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online communities / Online Tools / UGC (online communication tools…
online communities / Online Tools / UGC
bridging people
different sorts
heterogeneous local associations
bonding groups
similar sort
homogeneous bonding organizations
building social capital, generating interpersonal trust, reinforcing community ties
exacerbate and widen existing social cleavages
two aspects of media fandom
social aspects
informally or formally structured groups
mutual interest share
interpretive aspects
producers of media content
more intense viewing experience
results
stronger for bonding
helped connection for people with different age groups
Fan Culture
strong interest or admiration
fans often reinterpret media content, own cultural productions
communities built around a shared enjoyment of a popular culture
examples of participatory cultures
not only consumers / also producers
Fandom = regular, emotionally involved consumption
why
interpretation linked to larger social context --> connect with other fans --> involvement with fan fiction
belonging to a community, collaborative work and playfulness
Web
1.0 sharing info
2.0 interaction (fb und co)
3.0 interaction + web server being smart (amazon, netflix, cloud)
UGC
Form of content posted on social media and Wikis
no professional routines and practices
creative effort --> add persona value to work
social incentives & commercial incentives
online communication tools
actively providing info
produsers
audience as media producers
bloggers become journalists
fans become authors of extension
new strategies in crisis management (search and rescue teams)
sharing our lives online
vermittelte zwischenmenschliche Interaktion mit unbestimmten Publikum
Shao, 2009 (appeal of UGC)
Consumption: information, entertainment, mood management needs
participation: interacting with content, enhancing social connections and virtual communities
production: self-expression and self-actualization
shao 2009
self expression
of own identity, individuality
represent true inner self to outside world
personal thoughts and feelings on a blog
self-actualization
working on own's identity
reflecting own personality
contribute to wikipedia --> effective and productive person
UGC Freerider -Problem
especially open source initiatives
Digital inequality
digital divde: access gap
second level: diff. how to use medium
digital skills: ability to locate content online effectively and efficiently
companies leverage social media
digital advertising / promotions
handle customer issues (Kundendienst)
mine innovation ideas
authentically engage with customers
smith (2012) UGC vary across Social media types
different types of media
own unique architecture, culture. norms
different intention, interactions, unique content