JMC 1100 1st Edition Lecture 25 Media Uses and Effects Social Networking Social Network site Definition 3 Characteristics o Profiles o List of connections o Hyperlinks Friends groups images Social Network Sites Facebook o 1 3 billion monthly active users o 1 billion mobile users o More than 50 million FB pages Twitter o 1 billion total users o 500 million tweets sent per day o 44 have never sent a tweet Snapchat o 100 million total users o 70 of Snapchat users are female o 400 million snaps per day Instagram o 300 million monthly active users o More than 20 billion photos shared o Thailand alone has 1 5 million users Who uses social media Average Facebook user age o 40 5 years old Twitter o 37 3 years old Not just for youth o 65 of Facebook 35 o 55 of Twitter 35 o 63 of Pinterest 35 o 79 of LinkedIn 35 Internet Effects Displacement These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute Two possibilities o Activity displacement effect Sending a text instead of meeting for coffee o Displaces strong social ties Media Multiplexity Theory Strong and weak ties are based on the ways in which we communicate with each other o Strong ties communicate in more ways o Weak ties communicate in fewer ways Studying Social Networks Social network analysis o Quantitative method for studying properties of a social network o Done through the creation of a Sociogram visual representation of social links a person has o Greg is the ego his family is the nodes and connections to each person are arcs His friends are nodes and have different arcs Social Capital Benefits of having social connections any resource advantage that comes from who you know Access to resources and information o Resource allows someone to get something done an influence Example camera opinion o Structure of the network topology size and type of colleagues o Nature of Relationships 2 Sources of Social Capital 1 Enforceable trust Strong Ties a High density everyone knows everyone else b Rapid information flow c Lacks diversity can be culture but more of the same type of background d Smaller inner circle of larger social network core e Driven by threat of social sanctions i Act appropriately or we won t talk to you 2 Reciprocity Norms Weak Ties a Low density not everyone knows everyone else b Slow information flow c More diverse d Large group includes friends classmates coworkers acquaintances e Driven by norm of reciprocity i I ll help you know and you ll help me later Social capital in SNSs Enforceable trusts o Most friends have offline connections o Online action online and offline effects Reciprocity norms o Tendency to accept most friends offers o Faster information flow with digital technology o Norm of information disclosure Network size and stress More Facebook friends more stress o Stress increased by adding family and employers o Stress increased when worlds collide Self Monitoring o High and low Echo chambers online Echo Chambers describes situations in which ideas are reinforced and amplified within a network Example o Liberal democrats and conservative republicans are more likely than other groups to post stories articles and comments for others to read PEW 2012 As members of similar social groups post and reply on various sites they increase the popularity of those sites o Encouraging and reinforcing selective exposure Conclusion Are you using social media or is it using you Social capital finds new definitions online Is it harder to find people who disagree with us