Digital Revolution
Def. refers to a huge shift in communication over the past two decades in terms of the ways in which information is stored and shared so a massive and rapid advance in technology which have transformed people’s lives over the past few decades.
Technological change that information is stored and transmitted
All information can now be converted into binary code
This has led to an explosion of new types of digital communication devices including cheap laptop computers, tablets, smart phone and digital televisions
Society has moved from being based on analogue, mechanical and electronic technology to being based on digital technology and communication.
The growth of digital technology over the past two decades has had huge impact on the way information is stored and communicated.
This means that all new forms of communication are created by computer technology using internationally recognised programming systems meaning that it is possible that information can be shared everywhere around the world.
Digitalisation resulted in technological convergence which means that different types of information could be combined into a single delivery system in the form of communication devices such as smart television, laptops, tablets and smart phones
Digitalisation allows information to be delivered immediately across a range of media platforms which were once separate and unconnected technologies
Pountney observes that digital platforms developed new types of programmes called apps
These help people communicate more easily and help people manage their lives, relationships, health, diet and shopping
These apps can be highly individualised so that people can adapt them to their own particular needs
Early 21st century saw a further revolution in communication as society entered a digital age
Digitalisation refers to a dramatic change in the way information is stored and transmitted
All information, is now converted into binary code no matter what the format
This led to an explosion of new types of digital communication devices including cheap laptop computers, tablets, smartphones and television
Some sociologists that the social world can be divided into 3 revolutionary periods:
- Agricultural revolution – development of farming to cultivate crops
- Industrial revolution – development of science and technology to build machinery in order to manufacture goods from raw materials in factories
- Computer or information age – development of the internet or world wide web
Global multimedia library of information and services in cyberspace is made possible by a global system of interconnected super-computers
Development of high-capacity broadband wireless networks means more people than ever can connect at high speed to this super-information highway and communicate in forms very different to those found in pre-digital age such as physically chatting with a friend
These new forms of digital communication are sometimes known as new media.
These fall into two categories.
1 Initially there is the extension and development of existing forms of media on various new platforms.
For example, many newspapers have now got significant readership online as well as on paper. Another important way in which traditional forms of media have evolved is through satellite transmission, which has meant that people can now access television through cable or satellite. This form of transmission allows a much larger amount of information to be shown, meaning a whole range of television and radio stations transmitting simultaneously.
For example, television can now be watched on demand rather than at set times.
2 The other way in which the media is ‘new’ is through new forms of platform, such as mobile phones, laptops and tablets which are used in various new ways and allow a number of different types of programmes, such as ‘apps’ or applications that help people communicate more easily and in much more novel and dynamic ways.
These new forms of media are also used to help people manage their lives, relationships, shopping, diet, health and so on.
These are often highly individualised, so that the person using them can adapt them to their own specific needs.
Global Village
Digital communication has led to an increasing volume of communication which does not involve face to face contact.
This has led to the idea that as time and distance shrink, the world is becoming a much smaller place.
This idea is sometimes known as the global village, which increases people’s ability to create and maintain social relationships both with people they already know or people who live far away, who they might only ever interact with online.
The ease with which people can make contact with others who share similar interests from across the world means that it is much easier for people to maintain these interests.
For example, people can search for particular online communities and interact with others who share similar interests and concerns.
Indeed the relationships which people have on line with people may in fact be as significant as relationships that they enjoy offline.
In 1964, McLuhan predicted the emergence of what he called the global village
Likened communications and media in 1960s to a giant central nervous system or matrix which ultimately would connect everybody in the world as part of one super culture
Which leads to cultural homogenisation which is the idea that cultural diversity would eventually be replaced by cultural sameness
McLuhans idea of the global village can be clearly seen in modern definitions of globalisation
Pountney observes that the technology of the digital global village such as social media such as Facebook these increase people’s ability to create and maintain social relationships with friends, peers and colleagues
Global village in the form of the internet makes it easy to find others with similar interested such as fans of particular films or television programmes such as star trek can interact with each other via online forums and noticeboards
Pountney suggests that the relationships people have online may be just as significant as those they enjoy offline
Media Convergence
Digitalisation now allows information to be delivered immediately across a range of media platforms which were once separate and unconnected technologies
a whole range of different kinds of information can be combined and delivered in one format. For example, videos, text and images can all be stored and accessed on one website.
Media convergence also refers to the ways in which social media platforms are able to communicate with each other to share contacts, for example.
So, someone is able to access information about their Facebook friends on Instagram, for example.
This has also led to the convergence of various cultural ideas as well as economic markets becoming increasingly global rather than just national.
Because digital forms of communication have developed most rapidly in the west, western capitalist ideas have become dominant across all forms of media.
So, it follows that these ideas support and perpetuate capitalist ideas such as the pursuit of profit, private ownership and material objects being seen as important.
Advertising when it is possible to advertise on a whole range of platforms and gain maximum engagement from your potential customer.
The result is a much more effective advertising strategy and increased sales.
The various combinations of different ideas have also led to the creation of new ideas and products which themselves have become successful as a result of media convergence.
Boyle (2005) explains how the process of digitalisation allows media convergence.
Boyle explains that these once separate forms of media can now be accessed through one device.
For example, having a phone on which you can watch television programmes, films and also listen to the radio (as well as make phone calls).
New digital media are also often highly interactive meaning that people can shape new forms of convergent media in individualistic ways.
Media convergence refers to the fact that digitalisation has led to the combination of different types of information – text, photograph’s, video, film, videos, maps, email, music and social networking into a single delivery system such as all these can be stored and accessed = technological convergence
Refers to ways in which social media platforms converge and are able to communicate with one another to share contacts such as Facebook users can access information about their friends
Economic convergence refers to media, computer, television and telecommunications companies that once operated in separate spheres of development and production
These are increasingly engaging in technological and economic alliances with one another to produce multimedia delivery system
This is due to digitalisation has rendered the borders between these forms of communication irrelevant
Cultural convergence refers to most members of society increasingly interact with one another using the same type of digital communication
Old ways of communicating such as writing letters are gradually being replaced by digital social media networks such as Facebook, Snapchat, Instagram and Twitter
Cultural convergence means that the way people consume is changing too such as 6 out of 10 British adults now use the internet to buy products such as food, clothing, music, insurance and holidays
Social Media
Rapid global spread of social media platforms
Social media refers to any form of digitally based platform for making, confirming or developing social networks which have a global reach
The first mass usage of social media networks was probably Cyworld, launched in South Korea in 1999 (Miller 2012).
Social media has many of the qualities of postmodern society; it allows its users to personalise their page, reflecting increased individualism
Social media refers to a participatory culture or network of websites and applications which enable a community of users to interact and collaborate
This participatory culture enables users to create and share content to engage in social networking and to spread news
Some social platforms encourage registered users to create public profiles and to invite others, particularly friends, associates, colleagues and relatives to share connections, messages, news and experiences
The most popular social networking site in the world is Facebook
In USA, web users spend more time on Facebook than any other website
In January 2017 there were over 1.86 billion people worldwide registered with Facebook
Other popular social platforms include LinkedIn which aims to help people find work by sharing their professional skills and has 20 million users globally
The microblogging social media platform Twitter has about 500 million users worldwide
A number of social media apps for smart phones such as Snapchat, WhatsApp and Instagram have become extremely popular in recent years
In 2017, it was estimated that Snapchat has over 100 million active users: WhatsApp has over 1 billion users in 180 million countries, while Instagram has 600 million users
Facebook is the default setting for 96% of adults who are online, according to 2014 Ofcom survey
Different types of social media are:
- Digital social networks, which encourage registered users to create public profiles and make lists to users who can be invited to share connections, upload photos and video, send messages and keep in touch with friends, family and colleagues
- Microblogging sites such as Twitter which has 500 million users worldwide
- Sites run by individual diarists and commentators known as bloggers, who write about a diversity of subjects from baking to politics
- Video bloggers or vloggers, who upload videos of themselves onto YouTube, discussing commercial products relating to beauty and fashion many are sponsored by advertises
- Open content sites such as Wikipedia on which users are encouraged to collaborate on an online web encyclopaedia
- Social news forums such as reddit, on which devoted to spreading academic ideas
- Virtual-world sites such as Cybercity, Second Life and World of Warcraft which enable users to live alternative lives in alternative virtual worlds
The use of new social media has exploded in popularity, which can be seen from these statistics:
- 15 million users of Twitter in the UK in 2014, 80 per cent of whom use Twitter via their smart phones.
- In 2014 there were 31 million users of Facebook in the UK, mainly used by 24–35-year olds.
As Facebook has become more mainstream its growth has begun to slow down.
- In 2013 LinkedIn passed the 20 million users mark globally.
This is a site where people can share their professional skills and create work based social networks.
- In 2014, Pinterest and Instagram were the fastest growing forms of social media and they are more used by women than men.
- Snapchat, launched in 2011, is hugely popular too.
In 2014 its average age users were aged between 13 and 20 and 70 per cent are female.
- According to Ofcom’s annual News Consumption study (2014) 41 per cent of the population use the net to keep up to date with current affairs.
Virtual Communities
Before the digital age who wished to share their interests, ideas or opinions with those in other parts of the country or world were constrained by geographical distance and time zones and were forced to use the forms of communication that were either slow or expensive
A virtual community is a social network of individuals who create an online community which may or may not reflect their offline lives.
This community crosses geographical, political and social lines.
These virtual communities are becoming increasingly complex and, in some cases,, very realistic.
These allow people to share interests and create and transform their identities.
There are many forms of virtual communities:
– message boards
– online chat rooms
– virtual worlds
– social networks
– specific services communities
However, the digital age had produced virtual communities in which globally dispersed people with common interests are no longer constrained by geographical distance or time zones
The existence of the internet and its diversity of websites, newsgroup, discussion boards, social networking platforms as well as email and video applications such as Skype has produced instantaneous interaction and sharing at any time and from any place
A virtual community is a social network of like-minded individuals who create an online community
People who take part in these communities often adapt anonymous digital identities
Face to face interaction often involves judgements which stem from social class, gender, ethnic and age inequalities and differences as these identities are visible in everyday interaction
However, it is virtually impossible to perceive such inequalities in online relationships as of the anonymity associated with being online
Woman can quite easily pose as men and vice versa
Some virtual communities such as CyberCity, second life and world of warcraft enable users to live alternatives lives in alternative virtual worlds
Virtual Communities: Cybercity, Carter (2005)
Carter researched CyberCity in 2005 and found it all the characteristics of a city containing over one million registered users – Cybercity is a virtual community with over 1, 062, 072 registered users in June 2004.
It has all the characteristics of a city
explores the ways that digital forms of communication are used in creating and maintaining relationships in an increasingly globalised context
Over the course of 3 and a half years she visited the site every day from September 1999 to April 2001 and used participant observation, questionnaires and offline semi-structured interviews in an attempt to find out how users interpreted their interaction with other on the site
Carter’s research illustrates how, for many people, cyberspace is just another place to meet people with similar interests.
Predominantly western sample
Carter concluded that just a much effort is expended on maintaining relationships in Cyberspace as on real face to face relationships
Carter conducted research in one particular virtual community which the author names Cybercity.
She asked three questions: What kinds of relationships are formed online? Do relationships formed online migrate to other social settings? How are real life and virtual life interwoven in terms of lived experiences?
She was looking at friendship and how the trustworthiness and authenticity of these affect social relations.
Carter found out that people who meet a person online do in fact often then continue these online friendships in their offline lives, by meeting them in person.
Carter also argues that cyberspace is becoming increasingly embedded in people’s everyday lives.
She also found that people who met online would often meet in real life
In this sense, cyberspace is becoming increasingly embedded in everyday life
Second Life, Boellstorff (2008)
Boellstorf spent 2 years conducting ethnographic research from June 2004 to January 2007 on the residents of virtual world of second life and explored a range of issues including sex, money, gender and race
He used participant observation and interviews all inside the virtual world.
He explores a range of issues including gender, race, sex, money, conflict and antisocial behaviour, the construction of place and time, and identity.
Boellstorff shows how virtual worlds can change ideas about identity and society.
Boellstorf concludes that virtual worlds can change ideas about identity and society
However, he also observes that these virtual worlds can involve immoral and criminal actions and there is little regulation of avatar behaviour such as some users of second life have constructed avatars that are prostitutes and rapists that attack other avatars
However, there are some problems with this virtual world.
There is very little regulation of online behaviour, however, since 2007 Belgian police have begun ‘patrolling’ the virtual world of Second Life, after a user reported being raped within the game.
Brussels police who investigated this case gave a statement to the press: ‘It is our intention to find out if a crime has been committed.’
More recent reports have revealed that prostitution/ pornography has been occurring on Second Life, raising more issues of consent and regulation.
There have been controversial responses to these potential ‘crimes’ for example, it has been suggested that it is now possible to buy ‘a rape add-on’, which makes your Second Life avatar able to attack other characters.
This raises serious questions about the moral regulation of online forms of communication, and thus far, laws and policies are a long way from being able to regulate and punish deviant behaviour
Van Dijk argues that both identity and community are increasingly shaped by these virtusl communities
He observes that teenagers can no longer imagine organising their social lives without Facebook at its centre: news organisations have become increasingly dependent on twitter for breaking news stories
Carter argues that members of virtual communities see the relationships that they establish online as equally important to those they establish offline physical communities
Networked Global Society
Marxist’s sociologists – Castells argues that western societies have entered a late-modern period of capitalism in which the main resource is information
In the past both communications and information were organised vertically, so information was communicated from the capitalist elites that ran society to those below them
Castells argues that in late modern capitalist society the emergence of digital technology and culture and its easy availability mean that communications and information are now organised horizontally
Ordinary people can now politically organise and influence the world of politics via social media, twitter and blogs
Castells argues that digital forms of communication have decentralised power
Digital technology has resulted in more power in the hands of the people
Argued in 21st century people are more likely to be organised into horizontal digital communication networks using new forms of social media than in the traditional vertical organisations of the past
Moreover, these networks connect people and allow them to be interactive at the speed of light
Digital technologies have therefore transformed all relationships whether they are personal, political, religious, cultural and economic
Politics used to involve either joining vertical organisation such as a political party or pressure group and/or reading the products of such organisation such as political manifestos
In addition, media organisation which were also vertical organisation, attempted to influence voters
Consequently, political news or scandal travelled relatively slowly
However, Castells argues that new digital media such as twitter, Facebook, blogs and websites have transformed now only the relationship that the electorate now has with politicians but also the way politicians now behave
Political news and gossip is instantaneously available via these new media networks and can ruin political careers within minutes
Moreover, these networks are global too, so people’s political interests now often extend beyond domestic politics to how Britain emerges with the rest of the world
Digital Social Networks
Digital revolution, social networks involved people – friends, family or work colleagues, meeting physically face to face
Digital networks have dramatically changed the face of social networking
We follow the activities and current opinions of friends and colleagues by friending them on Facebook or by following them on twitter
People no longer have to leave home to look and apply for jobs, to transfer money, pay bills, shop or worship
All these activities can be conducted online
the way the economy and employment have changed is significant.
People rely on the internet for creating and maintaining work-based relationships, as well as finding and applying for jobs.
This is so significant now that it could be argued that unless a person has access to digital forms of communication they are at a real disadvantage.
Networked global society refers to the idea that in the post-industrial society, the focus is on information as a result of new forms of communication.
Those with the access to information create social networks, often which result in greater employability and hierarchical status.
In other words, having relationships or connections with people and groups at a global level leads to material rewards, known as social capital.
One good example of this is the website LinkedIn.
LinkedIn founded in 2002 is a social network created for people to develop employment-based connections.
it is designed specifically to allow people to find a job. It now has more than 20 million users world-wide
Network Society, Castells (2000)
interesting interpretation of the impact of digital communication drawing upon Marxist ideas.
He claims that we are moving from the industrial age into an age defined by information.
This significant change has occurred as a result of the evolution of new information technologies, particularly those for communication.
Castells argues that although society remains capitalist, the focus has shifted from a focus on energy such as oil, gas and electricity, to a focus on information.
This information is of central importance in determining economic productivity.
Communications technologies allow for the removal of the issue of space and distance
and for globalisation; the potential for rapid, multiple forms of communication also changes the relationship that people have with time: communication is instantaneous
explains that networks are not a new form of social organization, they have become a central characteristic of society.
This is because communication technologies, such as the internet, allow for decentralisation of control, increasing the effectiveness of networks and hierarchical structures.
According to Castells, power now rests in networks.
Some networks, such as that of financial capital, are global in scale.
Networks also exist within and between businesses and can also be temporary, project-by- project.
Resources, by which Castells means employees, consultants, and other businesses are brought together to work on a particular project, then dispersed and reallocated when the task is complete.
The people at the bottom are those who, with nothing to offer the network, are excluded.
These people include labourers and factory workers who are low paid and less able to invest in the development of their skills.
They are likely to be poorly educated and have very little chance of social mobility.
Big Digital Data
In the past, information was stored on paper and finding information meant trawling through books such as encyclopaedic
This relied upon people being literate and being physically close enough to the information.
This data is collected usually through commercial companies and other bodies.
In order to search for information, a certain level of literacy was required
Since the digital revolution, information and data are only a few clicks away via google or Wikipedia
Today, the way information is being collected and used has changed massively.
Because of the internet and the increase in the volume of data being recoded and collected, there are now huge amounts of information about almost every area of social life.
Big data refers to extremely large datasets that can be analysed digitally using logarithms to reveal trends such as buying and selling habits and non-digitally to reveal patterns, trends and links, especially relating to human behaviour and interactions.
Digital companies like Amazon use such data to identity other products that ‘you may like’
Other digital companies use such data to target people with advertising for specific goods
Pountney identifies five features which differentiate big data from other types of information:
- Volume = it is easier and cheaper to store information online. There is also no time limit on how long it can be stored.
Consequently, the amount of data online is enormous
Many factors contribute to the increase in data volume.
Information is now stored about online communications, purchases and transactions which produces a large amount of data which is stored for a possibly infinite amount of time. Unstructured data streaming from social media also forms another source of data and increasing amounts of information is being collected.
In the past, excessive data volume was a storage issue, however as information has become possible to store digitally, there has been a decrease in the cost of storing it.
As a result, other issues have emerged, including how to decide what data is relevant and what can be discarded
- Velocity = data can be accessed instantaneously
Data is streaming at unprecedented speed and must be dealt with promptly.
- Variety = data comes in many varied features
Data today comes in all types of formats.
Structured, numeric data in traditional databases as well as unstructured text documents, email, video, audio, stock market data and financial transactions.
- Variability = data may be subjected to peaks and troughs such as particular stories may trend or be popular or high profile at certain times of the year but fade at others
In addition to the increasing velocities and varieties of data, data flows can be highly inconsistent.
For example, where an event or idea is trending in social media it suddenly becomes widely popular and briefly high profile.
Daily, seasonal and event-triggered peak data loads can be challenging to manage.This is even more so with unstructured data
- Complexity = data comes from multiple sources and can be difficult to sort in terms of its reliability and validity
Today’s data comes from multiple sources.
And it is still an undertaking to link, match, sort and transform data across systems, as well as to connect and correlate relationships.
Big Data is ‘big’, not only in terms of the terabytes of storage space it can require, but in the number of people talking about it and the myriad of opportunities it presents.
It’s debatable whether market research data can be categorised as Big Data.
Some research (such as the GP Patient Survey) involves several million interviews but even this is not big or complex enough for many to consider it Big Data.
Big Data analytics tends to focus more on the data trails or impressions we generate as we all communicate, consume and conduct our day-to-day lives; the (often digital) breadcrumbs we leave behind after any interaction.