IS3183

Management & Social Media

Lecture 3

Ricky FM Law
Any Questions from Past Lectures?
• Joint and simultaneous
creation of content; 2 types,

• 1) Wiki sites = allows users to

edit content (content
creation), for example,
Wikipedia;

• 2) Social Bookmarking sites =

collection of bookmarked
links (content curation), for
example, Delicious / Pinterest
• Personal webpages with
date-stamped entries;

• interact with readers

through the comments
column;

• from text to multi-media;

• pro & con = positive vs

negative comments
• sharing of content
between users;

• examples, Flickr,
Youtube, Slideshare;

• concerns = copyrighted
materials wrongly used;

• opportunities = quick
distribution of content
to increase awareness
 • applications that enable
users to connect by
creating personal pro les;
inviting friends and
allowing access to posted
materials;

• examples Facebook,
LinkedIn
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• Virtual Worlds = platforms
that replicate a 3-D Avatars
to interact in a make-
believe world; 2 types

• Virtual Games World, in-

game advertising, as a
marketing tool, become
a world-wide “sport” that
can be used to generate
income
• allows inhabitants to choose
their behaviour more freely
and essentially live a virtual life
similar to their real life;

• example, Second Life;

• enough space for self-

presentation, virtual currency,
marketing and advertising
opportunities
 10 Tips on Utilising Social Media

• Choose carefully
• Be active

• Pick your application or make your own

• Be interesting

• Ensure activity alignment

• Be humble

• Media plan integration

• Be
unprofessional

• Access for all • Be honest

• Choose carefully = How to choose? Target
audience; message. Challenge = How many social
media sites should you use?

• Pick your application or make your own = Make or

Buy. How to decide?

• Ensure activity alignment = consistent message

across di erent channels

• Media plan integration = Integrate

Tips
• Access for all = Or assign access rights with clarity
and transparency
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 Tips
• Be active = to share and interact; ensure fresh content
(where to nd so munch content?); engage in open
discussions and conversations; concept of Prosumers -
both producers and consumers of info

• Be interesting = avoid ennui (boredom), how?

• Be humble
• Be unprofessional = be genuine, do not be afraid to
make mistakes

• Be honest = and respect the rules of the game; be ethical

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 6 Categories + 10 Tips

What does it mean to a business?

How to manage / leverage them?

How do the platform owners generate

business through the data captured through
user participations?

Tips for Final Exam

Tactic 1
• “Crack Open”
the question
Answer the Question that is Asked

• Students routinely answer the wrong questions, or put the

weighting in the wrong place.

• Answer the question, the whole question and nothing but the
question.

• Look at the question and work out how many parts there are
— all will need to be answered for a good exam-type
response.

• Do you understand what it means?

• Let’s practise.

https://pixabay.com/illustrations/boredom-animated-smiley-cool-1977519/
How many Parts are there in this Question?

• Can we draw an illustration about the relationship

and your understanding about SNS, SMP,
Network-, Content- and Service-based social
media?
How many Parts are there in this Question?

• Parts = Action and Content Parts

• Can we draw an illustration about the relationship

and your understanding about SNS, SMP,
Network-, Content- and Service-based social
media?
 How to Read this Question?
How many Parts are there in the Question?

Different social media platform types or

configurations exist, which are formed by the
different ways in which the core elements of social
media platforms come together. Define the three
social media platform types or configurations and
explain what their core elements are.

 How to Read this Question?

How many Parts are there in the Question?

Different social media platform types or

configurations exist, which are formed by the
different ways in which the core elements of social
media platforms come together. Define the three
social media platform types or configurations and
explain what their core elements are.

 Chapter 3:
The Internet Ecosystem and the
Development of Social Media
• The purpose of the chapter is not to present a generic
history of the internet. This can be found easily elsewhere.

• Our major aim is rather to provide a historic overview that

helps to link the evolution of the internet and its open,
end-to-end architecture, with the emergence and quick
uptake of social media platforms.
• Social media platforms are proprietary systems with
straightforward commercial objectives

• They conspicuously di er from the open, public and

function-agnostic nature of the internet.

• Yet, social media platforms operate within the broader

ecosystem of the internet and they are inconceivable
outside it.
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The Big Question:
Without Internet,
can Social Media
Platforms exist?

 Learning Outcomes
• Describe what architecture is

• Explain the design of end-to-end

architecture and how it is linked to the
principles of modularity and layering

Wat does it mean?

• Describe the technical foundations of

the empowerment of users and user
communities

What is internet?
• Explain the role which TCP/IP and
How do social
HTTP play in sustaining the Web and
the Internet
media build on it?
• Link the development of the Internet
to Web 2.0 and social media
 Key Concepts

• architecture

• networks and networking

• the internet protocols known as TCP/IP and HTTP

• modularity

• layering

• participatory culture.
 What is the Internet? What is Social Media?
Please share your understanding on google doc.

https://docs.google.com/document/d/
1zr_EMWBkbH8YEnEexc1CHw8pJUsg8cNQ_1c
FsX4d2Ds/edit

 Proprietary, with a commercial

objective, built on the internet infrastructure, use
pre-designed activities to capture data from
people’s participation on the platform

Is being on Facebook (or social media)

=
Being on Internet?

A federated network of networks. Provides an

infrastructure that enables transfer of content/message
among networks. Open, for the public good.

 Arguments
• Social media
could be an
infrastructure with
a network of
networks

• For instance,
Facebook can
share data from
WhatsApp
 Let’s Talk about the Internet
• Today, the internet is a hyper-complex system of content
creation, management and communication that supports
a large range of human and social activities.

• As some of its key founding gures (Leiner et al. 2003)

describe it, ‘the internet is at once a world-wide
broadcasting capability, a mechanism for information
dissemination, and a medium for collaboration and
interaction between individuals and their computers
without regard for geographical location’.

• However, in its bare bones, the internet could be seen as

a world-wide system for transferring data from one
computer to another.
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 What is the internet?
https://www.youtube.com/watch?v=Dxcc6ycZ73M
• An open, public and federated network of networks, with
an end-to-end infrastructure, and a modular and layered
architecture, enabling the transfer of content and
messages from one network to another through a culture
of participation and collaboration
 ISP = Internet Service Provider; IXP = Internet Exchange Point; PoP = Point of Presence

https://matei.org/ithink/2017/09/25/what-is-the-internet-edge-to-edge-end-to-end-or-e2e-design-principle-what-is-it-good-for-and-what-are-its-main-trade-o s/

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End-to-End Computer Infrastructure

• A design that empowers individual machines and, by

extension, end-users while keeping at a minimum any
central control mechanism of either organisational or
computational nature.

• End-users and the devices and applications they rely

on are the principal loci of data and content
production which can be shared and transferred
between end-users as these users wish, and through
such elementary and content agnostic mediation
mechanisms as those implied by the internet and the
web data transference and communication protocols
(TCP/IP, HTTP) (Lessig 2006; Zittrain 2008).
End-to-End Infrastructure
https://www.youtube.com/watch?v=3Iy4EQpGnpo
IP Addresses and DNS

https://www.youtube.com/watch?v=5o8CwafCxnU
Packets, Routing and Reliability
https://www.youtube.com/watch?v=AYdF7b3nMto
• Transmission Control Protocol/Internet Protocol (TCP/IP)

• The IP component of the protocol links individual

machines to networks

• The TCP component packages and transmits data

between networks.

• The protocol enables exible, decentralised data

exchanges between independent users

https://hackersonlineclub.com/learn-tcp-ip/
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• Its ingenuity rested on the fact that the transference of
data between connected yet independent networks had
to happen on the initiative of end-users without external
interference or control.

• The protocol abstracted away issues with the semantics

of the data (the type of content) while, wisely, refraining
from interfering with the operations of the networks
involved and the principles on which these networks had
been built (Leiner et al. 2003).

• The protocol was designed to be an elementary, content-

agnostic data transmission mechanism (Zittrain 2008).
https://www.am7s.com/what-is-tcp-ip-model-history/
The Four Layers of TCP/IP

(Network
Layer)

http://www.snb.guru/sh_gcse/a-level/tcp_ip.php
 Social / Content /
Innovation

Features

(Network Problem
Layer)
Solving /
Innovation

http://www.snb.guru/sh_gcse/a-level/tcp_ip.php
• An architecture of this sort is not possible and cannot be realised
unless the technical components and layers that link individual
machines to networks and broader networks of networks are
relatively independent of one another.

• The TCP/IP protocol is such an independent component or module

that can be installed on individual machines, provided they have
certain hardware qualities.

• The same holds for the HTTP protocol. These observations suggest
that the individual machines end-users utilise, and the local
computer networks within which such machines are embedded, are
essentially bundles of components or modules.

• These are linked together by a loose architecture that allows

operational independence for each module (e.g. an application)
within a broader system of functional links (the individual machine or
the network). The ideal then of operational independence cascades
from broader systems or networks down to individual machines.
• Modules are often organised in layers, whereby each layer retains
the principle of operational independence within an overall context
of functional synergy with other layers and modules (Yoo et al. 2010;
Zittrain 2008).

• Such is the case, for instance, with the TCP/IP and HTTP protocols.
The former is a presupposition for the latter while both exist as
independent modules and layers. In a somewhat schematic or
simpli ed manner, we can claim that the upper layer of applications,
with which end-users are in daily contact, requires an appropriate
operating system to function properly. In their turn, operating
systems must be accommodated by the appropriate hardware.
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 Modularity
• The end-to-end architecture relies on the fundamental principle of
modularity.

• Modular devices or systems consist of relatively independent

modules that connect to one another via interfacing solutions. By
these means, each module can be designed, developed and
updated without close attention to the others, insofar as the
interface allows the module and its data output to be linked to
other modules.

• Modularity then furnishes the design philosophy for constructing

systems through the development of individual and relatively
independent components that are linked to one another via
interfaces (Baldwin and Clark 2000; Kallinikos et al. 2013; Yoo et al
2010; Zittrain 2008). SG page 38

What does
it mean? Operational Independence
Video on Modularity from Chapter 3, VLE
What are the Key Messages?
Please share them on the
google doc.

 What are the Key Messages?

• The internet system is made up of independent

components - modules. Their developments are
independent of each other.

• The modules are linked through interfaces which provide

minimum system governance, for example, Apple apps
cannot be applied on an Android interface.

• Modules work on layers, for instance, apps and operation

systems.

• Why is this modular structure critical to the internet system?

• Layering and modularity thus furnish the design principles
by means of which individual machines, networks and
networks of networks are assembled.

• A machine or a network is no more than a working

assembly of modules linked together via interfaces at
several layers.

• In fact, the entire internet ecosystem consists of systems

and devices through which modules are assembled into
larger functional units that remain steadily expandable
and updatable.
• Social media have emerged in this uid and exible digital
environment in which end-users are able to use a range of
applications and several devices that are constantly
renewable and updatable (Kallinikos et al. 2013).

• User empowerment and participation have no doubt been

given a new momentum through the unprecedented
recent di usion of lightweight digital technologies (smart
phones and tablets).
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• Hypertext Transfer Protocol Secure

• An extension of the Hypertext Transfer Protocol. It is used

for secure communication over a computer network, and
is widely used on the Internet.

• In HTTPS, the communication protocol is encrypted using

Transport Layer Security (TSL), or, formerly, its
predecessor, Secure Sockets Layer (SSL).

• Source: https://en.wikipedia.org/wiki/HTTPS

https://www.w3hub.com/google-rewards-https-sites/ https://www.cbronline.com/what-is/what-is-http-4939209/
• Being an application layer built on top of the TCP/IP link
and data transport layers, the HTTP further embedded
and expanded the federated ideal of the internet.

• A loose ecosystem of independent actors took shape,

exchanging data and information without any immediate
interference from the outside; that is to say, an ecosystem
of coordinated data and content exchanges, free from
centralised control or surveillance mechanisms.
 World Wide Web
• The World Wide Web (or simply the web) entailed a suite of
software solutions, principles and mechanisms for
managing the maintenance and transference of more
complex forms of information (content as opposed to data)
between di erent machines.

• This was accomplished through the creation of websites by

means of Uniform Resource Locators (URLs), the linking of
URLs by means of hypertext and the invention of the
HypertextTransfer Protocol (HTTP) by which content (text,
image and sound) could travel across websites.

• An ecosystem of coordinated data and content exchanges,

free from centralised control or surveillance mechanisms.
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 HTTP and HTML
https://www.youtube.com/watch?v=kBXQZMmiA4s
 Reference Videos on Various Aspects of the Internet

https://www.youtube.com/watch?v=Dxcc6ycZ73M&list=PLzdnOPI1iJNfMRZm5DDxco3UdsFegvuB7

Data Vs Content

• Data is a record. It talks with machines.

• Content is a message. It talks with people.

•But we can tag the content consumption to generate

data.

•Massaging these data we can create new relevant

content to in uence behaviours

• Examples?

https://www.cmo.com/features/articles/2017/2/14/data-is-vital-ingredient-in-content-marketing-success.html#gs.ton7xe
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 What is Web 2.0?
• Web 2.0 moves the attention away from an individual
(end-user) design to the web as interactive system or
better platform. That is, ‘content and applications are no
longer created and published by individuals, but instead
are continuously modi ed by all users in a participatory
andcollaborative fashion’ (Kaplan and Haenlein 2010, p.
61).
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 Web 2.0
• Web 2.0 was developed as the result of the concurrent hype
concerning the new participatory culture empowered by social
technologies.

• Collective intelligence, the wisdom of crowds and the participation

of many were the central ideals around which a new signi cant
development of the web was taking shape.

• Web 2.0 transformed the networked, open and distributed

structure of the early web and the internet into an interactive two-
way communication and interaction platform able to foster a real-
time, networked sociality.

http://thinkspace.csu.edu.au/jadearnold/2017/03/11/my-understanding-of-web-2-0/
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 Web 2.0
• Web 2.0 is the name used to the describe the second generation of
the world wide web, where it moved static HTML (Hypertext
Markup Language) pages to a more interactive and dynamic
web experience.

• Web 2.0 is focused on the ability for people to collaborate and

share information online via social media, blogging and Web-based
communities

https://www.techopedia.com/de nition/4922/web-20
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https://ictframe.com/exploring-web-2-0-second-generation-interactive-tools/
Key Features of Web 2.0
https://www.youtube.com/watch?v=PGC_v_ANvrg
• From the late 1990s, new services mushroomed around
these core concepts, with functionalities that derived from
the ideals of the collective creation and sharing of
content, connectivity and communication. Some of the
most famous of these services, later known as social
media sites
• Six Degrees, established in 1997 — No visible business
model

• Friendster, established in 2002 — Fakester issues.

Friendster was neither technically nor socially prepared to
manage the scale of its speedy growth.

• My Space, established in 2003 — Tech challenges (users

can generate personal My Space pro les. No recognisable
business strategy

• Facebook, established in 2004 — Strategy worked —

opened rstly to Harvard University students; then to other
US students, and three years later, opened to all. Simple
design. Few technical issues. Zero fake pro le policy
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 Statistics and Figures
Do your search to get the latest data.

The most popular social

networks in the USA are
Facebook, Pinterest, Twitter
and Instagram.

What about in
Singapore?
Most-used Social Media Platforms in
Singapore

https://wearesocial.com/sg/digital-2020-singapore
How about Mobile 2.0?
Check it out.
Done, same reading as in Chapter 2
• From Tech to Business
• From Publishing to Social
• From Research Closed Groups to
Open Mass
• From Web to Mobile
 Publishing Social
Web Mobile

Tech Business
Closed Community Open Mass
https://malonemediagroup.com/history-of-the-internet-timeline-an-ever-evolving-digital-world/
 One should not
conclude that the
Internet has now
nished changing.

Future of the Internet

is not how the
technology will
change, but how the
process of change and
evolution itself will be
managed.
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Where will you t into the future Internet World?
How will 5G affect the development of social
media and the audience experience?
Do your own research.
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 Intro to Generativity
• Our information technology ecosystem functions best with generative
technology at its core.

• Generativity is a system’s capacity to produce unanticipated change

through un ltered contributions from broad and varied audiences.

• Generativity, then, is a parent of invention, and an open network

connecting generative devices makes the fruits of invention easy to
share if the inventor is so inclined.

• Generativity, an invitation to outside contribution on its own terms. This

invitation occurs at two levels: the individual act of contribution itself,
and the ways in which that contribution becomes part of a self-
reinforcing community.

• The procrastination principle rests on the assumption that most

problems confronting a network can be solved later or by others. It
says that the network should not be designed to do anything that can
be taken care of by its users. (http://www.internetimpossible.org/
virtues-of-procrastination/)
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Features of a Generative System

Generativity is a system’s capacity to produce unanticipated

change through un ltered contributions from broad and varied
audiences.

• (1) how extensively a system or technology leverages a set

of possible tasks;

• 2) how well it can be adapted to a range of tasks;

• (3) how easily new contributors can master it;

• (4) how accessible it is to those ready and able to build on it;

• (5) how transferable any changes are to others—including

(and perhaps especially) nonexperts.
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• Leverage

• Makes a di cult job easier, eg. a lever system, an alphabet

(constructing words), a PC Operation System

• Adaptability

• How easily the system can be built on or modi ed to broaden its

range of uses.

• Emphasis — Uses not anticipated at the time the technology was

developed, eg. electricity, plastic, Internet

• Ease of Mastery

• How easy it is for broad audiences to understand how to adopt and

adapt it, eg. aeroplane (not easy), paper (easy)

• The more useful a technology is both to the neophyte and to the

expert, the more generative it is. PCs and network technologies are
not easy for everyone to master, yet many people are able to learn
how to code, often (or especially) without formal training.
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• Accessibility

• The easier it is to obtain access to a technology, along with

the tools and information necessary to achieve mastery of
it, the more generative it is

• Measured by accessibility, paper, plowshares, and guns are

highly accessible, planes hardly at all, and cars somewhere
in between. Standard PCs are very accessible

• Transferability

• How easily changes in the technology can be conveyed to

others.

• The PC and the Internet together possess very strong

transferability: a program written in one place can be shared
with, and replicated by, tens of millions of other ma- chines
in a matter of moments.
 The Generative Internet

• A basic, exible network, which began with no innate

content.

• The content was to appear as people and institutions

were moved to o er it.

• By contrast, the proprietary networks of CompuServe,

AOL, Prodigy, and Minitel were out beating the bushes for
content, arranging to provide it through the
straightforward economic model of being paid by people
who would spend connect time browsing it.
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 Non-Generative Systems

• Design uses and anticipates abuses

• Safer

• More e ective

• Generative and non-generative systems are not mutually

exclusive. The former can be built on the other. There is
no technical reason preventing CompuServe from
developing wiki-like features
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 Free Software Philosophy

• Any software functionality enjoyed by one person should be

understandable and modi able by everyone.

• The value of sharing not only a tool’s functionality, but also

knowledge about how the tool works so as to help others become
builders themselves.

• “four freedoms”:

• freedom to run the program,

• freedom to study how it works,

• freedom to change it, and

• freedom to share the results with the public at large.

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 Affordance Theory

• Use design to lead to intended usage

• A hyperlink that is not underlined may be “poorly

a orded” because it may impede users from realizing that
they can click on it

• The object’s designer ought to anticipate its uses and

tailor the object’s appearance and functionality
accordingly
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Theories of the Commons

The decentralised and largely unregulated infrastructure of the

Internet, have noted how these qualities have enabled the
development of an innovation commons where creativity can ourish

Creative Commons have designed intellectual property licenses so

that authors can clearly declare the conditions under which they will
permit their technical or expressive work to be copied and
repurposed.

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 Hierarchy vs Polyarchy
Hierarchies
Polyarchies

• gatekeepers control the • many ideas can be pursued

allocation of attention and independently, result in
resources to an idea.
wasted energy and e ort, but
they are better at ferreting out
• systems appear better at
and developing obscure,
nipping dead-end ideas in the
transformative ideas.

bud, but they do so at the

expense of crazy ideas that • More importantly, they allow
just might work. many more people to have a
hand at contributing to the
system, regardless of the
quality of the contribution.
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• Users can play a critical role in adapting technologies to
entirely new purposes—a source of disruptive innovation.

• They come up with ideas before there is widespread

demand, and they vindicate their ideas su ciently to get
others interested.

• When interest gets big enough, companies can then step

in to smooth out the rough edges and fully commercialize
the innovation.

t h e
b e r
e m o f Examples
e m epts nd
R n c rs a Wiki
c o e
s u m ? Blogs
ro C
P UG
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More Examples

https://www.azquotes.com/quote/1446352
Generative Pattern
1. An idea originates in a backwater. 


2. It is ambitious but incomplete. It is partially implemented and released any- 


way, embracing the ethos of the procrastination principle. 


3. Contribution is welcomed from all corners, resulting in an in ux of usage. 


4. Success is achieved beyond any expectation, and a higher pro le draws even 

more usage. 


5. Success is cut short: “There goes the neighborhood” as newer users are not 

conversant with the idea of experimentation and contribution, and other 

users are prepared to exploit the openness of the system to undesirable ends. 


6. There is movement toward enclosure to prevent the problems that arise from 

the system’s very popularity.

https://www.reddit.com/r/processing/comments/9ttq4q/a_generative_version_of_one_of_apples_logo/
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 What are the Key Learnings for
Generativity?

How does it help understand the internet?

 • "Generativity is a system's capacity to produce unanticipated change

through un ltered contributions from broad and varied audiences," and the
PC/Internet grid is the "consummately generative" technology.

• Open machines, capable of executing code produced by any third party, are
all connected to the open network, the one that no one owns and that
anyone can join at any open connection point. Code can come from
anywhere and everywhere; it can be instantaneously distributed to every
point on the grid; and it can be implemented and used by anyone
connected to the grid. It is a recipe for an innovation-generating machine,
the likes of which we have never quite seen before.

• Web browsers; search engines; online auctions; peer-to-peer le-sharing;

Instant Messaging; iTunes; Amazon; Skype; Wikipedia; Flickr; Linux;
Facebook; Slashdot; VOIP; YouTube; blogs; massively multiplayer online
games; virtual worlds.

• Roll back the clock a mere fteen or twenty years, and not a single one of
those words or phrases would have made the slightest sense to anyone
hearing this talk. That is a lot of new words, and a lot of innovation, for
fteen or twenty years-innovation piled on top of innovation piled on top of
innovation carried indiscriminately around the globe over the consummately
open network (so that it can spur others to more innovation).
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 • Hook generative machines up to the generative network, and
the resulting system will, well, it will generate.

• The machines we call “telephones," "televisions," "radios,"

"fax machines," and "TiVos" (not to mention those we used
to call "telegraphs" and "telexes") can all be networked
together, and all are capable of doing some wonderful things
when they are networked together, but none of them has an
"operating system" that is open to running third-party code,
and none "produce[s] unanticipated change through
un ltered contributions from broad and varied audiences.”

• The network that connects the generative machines to the

generative network outgrew them all, precisely because it is
so generative.

• Source: The Theory of Generativity David G. Post

• https://ir.lawnet.fordham.edu/cgi/viewcontent.cgi?article=4541&context= r
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 Read Chapter 4 of the Subject Guide
and
Chatper 2 of the textbook.