KURSUSGANG 5. Sharing practices and viral behaviours

Transkript

1 KURSUSGANG 5. Sharing practices and viral behaviours

2 I DAG Lisbeth: meget kort intro 2-3 oplæg af jer : Gæsteforelæsning Sidste oplæg fra jer Gephi-workshop m Luca

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6 (VIDERE)DELINGENS Hv.. SPØRGSMÅL hvorfor (individuel motivation og kontekstuelle normer) hvem (videre)deler vi til og hvorfor? (VBI) hvem videredeler vi fra (hvem inspirerer os?) hvad videredeler vi? (hvordan spredes noget viralt? hvordan og hvornår går noget viralt og hvad starter en shitstorm / firestorm?

7 NAHON & HEMSLEY DEFINITION AF VIRALITET leaping fire, firestorm Virality s prevalence in contemporary society is an emergent feature of the interconnected social media platforms that together have created a dynamic social infrastructure (p.3) Virality is a social information flow process where many people simultaneously forward a specific information item, over a short period of time, within their social networks, and where the message spreads beyond their own [social] networks to different, often distant networks, resulting in a sharp acceleration in the number of people who are exposed to the message (p. 16) Nahon og Hemsley: Going viral. Polity Press, 2013.

8 NAHON & HEMSLEY DEFINITION viral event (sjov YouTube-video) viral topic (Marius-sagen) delingshastighed (rate of speed) reach (antal netværk nået) frequency (hyppighed) viralitet er skalerbart (kæmpehit versus mindre hit, men samme spredningsmønster) A viral information event creates a temporally bound, selforganized, interest network in which membership is based on a inn interest in the information content or in belonging to the interest network of others (p. 34)

9 MOTIVATION FOR DELING IPSOS Globalt studie af delingsmekanismer: folk foretrækker at dele interesting (61%), important (43%) og funny (43%) ting. Fire ud af 10 (37%) i indikerede at de deler to let others know what I believe in and who I really am. NB! Nationale forskelle: Baek et al (2011) studie af hvorfor man deler links på Facebook: tre dominerede faktorer: the wish to share information (21%), convenience and entertainment (18%), og to pass time (13,1%)

10 HVEM DELER VI FRA? Opinion leaders (org. Lazarsfeld og Katz 1957) Social hubs E-Mavens/market maven (org. Feick and Price 1987) Organisationer vi godt kan lide Weak ties Eksempler: Lasse Rimmer: #sultnefilm #engangvarjegflygtning (se bla Kaplan, A.M og Haenlein, M. (2011). Two hearts in threequarter time: How to waltz the social media/viral marketing dance. Business Horizons, Vol. 54, Issue 3, Pages )

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14 EMOTIONAL CONTAGION Bakshy et al 2012: The Role of Social Networks in Information Diffusion Venners links: det er mere sandsynligt (7x) og vi er hurtigere til at dele det samme link subjects who were exposed to a link shared by a friend from whom the subject received three comments are 2.83 times more likely to share than subjects exposed to a link shared by a friend from whom they received no comments" Jo flere der deler, jo større sandsynlighed er der også for at vi deler det samme (influence) Nye hotte links når os imidlertid gennem vores svage bånd (contagion) Kramer et al 2014: Experimental evidence of massive-scale emotional contagion through social networks Venners følelser er smitsomme Det er nok at læse om dem, vi behøver ikke interagere med dem (om det) Tendensen er svag NB! 22% post negative, ca 46% positive i sig selv

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16 MERE LITTERATUR Bakhshi S, Gilbert E (2015). Red, Purple and Pink: The Colors of Diffusion on Pinterest. PLoS ONE, 10(2). Zhang og Vos (2015. How and Why Some Issues Spread Fast in Social Media. (metareview of 39 artikler). Online Journal of Communication and Media Technologies Handling complaints on social network sites An analysis of complaints and complaint responses on Facebook and Twitter pages of large US companies SA Einwiller, S Steilen - Public Relations Review, 2015 Restricting the spread of firestorms in social networks. A Mochalova, A Nanopoulos I am not loving it: examining the hijacking of# CheersToSochiA Pegoraro, LM Burch, E Frederick Journal of Sport, Controversy Trending: The Rhetorical Form of Mia and Ronan Farrow's 2014 Online Firestorm Against# WoodyAllen Detecting Online Firestorms in Social Media. B Drasch, J Huber, S Panz, F Probst