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Pavlik_IM_Ch09_final - CHAPTER 9 SOCIAL MEDIA AND WEB 2.0...

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CHAPTER 9: SOCIAL MEDIA AND WEB 2.0 LEARNING OBJECTIVES After studying this chapter, students should know: 1. What social media is. 2. The differences between social media and traditional media. 3. The main characteristics of social media. 4. The historical development of social media within a larger mass-communications context. 5. How audiences are changing from consumers to “produsers.” 6. Some of the ethical and legal implications around social media. 68
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CHAPTER SUMMARY/LECTURE OUTLINE I. Vignette: A look at the popularity of Facebook and other social networking sites around the globe. The April 6 Youth Movement has attracted 70,000 members in only about a year as Egyptians seek ways to protest Israel’s attack on Hamas in Gaza in late 2008. II. Media Quiz: How Connected Are You? Questions focus on students’ use and understanding of social networking sites. How would you feel if a total stranger approached and started talking to you as if he knew you because he saw your profile page on a social networking site? III. Defining Social Media: Web 2.0 is a general term to describe the fundamental changes taking place today in online media and does not denote a technological shift. In fact, the definition of social media is in flux with most explanations focusing on the fusion of technology, social interaction, and sharing information. A. Differences with Traditional Media 1. There is a change from a broadcast or monologue model of one-to-many to a more dialogic model of many-to-many communication. 2. With traditional media, communication options include sharing thoughts in interpersonal exchanges, writing a letter to media organizations or local newspaper editors, buying ads in the newspaper, distributing flyers, or planning a gathering that attracts news coverage. 3. Communication options for social media include TV network discussion boards or other discussion groups or fan sites, creating mash-up videos that are then uploaded to YouTube, attracting mainstream news with the video. 4. A complete media ecosystem can be created and sustained through social interaction using tools that social media provide. Mainstream media may still play a role, of course, but it does not have to be involved like in the past. It’s called a “publish, then filter” model; traditional media industries use the exact opposite approach. 5. Cost divides social and traditional media, too. Most people cannot afford to start a newspaper or create a radio or television station. However, the costs for creating media content with digital media and the Internet, and widely distributing, are well within the reach of many. 6. Traditional media, however, serve an important “agenda-setting” function in that they give us much of the material that we talk about, even if they do not necessarily tell us what to think. 7.
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Pavlik_IM_Ch09_final - CHAPTER 9 SOCIAL MEDIA AND WEB 2.0...

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