolution –
The Promise of the Web 2.0
2. Networking and Participation –
How “Social“ are “Social Media“?
3. Summary and Conclusions
Klaus Beck - Social Media in the Changing World
2
Digital Revolution - The Promise of the Web 2.0
1990s (Barlow):
“Internet-Revolution“ = discontinuity, disruption, new era
2005 (O‘Reilly):
“Web 2.0“ =
from publication to participation
from mass media to mass self communication
from media content to user generated content
from buying to sharing
from conglomerates to peers
from blockbuster to long tail and diversity
from distribution to social media
Klaus Beck - Social Media in the Changing World
3
Digital Revolution - The Promise of the Web 2.0
Misleading metaphors of public and scientific discourse
technolgical determinism and euphoria (or panic):
Technolgy as “Driver“ or “Force of Nature“ beyond human control
and political regulation (cause/ independent variable)
with dramatic impact on society, culture, economy and politics
(effect/ dependent variables).
Klaus Beck - Social Media in the Changing World
4
Digital Revolution - The Promise of the Web 2.0
Mutual and dialectical social processes:
Social Media as new tools for old power interests,
while shaping old structures and fuctions at the same time
economic and commercial interests: new data driven business models vs.
post-capitalist sharing economy
political power interests: PR/ propaganda, censorship, surveillance vs.
grassroots movements and NGO
Klaus Beck - Social Media in the Changing World
5
Networking: How “Social“ are “Social Media“?
Connectivity: „Death of distance“ and „Global Village“?
- barriers of language and culture
- barriers of access: inequality in motivation, access, skills
and usage („Digitally Disconnected“)
- scarcity of life and leisure time: higher selectivity of social
relations (profiles and algorithms vs. serendipity)
- fragmentation of social environments and situations: Social
Media as an ubiquitious fourth dimension
- blurring boundaries between private/public, leisure/work
- increasing mobilty (commuting and travelling)
Klaus Beck - Social Media in the Changing World
6
Networking: How “Social“ are “Social Media“?
“New friends“ …
- Facebook‘s re-definition of “Friend“ vs. the Dunbar Number
(cognitive limit of 150)
- network effects/ Power Laws: Rich Get Richer
- some increase of new social contacts: adding of weak ties
- improving strong ties: updating and maintainig existing
relationships
Klaus Beck - Social Media in the Changing World
7
Networking: How “Social“ are “Social Media“?
… in a “fair, equal, and rational discourse“?
- self disclosure and expression dominates (mass self)
communication
- most blogs and tweeds reach (almost) no audience
- rumors and gossip “on demand“: “People […] as casual
entertainment“ (Scott)
- shitstorms and cyberbullying (vs. “wisdom of the crowd“)
- manipulation of reach and relevance: Klout Inc., Intertwitter,
Fast Followerz and other “click farms“
Klaus Beck - Social Media in the Changing World
8
Networking: How “Social“ are “Social Media“?
- participation dominated by young, well-educated, affluent,
and time-rich males (nerds, bobos, academia)
- Filter Bubbles and Echo Chambers
- (professional) campaigns: fake news, hate speech
- risk of populism and extremism
Klaus Beck - Social Media in the Changing World
9
Summary and Conclusions
Social Media changed the way we build and maintain social networks,
but not (only) as promised:
- Social Media help to maintain and update existing ties, reinforce
strong ties and add weak ties
- Social Media do not lead to “Death of Distance“, the end of social,
political and economic inequality or more/direct democracy
- primarly, Social Network Services are a
(successful) business model for the commodification of personal
relationships and private data as well as surveillance and data
economy
Klaus Beck - Social Media in the Changing World
10
Sources/ References
Barlow, John Perry. 1996. A Declaration of the Independence of
Cyberspace. (www.eff.org/cyberspace-independence).
Castells, Manuel. 2009. Communication Power. Oxford: Univ. Press.
O‘Reilly, Tim. 2005. What Is Web 2.0: Design Patterns and Business Models
for the Next Generation of Software.
www.oreiilynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html.
Scott, Laurence. 2015. The Four Dimensional Human. London: Penguin.
van Dijk, Jan. 2012. The Network Society. 3rd Edition. London: Sage.
van Dijk, José. 2013. The Culture of Connectivity: A Critical History of Social
Media. Oxford: Univ. Press.
Klaus Beck - Social Media in the Changing World
11