For the penultimate class of Concept Development this semester, we are going to try to tie together some of the themes and topics that we have discussed and come across in readings in previous weeks. A key aspect of our work this semester has been engaging with ideas around social networks (note there is a difference between these and social networking services / websites) and understanding how we can make our online work reach the widest possible audience. This, of course, is a central factor in the contemporary music industry.
The purpose of this exercise is to look at how we can critically analyse social networks, and briefly consider the broader issues that lie behind our changing modes of communication and consumption, and how our use of online media impacts upon our social and cultural identity. Some theory-based ideas we have discussed in the past few weeks include notions of authorship and remix culture, culture jamming, the democratization of culture and participatory culture, intellectual property, piracy and the public domain. These feed into wider discussions about privacy, ownership, online identity and modes of consumption.
In-class task #1: in groups of two or three research five social networking websites (Facebook and Twitter not included!). Report back to the class on what is involved in the website, what its aims and intentions are, and what shifts in communication it represents. You may wish to consult this explanation of the architecture behind social networking and this database of social networks.
Something to consider is the impact our involvement in social networks has on our identity – both collective / community and individual. Much has been written on the changes to attitudes and behaviours that have been generated by our use of Facebook and other social networks, and the resultant breaking down of geographical boundaries. These networks have been acknowledged as helping to facilitate recent social and political upheavals, with some governments going so far as to block access. This suggests that social networks have the power to mobilise the masses and threaten the status quo.
In-class task #2: in the same groups, identify some of the negatives / disadvantages associated with social networking websites and their impact on human behaviour. Also, find some examples of countries where these sites have been blocked and try to establish why this happened – what was the context and situation which led to the blocking?
Given that social networking websites are a relatively recent phenomenon, their long-term effect on social skills and human interaction remains to be seen. Is social networking on the internet here to stay, or will it be cast aside as an early twenty-first century phenomenon? The rapidity with which Myspace rose to prominence and then fell from grace suggests that brand loyalty isn’t a concern for users. News Corp’s purchase of the network for $580 million in 2005 now seems a particularly bad decision. But then who could have envisioned the phenomenal rise of Facebook?
In-class task #3: research some of the theory behind social networking, and using Google Scholar or this very useful bibliography, find an article on social networking websites and summarise its key points.
Ultimately, you need to consider how best you can harness social networking for your particular needs. This needs to be balanced with moral and ethical considerations, to ensure you are not making any enemies in the process. As great as all our new forms of communication may seem, do they really provide us with a better world? Will we one day hanker after “things like they used to be before Facebook”? Are we now in a society where everyone can know everything about anyone and anything? What advantages and disadvantages does this bring?
Individual research task: write a short blog post on one of the social networking websites you use the most. Discuss why you use that particular mode of communication (and not others), and how you think it impacts upon your identity as perceived by other users. If you are a musician, how do you use / how would you use social networking websites to publicize your music? What unique methods can we employ to stand out in a crowded online media environment?
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