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7/27/2019 Lecture 1 notes.pdf
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NM2209
SocialPsychologyof
NewMedia
7/27/2019 Lecture 1 notes.pdf
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Makingthemostof
thisclass
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Lectures
Comeon>me Bringslides Paya@en>on Par>cipate Nobreaks!Noea>ngsmellyfood!
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Tutorials
Readreadings Askques>ons Shareexperiences Clarifythoughts
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AIerhours
ObserveReadSurfExperimentReflect
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assessment
Newsflash(800wordcommentary
onnewsreport)
20%
In-classquiz(closedbook) 30%
TutorialparCcipaCon 10%
Exam(closedbook) 40%
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Roadmap
ThisweekWhatisnewmedia?ntroduc>ontosocialpsychologySocialdeterminismTechnologicaldeterminismSocialshapingoftechnology
NextweekResistancetonewtechnology
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Whatisnewmedia?
Allmediaarenewatsomepointintheirlives Newinforma>onandcommunica>ontechnologies(CTs)
E.g.digital,mobile,interac>ve,convergedtechnologies
Todaysnewmediaoffersunprecedentedopportuni4esforcommunica4onthatis
One-to-oneOne-to-manyMany-to-oneMany-to-many
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Whatsnewforsocietyaboutnew
media?
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Whatissocialpsychology?
ThescienCficstudyofthewayinwhichpeoplesthoughts,feelingsandbehavioursareinfluencedbytherealorimaginedpresenceofotherpeople(Aronson,WilsonandAkert)
Thepersistenceofsocialinfluence
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Socialpsychologyofnewmedia
WhatsocialpsychologicalprocessesmaybeatworkintheproducCon,diffusionandconsumpConofnewmedia?
Whydoweevenneedtoknowthis?Mediatechnologiesareinterwovenwithotheraspectsofsocialorganisa>onandsocialchange
Mediatechnologieshavefundamentalimpactonthenatureofsocialinterac>oninmodernsocie>es
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Socialpsychologyofnewmedia
HowarepeoplesaStudesandbehaviourtowardsnewmediashapedbysocial
dynamics?
HowisnewmediaaffecCngthenatureofsocialdynamics?
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mpactoftechnologyonsocietySomecompe>ngperspec>ves
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Technologicaldeterminism
Technology+Determines ScienceFindsIndustryAppliesManConforms
- 1933ChicagoWorldsFair Technologytheprimemoverinsocietaldevelopment Socialchangeasaresultoftechnologicalinnova>oninevitableandpredeterminedbytechnology
Linearchainofcausality
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ocialdeterminism
Society+Determines Socialinterac>onsandconstructsalonedeterminetheinven>on,development,adop>on,
andusageoftechnologies nventorsanddesignersCommercialandpoli>calinfluences nterpersonalinterac>onsCulturalfactors,socialpreferences,customsandexpecta>ons
Theprimaryroleofhumanagencyandchoice
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Technologicaldeterminism
Mobilephonesandtheinternetleadpeopletocheatontheirspouses.
Shortmessageservicescausemanycaraccidents.
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ocialdeterminism
Humansarenotbynaturemonogamous.Hence,theywilluseallmeans,includingthemobilephoneandinternetto
commitadultery.
Peoplesdemandforsendingmessagesany>metheywantleadstocaraccidents.
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ocialhapingofTechnology
Socialse^ngsshapetechnologyasmuchastechnologiesaffectorganisa>onsand
society(MacKenzieandWajcman1985)
Technologicaldevelopmentproceedsbytheinterac>onofvarioussocialandtechnicalelements
Theconsequencesoftechnologiesarisefromamixofaffordancesandtheunexpectedandemergent
waysthatpeoplemakeuseofthose
affordances.(Baym)
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ocialhapingofTechnology
ThetruthissomewhereinbetweenDynamicmutuallyinfluen>alrela>onshipbetweensocietyandtechnology
TechnologySociety
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ocialhapingofTechnology
Mobilephonesandtheinternetmakeiteasierthanbeforeforpeopletocheatontheirspouses.
Humansarenotalwaysmonogamous.Hence,thosewhohavetheneedwouldusethemobilephoneandinternetto
commitadultery.
SMSbringsthreatstosafedriving. Peoplesdemandforsendingmessagesany>medistractsdrivers.
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Conclusion
Technologicaldeterminismandsocialconstruc>onoftechnologynotwithoutmerit
Onlypar>alperspec>ves Socialshapingoftechnologymoreencompassing
WeekstocomeTechnologicalaffordancesandsocialuses