Transcript What does web 2.0 mean for social change and for the CCPA?

What is web 2.0 and what does it mean for social movements?
What is web 2.0 anyways,
and what does it mean for
social movements?
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What is web 2.0 and what does it mean for social movements?
Navigation:
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What is web 2.0 exactly anyways?
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What is everybody so excited about?
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What does web 2.0 mean for social change?
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Innovative campaign examples
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Information resources and recommended readings
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What is web 2.0 and what does it mean for social movements?
What exactly is web 2.0 anyways?
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What is web 2.0 and what does it mean for social movements?
In 10 words or less:
• web 1.0 is about publishing
• web 2.0 is about participation
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What is web 2.0 and what does it mean for social movements?
Web 2.0
is...
technology:
•
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coding languages & protocols
(ie, XML, RSS)
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software (ie, internet browsers that can
run media-rich content)
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open/interactive platforms:
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companies/orgs/individuals
create platforms
designed to allow interaction, content
generation, and/or preference-based use
connectivity (ie, fast internet)
•
and a bunch of other fancy stuff
such as youtube, amazon,
corporate wikis, etc
people:
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HOW people use the internet is
defines web 2.0 as much as anything
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web 2.0 = the social web
users create the content (ie, blogs, videos)
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and they organize it (ie, using tags,
choosing RSS feeds, making “friends” etc)
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and it has value (ie, what is youtube
without the “you”?)
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What is web 2.0 and what does it mean for social movements?
Web 2.0 is also the outcome:
technology
vast networks of
people and data
interactive
platforms
communities
a dynamic, rapidly changing,
fluid online world
that both maps and ignores
real-world boundaries
people
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What is web 2.0 and what does it mean for social movements?
To most end-users (us)
web 2.0 is:
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blogs
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web feeds and feed
readers/aggregators
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social networking sites
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social bookmarking sites
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preference-driven ecommerce & services
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tags
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wikis
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virtual worlds & games
There’s a whole lot
of overlap between
all of these...
And this isn’t even
a complete list.
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What is web 2.0 and what does it mean for social movements?
blogs
• websites that function in diary form (ie, chronological,
personal entries)
• most blogs allow allow comments by readers, which adds to the
blogosphere’s content pool
• technorati, a blog search engine, is tracking over 100 million blogs
worldwide (at sept 1/07)
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What is web 2.0 and what does it mean for social movements?
why are bloggers influential?
• Search engines rank results -- part of the ranking comes from how well
“linked” a webpage is -- bloggers create a lot of links
• Bloggers chatter, and they read and chatter about each other’s blogs,
and link back and forth to them
• They develop fan bases, people who also spread content
• Together, bloggers can create trends and drive broader interest in a
topic/issue/etc
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What is web 2.0 and what does it mean for social movements?
web feeds & feed readers
• pull content from one place (such as a blog) to another (such as another
website) in real time (as it is updated)
• track new content from favourite blogs, podcasts, websites, etc
• aggregators/feed readers allow users to browse many feeds at once (ie,
bloglines)
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What is web 2.0 and what does it mean for social movements?
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What is web 2.0 and what does it mean for social movements?
social networking sites
• main purpose is connecting with other people
• you create a profile, make “friends,” blog about your life
(your profile is like a mini-blog)
• some are mainly social -- ex, facebook or tribe
• others are purposeful -- ex, linkedin (professional/business networking)
or care2.com (connecting socially-minded people and progressive
organizations)
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What is web 2.0 and what does it mean for social movements?
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What is web 2.0 and what does it mean for social movements?
social bookmarking sites
• main purpose is sharing content
• users submit content, comment on it, and/or vote for it
• on sites like del.icio.us, digg, redditt, stumbleupon
• most of these sites include a rating mechanism
• popular content gets featured in some way — ex, pushed up to the
site’s homepage or “featured”
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What is web 2.0 and what does it mean for social movements?
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What is web 2.0 and what does it mean for social movements?
preference-driven e-commerce &
services
• allows users to rate or review products
• markets products/services to you personally based on your
behaviour/choices and/or demographic profile
• best-known example is Amazon
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What is web 2.0 and what does it mean for social movements?
tags
• keywords that users attach to content
• the point of a tag is to organize content
• by describing or categorizing it
• traditional classification systems relied on authoritative control of a
defined, hierarchical system (ie, the Library of Congress)
• on the web, tagging is wide open
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What is web 2.0 and what does it mean for social movements?
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What is web 2.0 and what does it mean for social movements?
wikis
• a website that gets created and edited collaboratively
• it can be open to anyone, or to a defined group
• most famous example, of course: wikipedia
• wikis can become communities — people use them to interact by
sharing information/ideas/opinions on common interests
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What is web 2.0 and what does it mean for social movements?
virtual worlds and games
• an online simulated environment in which you can interact with other
users in real time
• you interact with others via an avatar
• in Second Life, people debate issues, organize protests, conduct
campaigns, buy and sell virtual property, make/buy/sell virtual products,
etc
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What is web 2.0 and what does it mean for social movements?
Ok, so that’s web 2.0.
But what is everybody
so excited about?
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What is web 2.0 and what does it mean for social movements?
Participatory culture
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Participation is built into web 2.0
those who participate actively are rewarded
participation adds value for other people and makes
the whole thing tick
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What is web 2.0 and what does it mean for social movements?
Participation = networking = power
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when you participate, you develop online networks
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ie, by spreading content, ideas...
someone who is highly networked online is more
likely to have the power to influence others
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What is web 2.0 and what does it mean for social movements?
Networking = personal ties = community
•
online networks don’t replace ‘real world’/ offline
personal interaction and community
• but they extend their reach (ie, Facebook)
• and create the possibility of whole new networks and
types of interaction
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What is web 2.0 and what does it mean for social movements?
The wisdom of crowds
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In 2004, James Surowiecki published a book called
The Wisdom of Crowds
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Basic idea: large groups of people are smarter than a
few, even a brilliant few
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it’s the wisdom (or lack thereof) of crowds that
creates and polices Wikipedia
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it’s the wisdom of crowds that determines which
videos/stories/websites/etc go viral
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What is web 2.0 and what does it mean for social movements?
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“This is the nature of the conceptual beast in the
digital age, and one of the most telling examples of
what Web 2.0 applications do
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They replace the authoritative heft of traditional
institutions with the surging wisdom of crowds”
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~ Mary Madden & Susannah Fox, Riding the waves of Web 2.0: More than a
buzzword, but still not easily defined, Pew Internet Project, October 5, 2006
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What is web 2.0 and what does it mean for social movements?
Is there a revolution underway?
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“For the most part, the online world mirrors the offline
world.
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People bring to the internet the activities, interests
and behaviors that preoccupied them before the Web
existed.
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Still, the internet has also enabled new kinds of
activities that no one ever dreamed of doing before -certainly not in the way people are doing them now...”
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~ Pew Internet Project, Internet: The Mainstreaming of Online Life, Trends 2005
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What is web 2.0 and what does it mean for social movements?
What does all this mean for
progressive social change?
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What is web 2.0 and what does it mean for social movements?
Joe Trippi -- campaign manager for
Howard Dean 2003-04
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What is web 2.0 and what does it mean for social movements?
“We have an army of almost 600,000
firedup supporters, not just a bunch of
chicken-dinner donors, but activists,
believers, people who have never been
politically involved before and who are
now living and breathing this campaign.
We have tapped into a whole new vein of
democracy and proven the Internet as a
vibrant political tool.…”
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What is web 2.0 and what does it mean for social movements?
Until January 1, 1994, few people had heard
of the Zapatistas.
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What is web 2.0 and what does it mean for social movements?
David Ronfeldt, Rand Corporation:
Zaptistas’ use of the internet “allowed
them to muster an international
response, often within hours of actions
by Zedillo's government.
In effect, this has forced the Mexican
government to maintain the facade of
negotiations with the EZLN and has on
many occasions, actually stopped the
army from just going in to Chiapas and
brutally massacring the Zapatistas.”
(Cited in Jason Wehling, Netwar and Activists’ Power on the
Internet, March 1995)
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What is web 2.0 and what does it mean for social movements?
1999 -- the Seattle WTO meetings
Internet and cell phones used in networked
organizing.
Seattle Indymedia, the first of many
Independent Media Centers, was set up to
allow direct, unfiltered reporting by the
activists.
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What is web 2.0 and what does it mean for social movements?
Interest
in network
theory has been
Zapatistas
and Seattle:
growing along with the internet itself
since
the 1990s.
computer
networks + communications
networks +
people networks…
converging on a massive scale
network
diagram of
the internet
Also describes the web.
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What is web 2.0 and what does it mean for social movements?
“The
revolution and related
1993information
-- RAND corporation
organizational
innovations
are altering the
Cyberwar is Coming!
by John
nature
conflict...
Arquillaofand
David Ronfeldt.
Industrialization led to attritional warfare by
massive armies (e.g., World War I).
Mechanization led to maneuver
predominated by tanks (e.g., World War II).
network
diagram of
the internet
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What is web 2.0 and what does it mean for social movements?
The information revolution implies the rise
of cyberwar, in which neither mass nor
mobility will decide outcomes.
Instead, the side that knows more, that
can disperse the fog of war yet enshroud
an adversary in it, will enjoy decisive
advantages.
network
diagram of
the internet
Future conflicts will be fought more by
‘networks’ than by ‘hierarchies,’ and that
whoever masters the network form will
gain major advantages.”
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What is web 2.0 and what does it mean for social movements?
This line of thinking has developed into
a theory of ‘network-centric warfare’
and ‘power to the edge.’
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What is web 2.0 and what does it mean for social movements?
Interest in networks and “information
advantage” has exploded with the rise
of web 2.0…
You name it, and somebody’s probably
applied some version of network theory
to it. (Brilliant, half baked, or otherwise.)
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What is web 2.0 and what does it mean for social movements?
Mashup:
Activists +
Social movement theory +
Military & business thinking on network-centric
operations
=
New ideas about networked politics, networkcentric advocacy/campaigns, and networked
service delivery.
facebook social
network map
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What is web 2.0 and what does it mean for social movements?
“Network centric means pushing power to the
edges:
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Intentionally allow new groups/individuals to
be network players
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Establish transparent communication
systems to generate user driven content
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Facilitate innovation/action at the edges with
group tools”
(Rob Stuart, Network Centric Advocacy: New Ideas + New
Technologies = New Future, Grassroots Technology
Conference, June 6, 2006)
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What is web 2.0 and what does it mean for social movements?
“This movement, fueled by unsupervised
local initiatives and virally-activated small
donors...emblematized...a new model for
political power.
The Dean campaign empowered
constituents to speak for themselves, and
to hear themselves speak, using an online
platform created by the campaign.”
(Jed Miller & Rob Stuart, Network-Centric Thinking: The
Internet’s Challenge to Eco-Centric Institutions)
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What is web 2.0 and what does it mean for social movements?
Moveon’s Bush in 30 seconds campaign:
“By opening itself to the creative contributions
of its membership, and applying the networkcentric model, the group executed one of its
most successful campaigns to date.”
…Remember ‘the wisdom of crowds’?…
(Jed Miller & Rob Stuart, Network-Centric Thinking: The
Internet’s Challenge to Eco-Centric Institutions)
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What is web 2.0 and what does it mean for social movements?
Innovative campaign examples
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What is web 2.0 and what does it mean for social movements?
by the numbers:
MoveOn
2006 Taking Back the
campaign:
• House
7,492 house parties attended by
•
••
46,790
Multiplepeople
strategies
••
•
7,001,102
calls made
Targeted districts
as needed on
voting
day, until
reached needed
61 districts
targeted
number of voters
one house retaken
People could call from home using
an online tool that tracks each call,
or organize phone parties where
everyone brings their cell phone
•
•
51,719
peoplebank
called
home
Liquid phone
onfrom
e-day
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What is web 2.0 and what does it mean for social movements?
campaign “bears
Greenpeace
Green
caught
fruit”:
my
theApple:
networkcentric bug – they told people:
• Seven
campaign
months
to get
after
Apple
launch
to stop
• “We
usingwant
so many
you tohazardous
run this
• “a familiar-looking green apple
substances
campaign.
appeared on the Apple website
• with
launched
We
want
a veryyou
Sept
familiar
to2006
create
heading
the ‘A
Greener
campaign
Apple,’
T-shirt,
linking
pen the
to an
speech
open
• targeted Apple’s “famously loyal
letter
in which
fromSteve
SteveJobs
Jobsannounces
declaring a
fan base”
change
the Greening
in policy”
of Apple, shoot the
• Apple
wide range
Ad that
of sets
waysCupertino
for people to
engageabout clean production and
talking
take-back schemes.”
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What is web 2.0 and what does it mean for social movements?
MobileActive:in action:
MobileActive
• The
Global
Princeton
South
network
&African
Michigan
of people
Sustainable
universities
and groups
•
•
Seafood how
learning
Initiative
to use cell phones for
study
of
their
text
message
activism — and
helping
other groups
mobilization
people
text
message
efforts
in
the
the
name
Unitedof
do the same
States
the
fishelections
they are in
thinking
November
of buying
2006.
• get
text reply
message
withinreminders
momentstoindicating
new
green/yellow/red
voters
increased an individual’s
likelihood of voting by 4.2
percentage points.
• similar to ‘quality phone call’
reminders but at a fraction of the
cost.
(from MobileActive blog post by Katrin Verclas, Sept 13, 2007)
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What is web 2.0 and what does it mean for social movements?
Union-related uses web 2.0:
• Organizing
• Activism
• Whistleblowing
• Corporate behaviour/responsibility
campaigns
• Communicating with members
• Creating cross-boundary
community/links
• Commentary & opinion
• Reducing isolation, esp unorganized
• Reputational legitimacy of networks
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What is web 2.0 and what does it mean for social movements?
Information resources
& recommended reading
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What is web 2.0 and what does it mean for social movements?
• web 2.0 in general:
• Wikipedia – it’s the best layperson’s
resource going...
• O’Reilly Radar – blog of Tim O’Reilly,
CEO of O’Reilly Media (these are the
people that coined “web 2.0)
• What Is Web 2.0? by Tim O’Reilly
• Riding the Waves of Web 2.0, Pew
Internet & American Life Project
• Top 100 Social Media & Social
Networking Blogs
•
•
•
•
•
ex’s of innovative campaigns:
Green My Apple
KIVA
MoveOn
Squidoo’s 59 Smartest Orgs Online
network-centric advocacy:
• Nework-Centric Advocacy blog, by Martin
Kearns – great think-pieces, and great
links to concrete examples
• Power to the Edges: Trends &
Opportunities in Online Civic
Engagement, evolve & Pace
Foundations
• Net Gains: A Handbook for Network
Builders Seeking Social Change, Barr
Foundation
• Network-Centric Thinking: The Internet’s
Challenge to Ego-Centric Institutions,
Jed Miller & Rob Stuart
resources for progressives:
• GreenMedia Toolshed
• TechSoup
• MobileActive
• Nonprofit Technology Network
• Unicommunicators.org (unions 2.0)
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