[Forside] [Hovedområder] [Perioder] [Udannelser] [Alle kurser på en side]
This course will enable students:
- to become familiar with the discourses on and uses of social media, such as videos, p2p networks, microblogs, wikis, podcasts and online social networks.
- to become familiar with the digital infrastructure that makes social media possible.
- to understand how social media creates new challenges and opportunities, especially with respect to organizations, governance and psycho-social dimensions
- to understand the kinds of analyses applied by different disciplines to questions about 'community' and 'network' in the context of social media;
- to apply methodologies of different disciplines to contemporary questions about media, technology, sociality, and society in a variety of settings;
- to establish both theoretical and experiential foundations to individually and collaboratively design a project that uses social media concepts to advance a commercial, social or political issue.
This supposed move toward a 'New Economy' has generated a lot of hype, (...) If we look beyond the hype and to the fundamentals, however, the evidence seems to point to a transaction crisis between 'old organizations' and 'new consumers' underpinning every sector of society and the global economy. The objective of this course is to identify some of these recent developments in the context of social media along with distinct socio-technical features, while introducing an opportunity to embrace this current flow in various settings such as business innovation and social welfare (e.g. (media) literacy and digital entrepreneurship).
Course Outline
Topics may include: Web 2.0; Rethinking the individual consumer (including so-called Digital Natives); Rethinking communities; Models of media contact (e.g. spreadability and stickiness); Social media environments (e.g. widgetization, plenitude, long tail, social networks, participatory/convergence culture, API/App); Social networks as markets; Service-dominant logic of marketing; Relational logics of media franchising; open governance platforms; Interoperable trade clouds; Regulatory effectiveness and failure (EU/US perspective).
Undergraduate and graduate students are accepted.
Shenja Van Der Graaf
Through interactive sessions, case studies and class exercises students gain the knowledge, experience, and practical skills to immediately apply their learning in the workplace. The lecturer will participate and guide, but all students are expected to participate. In other words, this is a course about both the theory and the practice of social media, and each student is expected to engage the texts, the instructor, and classmates in regular, ongoing, substantial discussion about the subject matter - in person as well as online such as twitter, tagging, blogging, flickr, avatar, video, and wiki.
Engelsk
I.a. the following readings (everything will be made available online):
- Benkler, Y. (2006). The Wealth of Networks: How social production transforms markets and freedom. New Haven: Yale University Press.
- Burgess, Jean & Joshua Green. YouTube: Online Video and Participatory Culture. Cambridge: Polity Press, 2009.
- European Commission. (2010). Digital Agenda. (download: ec.europa.eu/information_society/digital-agenda/documents/digital-agenda-communication-en.pdf).
- Foray, D. (2004). The Economics of Knowledge. Cambridge, MA: MIT Press.
- Jenkins, H. (2006). Convergence Culture: Where old and new media collide. New York: New York University Press.
- OECD. (2007). Participative Web and User-Generated Content: Web 2.0, Wikis and Social Networking. Paris: OECD Publishing.
- Potts, J., Cunningham, S., Hartley, J., & Ormerod, P. (2008). Social Network Markets: A new definition of the creative industries, from http://www.cultural-science.org/FeastPapers2008/JasonPotts1Bp.pdf
- von Hippel, E. (2005). Democratizing Innovation. Cambridge, MA: MIT Press.
For students outside Aarhus University: Follow the instructions on the following webpage:
http://www.au.dk/en/summeruniversity/courses2011/itelectronicsandprogramming/
In connection with the course the student hands in a products (e.g. website, (mobile) apps, video production, booklet) together with a written reflection of the product. (6 to 8 pages).
