JMC 1100 1st Edition Lecture 25Media Uses and Effects. Social NetworkingSocial Network site- Definition- 3 Characteristicso Profileso List of connectionso Hyperlinks (Friends, groups, images)Social Network Sites- Facebooko 1.3 billion monthly active userso 1 billion mobile userso More than 50 million FB pages- Twittero 1 billion total userso 500 million tweets sent per dayo 44% have never sent a tweet- Snapchato 100 million total userso 70% of Snapchat users are femaleo 400 million snaps per day- Instagramo 300 million monthly active userso More than 20 billion photos sharedo Thailand alone has 1.5 million usersWho uses social media?- Average Facebook user ageo 40.5 years old- Twittero 37. 3 years old- Not just for youtho 65% of Facebook > 35o 55 % of Twitter > 35o 63% of Pinterest > 35o 79% of LinkedIn > 35Internet Effects: DisplacementThese 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 possibilitieso Activity displacement effect Sending a text instead of meeting for coffeeo Displaces strong social tiesMedia Multiplexity Theory- Strong and weak ties are based on the ways in which we communicate with each other:o Strong ties communicate in more wayso Weak ties communicate in fewer waysStudying Social Networks- Social network analysis o Quantitative method for studying properties of a social networko Done through the creation of a….- Sociogram- visual representation of social links a person haso 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 informationo Resource: allows someone to get something done, an influence.  Example: camera opinion o Structure of the network (topology): size and type of colleagueso Nature of Relationships 2 Sources of Social Capital1. Enforceable trust (Strong Ties)a. High density- everyone knows everyone elseb. Rapid information flowc. 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 sanctionsi. Act appropriately or we won’t talk to you2. Reciprocity Norms (Weak Ties)a. Low density- not everyone knows everyone elseb. Slow information flowc. More diversed. Large group, includes friends, classmates, coworkers, acquaintancese. Driven by norm of reciprocityi. I’ll help you know and you’ll help me laterSocial capital in SNSs- Enforceable trustso Most friends have offline connectionso Online action= online and offline effects- Reciprocity normso Tendency to accept most friends offerso Faster information flow with digital technologyo Norm of information disclosure Network size and stress- More Facebook friends, more stresso Stress increased by adding family and employerso Stress increased when “worlds collide”- Self-Monitoringo High and lowEcho 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 siteso 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