Week 2 Wrap

What a great week that was! I’ve heard you describe some amazing social media campaign ideas and I am very excited to see how you present these next week, and how they evolve into real projects in the coming weeks.

Thanks to everyone that made it to the Google Hangouts, and for those that persisted with technical issues. We’ll workshop the tech in class this week to ensure everyone is able to participate in these seminar aspects. If you missed the Hangouts or had issues in joining, they were recorded and have been published on our blog, under the Hangout category .

Jen Lam also provided us with extremely useful insights from a digital marketing agency on how to construct social media campaigns. The entire conversation was captured and is available on Storify.

I have noticed the views on the lecture videos are less than enrolments and I would strongly encourage you to all view them before you attend the seminars to actively participate in discussions. Only three people made it through the entire lecture and left a comment on the blog – this is a little disappointing and I would expect you all to be contributing on the blog. This is also a way of me knowing who is working through the lecture material and who is having trouble.

This week’s lecture will be live by midday on Tuesday.

I am continually updating content and resources here for your benefit. I would suggest you subscribe to the blog (via your email address) and you will be automatically notified when new content is published.

I will add all of you to the blog on Monday so you can post your 200-word piece as part of your first piece of assessment.

Twitter seminar
Because of our in class assessment next week, we have our Twitter seminar on Monday evening at 6pm. We have Rod McGuinness (@rod3000) from the ABC coming in to talk with us about how large media organisations design and employ social media campaigns. THIS IS ONE NOT TO MISS! Rod is a veteran at social media design and strategy implementation and will provide you with an enormous amount of insight prior to your assessment.

As you are aware, you are presenting in class this coming week. I have posted on the blog under the ‘Assignments’ page all the resources you will need to successfully complete this task. Good luck with it!


• Web based services that enable users to connect with one another and in most instances strengthen existing offline relationships
• Internet based relationships
• Based on computer mediate relationships, this extends to additional platforms to understand how online relationships have developed over time.

Virtual Communities
• Tension between being alone in a basement on a computer, versus a publically engaged citizenry
• Initially thought of as flat spaces, yet are hierarchical in makeup
• New forms of identity (Turkle)

Networked communities
• People communicate more, depending on their offline relationship (Wellman)
• Connections between users extend beyond online environments by incorporating ‘real world ties’
• The field then moved on from ‘virtual spaces’ to reconsider the incorporation of multiple environments to influence community formation, or ‘networked communities’

Networked Publics
• Publics – groups of users under a common set of principals
• Users are unmotivated to interact with strangers, so a networked public is an economy of attention

Networks or Communities:
• ‘Communities of interest’ building on Tönnies and Gemeinschaft
• The introduction of social capital: a capital measurement based on communities and networks, for how we relate out ‘taste’
• This drives how SNSs operate as we continually reshape our social networks
• Although, given how we interact in online spaces also represents the decline in social capital – fewer check ins and smaller more considered groups of ‘friend’ networks

Intimate publics
• Publics are determined by strength of connections as opposed to numbers of followers
• This is also demonstrated through a common bond: same location, political lean, hobby for example
• Leads to cultural intimacy – a common understanding of a particular phenomenon, for example the same country town
• Non-anglo
• Mobilisation of political groups
• Shifting privacy landscapes
• APIs and data analytics

UCC – participation and content creation
• Distinction between user generate content as content that is forwarded to organisations and user created content that is created by the user for other users
• The role of users is challenging standard roles such as journalists
• Impacting on information transfer such as crisis communication
• There is a relationship between participation, agency and media: cultural specific

• Audience members that are no longer passively consuming content but actively producing it
• Jenkins was one of the first to move in this space building on cultural theorist Stuart Hall through his encoding/decoding theory – audiences actively create meaning from their decoding of it
• Jenkins looks at fan culture to understand how fans create their own content
• Leadbeater and the pro-am movement: neither pro nor am but in territory in the middle somewhere
• Bruns coins produser to highlight this blur of the roles between producer and user, professional and amateur

UCC – User Created Content
• Many sites only exist because of the content that is created by its users
• UCC is purposefully created content by users with the intention to be used by other users
• Jean Burgess work on vernacular creativity as a way of describing the always polar approach towards amateur and professional
• Crowdsourcing as a means of enabling masses of users to perform tasks – NLA example
• Introduction of wikis – Wikipedia as a means of capturing knowledge about almost anything, ‘anyone can edit’ mantra which of course is highly problematic, yet indicative of why users participate


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