Topics and Concepts: Sociology of the Social Web

I’m reading Five Minds for the Future, by Howard Gardner. One of those minds for the future is the “disciplined mind;” the “systematic instruction” designed for a particular subject or field of study. So I thought I’d explore some of the more interesting topics that could be explored in the sociology of social media.

Some context first — Why even study it?

The study of sociology has much to offer public relations, marketing, and development. Not just for enterprise and profit, but understanding people in society benefits communities everywhere, even offline. Progress happens when developers, community managers, and leaders come together for common purpose, to solve the needs of the group which that happens through understanding what people want and what people need and why that is so. We can make well informed judgments and decisions as creators with this knowledge.

I remember sighing in relief when I read what PR/new media pro, Brian Solis, wrote in his book, Putting the Public Back in Public Relations:

Today’s communication strategies can benefit from the social sciences such as sociology and anthropology… You must understand that technology supports the sociology of the network— it doesn’t replace it.

- Brian Solis

I studied sociology because I found it interesting, not because I thought it would lead to a great career— or even work (I went to graduate school for that).

To achieve a disciplined mind, Mr. Gardner says the first thing to do is “identify important topics and concepts within the discipline.” So I’ve drawn some interesting points together that I’d like to open up for more discovery in. In my synthesis (Gardners 2nd mind for the future), I’ve jotted down some thoughts on what could be taught or researched for the sociology of social media:

Synthesis

• The concept of “Social media” being a vague term that attempts to describe something complicated or complex.
• Diffusion of the technology and social innovations among different demographics of people.
• Differences between those groups and influences (demographic, cultural).
• Interaction within & between them (language, norms).
• Macro and micro economic systems related to the social technologies.
• Capitalism as a driver for owning new technology.
• Organic and synthetic communities.
• Role of technology and collaboration in communities.
• Developing and addressing norms when boundaries are loosely drawn, or non existent

So there are a few ideas that I’m swimming with. Wouldn’t mind examining these more and possibly teaching a course on the sociology of social media. If you can point to research, or have done some of your own, I wouldn’t mind building a list of resources here, so let it be known. Thanks.

Good reads on this topic:

Five Minds for the Future, by Howard Gardner
Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR, by Brian Solis