Post on 21-Mar-2017
NetworkedThe New Social Operating System in Civic Life
October 22, 2015Lee Rainie - @lrainie and lrainie@pewinternet.orgDirector, Internet, Science and Technology Research
January 25, 2013
Chelsea Welch Alois Bell
r/atheism
“My mistake sir, I’m sure Jesus will pay for my rent and
groceries”
http://nodexlgraphgallery.org/Pages/Graph.aspx?graphID=2701
http://nodexlgraphgallery.org/Pages/Graph.aspx?graphID=2701
Top URLs in Tweet in Entire Graph:http://guardiancomment.tumblr.com/post/42024491123/chelsea-welch-the-us-waitress-who-was-fired-after
http://www.guardian.co.uk/p/3dfqt/twhttp://www.guardian.co.uk/commentisfree/2013/feb/01/fired-applebees-waitress-needs-tips
http://www.tumblr.com/ZyqxEwd8sjXphttp://www.guardian.co.uk/p/3dfqthttp://www.dailydot.com/news/applebees-pastor-tip-waitress-facebook/http://neil-gaiman.tumblr.com/post/42074466808/guardiancomment-chelsea-welch-the-us-waitresshttp://m.guardian.co.uk/commentisfree/2013/feb/01/fired-applebees-waitress-needs-tips
http://www.wptv.com/dpp/news/local_news/water_cooler/chelsea-welch-applebees-waitress-fired-alois-bell-pastor-complains-about-reddit-receipt-photo
http://www.change.org/petitions/applebee-s-and-truth-in-the-word-deliverance-ministries-give-chelsea-welch-her-job-back-and-fire-pastor-alois-bell
News in the networked ageImpact on civic debate
Spiritual precepts and atheism
VigilantismPrivacy rights,
publicity rights, and collapsed contexts
Minimum wage policies & employment practices
Corporate social media policies
Impact on news ecosystem
New news venuesNew news initiatorsNew gatekeepers,
influencers, content drivers well beyond the locale of the news
New pathways to consumersNew role for “people
formerly known as the audience” (Jeff Rosen)
New ways to keep the story moving and mobilize followers
Civic life is networked life with network information
created and shared by networked organizations
New social and civic reality:Networked Individualism
The move from tight groups to loose networks
Personal networks are…Increasingly important –
awareness, trust Differently composed – segmented, layeredMore personal liberation & more
work
TECHNOLOGY PUSHES THE MOVE TO NETWORKED
INDIVIDUALISM INTO OVERDRIVE
1996
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
0
20
40
60
80
100
14
3644
52 5559 61 63
6771 74 74 76 76 79
83 84 84 87Revolution 1 - Internet Users%
Revolution 1 – Home Broadband Users
3%
70%
Dec-00
Dec-01
Dec-02
Dec-03
Nov-04
Jan-05
Apr-06
Dec-07
Jan-08
Apr-09
Dec-10
May-11
Apr-12
Nov-12
Dec-12
May-13
Aug-13
Sep-14
Jun-15
0
20
40
60
80
100
1825
31
45
5966
73 75 7782 81 83 84 85 87
91 89 91 92
11
19
27
3743 44
5053 55
68
Cell phone
Smart phone
Revolution 2 – Mobile Connectivity
2005 2007 2009 2011 2013 2015
10%
76
7
65
Among internet Users
Among all adults
Revolution 3 – Social Networking / Social Media
Any social networking site
76% of internet-using adults89% of ages 18-29
49% of ages 65+No diff. by race/ethnicityNo diff. by educationNo diff. by income
22
72% of internet-using adults82% of ages 18-29
48% of ages 65+77% of women 18-29
66% of menNo diff. by race/ethnicityNo diff. by educationNo diff. by income
Revolution 3 – Social Networking / Social Media
31% of internet-using adults44% of women16% of men32% of whites23% of blacks/32% of Hispanics31% of college grads25% of H.S. or less34% of households >$50,00022% of households <$50,000
23
25% of internet-using adults
30% of ages 30-6421% of ages 65+
46% of college grads9% of H.S. or lessNo diff. by
genderNo diff. by
race/ethnicity
Revolution 3 – Social Networking / Social Media
23% of internet-using adults32% of ages 18-296% of ages 65+29% of blacks16% of whites / Hispanics27% of college grads19% of H.S. or less26% of households >$50,00020% of households <$50,000
24
28% of internet-using adults55% of ages 18-29
4% of ages 65+31% of women
24% of men 47% of blacks / 38% of Hispanics
21% of whitesNo diff. by income /educ.
Revolution 3 – Social Networking / Social Media
Mobile Messaging AppsAmong smartphone owners, the % who use messaging apps and apps that automatically delete sent messages
Messaging apps Auto-delete apps Total 36% 17% Men 37 17 Women 36 18 18-29 49 41 30-49 37 11 50+ 24 4 High school grad or less 30 19 Some college 34 20 College+ 45 13 Less than $50,000/yr 37 18 $50,000+ 36 17 Urban 42 22 Suburban 37 15 Rural (n=99 smartphone owners) 22 13
Demographics of TumblrAmong internet users, the % who use Tumblr
Internet users Total 10% Men 10 Women 11 White, Non-Hispanic 9 Black, Non-Hispanic (n=94) 15 Hispanic (n=99) 15 18-29 20 30-49 11 50-64 5 65+ 2 $30,000-$49,999 8 $50,000-$74,999 (n=98) 4 $75,000+ 11 Urban 16 Suburban 8 Rural 3
Online Discussion ForumsAmong internet users, the % who read or comment in discussion forums such as reddit, Digg or Slashdot
Internet users Total 15% Men 20 Women 11 18-29 23 30-49 14 50-64 13 65+ 8 High school grad or less 11 Some college 20 College+ 15 Less than $30,000/yr 20 $30,000-$49,999 12 $50,000-$74,999 (n=98) 14 $75,000+ 18 Urban 19 Suburban 14 Rural 10
The social media platforms arts orgs use
DiggSlideshare
JumeJustGive
InstagramMySpace
Network for GoodGoogle+
FoursquareWikipedia
FlickrTwitter
0% 20% 40% 60% 80% 100%1%1%1%2%2%3%4%
6%7%
9%11%12%13%13%
17%19%20%
23%27%
31%38%
67%74%
99%
Source: Pew Research Center’s Internet & American Life Project Arts Organizations Survey. Conducted between May 30-July 20, 2012. N for respondents who answered this question=1,202.
1 platform
2 platforms
3 platforms
4 platforms
5 platforms
6 platforms
7 platforms
8 platforms
9 platforms
10 platforms
11 platforms
12 platforms
13 platforms
14 platforms
15 platforms
16 platforms
17 platforms
102138
148153
141132
9570
4836
3116
910
321
Number of platforms
The majority of arts organizations that use social media maintain profiles on at least four different social media sites.
Source: Cisco
Fourth revolution: Internet of Things
By 2025, the internet will become ‘like electricity’ — less visible, yet more
deeply embedded in people’s lives for good and for ill
Internet of Things (IoT)
Implications for civic actors - 1
Complexity is the new normalYou need to work harder to:
1) Be mobile friendly2) Know who your audience is
3) Know how to reach them AND know how to be found by them
4) Know how to create ‘spreadable messages’
5) Know how to listen and have dialogue
Implications for civic actors - 2
In a polarized media environment, your goals
will affect your communications strategy
Democrats and Republicans have been growing apart in their beliefs and attitudes
And also growing apart in their personal opinions and preferences
People want to live with others who share their political views
And even see the other side as a threat to the very future of America
Media use is part of the story
They like you and/or your cause (or possibly hate you and think you’re destroying America)They are probably already talking about you (and if they aren’t already, they’d probably like to)Social media offers a way to find, identify, and reach your “super fans”They want to be part of the team and convert their friends—if you let them
Are you trying to activate the “poles”?
They don’t engage consistently with politicsThey probably don’t really know or care very much about your particular issueTheir tolerance threshold is probably fairly low…But they can be encouraged to learn/act/changeSometimes that happens because of big events that grab their attention—but many times it’s at the behest of someone from the previous group
Or are you trying to rouse the middle?
Your optimum moments for teaching and engagement
• When you can “manufacture” a campaign
• When you/your issues are especially timely, relevant at the personal AND cultural level (e.g. when news breaks)
• When your “close up” unexpectedly comes
• When your evangelists work their networks
• When you can recruit unexpected allies
• When someone on the “other side” embraces you
Implications for civic actors - 3 You have new ways to generate and
collect data to assess your impact
Be not afraid
Thank you!