Test+2





= - [|View Online] =  = = =Test 2 = Format** ||  Covers all course material from week 6 on, including course readings, lectures and labs. However, relevant content from the first half of the course may be on the test too. Format - Same as last time. Short answers and a (choice of) essay question. ||
 * ** Description/
 * **Weight** || 20% ||
 * **Date** || Week 13, April 9, 2009 in lecture from 1 p.m. – 2:40 p.m. in the J102

||  **Professor G. Benick and Professor M. Jones **
 * **Topics** || # New Media, New Politics?
 * 1) Network Technologies and Democracy
 * 2) <span style="font-family: Arial,Helvetica,sans-serif;">Technology and Culture: The Rise of Robots
 * 3) <span style="font-family: Arial,Helvetica,sans-serif;">Technology: the New Media and Identity
 * 4) <span style="font-family: Arial,Helvetica,sans-serif;">Digital divides
 * 5) <span style="font-family: Arial,Helvetica,sans-serif;">Course Summary: The Consequences of Communication Technology ||

=<span style="font-family: Arial,Helvetica,sans-serif;">Study Guide for Test 2 = <span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-family: Arial,Helvetica,sans-serif;"> <span style="font-size: 120%; font-family: Arial,Helvetica,sans-serif;"><span style="font-size: 10pt; font-family: Arial, Helvetica, sans-serif;">**Coverage**: Students are expected to be able to demonstrate a **comprehensive (Just to emphasize that the test is now covering all information from the beginning of the semester)** understanding of the material covered in lectures, assigned readings and guest lectures with a focus on material covered in Weeks 7 – 11.
 * Format:** Short answers and essay question.
 * Required**: A pen for short answers and essay question. Your UTM student identification card will be checked before you leave the testing area.
 * Key concepts and terms**: the following list is intended to assist students to study for the test by focusing attention on important concepts and terminology covered in this course.
 * Important Note**: the following list does not represent the complete list of terms and concepts that will be covered on test2. This list is a guide only.

<span style="color: rgb(255,0,0);">

=<span style="color: rgb(255,0,0); font-family: Arial,Helvetica,sans-serif;">Please feel free to add notes on topics highlighted in red ! :) = <span style="font-family: Arial,Helvetica,sans-serif;">

<span style="font-family: '맑은 고딕';"> =**<span style="font-family: '맑은 고딕';">__Test 2 Focus: Weeks 7 – 11__ **=

<span style="color: rgb(0,0,0);"> <span style="font-size: 10pt; color: rgb(0,0,0); font-family: Arial,Helvetica,sans-serif;">**<span style="color: rgb(0,0,0); background-color: rgb(255,255,255);">Advocacy and public relations campaigns: goals and process **. <span style="font-family: '맑은 고딕';"> <span style="font-family: 굴림;">•<span style="font-family: 'Times New Roman',Times,serif;"> Advocacy Campaigns are about having the intention of creating change. <span style="font-family: 굴림;">-<span style="font-family: 'Times New Roman',Times,serif;"> The Goal: To engage the public to help bring about the change you want <span style="font-family: 굴림;">-<span style="font-family: 'Times New Roman',Times,serif;"> How? 1) Craft your message. 2) Persuade people to care. 3) Ask them to join you in making change. <span style="font-family: 굴림;">-<span style="font-family: 'Times New Roman',Times,serif;"> 1) Crafting: Decide what people need to know about your issue in order to agree to the changes you are campaigning for <span style="font-family: 굴림;">-<span style="font-family: 'Times New Roman',Times,serif;"> 2) Pick something that will effect them directly, and will get the message through. <span style="font-family: 굴림;">-<span style="font-family: 'Times New Roman',Times,serif;">  3) Ask them to join by applying pressure --> What do decision makers care about? (e.g. politicians care about getting votes, corporations care about making money, the public has a variety of interests)

<span style="color: rgb(0,0,0); background-color: rgb(255,255,255);"><span style="font-family: 굴림;"> • ** Public relations ** - the practice of managing the flow of information between an organization and its publics. (e.g. getting the word out) - gains an organization or individual exposure to their audiences using topics of public interest and news items that do not require direct payment. - because public relations places exposure in credible third-party outlets, it offers a third-party legitimacy that advertising does not have.Common activities include speaking at conferences, working with the press, and employee communication; therefore it is often called earned media. - hope that members of the media will come and write a story of that event/idea therefore earning the right to be in that editorial hence the name **earned media**

<span style="font-family: 'Times New Roman',Times,serif;">

<span style="font-family: 맑은 고딕;"> <span style="font-family: 맑은 고딕;"> <span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-family: '맑은 고딕';">
 * <span style="font-family: '맑은 고딕';">Astro Boy **
 * <span style="font-family: 맑은 고딕;">__Astro Boy__ is a science fiction manga series set in a futuristic world wherein androids co-exist with humans. Its focus is on the adventures of "Astro Boy" (sometimes called simply "Astro"), a powerful robot created by the head of the Ministry of Science, Doctor Tenma, to replace his son Tobio, who died in a car accident.
 * Astro shown fighting crime, evil, and injustice. Most of his enemies were robot-hating humans, robots gone berserk, or alien invaders.
 * <span style="font: 7pt 'Times New Roman'; font-size-adjust: none; font-stretch: normal; fontsizeadjust: none; fontstretch: normal;"> <span style="font-family: 맑은 고딕;">Almost every story included a battle involving Astro and other robots.
 * <span style="font-family: Arial,Helvetica,sans-serif;">First to establish anime aesthetic

<span style="font-family: 맑은 고딕;"> <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Most famous manga character in all of Japan is Doraemon - equivalent of Mickey Mouse in the U.S. <span style="font-family: 굴림;">•  <span style="font-family: '맑은 고딕';">Doraemon and his namesake series symbolize to many the foibles and adventures of childhood. <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Children's manga (later a TV-series) about a boy named Nobi Nobita who is so unlucky, weak and lazy that his descendants had to send the family robot back in time to help him out. <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">That robot is Doraemon (where the "Dora" is presumably based on the word "dora-neko," or stray cat), and his four-dimensional pocket produces any number of futuristic gadgets and devices meant to help Nobita become something other than a complete failure in adulthood. <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Though smart and caring, Doraemon has his own foibles, and his partnership with Nobita produces both triumphs and disasters
 * <span style="font-family: '맑은 고딕';">Doraemon **

<span style="font-family: 맑은 고딕;">**Avatars** <span style="font-family: 굴림;">• <span style="font-family: 맑은 고딕;">computer user's representation of himself/herself or alter ego, whether in the form of a three-dimensional model used in computer games, a two-dimensional icon (picture) used on Internet forums and other communities or instant messaging programs

__**Blogs**:__ Blogs today are very important, often they reflect public opinions and provide the readers with potential new information and allow for the discussion of issues. How to measure the effectiveness of a blog:


 * <span style="font-family: Arial,Helvetica,sans-serif;">Who looks at them?
 * <span style="font-family: Arial,Helvetica,sans-serif;">Who clicks on them?
 * <span style="font-family: Arial,Helvetica,sans-serif;">How long do they look at the blog site?
 * <span style="font-family: Arial,Helvetica,sans-serif;">How many different blogs are talking about the same thing?
 * <span style="font-family: Arial,Helvetica,sans-serif;">How does it compare to its competitors.
 * <span style="font-family: Arial,Helvetica,sans-serif;">Example: A blog site talking about Barack Obama's campaign, many other blogs talking about it as well- this shows the importance and even popularity of Obama (people are clicking on the links and reading about him). compare how many blog sites talk about McCain--Little=little effectiveness.

<span style="font-family: Arial,Helvetica,sans-serif;"> <span style="color: rgb(14,14,42);"><span style="color: rgb(0,0,0);"><span style="font-family: 굴림;">1. <span style="font-family: '맑은 고딕';">Income & affordability
 * <span style="font-family: '맑은 고딕';">Barriers to accessing interactive communication technologies **
 * **Corporation giants like Microsoft use the power of compatibility and software to act as barriers to use specific programs. These softwares can be very costly**

2. <span style="font-family: '맑은 고딕';">Evolution of the technologies
 * **Technology is always changing and often new technologies build on the previous ones, if you dont have the foundations it is hard to catch up**

<span style="font-family: 굴림;">3. <span style="font-family: '맑은 고딕';">Falling prices


 * **perhaps because of the theory that every piece of technology will either expand to include 2X the amound of space or decrease by 2X the price....so the theory is applied in that technology loses value quickly and we constantly need to update our products and those who are unable to will fall behind**

<span style="font-family: 굴림;">4. <span style="font-family: '맑은 고딕';">Social norms

Necessity of ICTs vs other societal needs (eg. food, water, education, etc.) Like the example from class as well, in regards to social norms, low income families might not partake in ICT interaction as their friends/family also do not have access, so even if one person has a computer and Internet access, they may not feel like they have anyone to communicate with, or they may not use the Internet for the same purposes. Example: Social Norms of eldery - An old lady probably won't ask her other old lady friend for her MSN because it's not the norm for old people to use certain online technologies. <span style="color: red; font-family: '맑은 고딕';"> <span style="color: rgb(0,0,0);">
 * **This one im not so sure...but I would say wikispaces fosters a collaborative environment and lets say if someone does not believe in the idea of collaborative thoughts and is against conforming to this idea then they will not engage and thus the idea acts as a barrier to those who have opposing social ideas**

• objective - What is the campaign aiming for ? • goals - What are the main changes this campaign is focusing on • audience - Who should this campaign aim for? • key messages - What is the key change we want to bring to the society • strategy - What are the ways to achieve our goals • tactics - How do we implement our strategy to reach our goals • measurement - Statistics
 * Campaign Planning**

<span style="font-family: '맑은 고딕';"> <span style="font-family: 맑은 고딕;">**Cluetrain Manifesto** <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">book about communication and business that included 95 theses on the changes in marketing "A powerful global conversation has begun, throught the internet, people are discovering and inventing new ways to share relevant information with binding speed. As a direct result, markets are getting smarter - and getting smarter then most companies" <span style="font-family: Arial,Helvetica,sans-serif;">[] <span style="color: red; font-family: '맑은 고딕';"> __Theses 1 – 6: Markets are Conversations__ Historically, the authors state, the marketplace was a location where people gathered and talked to each other (thesis 1): they would discuss available products, price, reputation and in doing so connect with others (theses 2-5.) The authors then assert that the internet is providing a means for anyone connected to the internet to re-enter such a virtual marketplace and once again achieve such a level of communication between people. This, prior to the internet, had not been available in the age of mass media (thesis 6.) __Thesis 7: Hyperlinks Subvert Hierarchy__ The ability of the internet to link to additional information – information which might exist beyond the formal hierarchy of organizational structure or published material from such an organization – acts as a means of subverting, or bypassing, formal hierarchies. __Theses 8-13: Connection between the new markets and companies__ The same technology connecting people into markets outside of organizations, is also connecting employees within organizations (thesis 8.) The authors suggest that these networks create a more informed marketplace/consumer (thesis 9) through the conversations being held. The information available in the marketplace is superior to that available from the organizations themselves (thesis 10-12.) The authors, through the remaining theses, then examine the impact that these changes will have on organizations and how, in turn, organizations will need to respond to the changing marketplace to remain viable. __Theses 14 – 25: Organizations entering the marketplace__ With the emergence of the virtual marketplace, the authors indicate that the onus will be on organizations to enter the marketplace conversation (thesis 25) and do so in a way that connects with the ‘voice’ of the new marketplace (thesis 14-16) or risk becoming irrelevant (thesis 16). __Theses 26 - 40: Marketing & Organizational Response__ The authors then list a number of theses that deal with the approach that they believe organizations will need to adopt if they are to successfully enter the new marketplace (thesis 26) as it is claimed that those within the new marketplace will no longer respond to the previously issued mass-media communications as such communication is not ‘authentic’ (thesis 33.) __Theses 41 - 52: Intranets and the impact to organization control and structure__ More fully exploring the impact of the intranet within organizations, theses forty-one through fifty-two elaborate on the subversion of hierarchy initially listed as thesis seven. When implemented correctly (theses 44-46), it is suggested that such intranets re-establish real communication amongst employees in parallel with the impact of the internet to the marketplace (thesis 48) and this will lead to a 'hyperlinked' organizational structure within the organization which will take the place of (or be utilized in place of) the formally documented organization chart (thesis 50). __Theses 53 - 71: Connecting the Internet marketplace with corporate Intranets__ The ideal, according to the manifesto, is for the networked marketplace to be connected to the networked intranet so that full communication can exist between those within the marketplace and those within the company itself (thesis 53.) Achieving this level of communication is hindered by the imposition of ‘command and control’ structures (thesis 54-58) but, ultimately, organizations will need to allow this level of communication to exist as the new marketplace will no longer respond to the mass-media ‘voice’ of the organization (theses 59-71) __Theses 72 - 95: New Market Expectations__ Theses seventy-two through ninety-five aim to identify the expectations (theses 76, 77, 78, 95) and changes (thesis 72) that exist within the new marketplace and how those expectations and changes will require a corresponding change from organizations (theses 79, 84, 91, 92, 94). From [|Wikipedia]
 * <span style="font-family: Arial,Helvetica,sans-serif;">"Internet is a conversation that empowers voice" (Lecture 8 Slide 26)

<span style="font-family: '맑은 고딕';"> -Variables of interest: income, education, age, gender, geographical location. -Each of these results in the delineation of different groupings of people, with different size and other characteristics.
 * <span style="color: red; font-family: '맑은 고딕';">Connectivity by demographic groupings **

<span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">political discussions on Net that lead to fragmentation and polarization rather than consensus <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Net gives people access to a large number of news sources, but also lets them pinpoint the ones they agree with and ignore the rest
 * <span style="font-family: '맑은 고딕';">Cyberbalkanization **

<span style="font-family: Arial,Helvetica,sans-serif;"> <span style="font-family: Arial,Helvetica,sans-serif;">[]
 * <span style="font-family: Arial,Helvetica,sans-serif;">**Echo Chamber:** Metaphorically, the term echo chamber is any situation in which information, ideas or beliefs are amplified or reinforced by transmission inside an "enclosed" space (mentioned in Lecture 8 slide 25)
 * <span style="font-family: Arial,Helvetica,sans-serif;">Came across a website with some talk on cyberbalkaniazation: maybe it can help explain the topic... have a look *

<span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">American political strategist, chief campaign manager for Barack Obama's 2008 Presidential campaign <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Plouffe was the mastermind behind a winning strategy <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Plouffe's control over the internal workings of the Obama campaign successfully avoided the publicly aired squabbles that frequently trouble other campaigns <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Plouffe divided the states into 16 different campaigns <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">In every campaign he had different sectors and strategies
 * <span style="font-family: '맑은 고딕';">David Plouffe **

<span style="font-family: 'Times New Roman',Times,serif;"><span style="font-family: Arial,Helvetica,sans-serif;">1. Access based on the difference between individuals with access and those without access to ICTs Focus on Infrastructure: - Possibility/difficulty of having computers available that are connected to the worldwide net - Issues involving servers, hardware and software. 2. Usage based on individuals who know how to use these technologies and those who do not Focus on Resource Usage: - Limitation/possibility that people have to use the resources and information available on the Web. - New modes of online education, business, medical servicing, telework, entertainment and leisure 3. Usage quality based on the differences between those same users Focus on Capacity Building: - The difference related to the skills and capacities to adequately use the technology and not only the possibility of having a computer available - Development of digital literacy
 * <span style="font-family: '맑은 고딕';">Definition and types of digital divide **

<span style="font-family: 맑은 고딕;">**Networked governance** <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">distribution of select government functions <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">decentralization and democratization of governance <span style="font-family: 굴림;">– <span style="font-family: '맑은 고딕';">policy consulting <span style="font-family: 굴림;">– <span style="font-family: '맑은 고딕';">service delivery <span style="font-family: 굴림;">– <span style="font-family: '맑은 고딕';">regulation of standards <span style="font-family: 굴림;">– <span style="font-family: '맑은 고딕';">program implementation - democratization of information - public officials using social media

<span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Equipment: hardware, software & connections <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Autonomy of use: work or home; monitored or not, compete for time or not <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Skill <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Social support <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Purposes for which the technology is employed
 * <span style="font-family: '맑은 고딕';">5 dimensions of digital inequality **

<span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Identity correlates to reputation and trust, and the construction of a good identity will translate into successful online experience. <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Online Identity is also less and less virtual in its consequences <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">People spending increasing amount of their time online & online time is an increasingly important part of their real life, when it is not colliding directly with their off-line life
 * <span style="font-family: '맑은 고딕';">Identity in the information age **

<span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Japan's robot culture emphasizes technologies that are no longer just meant to do things for humans, but also do things to and for humans <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Robots as social entities are expected to fulfill new roles as companions, care takers, " natural" interaction partners, and mediators between humans and the technical environment. <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">robots are not only designed for utilitarian purposes, but to function "the same as flowers-something that speaks directly to the soul" <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Japan is known as the "robot kingdom" first through its domination of the industrial robot market.
 * <span style="font-family: '맑은 고딕';">Robot Culture in Japan **

<span style="font-family: Arial,Helvetica,sans-serif;">
 * <span style="font-family: Arial,Helvetica,sans-serif;">development of robot culture in Japan also related to societal factors such as the aging populationa nd low birth rates

<span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Japan's political and economic emphasis on advanced technologies also depended on the societal structure to support such developments <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">The Japanese blue-collar working class has always been small, never constituting more than a third of the workforce, so a working-class identity like that in the West did not develop <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Japanese industrial paternalism and lifetime employment policies assured that workers would not lose their jobs as a result of workplace automation, but would be given work elsewhere in the firm <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">While protecting the male worker, the social structure of Japan supported the techno-nationalist dream at the expense of certain parts of the population, particularly women and the illegal foreign workforce, which could be hired and fired at will and bore the brunt of economic fluctuations <span style="color: rgb(0,0,0);"><span style="color: red; font-family: '맑은 고딕';">
 * <span style="font-family: '맑은 고딕';">Industrial robots **

<span style="font-family: Arial,Helvetica,sans-serif;">**Internet and Social Networking Sites**
<span style="font-family: Arial,Helvetica,sans-serif;"> Growth of Social Networking sites - By mid-2004 there were over 200 social networking sites, including Friendster, Linkedln, Ryse, orkut, ZeroDegrees, Meetup, Tickle and NeoSociety, Facebook, Twitter - In these communities, an initial set of founders sends out messages inviting members of their own persona;l networks to join the site. New members repeat the process, growing the total number of members and links in the network. - Sites then offer features such as automatic address book updates, viewable profiles, the ability to form new links through introduction services, and other forms of online social connections. <span style="font-family: Arial,Helvetica,sans-serif;">
 * <span style="font-family: Arial,Helvetica,sans-serif;">Internet allows people to establish trust accross national boundaries
 * <span style="font-family: Arial,Helvetica,sans-serif;">social networking sites especially micro blogging is new so hard to see their long term impact
 * <span style="font-family: Arial,Helvetica,sans-serif;">enhance existing relationships
 * <span style="font-family: Arial,Helvetica,sans-serif;">networks allow us to engage in new spaces change the way we think, the form of our communities and they change our identities.

<span style="font-family: '맑은 고딕';">

<span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">In December 2008 more people logged on to a so-called member community websites on the internet than they did an email service, according to Nielsen online, a research company that monitors internet usage around the globe <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">During December 2008, there were 242 million unique visitors to social networking sites and 236 million to email sites around the world
 * <span style="font-family: '맑은 고딕';">Increased use of social networking **

<span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Internet use declines dramatically with age <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Over 90% of teenagers use the Net <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Less than 5% for individuals 70 years & older <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Access opportunities <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Skill <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Perceived needs <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Attitudes and overall lifestyles
 * <span style="font-family: '맑은 고딕';">Internet usage by demographic groupings **

<span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">More intensive and extensive than old media <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Political information ‘captured’ in multiple spaces created by new communication technologies i.e. email, internet sources, video · New politics is a struggle over info & perception management & control in wide range of media sources · Oppositional political formations outside of mainstream politics ·  Novel forms of direction political action: o Mass email campaigns, electronic petitions, parody sites
 * <span style="font-family: '맑은 고딕';">New informational environment for political engagement **

<span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Optimists à <span style="font-family: '맑은 고딕';">believe that convergence and the emergence of more user-friendly technology will diminish the impact of the digital divide going forward <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Pessimists à <span style="font-family: '맑은 고딕';">question the assumptions of the optimists i.e. believe that convergence and more technology will only widen the gap
 * <span style="font-family: '맑은 고딕';">Optimists and pessimists with respect to the digital divide **

<span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">It is a virtual world developed by Linden Lab that launched on June 23,2003 and is accessible via the internet <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">A free client program, allows its users, called Residents, to interact with each other through Avatars <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Residents can explore, meet other residents, socialize, participate in individual and group activities, and trade virtual property etc. <span style="font-family: 굴림;">•  <span style="font-family: '맑은 고딕';">caters for users aged over eighteen <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Second life has internal currency, the Linden Dollar (L$), it can be used to buy, sell, rent or trade Services include "Camping", wage labor, business management etc. <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Does not have a designated objective, nor traditional game play mechanics or rules <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Vast majority of users use Second Life primarily as an entertainment medium
 * <span style="font-family: '맑은 고딕';">Second Life **

<span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">The democratization of information, transforming people from content readers into content publishers. It is the shift from a broadcast mechanism to a many-to-many model, rooted in conversations between authors, people, and peers. For example, Blogs - which allow users to post contents online for viewing
 * <span style="font-family: '맑은 고딕';">Social media **

<span style="font-family: Arial,Helvetica,sans-serif;">
 * <span style="font-family: Arial,Helvetica,sans-serif;">Social media uses the “wisdom of crowds” to connect info in a collaborative manner.
 * <span style="font-family: Arial,Helvetica,sans-serif;">Forms of Social Media:
 * <span style="font-family: Arial,Helvetica,sans-serif;">Internet forums, message boards, weblogs, wikis, podcasts, pictures and video
 * <span style="font-family: Arial,Helvetica,sans-serif;">Examples of social media applications:
 * <span style="font-family: Arial,Helvetica,sans-serif;">Google (reference, social networking), Wikipedia (reference), MySpace (social networking), Facebook (social networking), Lastfm. (personal music), YouTube (social networking and video sharing), Second Life (virtual reality), and Flickr (photo sharing).
 * <span style="font-family: Arial,Helvetica,sans-serif;">Purpose of Social Media:
 * <span style="font-family: Arial,Helvetica,sans-serif;">Develop community
 * <span style="font-family: Arial,Helvetica,sans-serif;">Broadcast and amplify a particular perspective
 * <span style="font-family: Arial,Helvetica,sans-serif;">Help with product/candidate development
 * <span style="font-family: Arial,Helvetica,sans-serif;">Get feedback
 * <span style="font-family: Arial,Helvetica,sans-serif;">Create content
 * <span style="font-family: Arial,Helvetica,sans-serif;">Create peer relationships between candidate, party and voters
 * <span style="font-family: Arial,Helvetica,sans-serif;">Foster communication and increase trust

<span style="font-family: '맑은 고딕';">

<span style="font-family: Arial,Helvetica,sans-serif;">**<span style="font-family: Arial,Helvetica,sans-serif;">Saul Alinsky **
<span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-family: Arial,Helvetica,sans-serif;">· Alinsky came up with the idea of power analysis, which looks at relationships built on self-interest between corporations, banks and utilities · Alinsky championed new ways to organize the poor and powerless that created a backyard revolution in cities across America · Founder of modern community organizing The political practice of organizing communities to act in self interest

// **<span style="font-family: Arial,Helvetica,sans-serif;">Alinsky's twelve rules of power ** //<span style="font-family: Arial,Helvetica,sans-serif;"> 1. Power is not only what you have but what the enemy thinks you have. 2. Never go outside the experience of your people. 3. Wherever possible go outside of the experience of the enemy. 4. Make the enemy live up to their own book of rules. 5. Ridicule is man's most potent weapon. 6. A good tactic is one that your people enjoy. 7. A tactic that drags on too long becomes a drag. 8. Keep the pressure on. 9. The threat is usually more terrifying than the thing itself. 10. The major premise for tactics is the development of operations that will maintain a constant pressure upon the opposition. 11. If you push a negative hard and deep enough it will break through into its counterside. 12. The price of a successful attack is a constructive alternative. <span style="font-family: Arial,Helvetica,sans-serif;">13. Pick the target, freeze it, personalize it, and polarize it.

<span style="font-family: '맑은 고딕';"> <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">architectural design for prisons which allowed many to be watched by a few who could not be seen <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Live with knowledge that prisoners could be subject to continuous observation <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Bentham was a lawyer and social activist with an agenda to improve the lives of the powerless in his culture. <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Seeking to improve upon the abhorrent prison conditions that predominated in Britain at the time, Bentham designed the panopticon as the modern model for a rehabilitative prison. <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">The general idea behind the design is that prisoners are distributed around a centrally located watch tower. <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Prisoners were able to view the tower and knew they were being watched (which theoretically should have induced behavioral changes) while the guards surveyed all of the prisoners easily from the tower. <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">A secondary benefit for the prisoners was an opportunity to be in an isolated environment that provided time for contemplation of the behavior that brought them to prison.
 * <span style="font-family: '맑은 고딕';">Bentham’s Panopticon **

<span style="font-family: 맑은 고딕;">**Castells****, Manuel** <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">network enterprise model(5):Internal decentralized firms, Multilocations, small/medium firms linked with large firms, Joint ventures and Network of synchronous communication

<span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Productivity is derived from the application of knowledge <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Networking: capacity to assemble information and distribute it in a flexible, adaptable way aided by IT <span style="font-family: 굴림;">•  <span style="font-family: '맑은 고딕';">Highly skilled, mobile labour key resource for any company (temporary workers, shift work, portfolio workers) <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Generic versus self programmable labour
 * <span style="font-family: '맑은 고딕';">Characteristics of new economy **

<span style="font-family: '맑은 고딕';"> <span style="font-family: Arial,Helvetica,sans-serif;"> <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">refers to the global (or deterritorialization) nature of new media <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">never has there been a mass communications system that seems so little contained by territorial space <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">distance is no longer a determining factor (space vs. place) <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">economic activity on a global scale --> globalization <span style="color: red; font-family: '맑은 고딕';">
 * <span style="font-family: '맑은 고딕';">Customization (67-68 **
 * <span style="font-family: Arial,Helvetica,sans-serif;">
 * <span style="font-family: '맑은 고딕';">in the network society, citizens, consumers, and working people are increasingly in charge (e.g. facebook - customize your own page)
 * <span style="font-family: '맑은 고딕';">also argued that the customization enabled by network technology is largely superficial, that interactive choices serve primarily to add to the storehouses of data that enable increasingly sophisticated techniques of surveillance and control
 * <span style="font-family: '맑은 고딕';">also argued that the customization enabled by network technology is largely superficial, that interactive choices serve primarily to add to the storehouses of data that enable increasingly sophisticated techniques of surveillance and control
 * <span style="font-family: '맑은 고딕';">also argued that the customization enabled by network technology is largely superficial, that interactive choices serve primarily to add to the storehouses of data that enable increasingly sophisticated techniques of surveillance and control
 * <span style="font-family: '맑은 고딕';">Deterritorialization (62-64) **


 * <span style="color: red; font-family: '맑은 고딕';">Engagement pyramid **



<span style="font-family: 굴림;">• <span style="font-family: 맑은 고딕;">Fordism is the mass, mechanized, production of standardized goods in a rigid and segmented process. Human labour is reduced to the repetitive execution of specialized, routinized tasks (Network Society, p.10-11) derived from Henry Ford's institution of assembly line car manufacturing. It is characterized by uniformity and less customization. <span style="font-family: 굴림;">• <span style="font-family: 맑은 고딕;">Post-Fordism involves economies of scope (specialized orders, customization and just-in-time deliveries), variable product types, individual multitasking, limited individual judgment, and so forth (Network Society, p.13). Products are more individualized (for example, Dell Computers)
 * <span style="font-family: '맑은 고딕';">Fordism and Post-fordism **

<span style="font-family: '맑은 고딕';"> <span style="font-family: 맑은 고딕;">**Foucault, Michel** <span style="font-family: 굴림;">• <span style="font-family: 맑은 고딕;">Panopticon, a single guard can watch over many prisoners while the guard remains unseen <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">The dark dungeon of pre-modernity has been replaced with the bright modern prison, but Foucault cautions that "visibility is a trap" <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">It is through this visibility, Foucault writes, that modern society exercises its controlling systems of power and knowledge (terms which Foucault believed to be so fundamentally connected that he often combined them in a single hyphenated concept, "power-knowledge") <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Increasing visibility leads to power located on an increasingly individualized level, shown by the possibility for institutions to track individuals throughout their lives. Foucault suggests that a "carceral continuum" runs through modern society, from the maximum security prison, through secure accommodation, probation, social workers, police, and teachers, to our everyday working and domestic lives. All are connected by the (witting or unwitting) supervision (surveillance, application of norms of acceptable behaviour) of some humans by others

<span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">The replacement of the "production of 'material values' with the mass production and circulation of 'information values'...yielding increased leisure and new information-based industries." (Barney, The Network Society, p.7)
 * <span style="font-family: '맑은 고딕';">Information society **

<span style="font-family: 굴림;">• <span style="font-family: 맑은 고딕;">technologies are neutral tools. Also, outcomes depend on how technologies are used <span style="font-family: 굴림;">• <span style="font-family: 맑은 고딕;">Outcome depends on how technologies are used. <span style="font-family: 굴림;">• <span style="font-family: 맑은 고딕;">We use technology to achieve more effectively ends that we deem worthwhile.
 * <span style="font-family: '맑은 고딕';">Instrumentalism **

<span style="color: red; font-family: '맑은 고딕';"> all human communication involoves interaction between people. it also refers to the capacity of digital communications media to enable a high degree of intervention and choice by users conversing the manner in which they receive information (Barney, The network society page 64) <span style="font-family: Arial,Helvetica,sans-serif;">- includes e-mail, discussion lists, chat rooms, multiple-user domains, online gaming, etc - network communications enable a high degree of intervention and choice by users concerning the manner in which they receive information - maybe the most important example of this kind of interactivity is **hypertext** (the coding of WWW pages that enables users to navigate through, across and between documents at their discretion, in ways not always intended by the publishers of that information).
 * <span style="color: rgb(0,0,0);">Interactivity **

<span style="font-family: 굴림;">• <span style="font-family: 맑은 고딕;">is a society in which a combination of social and media networks shapes its prime mode of organization and most important structures at all levels (individual, organizational and societal). This type of society can be compared to a mass society that is shaped by groups, organizations and communities ('masses') organized in physical co-presence.
 * <span style="font-family: '맑은 고딕';">Attributes of the network society **

<span style="color: red; font-family: '맑은 고딕';"> <span style="color: rgb(0,0,0); font-family: 'Arial Black',Gadget,sans-serif;">**<span style="color: red; font-family: '맑은 고딕';">Open creative communities ** <span style="color: red; font-family: '맑은 고딕';"> <span style="font-family: 'Arial','sans-serif';">Community: any group of individuals who interact and share some common characteristics

Open: no artificial barriers to entry; membership comes from creative citizenship, both professional and amateur

Creative: production of ideas and inventions that are personal, original and //<span style="font-family: 'Arial','sans-serif';">meaningful //

<span style="font-family: '맑은 고딕';"> <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">a late 20th century stream of social philosophy that attempts to describe a condition or state of being, while radically undermining traditional notions of the constitution of truth and reality. (p. 16) <span style="color: red; font-family: '맑은 고딕';">
 * <span style="color: red; font-family: '맑은 고딕';">Post-industrialism & critiques of post-industrial thesis **
 * <span style="font-family: '맑은 고딕';">Postmodernism **

<span style="font-family: Arial,Helvetica,sans-serif;">- From jobs available to work available - From job security to work security - From postsecondary education to life long learning - From career path of climbing ladder to spiral or lateral paths - From specialization to multi- skilling - From hierarchical to flatter organizations - Fewer full time jobs; more contracts, temporary, part-time opportunities - Expanded team work; more responsibility and accountability at all levels - More self directed job seekers selling services on job to job basis - Performance pay; softening in salaries - Expectation that employees will relocate; more global work environments
 * <span style="color: rgb(0,0,0);">Restructuring of work and employment in new economy **

<span style="font-family: '맑은 고딕';"> An emergent class in the work force consisting of knowledge workers, intellectuals, and various types of artists. <span style="font-family: Arial,Helvetica,sans-serif;">
 * <span style="color: red; font-family: '맑은 고딕';">Richard Florida’s creative class **
 * <span style="font-family: Arial,Helvetica,sans-serif;">paid to create
 * <span style="font-family: Arial,Helvetica,sans-serif;">attatched to "creative habitats"
 * <span style="font-family: Arial,Helvetica,sans-serif;">share "creative ethos"
 * <span style="font-family: Arial,Helvetica,sans-serif;">driving future prosperity

<span style="font-family: Arial,Helvetica,sans-serif;">**<span style="font-family: '맑은 고딕';">Social constructivism (39-43) ** <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Impacts of technology depending on social relations and local conditions that support the technology. Possibility of many different kinds of impacts depending on social interactions.

<span style="font-family: 굴림;">• <span style="font-family: 맑은 고딕;">technologies are continuously remade by what users do with them. New media technologies both shape and are shaped by their social economic and cultural contexts. <span style="color: red; font-family: '맑은 고딕';"> <span style="color: rgb(0,0,0);">
 * <span style="font-family: '맑은 고딕';">Social shaping perspective **

<span style="color: rgb(0,0,0); font-family: 맑은 고딕;">** <span style="color: rgb(0,0,0);">Sources of surveillance data **<span style="color: rgb(0,0,0);"> <span style="font-family: '맑은 고딕';"> Banks & data marketers collect data from transactions & web surfing Retailers collect data on every transaction Government agencies collect data from tax returns, property tax records & voting records Employer records including keylogging software for all computers connected to a company network (on/off site; wired/wireless) University networks use keylogging software Internet surfing records kept by your ISP Public records Public private video cameras Bentham’s Panopticon a prison design based on the theory of observing without being observed. In this case, the guards being the observers and the prisoners being the observed.

<span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">technology embodies specific values & ways of being in the world. <span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Individual devices may be neutral to their end usage, but technology in general encourages and enforces a particular way of being in the world.
 * <span style="font-family: '맑은 고딕';">Substantivism **

<span style="font-family: 굴림;">• <span style="font-family: 맑은 고딕;">is the process of finding ways to improve and the efficiency of worker activity and workshop organization based upon scientific studies of human efficiency and incentive systems; for example, the flattening of hierarchies and limited decentralization of decision-making (Network Society, p.13). To assure socially approved conditions of work by creating higher standard of living to workers. <span style="font-family: '맑은 고딕';">
 * <span style="font-family: '맑은 고딕';">Taylorism **

<span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">How technology has an overwhelming power to drive human interaction and social change. (Western view); technological determinist s isolate the technology factor and they don't think you can stop/reverse it (Benick, Lecture, Jan. 22nd, 2009) <span style="color: red; font-family: '맑은 고딕';">
 * <span style="font-family: '맑은 고딕';">Technological determinism **

New Media make the passage of time and physical distance of space seem shorter - this is a distinct mark of postmodernity - time is erased in the new communication system - places exist primarily as point of origins to move to other destinations - only those who have access to these new media technologies are qualifies for membership into the network society
 * <span style="color: rgb(0,0,0);">Time space compression ** <span style="color: rgb(0,0,0);">(page61-62)

<span style="font-family: 맑은 고딕;">**Web 1.0** <span style="font-family: 굴림;">• <span style="font-family: 맑은 고딕;">Information based. Where books, music, news were moved into digital format. Such as AOL, geocities, netscape. <span style="font-family: 굴림;">• <span style="font-family: 맑은 고딕;">The term "Web 2.0" describes the changing trends in the use of World Wide Web technology and web design that aim to enhance creativity, communications, secure information sharing, collaboration and functionality of the web. Web 2.0 concepts have led to the development and evolution of web culture communities and hosted services, such as social-networking sites, video sharing sites, wikis and blogs. It encapsulates the idea of the proliferation of inter-connectivity and interactivity of web-delivered content. Examples include Facebook, eBay, wikipedia, craiglist, Flickr etc. <span style="font-family: '맑은 고딕';">
 * <span style="font-family: '맑은 고딕';">Web 1.0 and 2.0 **

<span style="font-family: 굴림;">• <span style="font-family: '맑은 고딕';">Is a faculty member in school of social sciences of oxford brookes university who wrote What Information Society? the online reading from week one. in it Frank Webster argues that there has been 5 ways in which people have attempted to justify the use of the term information society; these are technological, economic, occupational, spatial, and cultural, each of which we find unsatisfactory in that they fail to put us under the title accurately. <span style="font-family: 맑은 고딕;">.
 * <span style="font-family: '맑은 고딕';">Webster, Frank ** **