Audience as network

The people formerly known as the audience“The people formerly known as the audience wish to inform media people of our existence, and of a shift in power that goes with the platform shift you’ve all heard about.“You don't own the eyeballs. You don't own the press, which is now divided into pro and amateur zones. You don't control production on the new platform, which isn't one-way. There's a new balance of power between you and us.”- Jay Rosen, Journalism Prof http://journalism.nyu.edu/pubzone/weblogs/pressthink/2006/06/27/ppl_frmr.html

See also: The Cluetrain Manifesto (1999), http://cluetrain.com “We are not seats or eyeballs or end users or consumers. We are human beings – and our reach exceeds your grasp. Deal with it.”

http://www.flickr.com/photos/zak/84069772/

Let’s call them… our NETWORK.

What makes a network WORK?

Strong Social TiesCommon StoryDense Communication GridSharing CultureNetwork Awareness

Five elements of effective networks:

Strong social ties

Personal relationshipsTrustAwareness

1

Online social networks (duh)

MySpace and Facebook didn’t invent social networks.

http://www.flickr.com/photos/rbucich/3623885548

http://www.flickr.com/photos/cobalt/248044067/

http://www.flickr.com/photos/danielgreene/2951598183/

Common story

Shared language Collective narrative

2

Community-created ad messages

MoveOn’s “Obamacan” ad

www.obamain30seconds.org &

www.bushin30seconds.org

Collective editing, hive mind?

Being unique… together

www.friendsforpeace.org & www.sorryeverybody.com

Dense communication grid

Facebook, Twitter, BlogsE-mail, IMPhone, SMSFace-to-face

3

The community feeds (eats) itself

Blogs build community, not just online

Culture of sharing

Data, informationSkills & expertiseMoneySpace

4

Sharing knowledge

http://en.wikipedia.org/wiki/Climate_change

Sharing skillz to make great software

Network awareness

Feeling like a memberKnowing what the network is for

5

London -Daily Mail

San Francisco -New York Times

Flash mobs for fun and advocacy

And Iran’s “Twitter Revolution!”

Twitter: socialblogsharingmobilenetwork

Strong Social TiesCommon StoryDense Communication GridSharing CultureNetwork Awareness

One more time...

Want more?

More examples, comments, ideas:hastac.org/tag/networks lotusmedia.org/5things netcentriccampaigns.org

Contact me: e-mail = ruby.s@duke.eduIM = rs178@jabber.duke.eduphone = 919-883-5224