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This document discusses how Peircean pragmatism can be used to understand social movements in digital contexts. It provides examples of Avaaz and Wikileaks, noting they both encourage social mobilization online but through different semiotic processes. For Avaaz, the interpretant is more affective while for Wikileaks it is more energetic, driving behavioral changes. It analyzes the demographics, interoperability, and types of actions associated with each platform.
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- 1. Pragmatism - Semiotics - Social Networking - Virtual Mobilization Peircean pragmatism for understanding social movements in digital contexts Débora de Carvalho PEREIRA •PhD student at the School of Information Science of Federal University of Minas Gerais - BRASIL •Researcher at Center for the Study of Mediation and Social Uses of Knowledge and Information in Digital Environments, NEMUSAD •Supervised by Professor Maria Aparecida MOURA.
- 2. • Peircian pragmatism - how beliefs are formed. • Can be used to analyse organization of information on socio-semantic networks. • Such networks are highly nebulous and anonymous, but also allow the emergence of a global agenda on human rights.
- 3. Case studies • Both encourage social mobilization in virtual spaces • In the semiosic processes of both, different levels of interpretant were found
- 9. Peircian Pragmatism • How are beliefs formed • How do we perceive things? • Necessities define the degree of interest. • In the semiosic process, truth is substituted with probability, or with success. • Logical method
- 10. ?
- 11. Fixation of beliefs • Two methods Tenacity: eg. religious fanaticism. Authority: the enunciation of some authority
- 12. •Common sense is authentic •Thoughts tend to build systems •Make life knowable
- 13. Cultural Naturalism – Dewey 1938 • No escape from the cultural matrix. • Cultural naturalism helps to understand the dynamics of information • Informational mediations on ‘global justice’ can help fix a belief
- 14. Socio-semantic networks • Aggregation semantics Cognitive networks can be characterized (COINTET, 2009) Reveals semiotic agreement Combination of : – a social network – a socio-semantic or socio-semiotic network – a semantic network • A semantic background is generated
- 15. The practice of collective sharing on informational networks results is actions in the world life. Perfomative identity – Computer interface
- 16. Avaaz • Global web movement • Campaigns in 14 languages. “Avaaz empowers millions of people from all walks of life to take action on pressing global, regional and national issues, from corruption and poverty to conflict and climate change”
- 17. • 193 countries • An action = clicking to sign a virtual petition • Over 7 million members • Petition handed over to relevant authorities • Only a few seconds to read the appeal and act. • Average 5 campaigns each • Total < 35 million actions.
- 18. Wikileaks Corruption Human rights War crimes. • Strained relationships between governments
- 19. November 28th, 2010 Wikileaks published over 250,000 documents Opinions on world leaders: – Cristina Kirchner chafes at criticism – Chavez is crazy – Ahmadinejad is reminiscent of Hitler
- 20. – Hamid Karzai no say in anything, – Angela Merkel won’t risk anything, – Binyamin Nethenyahu not be trusted... – Hillary Clinton asked ambassadors to act as spies.
- 21. Interoperability • The capacity of systems to communicate between themselves • Owed to the adoption of common protocols
- 22. Page Rank • Used by Google • Method of evaluating interconnections of a page • Measures the quantity of links from other sites • Evaluates semantic relationship between pages. Avaaz: 6 Wikileaks: 7
- 23. Alexa • Developed by Amazon • Measures trafficability of sites. • Calculates number of users visiting • Classifies origins of access. • Site is ranked in comparison with all others in the world, or in the country.
- 24. Avaaz by Alexa: 5.881 • Roughly 46% of visits to the site are bounces • Audience tends to be Caucasian; Childless women over 35; postgraduates; browse from home. • Located in the US. • Roughly 70 seconds per pageview • Two minutes during each visit.
- 25. Wikileaks by Alexa: 7.951 • Tends to be male; childless; low-income; under 35; postgraduates • Roughly three minutes per visit • 47 seconds per pageview. • 21% of visitors from India (ranked #7,498) • Also popular in Kenya (ranked #640) • Bounce rate of 45%
- 27. Google Insights • Follow searches • Compare them in real time, or since 2004. • Data are collected from millions of unidentified users • Only results with significant traffic displayed
- 29. Final Considerations • Both high indexes of traffic and access • Different strategies for organization /use of information. • Semiosis in digital contexts reflects otherness of the processes for forming values. • Reflected also in the formation of circles, in the reactions originating in these cognitive dynamics.
- 30. Avaaz • The public (essentially white students from developed world) already have a semantic background suited to appeals for global justice. • Messages are more iconic and emotive than textual • Already have a general consensus.
- 31. Wikileaks • More text documents than images - more effort • Alexa: Wikileaks (3 mins) Avaaz (2 mins) • Have to look through thousands of documents • Avaaz offers ready information.
- 32. Avaaz: Interpretant affective • Small peaks = temporal regularity of campaigns. • Semiosis - begins when site divulges a campaign - prompts mass visitation - Immediate interpretant of solidarity. • Dynamic interpretant – not beyond emotional interpretant. • Energetic shock not neccessary to decide about whales. • Ramifications of affective interpretants remain within scope of interpretation – not behavioural change.
- 33. Wikileaks: interpretant energetic • Energetic interpretant, within a dynamic interpretant, determines change in behaviour. • Process of semiosis in one peak – the fuse of revolution • Shock over the legitimacy of Wikileaks. • Obscenity of war mistakes and gossip vs. sex crime scandal. Shock between the sign and the mind interpreting.
- 34. Demographics • Wikileaks: male, under 35, low-waged Africans, Arabs, South Americans • Avaaz: post-graduate white women, home users French, Germans and Canadians.
- 35. Interoperability • Avaaz: Only click – easy. Friends automatically networked in • Wikileaks: To be a “mirror” Programming time, download, upload Risk
- 36. • Avaaz - clicktavism • Wikileaks - concrete action. • Proof is PayBack attack • Simultaneous, decentralized actions, geared to achieve a collective objective, like an orchestra, (example given by Peirce to describe a logical interpretant).
- 38. Thank you – Muito grata • Email: debcarpe@gmail.com • Web site: deborapereira.blog.br