social media | writing notes

Teaching New Media & Activism this term

So the term has already started and teaching is on! Since I am fortunate enough to teach topics that excite me I am always energized by the beginning of term. This is good since it masks my stress at getting everything together in time before the first day of class. The latter is more of a goal than a reality but for the most part it seems to go pretty well.

This term I am teaching New Media Society and my activism course, Communication and Social Mobilization, the links are to the syllabi. Check them out and feel free to send me feedback as I am always trying to update my courses in almost every way.

Posted on January 25, 2017 by Mathias Klang

Being Passive Aggressive on Facebook

How do you know when you’ve made a faux pas on a social network? If you let slip a politically incorrect comment in real life you should be able to tell that you have crossed a line by the pained expressions and the nervous squirms – but how do people squirm on social media?

This social squirming is important. It is a way in which we are schooled and taught the social boundaries of our world. Naturally some overly boorish person may actually say “we don’t accept that behavior here” but this is really unnecessary. We are usually good at picking up cues, the squirms are enough.

So how do people squirm on Facebook? Well they do so in the most passive aggressive way. Rarely do you find the boorish reproachful comment. Most often what we are met with is silence. Sure, offscreen it silence is a passive aggressive strategy but online it is the most commonly used.

Try it! Say something incorrect on FB and you will be frozen out of the social circle. Keep it up and people may begin to block you. Of course this means that the time nobody liked your post… it could have been that you crossed a social line.

Posted on January 31, 2015 by Mathias Klang

Social Silence: Lurking as a form of society

While listening to The Digital Human episode Whispers the presenter Alex Krotoski (aleksk) pointed to a very central way of understanding social media:

In many ways the online world is like a video game. Everything you put out comes with its own scoring system. Tweets are counted by re-tweets and favorites, stories are scored by page views and Facebook likes. Writers reach and influence is visible in its number of followers and the number of influencers who subscribe to his or her feed.

it becomes a competition to see who can get this positive feedback from the community. and people do this by trawling the web for evidence and being the first to publish. To be silent is to lose points, to be re-tweeted is to regain them. The system encourages you to keep feeding the machine…

Naturally, this is a way to understand the online world. In particular it has become a trope of social media that we are talking in order to be constantly re-affirmed by others who are constantly talking. Noise begets noise.

The problem with this view of social media is that it is the view from the top. In reality it does not take into consideration the ways in which most users actually use social media.

Silence is Spoken Here by Kris CC BY NC SA

Most users on twitter do not have thousands of followers, many do not even tweet. Like most of us, at most parties, they tend to listen to others more than speaking themselves. But in the collective babble of noise it is taken for granted that all we want to do is to make ourselves heard and to make others admire the noise we make.

The same is true on Facebook. There are users with friends numbering in the thousands, who cannot pass by a meal without documenting it. But most are silent users who like often and post occasionally.

The social part of social media does not have to mean that those who are silent are losing. We are social even when we are silent.

For more on this topic I recommend Susan Cain’s book on introverts. An elegant puff for the book is her TED talk: Susan Cain: The power of introverts

In a culture where being social and outgoing are prized above all else, it can be difficult, even shameful, to be an introvert. But, as Susan Cain argues in this passionate talk, introverts bring extraordinary talents and abilities to the world, and should be encouraged and celebrated.

Posted on April 22, 2014 by Mathias Klang

Is there an inverse Filter Bubble?

The whole concept of Filter Bubbles is fascinating. It’s the idea that services like Google & Facebook (and many more) live on collecting data about us. In order to do this more efficiently they need to make us happy. Happy customers keep using the service ergo more data. To keep us happy they organize and filter information and present it to us in a pleasing way. Pleasing me requires knowing me. Or as Bernard Shaw put it “Do not do unto others as you would that they should do unto you. Their tastes may be different”

Its this organizing that makes creates problems. At its most benign Google attempts to provide me with the right answer for me. So if I search for the word “bar” Google may, based on my previous interests (searches, mail analysis, Youtube views etc), present me with drinking establishments rather than information about pressure. Maybe useful, maybe annoying. The problem occurs when we move on to more difficult concepts. The filter bubble argument is that this organization is in fact a form of censorship as I will not be provided with a full range of information. (Some other terms of interest: echo chamber & daily me & daily you).

Recently I have been experimenting with filter bubbles and have begun to wonder if there is also an “inverse” filter bubble on Facebook. The inverse filter bubble occurs when a social media provider insists on keeping a person or subject in your feed and advertising despite all user attempts to ignore the person or topic.

So far I am working with several hypothesis:

The bubble is not complete
The media provider wants me to include the person/topic into my bubble
The media provider thinks or knows of a connection I do not recognize
The person I am ignoring is associating heavily with me (reading posts, clicking images etc)

This is a fascinating area and I need to set up some ways of testing the ideas. As usual all comments and suggestions appreciated.

Posted on September 18, 2012 by mklang

Corporations often lose in Social Media

Many companies want to be part of the “new” “trendy” world of social media but they are not prepared to accept the realities of the world in which they enter. Often the campaigns just get lost, they are a failure in silence but occasionally they turn into magnificent failures that make your job drop in amazement – what were they thinking?

In January 2012 it was McDonalds who attempted to create buzz by asking people to tweet their cosy moments under the hashtag #McDStories. They were obviously expecting plenty of nice little tales of happy customers enjoying advertising like moments but – of course – this was not the only thing that happened. Forbes published a story on the campaign #McDStories: When A Hashtag Becomes A Bashtag which included examples such as

One time I walked into McDonalds and I could smell Type 2 diabetes floating in the air and I threw up.

Hardly a brilliant piece of marketing.

In a more difficult situation the oil company shell has been the “victim” of an interesting Internet anti-campaign by Greenpeace. Greenpeace set up a copy of the Shell site and asked people to automatically generate advertising posters for their (Shell’s) arctic oil. Huffington post writes:

Since June, Visitors to the site arcticready.com were treated to a spoof mimicking Royal Dutch Shell Plc’s website, a collaborative effort by Greenpeace and The Yes Men, a pair of activists known to imitate companies they dislike.

The results were obvious

According to design consulting firm, PSFK, the public was ready to believe that Arctic Ready was a legitimate marketing campaign. “It is entirely plausible Shell might have been reckless enough to crowd-source adverts using its ‘Let’s Go’ line, and that the crowd-sourced efforts had included gems such as ‘This fox will murder you unless we kill it first. Let’s Go’”

Greenpeace soon released a statement claiming responsibility for the campaign…

When it comes to Social Media dialogues corporate budgets are inadequate when dealing with the sheer numbers of responses capable of being generated by individuals using social media. Any responses left for the corporations (such as suing for copyright violation or defamation) are more likely than not going to generate even bigger PR failures. What is a poor multi-billion dollar corporation to do?

Posted on July 19, 2012 by mklang

Democracy in action: Why @Sweden is brilliant when its bad

In an interesting marketing strategy Visit Sweden decided that Sweden cannot be defined by a single voice and began letting “ordinary” Swedes have control over the @Sweden twitter account. It was cute, it was fun – but basically it was boring.

Recently 27 year old Sonja Abrahamsson took over the account and things began to heat up. Her comments are earthy and borderline questionable. None of the ones I have seen are directly racist but they may be seen by some as politically incorrect.

This was too much for several people and the so called scandal was a fact. Just check out the headlines

CNN writes Foul-mouthed Bieber-hating mother takes over @Sweden

Adland writes Sweden – the Worlds most democratic twitter account dissolves into pure anarchy

CIO writes Sweden teaches us how not to do social media

MSNBC writes Swedens democratic twitter experiment goes haywire

But is this really a problem? It feels like the world media is working hard to feel truly insulted over nothing. Sure the author may be non-pc, maybe a person I would prefer not to talk to or read but so what? The whole point of allowing “ordinary” Swedes to take over the account was to demonstrate that Sweden cannot be represented by one voice. Those who would argue that only a specific brand of politically correct Swedes should be allowed to talk miss the whole point. If you come to Sweden you will meet all kinds of people – the same is true if you visit any other country.

The main difference is that instead of a bland mix of picture perfect illustrations that ordinarily bore us with the falsehood this marketing of Sweden shows that ordinary people exist here. The fact that the experiment with @Sweden has achieved little public debate abroad shows that it was not really an exciting thing to do.

Those who argue that Abrahamsson is causing bad publicity for Sweden should think again. How may of those who are insulted (if there are many of those?) are actively cancelling trips to Sweden? Visit Sweden should stand by their choice and behind their idea – in Sweden we believe in freedom of expression. This means that often we hear about stuff we would prefer to avoid.

The critique is more amusing than relevant, a storm in a tea-cup. Unless Abrahamsson has broken any laws then I salute her ability to create a discussion about Sweden that goes beyond the boring stereotypes.

Posted on June 14, 2012 by mklang

Performance Lifestyle & Coffee Sadism

One of the enduring myths about Social Media is that it is somehow about connecting friends, colleagues or contacts. The reason I call this mythological is not the fact that people can have 100s or 1000s of friends on Facebook – even if that is a bit weird (see Dunbar Number) – no my gripe is that friends, colleagues and even contacts have the right to make demands on you and even if they behave badly cannot simply be unfriended or unfollowed without social repercussions. Aside from that Social Media can naturally be used to support and strengthen friendships.

But if the crowds online are not my friends – what are they? Well, as Facebook would say, “its complicated”. But one aspect of our relation to them is that they are a perceived audience and we are constantly (well at least when we broadcast online) perform for them.

The Abnormality of Normality

The problem is that most of us are normal. It’s kind of a definition about who we are. Most people have to be normal – or else the concept of normality would not work. So aside from the miniscule number of abnormal or outstanding folks most people online are normal.

This normality raises a problem in the concept of performance lifestyles. How do we publicize our normality? Well, the answer is often that we don’t. Or rather, we do, but we cheat. The trick for many users is not to create a fictitious life (which nobody would believe) but to present our ordinary (normal, boring) lives in just a slightly odd way.

The simplest way of doing this is to enhance the ordinariness of the situation. So nobody watches a film or reads a book but we watch an excellent film, read an awesome book. Or a terrible book and a horrible film. This is because there is little or no value in publicizing the ordinariness of a situation – so it must be made extra ordinary in some way.

Another strategy is to constantly, almost manically, repeat the same activity. Several years ago I came across a blog that was only pictures of the persons toothbrush with toothpaste. Two pictures per day (morning and evening I guess). Now one image was boring enough but the sheer weight of all this toothpaste made the photoblog extraordinary and oddly fascinating.

The problem is that this takes an obsessive investment. It’s much easier to publish odd things that happen around us, things that stand out from our everyday experience. For the most part this is relatively harmless but in certain situations it isn’t. What is extraordinary in healthcare? Whatever it is, it violates patient privacy to put it on Facebook. Unfortunately this doesn’t always stop people from posting.

The Unhappiness of Others

Every now and then we can read reports that Facebook or Social Media is making people unhappy. For example The Anti Social Network or “They Are Happier and Having Better Lives than I Am”: The Impact of Using Facebook on Perceptions of Others’ Lives. This is an obvious effect of the performance lifestyle on others. Since nobody writes about the daily drudgery of normality it may seem to others that their own lives are boring in comparison.

This is why the absolute highpoints of performance lifestyles seem to be weddings and children. Both provide ample opportunities for photographs and other information spreading. They are both (relatively) extraordinary experiences while remaining in the realm of what is considered OK to boast about. Imagine if I was to boast about my new car in the same way as others boasted about their weddings? Information about the car would be considered bragging and people would ignore or unfriend me. Information about the wedding may still be seen as bragging but people will keep this to themselves and congratulate me.

Actually in one way this is one of the motivations for my own performance lifestyle project: My coffee sadism project

Most mornings when I have time I enjoy coffee at my local cafe. Not a take away but actually sitting down a couple of minutes with a real newspaper, drinking real coffee out of a real cup. This is a perfect start to the day. It has an additional bonus. I take photo’s of my morning coffee and post them to Facebook. Some images I also post to my Flickr set where I maintain a collection.

When I am being nice I call this a photo project, when I am being researcher I call it an experiment in social media. But when I am honest I call it my sadism project… as it annoys the hell out of my co-workers and some of my friends. Performance lifestyle is the need to publicize elements of your life in order to enhance the quality of it. Naturally it does not have to be at others expense – but it often seems to be.

Posted on April 13, 2012 by mklang