Transcript The strength of weak ties - socialmediaandsocialchange

Social Media & Social Change
5/24
Robert Bodle
Overview
Social Movement Theory
Discussion – Journal #1
Research Presentations
Next week - Human Rights, &
Peacekeeping
Lab (8-9:30pm)
Social movement theory:
“media frames approach”
•The media frames issues through
• selection
• exclusion
• emphasis
• elaboration
“Protest Paradigm” (McLeod & Hertog, 1999)
– Pattern of mainstream news coverage that
disparages protesters by relying on
“official” sources, to de-legitimize
protesters and social protest.
social movement theory:
“collective action frames”
•Diagnostic – define problem, assign blame
•Prognostic – detail possible solutions
•Motivational – incite individuals to act
These frames can be utilized by activists to help
combat the “protest paradigm”
social movement theory:
“dynamics of contention”
First look at the contextual factors by situating
social movements alongside:
industrial conflicts,
wars,
politics,
economics
nationalism,
democratization . . .
to identify underlying mechanisms and
processes that could be causes.
Dynamics of Contention:
mechanisms and processes
1) Mechanisms of diffusion – how information is
transferred along a line of interaction.
2) Attribution of similarity – how mutual
identification between people is sufficient to
justify common action.
3) Emulation – how collective action can be
modeled on the action of others
What is role does media play in
contributing to the dynamics of
contention?
1) Mechanisms of diffusion – how information is
transferred along a line of interaction.
2) Attribution of similarity – how mutual identification
between people is sufficient to justify common action.
3) Emulation – how collective action can be modeled on
the action of others
social movement theory (cont.)
Trigger theories (things to trigger social
change)
• dramatic events or crises (Castells,
2001)
• “Moral shocks” that raise a sense of
outrage in people inclined toward
political action (Jasper, 1997)
• suddenly “imposed grievance” or
“political event” that motivates ordinary
citizens to get politically active (Opp,
2009).
social movement theory (cont.)
What role does media play in exploiting events
that may trigger social change?
• dramatic events or crises
• “Moral shocks” that raise a sense of
outrage in people inclined toward
political action
• suddenly “imposed grievance” or
“political event” that motivates ordinary
citizens to get politically active
Reading - “Activism Transforms the Digital:
The Social Movement Perspective” by
Anastasia Kavada
I. Network Structure (in lab)
II. Capabilities of the Internet for Social Action
(journal)
III. Criteria for making movements last
Reading - “Activism Transforms the Digital:
The Social Movement Perspective” by
Anastasia Kavada
III. Criteria for making movements last
-open narratives and inclusion stories
-regular f2f meetings
-short term & well defined projects
-a permanent online space
Criteria for making movements last
Internet Rights and Principles
1) open narratives and inclusion stories – issues of
access, issues of control
2) regular f2f meetings – once a year IGF meetings –
Nairobi, Kenya (IGF11)
3) short term & well defined projects – Charter for Human
Rights on the Internet (Sept 2011), “Ten Principles for
Internet Governance (April 2011), TEDHarlem (Oct 2011)
4) a permanent online space
Research Presentations
Research Group 1 - Facebook: Lara, Abby,
Olivia, Neil, Joe, Marianne
Research Group 2 - YouTube: Liz, Donna,
Andrew, Lionnell, Mike, Alan
Research Group 3 - Twitter: Kimmie, Chris,
Grant, Kristen, Angela, Sara
Let's take a break . . .
See you in the MacLab at 8pm!
Social Network Analysis –
networks, nodes, and links
Social science research methodology - “social
network analysis” (SNA) looks at:
-the structure of networks
-the position of nodes
-the nature of ties within social networks . . .
To predict or determine collective outcomes like
social change!
Social network structure
Size
Centralization
Density
Links and nodes
Links
Nodes
Characteristics of links and nodes
Links (or ties between nodes):
-frequency
-direction
-strength
Nodes:
-closeness
-betweeness
-centrality
Social Network Structure
Strong and weak ties
Strong ties: an intimate, a family relation
Weak ties: an acquaintance
The strength of weak ties (Granovetter 1973)
Weak ties serve as bridges
The strength of weak ties
Dyad – a group of two people
Triad – a group of three people
Triadic closure – friends of friends
The strength of weak ties
Transitivity – possibility or strong structural
tendency of Triadic closure
The strength of weak ties
Mutuality – number of mutual dyads people
have
Discussion: How might the capabilities of
social media support collective
action?
1) accessing & discovering information
2) disseminating & reporting information
3) coordination & decision making
4) building solidarity & collective identity
LAB -Facebook Activism
Example: Facebook Group Page
http://www.facebook.com/group.php?gid=2397553483
Example: Facebook Fan Page
http://www.facebook.com/internetrightsandprinciples
Facebook Activism - Reporting
and take down group page
Facebook’s Statement of Rights
and Responsibilities (3.7)
“You will not post content that
is
hateful, threatening,
pornographic,
or that contains
nudity or graphic or
gratuitous
violence.”
Deleted sites
“We Hate GAYS”
“KILL ALL GAYS” (as well as “kill all gays”)
“I H.A.T.E. Faggs and Flies”
“Homosexuality is disgusting”
“~!Anti-Gay!~”
“Anti Gay Propaganda”
“Feminists are Angry Lesbians”
“Are you against same sex marriages?”
Reaching out
Griefing the griefers
Griefing the griefers, shaping
social norms
Facebook Fan Page
Building a community
Encouraging broader participation
Informing
Raising Awareness
Stimulating discussion and debate
Motivating Action
Social Media and Social
Change
Robert Bodle