Digital and networks handout [smua june 2017]
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The document discusses how digital networks and social media impact individuals and society. It notes that social networks allow information like emotions, behaviors, and political views to spread from person to person through connections. However, constant connectivity through devices can reduce cognitive ability and increase social isolation as networks become more homogeneous. While networks provide benefits like sharing information, they also compete for limited attention and can expose users to manipulation if prominent voices are not diverse. Overall, the document examines both upsides and downsides of living in a highly networked digital world.
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![How We Now Organize
Societal elites are now much less
connected to cities [places], and are
instead connected to information
flows. Thus, the network serves as
our organizing principle.
Previously, networks were just an ad
hoc organizational structure until the
rise of digital technologies.
© 2016, Michel Netzley, Ph.D.](https://image.slidesharecdn.com/digitalandnetworkshandoutsmuajune2017-170629150834/85/Digital-and-networks-handout-smua-june-2017-31-320.jpg)
![Q130-143. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information
about a company from each person, how credible would the information be—extremely credible, very credible, somewhat
credible, or not credible at all? (Top 2 Box, Very/Extremely Credible) Informed Publics, 27-country global total.
CREDIBILITY OF SPOKESPERSONS, 2014 VS. 2015
Leadership: Expert and “A Person
Like Yourself” More Credible than CEO
70%
68%
63%
54% 55%
53%
46%
37%
70%
67%
63%
56%
53%
49%
43%
38%
Academic or
Industry Expert
Company
Technical Expert
A Person Like
Yourself
NGO
Representative
Financial or
Industry Analyst
Regular
Employee
CEO Government
Official or
Regulator
2014 2015
More Trust Less Trust
Informed
Public
© Michael Netzley, Phd. 2016](https://image.slidesharecdn.com/digitalandnetworkshandoutsmuajune2017-170629150834/85/Digital-and-networks-handout-smua-june-2017-56-320.jpg)
Digital and networks handout [smua june 2017]
- 1. PILLARS OF THE DIGITAL AGE MICHAEL NETZLEY, PHD Communicateasia@gmail.com
- 2. CIPD Report: June, 2017 “Fewer than four in 10 employees feel empowered to meet the demands of the digital workplace, according the Asia Workplace 2020 report by Microsoft.” “As Asia primes itself to become the most connected market, with more than half of all mobile connections originating from the region by 2021, organisations need to rethink how they empower their workforce with the right culture, policy, infrastructure and tools to maximize their potential,” said Kevin Wo, managing director of Microsoft Singapore. “This means enabling collaboration from anywhere, on any device. However, it is also critical for business leaders to evaluate and implement changes to counter cultural and management challenges that are hindering employees to work seamlessly from wherever they are – which will in turn hinder an organisation’s growth and progress in the digital age.” http://www.cipd.asia/people-management-magazine/hr-news-opinion/singapore-digital-equipment?utm_medium=email
- 3. Our ObjectivesThisWeekend To think about the future of PR and communications profession Specifically, to learn network theory as a tool that explains why social networks operate the way they do Learn how to write for the web, perform basic SEO approaches, and respond to online comments. Think about coming trends in online communication, such as augmented reality, and how we can prepare ourselves for the future of digital communications Present your outcomes and thoughts to the class on Saturday late afternoon (templates will be given, along with time to prep) Complete two short online quizzes
- 5. DARPA Red Balloon Challenge 2009 challenge on wide area collaboration Defense Advance Research Project Agency $40,000 prize to be first at finding 10 balloons around the United States How long did the winning team need to find them? © 2016, Michel Netzley, Ph.D.
- 6. How Did the MIT Team Win? Shared the reward $2000 correct coordinates $1000 for whomever invited them $500 for inviting the inviter $250 for inviting them And so on… Mass & social media were complementary Data mining via social media © 2016, Michel Netzley, Ph.D.
- 8. © 2016, Michel Netzley, Ph.D.
- 10. © 2016, Michel Netzley, Ph.D.
- 11. I Would Like You to Meet Gen 28 years old, Gen graduated from Singapore Management University and now works in finance. She lives with her family, enjoys biking and coffee with friends. Her favorite brands include Zara, Nike, Tom Ford and Prada. Each day she uses Facebook, WhatsApp and Instragram to talk with friends. She doesn’t read a newspaper or listen to radio. © 2016, Michel Netzley, Ph.D.
- 12. Gen & Friends Think of Digital As… © 2016, Michel Netzley, Ph.D.
- 13. Digital and Social Media Social media is a type of online media that expedites conversation as opposed to traditional media, which delivers content but doesn't allow readers/viewers/listeners to participate in the creation or development of the content. Source © 2016, Michel Netzley, Ph.D.
- 14. Sociological View of Media Social Media refers to not only the technology but the cultural and behavioral traits of people communicating and sharing with one another. Through social networks, people are listening, sharing, creating, judging, and innovating in ways that are reshaping relationships (e.g., government to constituents or friend to friend), power bases, financial models, and knowledge. © 2016, Michel Netzley, Ph.D.
- 15. Gen is Literate
- 16. First Media Age: Greece Greek alphabet and writing led to one of the most productive cultures in all of history © 2016, Michel Netzley, Ph.D.
- 17. Second Media Age: Print Chinese moveable type in 11th century, and Gutenberg's Press in the 15th century, brought books to the non-elites of society © 2016, Michel Netzley, Ph.D.
- 18. Third Media Age: Broadcast 20th century broadcasting brought media into homes, and at a low cost, thus increasing demand while decreasing the supply of media channels © 2016, Michel Netzley, Ph.D.
- 19. Fourth Media Age: Internet Everyone becomes their own media company because of infrastructure, Internet, digital technology, and interactive easy-to-use sites. © 2016, Michel Netzley, Ph.D.
- 20. Why Did This Happen? Networks © 2016, Michel Netzley, Ph.D.
- 21. We Live in Networks
- 22. Networks, not Information The defining characteristic of the modern age is networks All societies have had information (e.g., Ancient Athens and Rome) Digital networks are unique to the current age Networks, for the first time, can be a sustained structure for organizing people and work Developed from the work of Manuel Castells © 2016, Michel Netzley, Ph.D.
- 25. Space of Places Source: http://www.public.iastate.edu/~cfford/Colonytraderoutes.jpg © 2016, Michel Netzley, Ph.D.
- 30. Flows: Information & People Source: http://www.simon-law.com/archives/1274
- 31. How We Now Organize Societal elites are now much less connected to cities [places], and are instead connected to information flows. Thus, the network serves as our organizing principle. Previously, networks were just an ad hoc organizational structure until the rise of digital technologies. © 2016, Michel Netzley, Ph.D.
- 32. Gen Was Born Into This World
- 33. Living in Gen’s World Understanding How Networks Function © 2016, Michel Netzley, Ph.D.
- 34. Research Says
- 35. Emotions Spread via Social Networks Conclusion: People’s happiness depends on the happiness of others with whom they are connected. This provides further justification for seeing happiness, like health, as a collective phenomenon. - British Medical Journal 337 (2008) Fowler and Christakis © 2016, Michel Netzley, Ph.D.
- 36. Obesity Spreads via Social Networks “You may not know him personally, but your friend’s husband’s coworker can make you fat. And your sister’s friend’s boyfriend can make you thin.” - Fowler and Christakis (2009) Connected © 2016, Michel Netzley, Ph.D.
- 37. Political Science: Why AmericansVote If you vote, then it increases the likelihood that your friend’s friend will also vote….Instead of each of us having only one vote, we effectively have several and therefore much more likely to influence the outcome. - Fowler and Christakis (2009) Connected © 2016, Michel Netzley, Ph.D.
- 38. 3 Degrees of Influence
- 39. 25 25 25 25 25 © 2016, Michel Netzley, Ph.D.
- 40. © 2016, Michel Netzley, Ph.D.
- 41. Professor Christakis © 2016, Michel Netzley, Ph.D.
- 42. Rule: Connections need to be strong; but you need not know the people. © 2016, Michel Netzley, Ph.D.
- 43. When to Use Strong Ties Urgent Situation Dependency for Well Being Decision Making Ethos-Based Influence Access: Doors Opened Regular Information Flows Change Target’s Values Source: Granovetter © 2016, Michel Netzley, Ph.D.
- 44. When to Use Weak Ties Speed of Distribution Less Dependent on Others Reach Distant Targets with Whom We are not Connected Innovative Ideas or Models Episodic Information Flows Bridge Diverse Groups Source: Granovetter © 2016, Michel Netzley, Ph.D.
- 45. What It Means For Gen How to Grasp the Opportunity © 2016, Michel Netzley, Ph.D.
- 46. We Could Not Have Imagined Her World © 2016, Michel Netzley, Ph.D.
- 47. Digital Brings Risks and Rewards © 2016, Michel Netzley, Ph.D.
- 48. The Network Effect Effect that one user of a product or service has on its value to other users Value of good or service increases when more people use it © 2016, Michel Netzley, Ph.D.
- 49. © 2016, Michel Netzley, Ph.D.
- 50. Network Effect: Benefits You get the latest updates from your contacts You socially remain “in the know” You can manage your public persona You can ask for help or support from your network (i.e., crowdsourcing) You maintain contact even while physically separated from one another © 2016, Michel Netzley, Ph.D.
- 51. Proliferation of Media © 2016, Michel Netzley, Ph.D.
- 52. Attention is a Scarce Resource © 2016, Michel Netzley, Ph.D.
- 53. High Cost of Multitasking Harold Pashler, Uni of Calf: Trying to keep dual tasks in our conscious mind can see cognitive ability drop in an amount equal to the difference between a Harvard MBA and an 8 year old David Rock, Neuroscience Institute, reports: Constant text and emailing is equivalent to an average 10 point drop in IQ (5 point drop for women in the study; 15 point drop for men) For men, this is 3x the effect of smoking a joint © 2016, Michel Netzley, Ph.D.
- 54. Networks & Social Isolation – Related? Rise of internet, mobile phones and social networks have pulled people away from traditional social settings, which were typically associated with large and diverse social networks Average size and diversity of core discussion networks have declined Source: Social Isolation in America: Changes in Core Discussion Networks over Two Decades © 2016, Michel Netzley, Ph.D.
- 55. Networks & Social Isolation – Related? “…on Twitter, political talk is highly partisan, where users’ clusters are characterized by homogeneous views and are linked to information sources….” Source: “Birds of a Feather Tweet Together: Integrating Network and Content Analyses to Examine Cross-Ideology Exposure on Twitter” Pew Research Center study (2014) confirms the same finding - little overlap in the news sources different groups turn to and trust © 2016, Michel Netzley, Ph.D.
- 56. Q130-143. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/Extremely Credible) Informed Publics, 27-country global total. CREDIBILITY OF SPOKESPERSONS, 2014 VS. 2015 Leadership: Expert and “A Person Like Yourself” More Credible than CEO 70% 68% 63% 54% 55% 53% 46% 37% 70% 67% 63% 56% 53% 49% 43% 38% Academic or Industry Expert Company Technical Expert A Person Like Yourself NGO Representative Financial or Industry Analyst Regular Employee CEO Government Official or Regulator 2014 2015 More Trust Less Trust Informed Public © Michael Netzley, Phd. 2016
- 57. Context Collapse © 2016, Michel Netzley, Ph.D.
- 58. Tech Lowers Cost of Making Weak Ties
- 59. Enable the free flow of info
- 62. Solve Problems
- 65. DARPA Applied © 2016, Michel Netzley, Ph.D.
- 66. Cognitive Surplus © 2016, Michel Netzley, Ph.D.
- 67. How We Use Time ACTIVITY TIME SOURCES Work (USA) 7.5 hours per day (avg) Bureau of Labor Statistics Work (SG) 8.5 hours per day (avg) AsiaOne (1 in 5 works 11+ hours per day) Television (USA) 2.7 hours per day (avg) 18.9 hours per week BLS 50% of free time Television (SG) 12 hours per week We Are Social Internet Use (SG) 25 hours per week We Are Social Singapore spends 25,000,000 hours each month watching online video (We are Social) © 2016, Michel Netzley, Ph.D.
- 68. State of Consumer Receptivity
- 69. Unlocking Gen’s Digital Future Major Trends on the Horizon
- 73. Weber Shandwick on AI The vast majority of consumers in the U.S., Canada, the U.K., China and Brazil (92%) believes AI is already here, or is coming in the near future. were, in aggregate, six times more likely to see AI’s impact on society as positive than negative (45% vs. 7%, respectively). Source: Leslie Gaines-Ross, 2016 © 2016, Michel Netzley, Ph.D.
- 74. Weber Shandwick on AI When it comes to their personal lives, consumers are even more likely – seven times more – to think AI will have a positive, rather than a negative, impact (52% vs. 7%, respectively). 77% want AI’s development to accelerate or stay on its current growth trajectory while a mere 6% want AI to stop altogether. Source: Leslie Gaines-Ross, 2016 © 2016, Michel Netzley, Ph.D.
- 75. Your Briefing for Scenario Planning You are challenged to take the perspective of the PR industry, agency-side, and think about how to prepare local firms and talent for the future of PR. This future should specifically consider: Virtual Reality Augmented Reality Artificial Intelligence (including chatbots and authorless text/manuscripts) Internet of Things Blockchain Your window is 2020-2022, which is 3- 5 years from now Focus on what you are uncertain of (not megatrends) © 2016, Michel Netzley, Ph.D.
- 76. © 2016, Michel Netzley, Ph.D.
- 77. SpecialThanks to…. And a special hat tip to http://www.freedigitalphotos.net/ for the free and great photos of today’s lead character, Gen. Lots of free and great photos here, so do check it out. © 2016, Michel Netzley, Ph.D.