Tag Archives: memes

Influence and Butterflies

Seems like “influence” is a key theme in social media, these days. An example among several others:

Influenceur, autorité, passeur de culture ou l’un de ces singes exubérants | Mario tout de go.

In that post, Mario Asselin brings together a number of notions which are at the centre of current discussions about social media. The core notion seems to be that “influence” replaces “authority” as a quality or skill some people have, more than others. Some people are “influencers” and, as such, they have a specific power over others. Such a notion seems to be widely held in social media and numerous services exist which are based on the notion that “influence” can be measured.
I don’t disagree. There’s something important, online, which can be called “influence” and which can be measured. To a large extent, it’s related to a large number of other concepts such as fame and readership, popularity and network centrality. There are significant differences between all of those concepts but they’re still related. They still depict “social power” which isn’t coercive but is the basis of an obvious stratification.
In some contexts, this is what people mean by “social capital.” I originally thought people meant something closer to Bourdieu but a fellow social scientist made me realise that people are probably using Putnam’s concept instead. I recently learnt that George W. Bush himself used “political capital” in a sense which is fairly similar to what most people seem to mean by “social capital.” Even in that context, “capital” is more specific than “influence.” But the core notion is the same.
To put it bluntly:
Some people are more “important” than others.
Social marketers are especially interested in such a notion. Marketing as a whole is about influence. Social marketing, because it allows for social groups to be relatively amorphous, opposes influence to authority. But influence maintains a connection with “top-down” approaches to marketing.
My own point would be that there’s another kind of influence which is difficult to pinpoint but which is highly significant in social networks: the social butterfly effect.
Yep, I’m still at it after more than three years. It’s even more relevant now than it was then. And I’m now able to describe it more clearly and define it more precisely.
The social butterfly effect is a social network analogue to the Edward Lorenz’s well-known “butterfly effect. ” As any analogy, this connection is partial but telling. Like Lorenz’s phrase, “social butterfly effect” is more meaningful than precise. One thing which makes the phrase more important for me is the connection with the notion of a “social butterfly,” which is both a characteristic I have been said to have and a concept I deem important in social science.
I define social butterflies as people who connect to diverse network clusters. Community enthusiast Christine Prefontaine defined social butterflies within (clustered) networks, but I think it’s useful to separate out network clusters. A social butterfly’s network is rather sparse as, on the whole, a small number of people in it have direct connections with one another. But given the topography of most social groups, there likely are clusters within that network. The social butterfly connects these clusters. When the social butterfly is the only node which can connect these clusters directly, her/his “influence” can be as strong as that of a central node in one of these clusters since s/he may be able to bring some new element from one cluster to another.
I like the notion of “repercussion” because it has an auditory sense and it resonates with all sorts of notions I think important without being too buzzwordy. For instance, as expressions like “ripple effect” and “domino effect” are frequently used, they sound like clichés. Obviously, so does “butterfly effect” but I like puns too much to abandon it. From a social perspective, the behaviour of a social butterfly has important “repercussions” in diverse social groups.
Since I define myself as a social butterfly, this all sounds self-serving. And I do pride myself in being a “connector.” Not only in generational terms (I dislike some generational metaphors). But in social terms. I’m rarely, if ever, central to any group. But I’m also especially good at serving as a contact between people from different groups.
Yay, me! 🙂
My thinking about the social butterfly effect isn’t an attempt to put myself on some kind of pedestal. Social butterflies typically don’t have much “power” or “prestige.” Our status is fluid/precarious. I enjoy being a social butterfly but I don’t think we’re better or even more important than anybody else. But I do think that social marketers and other people concerned with “influence” should take us into account.
I say all of this as a social scientist. Some parts of my description are personalized but I’m thinking about a broad stance “from society’s perspective.” In diverse contexts, including this blog, I have been using “sociocentric” in at least three distinct senses: class-based ethnocentrism, a special form of “altrocentrism,” and this “society-centred perspective.” These meanings are distinct enough that they imply homonyms. Social network analysis is typically “egocentric” (“ego-centred”) in that each individual is the centre of her/his own network. This “egocentricity” is both a characteristic of social networks in opposition to other social groups and a methodological issue. It specifically doesn’t imply egotism but it does imply a move away from pre-established social categories. In this sense, social network analysis isn’t “society-centred” and it’s one reason I put so much emphasis on social networks.
In the context of discussions of influence, however, there is a “society-centredness” which needs to be taken into account. The type of “influence” social marketers and others are so interested in relies on defined “spaces.” In some ways, if “so-and-so is influential,” s/he has influence within a specific space, sphere, or context, the boundaries of which may be difficult to define. For marketers, this can bring about the notion of a “market,” including in its regional and demographic senses. This seems to be the main reason for the importance of clusters but it also sounds like a way to recuperate older marketing concepts which seem outdated online.
A related point is the “vertical” dimension of this notion of “influence.” Whether or not it can be measured accurately, it implies some sort of scale. Some people are at the top of the scale, they’re influencers. Those at the bottom are the masses, since we take for granted that pyramids are the main models for social structure. To those of us who favour egalitarianism, there’s something unpalatable about this.
And I would say that online contacts tend toward some form of egalitarianism. To go back to one of my favourite buzzphrases, the notion of attention relates to reciprocity:

It’s an attention economy: you need to pay attention to get attention.

This is one thing journalism tends to “forget.” Relationships between journalists and “people” are asymmetrical. Before writing this post, I read Brian Storm’s commencement speech for the Mizzou J-School. While it does contain some interesting tidbits about the future of journalism, it positions journalists (in this case, recent graduates from an allegedly prestigious school of journalism) away from the masses. To oversimplify, journalists are constructed as those who capture people’s attention by the quality of their work, not by any two-way relationship. Though they rarely discuss this, journalists, especially those in mainstream media, typically perceive themselves as influencers.

Attention often has a temporal dimension which relates to journalism’s obsession with time. Journalists work in time-sensitive contexts, news are timely, audiences spend time with journalistic contents, and journalists fight for this audience time as a scarce resource, especially in connection to radio and television. Much of this likely has to do with the fact that journalism is intimately tied to advertising.

As I write this post, I hear on a radio talk show a short discussion about media coverage of Africa. The topic wakes up the africanist in me. The time devoted to Africa in almost any media outside of Africa is not only very limited but spent on very specific issues having to do with Africa. In mainstream media, Africa only “matters” when major problems occur. Even though most parts of Africa are peaceful and there many fabulously interesting things occuring throughout the continent, Africa is the “forgotten” continent.

A connection I perceive is that, regardless of any other factor, Africans are taken to not be “influential.” What makes this notion especially strange to an africanist is that influence tends to be a very important matter throughout the continent. Most Africans I know or have heard about have displayed a very nuanced and acute sense of “influence” to the extent that “power” often seems less relevant when working in Africa than different elements of influence. I know full well that, to outsiders to African studies, these claims may sound far-fetched. But there’s a lot to be said about the importance of social networks in Africa and this could help refine a number of notions that I have tagged in this post.


Omnivoring Conspiracies

Yup, I occasionally like to jump on bandwagons. Especially when they’re full of food and is being mentioned in a video presenting a cool local event in which I happen to take part. Alejna put the final nail in that coffin with her own use of that list.

From the Very Good Taste blog:

Very Good Taste » blog » The Omnivore’s Hundred.

So, here goes. A list of food items used as a “meme.”

The rules:

1) Copy this list into your blog or journal, including these instructions.

2) Bold all the items you’ve eaten.

3) Cross out any items that you would never consider eating.

4) Optional extra: Post a comment here at http://www.verygoodtaste.co.uk linking to your results.

1. Venison (I like game)

2. Nettle tea (also nettle wine)

3. Huevos rancheros (but I prefer migas)

4. Steak tartare (especially horse tartare)

5. Crocodile (not yet)

6. Black pudding (not that I really like it but I did have some)

7. Cheese fondue (several different types, including Fribourg’s moitié-moitié, “tarragon fondue” served on potatoes, and the three cheese classic)

8. Carp (fished by hand)

9. Borscht (only once or twice in restaurants)

10. Baba ghanoush (pretty common)

11. Calamari (I prefer fried over stuffed)

12. Pho (in my list of comfort foods, with bánh mỳ)

13. PB&J sandwich (not that frequently)

14. Aloo gobi (had some this afternoon, as a matter of fact)

15. Hot dog from a street cart (although Montreal has rules against them)

16. Epoisses (not sure I did; does it taste a bit like cancoillotte? I do remember having that…)

17. Black truffle (not by itself, though)

18. Fruit wine made from something other than grapes (especially if apfelwein counts, but I’ve tasted other fruit wines)

19. Steamed pork buns (why would you have dim sum and avoid those?)

20. Pistachio ice cream (one that I had recently was especially yummy)

21. Heirloom tomatoes (I tend to be rather picky about tomatoes and I should have heirloom ones more frequently)

22. Fresh wild berries (oh, yes! I’m not a big fan of strawberries but wild strawberries are very nice. And the raspberries! Oh, the raspberries! Throughout Quebec, wild berries are really very common.)

23. Foie gras (though not on a poutine)

24. Rice and beans (for a while, it became my mainstay dish)

25. Brawn, or head cheese (and I’ve helped make some)

26. Raw Scotch Bonnet pepper (not raw but I’ve had a fair bit cooked)

27. Dulce de leche (only discovered it a few years ago but it does go in the comfort food list)

28. Oysters (though I tend to prefer them au gratin than raw)

29. Baklava (I especially like the pistacchio ones but they’re always good anyway)

30. Bagna cauda (Nope! Sounds interesting, though.)

31. Wasabi peas (what I like about these is that the spiciness is just a short little tinge and it leaves your tastebuds able to taste other things)

32. Clam chowder in a sourdough bowl (the first time may have been at Tufts)

33. Salted lassi (I like those kinds of tastes, almost reminds me of Tibetan tea)

34. Sauerkraut (just tonight, in fact!)

35. Root beer float (and tried other float experiments)

36. Cognac with a fat cigar (I don’t smoke but I did visit some distilleries in the Cognac region)

37. Clotted cream tea (only clotted cream on scones, to accompany tea)

38. Vodka jelly/Jell-O (only a few times: not my kind of thing)

39. Gumbo (I especially like it in Malian tô but I had some Indian gumbo this afternoon)

40. Oxtail (Swiss style)

41. Curried goat (not sure, actually; I’ve had goat, I’ve had curried meats, not sure about curried goat)

42. Whole insects (I’m not against it but I haven’t seeked that out as a culinary experience)

43. Phaal (I don’t think I did but I do like some South Indian dishes like that)

44. Goat’s milk (I’ve had yoghurt, ice cream, and cheese made of goat’s milk but not goat’s milk by itself)

45. Malt whisky from a bottle worth £60/$120 or more (I’m guessing the cask strength Oban was worth something like that. If not, some of our tasting sessions in Scotland may have including something like this.)

46. Fugu (nope, but I’ve been intrigued)

47. Chicken tikka masala (all the Indian chicken dishes I like)

48. Eel (mostly in sushi)

49. Krispy Kreme original glazed doughnut (overrated)

50. Sea urchin (mostly in a paste with sake: delicious)

51. Prickly pear (I’m pretty sure I did and I know I’ve had it in juice)

52. Umeboshi (sounds good, though! I’m pretty much a drupe-lover)

53. Abalone (I like most molluscs so I’m guessing I’d like it)

54. Paneer (made some: fun and tasty)

55. McDonald’s Big Mac Meal (way back when…)

56. Spaetzle (very common in Switzerland)

57. Dirty gin martini (I probably prefer it without the olive juice, though I like a dry martini with olives)

58. Beer above 8% ABV (I’ve made some)

59. Poutine (Quebec cuisine FTW!)

60. Carob chips (these were trendy at some point)

61. S’mores (a friend made an espresso drink based on those)

62. Sweetbreads (not among my favourite but we’ve done ris de veau at a restaurant where I used to work)

63. Kaolin (clay??)

64. Currywurst (I like pretty much all sausage dishes, though)

65. Durian (heard about it, intrigued about the smell)

66. Frogs’ legs (though most French-Canadians have never eaten them, it’s still the reason we’re called frogs)

67. Beignets, churros, elephant ears or funnel cake (and queue de castor)

68. Haggis (nope, but intriguing)

69. Fried plantain (we even did a whole “fried food” event and fried plantain was a big success)

70. Chitterlings, or andouillette (not among my favourites)

71. Gazpacho (our family version is chunky but I’ve had other versions)

72. Caviar and blini (thanks to French housemates)

73. Louche absinthe (as well as straight)

74. Gjetost, or brunost (sounds interesting)

75. Roadkill (although, it depends how it’s prepared)

76. Baijiu (I’m pretty sure I did but it might have been another liquor)

77. Hostess Fruit Pie (sometimes, convenience store food just makes sense)

78. Snail (especially in garlic butter)

79. Lapsang souchong (among my favourite teas, along with genmaicha)

80. Bellini (I remember the taste so I guess I’ve had it, but I’m not positive)

81. Tom yum (I tend to be picky about it but I do enjoy it)

82. Eggs Benedict (and all sorts of variations on the theme)

83. Pocky (had similar chocolate coate cookies but I’m not sure they taste the same)

84. Tasting menu at a three-Michelin-star restaurant. (If only…)

85. Kobe beef (I’m trying to remember… I’ve had tasty Japanese beef but it probably wasn’t ever kobe)

86. Hare (and my ex-wife used to hunt them, as a kid)

87. Goulash (one that I remember was at Les Assassins, in Paris, but it had more to do with the settings)

88. Flowers (not whole fresh ones, though)

89. Horse (among my favourite meats)

90. Criollo chocolate (I probably did but it wasn’t pointed out)

91. Spam (I don’t dislike it but it’s not really my thing)

92. Soft shell crab (I did fish for soft shell crab but we didn’t eat them)

93. Rose harissa (didn’t know about that one but I love harissa)

94. Catfish (one of the first times was as a sandwich at the bus station in Gary, IN and I really liked it)

95. Mole poblano (and if I were still in Austin, I’d be having it regularly)

96. Bagel and lox (especially with real Montreal-style bagels, which I much prefer to New York style ones)

97. Lobster Thermidor (I prefer lobster with garlic butter)

98. Polenta (both as part of savoury dishes and with jam)

99. Jamaican Blue Mountain coffee (as overrated as overrated can get)

100. Snake (but I imagine I’d like it)

My impression of the list is that it’s somewhat typical of “foodie culture” among Anglo-Americans. Many of these items are quite common in different parts of the world yet they represent “novelty items” in the UK/US. A few items have to do with actual rarity (the rose harissa is a good example) and I perceive foodie culture to be typically oriented toward “making sure you’ve tasted all the rarest items at least once.”

Of course, the list includes a number of items which are supposed to gross out people. In fact, that’s probably a big part of “the whole thing,” the concept behind the “meme.” Though any food culture has a distinction between edible and inedible items, this emphasis on “grossing out” is, I find, very typical of Anglo-American attitudes toward food. In a way, food is compartmentalized by what is perceived as its very nature and little attention is paid to the joy of eating as a social process. In fact, this list places food smack in the middle of consumption culture and takes it away from the culture of experience.

I mentioned that I find Blue Mountain coffee and Krispy Kreme donuts to be overrated. The fact that they’re part of the list seems significant, in my mind. I perceive Krispy Kreme to be a “mass-marketed fad,” even though the donuts are decent. Blue Mountain coffee beans are a bigger issue. Those who don’t know coffee seem to associate certain broad coffee varietals with quality coffee and expensive coffee beans with a guarantee of quality. There are diverse problems with that. Between the quality of the varietal and the taste of the cup are a large number of factors including the specific estate, the specific crop, the picking method, the washing method, the roasting process, the freshness of the beans, and the whole brewing process (including grinding, water, manipulation, and device).

I’ve had coffee made with very expensive beans (more expensive than Blue Mountain) that was really very good and I’ve had much less expensive coffee which produced a wonderful cup. Blue Mountain coffee I’ve had tended to fall below my threshold for quality coffee. Same thing with most Kona beans. And though I’ve never had kopi luwak, I don’t necessarily want to try it just because it’s a novelty item.

One thing about my own list… There are several things which I’m unsure about. It may look like I’m not paying attention or that I’m pretending that I’ve had “the real thing.” But I tend to pay a lot of attention to experience, not to brands or novelty. For instance, I’m quite convinced I’ve had chocolate made from criollo varieties of beans. The criollo varieties might even have been mentioned when I was eating (or drinking) that chocolate. I certainly remember hearing about criollo varieties. But I care more about the taste of a specific chocolate at a given time, in a given context than about making sure I’ve had what’s considered the most “refined” version.

I’m more one to seek out a slightly better muffin. Or, more accurately, I’m one to try out muffins at different places and keep in mind something nice about all the pleasant muffin experiences I’ve had. I have in mind a generic “muffinness” and there are times when I feel like having a specific kind of muffin. But I’m never claiming that one muffin is intrinsically better than the other. Even when I say something is “good” or “better,” I never really have standards in mind, absolute or relative.

One thing I do like about this Omnivore list is that it pushed me to think about different food items. I quite enjoy thinking about food. And the list does include items which are fairly diverse (though they’re all available in semi-mainstream Anglo-American locations). There are patterns (in terms of Indian and Japanese cuisines, for instance), but it’s still a bit more open-minded than the typical stripmall. About the same level of openness to the world’s culinary diversity as a Whole Foods location.

Come to think of it, what if this list had been planted as a way to assess interest for items to be sold by a supermarket chain?

It’s all a conspiracy.

Enthused Tech

Yesterday, I held a WiZiQ session on the use of online tech in higher education:

Enthusing Higher Education: Getting Universities and Colleges to Play with Online Tools and Services


(Full multimedia recording available here)

During the session, Nellie Deutsch shared the following link:

Diffusion of Innovations, by Everett Rogers (1995)

Haven’t read Rogers’s book but it sounds like a contextually easy to understand version of ideas which have been quite clear in Boasian disciplines (cultural anthropology, folkloristics, cultural ecology…) for a while. But, in this sometimes obsessive quest for innovation, it might in fact be useful to go back to basic ideas about the social mechanisms which can be observed in the adoption of new tools and techniques. It’s in fact the thinking behind this relatively recent blogpost of mine:

Technology Adoption and Active Reading

My emphasis during the WiZiQ session was on enthusiasm. I tend to think a lot about occasions in which, thinking about possibilities afforded technology relates to people getting “psyched up.” In a way, this is exactly how I can define myself as a tech enthusiast: I get easy psyched up in the context of discussions about technology.

What’s funny is that I’m no gadget freak. I don’t care about the tool. I just love to dream up possibilities. And I sincerely think that I’m not alone. We might even guess that a similar dream-induced excitement animates true gadget freaks, who must have the latest tool. Early adopters are a big part of geek culture and, though still small, geek culture is still a niche.

Because I know I’ll keep on talking about these things on other occasions, I can “leave it at that,” for now.

RERO‘s my battle cry.


The Need for Social Science in Social Web/Marketing/Media (Draft)

[Been sitting on this one for a little while. Better RERO it, I guess.]

Sticking My Neck Out (Executive Summary)

I think that participants in many technology-enthusiastic movements which carry the term “social” would do well to learn some social science. Furthermore, my guess is that ethnographic disciplines are very well-suited to the task of teaching participants in these movements something about social groups.


Despite the potentially provocative title and my explicitly stating a position, I mostly wish to think out loud about different things which have been on my mind for a while.

I’m not an “expert” in this field. I’m just a social scientist and an ethnographer who has been observing a lot of things online. I do know that there are many experts who have written many great books about similar issues. What I’m saying here might not seem new. But I’m using my blog as a way to at least write down some of the things I have in mind and, hopefully, discuss these issues thoughtfully with people who care.

Also, this will not be a guide on “what to do to be social-savvy.” Books, seminars, and workshops on this specific topic abound. But my attitude is that every situation needs to be treated in its own context, that cookie-cutter solutions often fail. So I would advise people interested in this set of issues to train themselves in at least a little bit of social science, even if much of the content of the training material seems irrelevant. Discuss things with a social scientist, hire a social scientist in your business, take a course in social science, and don’t focus on advice but on the broad picture. Really.


Though they are all different, enthusiastic participants in “social web,” “social marketing,” “social media,” and other “social things online” do have some commonalities. At the risk of angering some of them, I’m lumping them all together as “social * enthusiasts.” One thing I like about the term “enthusiast” is that it can apply to both professional and amateurs, to geeks and dabblers, to full-timers and part-timers. My target isn’t a specific group of people. I just observed different things in different contexts.


Shameless Self-Promotion

A few links from my own blog, for context (and for easier retrieval):

Shameless Cross-Promotion

A few links from other blogs, to hopefully expand context (and for easier retrieval):

Some raw notes

  • Insight
  • Cluefulness
  • Openness
  • Freedom
  • Transparency
  • Unintended uses
  • Constructivism
  • Empowerment
  • Disruptive technology
  • Innovation
  • Creative thinking
  • Critical thinking
  • Technology adoption
  • Early adopters
  • Late adopters
  • Forced adoption
  • Attitudes to change
  • Conservatism
  • Luddites
  • Activism
  • Impatience
  • Windmills and shelters
  • Niche thinking
  • Geek culture
  • Groupthink
  • Idea horizon
  • Intersubjectivity
  • Influence
  • Sphere of influence
  • Influence network
  • Social butterfly effect
  • Cog in a wheel
  • Social networks
  • Acephalous groups
  • Ego-based groups
  • Non-hierarchical groups
  • Mutual influences
  • Network effects
  • Risk-taking
  • Low-stakes
  • Trial-and-error
  • Transparency
  • Ethnography
  • Epidemiology of ideas
  • Neural networks
  • Cognition and communication
  • Wilson and Sperber
  • Relevance
  • Global
  • Glocal
  • Regional
  • City-State
  • Fluidity
  • Consensus culture
  • Organic relationships
  • Establishing rapport
  • Buzzwords
  • Viral
  • Social
  • Meme
  • Memetic marketplace
  • Meta
  • Target audience

Let’s Give This a Try

The Internet is, simply, a network. Sure, technically it’s a meta-network, a network of networks. But that is pretty much irrelevant, in social terms, as most networks may be analyzed at different levels as containing smaller networks or being parts of larger networks. The fact remains that the ‘Net is pretty easy to understand, sociologically. It’s nothing new, it’s just a textbook example of something social scientists have been looking at for a good long time.

Though the Internet mostly connects computers (in many shapes or forms, many of them being “devices” more than the typical “personal computer”), the impact of the Internet is through human actions, behaviours, thoughts, and feelings. Sure, we can talk ad nauseam about the technical aspects of the Internet, but these topics have been covered a lot in the last fifteen years of intense Internet growth and a lot of people seem to be ready to look at other dimensions.

The category of “people who are online” has expanded greatly, in different steps. Here, Martin Lessard’s description of the Internet’s Six Cultures (Les 6 cultures d’Internet) is really worth a read. Martin’s post is in French but we also had a blog discussion in English, about it. Not only are there more people online but those “people who are online” have become much more diverse in several respects. At the same time, there are clear patterns on who “online people” are and there are clear differences in uses of the Internet.

Groups of human beings are the very basic object of social science. Diversity in human groups is the very basis for ethnography. Ethnography is simply the description of (“writing about”) human groups conceived as diverse (“peoples”). As simple as ethnography can be, it leads to a very specific approach to society which is very compatible with all sorts of things relevant to “social * enthusiasts” on- and offline.

While there are many things online which may be described as “media,” comparing the Internet to “The Mass Media” is often the best way to miss “what the Internet is all about.” Sure, the Internet isn’t about anything (about from connecting computers which, in turn, connect human beings). But to get actual insight into the ‘Net, one probably needs to free herself/himself of notions relating to “The Mass Media.” Put bluntly, McLuhan was probably a very interesting person and some of his ideas remain intriguing but fallacies abound in his work and the best thing to do with his ideas is to go beyond them.

One of my favourite examples of the overuse of “media”-based concepts is the issue of influence. In blogging, podcasting, or selling, the notion often is that, on the Internet as in offline life, “some key individuals or outlets are influential and these are the people by whom or channels through which ideas are disseminated.” Hence all the Technorati rankings and other “viewer statistics.” Old techniques and ideas from the times of radio and television expansion are used because it’s easier to think through advertising models than through radically new models. This is, in fact, when I tend to bring back my explanation of the “social butterfly effect“: quite frequently, “influence” online isn’t through specific individuals or outlets but even when it is, those people are influential through virtue of connecting to diverse groups, not by the number of people they know. There are ways to analyze those connections but “measuring impact” is eventually missing the point.

Yes, there is an obvious “qual. vs. quant.” angle, here. A major distinction between non-ethnographic and ethnographic disciplines in social sciences is that non-ethnographic disciplines tend to be overly constrained by “quantitative analysis.” Ultimately, any analysis is “qualitative” but “quantitative methods” are a very small and often limiting subset of the possible research and analysis methods available. Hence the constriction and what some ethnographers may describe as “myopia” on the part of non-ethnographers.

Gone Viral

The term “viral” is used rather frequently by “social * enthusiasts” online. I happen to think that it’s a fairly fitting term, even though it’s used more by extension than by literal meaning. To me, it relates rather directly to Dan Sperber’s “epidemiological” treatment of culture (see Explaining Culture) which may itself be perceived as resembling Dawkins’s well-known “selfish gene” ideas made popular by different online observers, but with something which I perceive to be (to use simple semiotic/semiological concepts) more “motivated” than the more “arbitrary” connections between genetics and ideas. While Sperber could hardly be described as an ethnographer, his anthropological connections still make some of his work compatible with ethnographic perspectives.

Analysis of the spread of ideas does correspond fairly closely with the spread of viruses, especially given the nature of contacts which make transmission possible. One needs not do much to spread a virus or an idea. This virus or idea may find “fertile soil” in a given social context, depending on a number of factors. Despite the disadvantages of extending analogies and core metaphors too far, the type of ecosystem/epidemiology analysis of social systems embedded in uses of the term “viral” do seem to help some specific people make sense of different things which happen online. In “viral marketing,” the type of informal, invisible, unexpected spread of recognition through word of mouth does relate somewhat to the spread of a virus. Moreover, the metaphor of “viral marketing” is useful in thinking about the lack of control the professional marketer may have on how her/his product is perceived. In this context, the term “viral” seems useful.

The Social

While “viral” seems appropriate, the even more simple “social” often seems inappropriately used. It’s not a ranty attitude which makes me comment negatively on the use of the term “social.” In fact, I don’t really care about the use of the term itself. But I do notice that use of the term often obfuscates what is the obvious social character of the Internet.

To a social scientist, anything which involves groups is by definition “social.” Of course, some groups and individuals are more gregarious than others, some people are taken to be very sociable, and some contexts are more conducive to heightened social interactions. But social interactions happen in any context.
As an example I used (in French) in reply to this blog post, something as common as standing in line at a grocery store is representative of social behaviour and can be analyzed in social terms. Any Web page which is accessed by anyone is “social” in the sense that it establishes some link, however tenuous and asymmetric, between at least two individuals (someone who created the page and the person who accessed that page). Sure, it sounds like the minimal definition of communication (sender, medium/message, receiver). But what most people who talk about communication seem to forget (unlike Jakobson), is that all communication is social.

Sure, putting a comment form on a Web page facilitates a basic social interaction, making the page “more social” in the sense of “making that page easier to use explicit social interaction.” And, of course, adding some features which facilitate the act of sharing data with one’s personal contacts is a step above the contact form in terms of making certain type of social interaction straightforward and easy. But, contrary to what Google Friend Connect implies, adding those features doesn’t suddenly make the site social. The site itself isn’t really social and, assuming some people visited it, there was already a social dimension to it. I’m not nitpicking on word use. I’m saying that using “social” in this way may blind some people to social dimensions of the Internet. And the consequences can be pretty harsh, in some cases, for overlooking how social the ‘Net is.

Something similar may be said about the “Social Web,” one of the many definitions of “Web 2.0” which is used in some contexts (mostly, the cynic would say, “to make some tool appear ‘new and improved'”). The Web as a whole was “social” by definition. Granted, it lacked the ease of social interaction afforded such venerable Internet classics as Usenet and email. But it was already making some modes of social interaction easier to perceive. No, this isn’t about “it’s all been done.” It’s about being oblivious to the social potential of tools which already existed. True, the period in Internet history known as “Web 2.0” (and the onset of the Internet’s sixth culture) may be associated with new social phenomena. But there is little evidence that the association is causal, that new online tools and services created a new reality which suddenly made it possible for people to become social online. This is one reason I like Martin Lessard’s post so much. Instead of postulating the existence of a brand new phenomenon, he talks about the conditions for some changes in both Internet use and the form the Web has taken.

Again, this isn’t about terminology per se. Substitute “friendly” for “social” and similar issues might come up (friendship and friendliness being disconnected from the social processes which underline them).

Adoptive Parents

Many “social * enthusiasts” are interested in “adoption.” They want their “things” to be adopted. This is especially visible among marketers but even in social media there’s an issue of “getting people on board.” And some people, especially those without social science training, seem to be looking for a recipe.

Problem is, there probably is no such thing as a recipe for technology adoption.

Sure, some marketing practises from the offline world may work online. Sometimes, adapting a strategy from the material world to the Internet is very simple and the Internet version may be more effective than the offline version. But it doesn’t mean that there is such a thing as a recipe. It’s a matter of either having some people who “have a knack for this sort of things” (say, based on sensitivity to what goes on online) or based on pure luck. Or it’s a matter of measuring success in different ways. But it isn’t based on a recipe. Especially not in the Internet sphere which is changing so rapidly (despite some remarkably stable features).

Again, I’m partial to contextual approaches (“fully-customized solutions,” if you really must). Not just because I think there are people who can do this work very efficiently. But because I observe that “recipes” do little more than sell “best-selling books” and other items.

So, what can we, as social scientists, say about “adoption?” That technology is adopted based on the perceived fit between the tools and people’s needs/wants/goals/preferences. Not the simple “the tool will be adopted if there’s a need.” But a perception that there might be a fit between an amorphous set of social actors (people) and some well-defined tools (“technologies”). Recognizing this fit is extremely difficult and forcing it is extremely expensive (not to mention completely unsustainable). But social scientists do help in finding ways to adapt tools to different social situations.

Especially ethnographers. Because instead of surveys and focus groups, we challenge assumptions about what “must” fit. Our heads and books are full of examples which sound, in retrospect, as common sense but which had stumped major corporations with huge budgets. (Ask me about McDonald’s in Brazil or browse a cultural anthropology textbook, for more information.)

Recently, while reading about issues surrounding the OLPC’s original XO computer, I was glad to read the following:

John Heskett once said that the critical difference between invention and innovation was its mass adoption by users. (Niti Bhan The emperor has designer clothes)

Not that this is a new idea, for social scientists. But I was glad that the social dimension of technology adoption was recognized.

In marketing and design spheres especially, people often think of innovation as individualized. While some individuals are particularly adept at leading inventions to mass adoption (Steve Jobs being a textbook example), “adoption comes from the people.” Yes, groups of people may be manipulated to adopt something “despite themselves.” But that kind of forced adoption is still dependent on a broad acceptance, by “the people,” of even the basic forms of marketing. This is very similar to the simplified version of the concept of “hegemony,” so common in both social sciences and humanities. In a hegemony (as opposed to a totalitarian regime), no coercion is necessary because the logic of the system has been internalized by people who are affected by it. Simple, but effective.

In online culture, adept marketers are highly valued. But I’m quite convinced that pre-online marketers already knew that they had to “learn society first.” One thing with almost anything happening online is that “the society” is boundless. Country boundaries usually make very little sense and the social rules of every local group will leak into even the simplest occasion. Some people seem to assume that the end result is a cultural homogenization, thereby not necessitating any adaptation besides the move from “brick and mortar” to online. Others (or the same people, actually) want to protect their “business models” by restricting tools or services based on country boundaries. In my mind, both attitudes are ineffective and misleading.

Sometimes I Feel Like a Motherless Child

I think the Cluetrain Manifesto can somehow be summarized through concepts of freedom, openness, and transparency. These are all very obvious (in French, the book title is something close to “the evident truths manifesto”). They’re also all very social.

Social scientists often become activists based on these concepts. And among social scientists, many of us are enthusiastic about the social changes which are happening in parallel with Internet growth. Not because of technology. But because of empowerment. People are using the Internet in their own ways, the one key feature of the Internet being its lack of centralization. While the lack of centralized control may be perceived as a “bad thing” by some (social scientists or not), there’s little argument that the ‘Net as a whole is out of the control of specific corporations or governments (despite the large degree of consolidation which has happened offline and online).

Especially in the United States, “freedom” is conceived as a basic right. But it’s also a basic concept in social analysis. As some put it: “somebody’s rights end where another’s begin.” But social scientists have a whole apparatus to deal with all the nuances and subtleties which are bound to come from any situation where people’s rights (freedom) may clash or even simply be interpreted differently. Again, not that social scientists have easy, ready-made answers on these issues. But we’re used to dealing with them. We don’t interpret freedom as a given.

Transparency is fairly simple and relates directly to how people manage information itself (instead of knowledge or insight). Radical transparency is giving as much information as possible to those who may need it. Everybody has a “right to learn” a lot of things about a given institution (instead of “right to know”), when that institution has a social impact. Canada’s Access to Information Act is quite representative of the move to transparency and use of this act has accompanied changes in the ways government officials need to behave to adapt to a relatively new reality.

Openness is an interesting topic, especially in the context of the so-called “Open Source” movement. Radical openness implies participation by outsiders, at least in the form of verbal feedback. The cluefulness of “opening yourself to your users” is made obvious in the context of successes by institutions which have at least portrayed themselves as open. What’s in my mind unfortunate is that many institutions now attempt to position themselves on the openness end of the “closed/proprietary to open/responsive” scale without much work done to really open themselves up.


Mottoes, slogans, and maxims like “build it and they will come,” “there’s a sucker born every minute,” “let them have cake,” and “give them what they want” all fail to grasp the basic reality of social life: “they” and “we” are linked. We’re all different and we’re all connected. We all take parts in groups. These groups are all associated with one another. We can’t simply behave the same way with everyone. Identity has two parts: sense of belonging (to an “in-group”) and sense of distinction (from an “out-group”). “Us/Them.”

Within the “in-group,” if there isn’t any obvious hierarchy, the sense of belonging can take the form that Victor Turner called “communitas” and which happens in situations giving real meaning to the notion of “community.” “Community of experience,” “community of practise.” Eckert and Wittgenstein brought to online networks. In a community, contacts aren’t always harmonious. But people feel they fully belong. A network isn’t the same thing as a community.

The World Is My Oyster

Despite the so-called “Digital Divide” (or, more precisely, the maintenance online of global inequalities), the ‘Net is truly “Global.” So is the phone, now that cellphones are accomplishing the “leapfrog effect.” But this one Internet we have (i.e., not Internet2 or other such specialized meta-network) is reaching everywhere through a single set of compatible connections. The need for cultural awareness is increased, not alleviated by online activities.

Release Early, Release Often

Among friends, we call it RERO.

The RERO principle is a multiple-pass system. Instead of waiting for the right moment to release a “perfect product” (say, a blogpost!), the “work in progress” is provided widely, garnering feedback which will be integrated in future “product versions.” The RERO approach can be unnerving to “product developers,” but it has proved its value in online-savvy contexts.

I use “product” in a broad sense because the principle applies to diverse contexts. Furthermore, the RERO principle helps shift the focus from “product,” back into “process.”

The RERO principle may imply some “emotional” or “psychological” dimensions, such as humility and the acceptance of failure. At some level, differences between RERO and “trial-and-error” methods of development appear insignificant. Those who create something should not expect the first try to be successful and should recognize mistakes to improve on the creative process and product. This is similar to the difference between “rehearsal” (low-stakes experimentation with a process) and “performance” (with responsibility, by the performer, for evaluation by an audience).

Though applications of the early/often concept to social domains are mostly satirical, there is a social dimension to the RERO principle. Releasing a “product” implies a group, a social context.

The partial and frequent “release” of work to “the public” relates directly to openness and transparency. Frequent releases create a “relationship” with human beings. Sure, many of these are “Early Adopters” who are already overrepresented. But the rapport established between an institution and people (users/clients/customers/patrons…) can be transfered more broadly.

Releasing early seems to shift the limit between rehearsal and performance. Instead of being able to do mistakes on your own, your mistakes are shown publicly and your success is directly evaluated. Yet a somewhat reverse effect can occur: evaluation of the end-result becomes a lower-stake rating at different parts of the project because expectations have shifted to the “lower” end. This is probably the logic behind Google’s much discussed propensity to call all its products “beta.”

While the RERO principle does imply a certain openness, the expectation that each release might integrate all the feedback “users” have given is not fundamental to releasing early and frequently. The expectation is set by a specific social relationship between “developers” and “users.” In geek culture, especially when users are knowledgeable enough about technology to make elaborate wishlists, the expectation to respond to user demand can be quite strong, so much so that developers may perceive a sense of entitlement on the part of “users” and grow some resentment out of the situation. “If you don’t like it, make it yourself.” Such a situation is rather common in FLOSS development: since “users” have access to the source code, they may be expected to contribute to the development project. When “users” not only fail to fulfil expectations set by open development but even have the gumption to ask developers to respond to demands, conflicts may easily occur. And conflicts are among the things which social scientists study most frequently.

Putting the “Capital” Back into “Social Capital”

In the past several years, ”monetization” (transforming ideas into currency) has become one of the major foci of anything happening online. Anything which can be a source of profit generates an immediate (and temporary) “buzz.” The value of anything online is measured through typical currency-based economics. The relatively recent movement toward ”social” whatever is not only representative of this tendency, but might be seen as its climax: nowadays, even social ties can be sold directly, instead of being part of a secondary transaction. As some people say “The relationship is the currency” (or “the commodity,” or “the means to an end”). Fair enough, especially if these people understand what social relationships entail. But still strange, in context, to see people “selling their friends,” sometimes in a rather literal sense, when social relationships are conceived as valuable. After all, “selling the friend” transforms that relationship, diminishes its value. Ah, well, maybe everyone involved is just cynical. Still, even their cynicism contributes to the system. But I’m not judging. Really, I’m not. I’m just wondering
Anyhoo, the “What are you selling anyway” question makes as much sense online as it does with telemarketers and other greed-focused strangers (maybe “calls” are always “cold,” online). It’s just that the answer isn’t always so clear when the “business model” revolves around creating, then breaking a set of social expectations.
Me? I don’t sell anything. Really, not even my ideas or my sense of self. I’m just not good at selling. Oh, I do promote myself and I do accumulate social capital. As social butterflies are wont to do. The difference is, in the case of social butterflies such as myself, no money is exchanged and the social relationships are, hopefully, intact. This is not to say that friends never help me or never receive my help in a currency-friendly context. It mostly means that, in our cases, the relationships are conceived as their own rewards.
I’m consciously not taking the moral high ground, here, though some people may easily perceive this position as the morally superior one. I’m not even talking about a position. Just about an attitude to society and to social relationships. If you will, it’s a type of ethnographic observation from an insider’s perspective.

Makes sense?

To a Newbie Blogger


Lisamm, who just commented on two of my own blog entries, is asking about blogging:How to Increase Your Blog Hits « Books on the Brain

Blogging is new to me. I haven’t learned the lingo. I don’t know the etiquette. I don’t know what a meme is (Do I want one? Do I need one? Is it fattening?) What is the deal with bloggers giving other bloggers awards? No one has challenged me, or tagged me, or whatever it is people do. I’m totally winging it.Someone told me recently that I could increase my blog hits with an intriguing title on my entries. Hmmmm. This one might get noticed. I guess we’ll see how it works.Speaking of blog hits, I seem to be getting a lot (I guess). What is a lot? How many do other people get?What is up with my obsessive desire to check my stats? How I love to see the blog stat graph go up, up, up. Is this normal? Why do I care? Do other bloggers do that? Will the obsession wear off soon????Experienced bloggers, I would love to hear from you. I’m hoping my insanity is only temporary.

My answers:Simply put, meme is an idea which propagates itself. Think “viral marketing.” Among bloggers, it often refers to a kind of tag-like game by which one blogger asks other blogger to post about something (say, eight random things about yourself) and to do the same with other people. It’s a fun (and non-fattening) way to connect with fellow bloggers.Awards are a bit similar. Bloggers tend to enjoy kudos, praises, marks of recognition, etc. Some awards (the “thinking blog” one is an example) are given as a way to connect bloggers who perceive to be of the same calibre, in one dimension or another.Intriguing titles do help increase traffic and bloggers are often (semi-secretly) proud of their clever titles. In this sense, we’re no different from journalists! An issue with titles, though, is that the type of traffic it increases might be the type of headline-reading which does relatively little good to a blog. My best example is my Facebook Celebs and Fakes post which is getting good traffic, apparently for the wrong reasons… ;-)As anyone can guess, “a lot” of blog hits is a really relative measure. Some bloggers get thousands of hits every single day, others get a few hundreds a month. From November, 2006 to February, 2007, I was getting an average of about 180 hits a day (with a peak at 307 hits in a single day). Since then, I’ve been down to about 100 to 130 hits a day. I still consider this to be a lot of hits, especially when I compare it to the number of comments I get. I also notice (by looking at the WordPress.com statistics page) that many of the hits I get come from Web searches about terms for which my entries aren’t that relevant (cf. “celebs and fakes” above).Many bloggers are obsessed by stats even if they know that they don’t tell much of a story. Bloggers often discuss measurement tools, especially if their blogging has a financial impact. Personally, I do check my blog stats regularly but I don’t really care about the numbers. It’s more of a way to observe tendencies, to learn more about effects of blogging, and as a way to assess differences between blog entries. Besides, the way WordPress.com works, the stats page is where incoming links are displayed. Now, having said all this, it’s probably true that I get a pleasant feeling when I see my numbers going up and I probably was slightly disappointed when they dropped. But those feelings are really transient.Speaking of graphs going up. It seems to be a common effect among bloggers that a site’s traffic will increase pretty regularly, regardless of what the blogger does. At least, that’s what I figured until my March, 2007 drop. I’m still a bit puzzled about this, actually.As for insanity, I think it comes with the territory.Main point of blogging is: blog the way you want to blog. Have fun, experiment with things, don’t take yourself too seriously. Blogging is just a system for making content available publicly. There aren’t set rules about blogging. In other words, don’t listen to any piece of advice.Now, a few words of advice. ;-)It’s probably a good idea not to make too much of stats. They’re fun to look at but they don’t say much about blogs. A blog with a small but dynamic reader-base is often better than a blog getting a lot of hits. Technorati and other measures of influence are similarly misleading as blogging isn’t “about that,” for most people. Yes, there are “A-list bloggers” out there (blogging celebrities, very influential bloggers). But starting a blog to become an A-list blogger is like learning a new language to become a best-selling author in that language.Use the bookmarklet in your blogging system. I can’t paste the WordPress.com one because WordPress.com doesn’t accept JavaScript in blog entries (for security reasons, allegedly), but it’s the one at the bottom of the blog writing page. I personally find those bookmarklets to be among the best features available anywhere. When you see a web page you want to blog about, select a piece of text and click on the bookmarklet from your bookmark bar. You then have a new blog entry with the title of the page, a link to that page, and the portion of text you selected. This part is so ingrained in my blogging habits that I often look for a page to start an entry from instead of creating a blank entry. That part may sound silly but it makes sense in my workflow.Speaking of workflow, it’s probably a good idea to take on tabbed browsing if you haven’t done so already. One blogging use of browser tabs is as placeholders for would-be blog entries. Kind of like a “to do” list for blogging. Notice something potentially bloggable? Keep that tab open so you can come back to it when you have time. I know other bloggers are doing this too because some talk about the number of tabs remaining in their browsers.Which leads me to one of the main hazards of blogging: you end up thinking about all the things you could say and you never find time to do much of it. As a general concept, “Information Overload” refers to something similar. Hence the need to adopt a blogging strategy. Personally, I haven’t find the best way to do it yet but I am decreasing my “blogload,” somehow. In fact, blogging itself does make me more efficient as it provides a central place for putting things I would otherwise repeat. (Though I end up with something like seven blogs…) So, my advice here would be something like: think about ways to control the number of things you want to blog about.One way to think about it is that, with “big issues,” other people have certainly blogged about them. Though there’s something intimidating about this, it also means that you may not need to blog about something if it’s likely to become common knowledge soon.Many bloggers seem to crave the latest thing. They want to “scoop” a story, be the first to blog it. Though it pains me to do so, I must say that I’m probably as guilty of this as the next blogger. Problem with this is that it requires a lot of effort to keep up with everything which is happening. And while being the first to blog about something might be the best way to get incredible traffic, the outcome may not be worth the effort.I try to take a longer view on things. If I can, I like to bring multiple items together in the same blog entry. Kind of like a “roundup,” if I can. It’s also a lot of effort, but it’s less likely to make you crazy than the quest for the first post.This all reminds me of a blog post I read about types of blog posts. IIRC, it was a presentation file and it had some things to say about the effectiveness of those posts. Though this kind of thinking makes a lot of sense for media-oriented bloggers, there’s a lot more to blogging than trying to build readership.Which leads me to the more social aspects of blogging. In the past several months, my blogging activities have probably decreased as my Facebook (Fb) activities increased. While Fb and blogging are quite different from one another, connections are quite clear. Posting notes or other items on Fb is almost exactly like a simplified form of blogging.There are disadvantages to posting things on Facebook.com, by comparison with blogging. There aren’t (AFAICT) RSS feeds for Fb Notes and Posted Items. Only your Fb friends can see (and comment on) things you post on Facebook. There isn’t a WYSIWYG editor for Fb notes (though you can use basic HTML). Fb notes don’t have categories or tags (though you can tag Fb friends). And you don’t get neat stats.But there are nice things about Fb notes and posted items. Since those items are seen by people who already know you, it’s often easier to get feedback through Facebook posted items than through a (public) blog. And because posted items are put on your Facebook profile, there’s a special connection between your items and your Facebook persona. Not to mention that blog entries can be posted directly on Facebook, which kills two birds with one stone.To get back to social dimensions of blogging… No matter how much bloggers like to talk about blogging as a social form of writing, it tends to be one-to-many, not many-to-many. In fact, most people who leave comments on blog entries are bloggers themselves. Though blogging is very “democratic,” it’s not the most efficient community-building tool available online.Anyhoo…I do tend to ramble a lot. There’s a lesson about blogging, somewhere… ;-)