Pictures of Our Present

Long after New York City is gone—perhaps reclaimed by nature per The World Without Us—I'm certain we've created a record that should survive long and well enough to offer glimpses into life in New York City. I'm talking, of course, about the tiled mosaics that litter the subway system: some show landmarks and cultural scenes concerning the locality above, and others depict daily life. All together, they provide a glimpse into life in this city.

The subway mosaics that so many of us pass on a daily basis are reminiscent of the early artworks that were commissioned to beautify the system in the early 1900s. Architects Heins & LaFarge were tasked with creating signs and plaques that would tell customers where they were while capturing essential elements from the neighborhoods above. And though they would be replaced as architects with the more minimalist vision of Squire J Vickers, some of their original stations have survived and have been updated to preserve the Beaux-Arts element of the city's definition. There's something about the mosaics that warm the subway for me—it feels safer, brighter, and in depicting the familiar, the mosaics help me feel as though this is home. It's a sense of knowing a place via these images as opposed to merely finding them pretty decorative elements.

In the tradition of Heins & LaFarge, tiled murals were included during the renovations at the 66th Street/Lincoln Center subway station, illustrating scenes from theater and dance. The imagery suggests the nature of the neighborhood above ground. During a recent visit, I was able to get the following images from Nancy Spero's Artemis, Acrobats, Divas and Dancers (2004) to share with you:

 

 

Lincoln Center didn't exist until the 1960s, so this type of imagery wasn't a part of the original 1904 station. However, its inclusion in the renovation reminds us of our changing social landscape, and leaves a neat record for the future. For example, the mural at 23rd Street may be a nod to a notoriously windy corner of the city while paying tribute to some of the local celebrities. Though the City Dwellers series at 28th Street may require a bit more creative brainstorming. In both instances, the result is a very human effect—a small mark indicating who we were for this present.

What are your favorite subway mosaics—both here and abroad? I'm sure you pass a few ever day.

Diminishing the Double Digital Divide

To wrap up my notes on Social Media Week, I thought I would pursue a comment made by Meebo CEO and co-founder Seth Sternberg during the Social Graph Optimization panel. He suggested that without proper education on the use of digital tools, we would see the a growing divide between two technological classes increase: those with access to information would be at a greater advantage than those without without. Having the means to access information on the Internet goes just beyond access to the hardware; it also depends on the individual's ability to understand how to use the tools at her disposal. And as digital technologies become prevalent, individuals who can successfully manage digital media will be at an advantage in terms of accessing and processing information, managing networks, and sharing data. As we begin to tentatively discuss issues of netiquette and privacy, we should also be actively considering the double digital divide—not only do we need to bridge the gap in access to technology, but at the same time, we need to educate users on how to utilize digital tools to their fullest potential. Digital agencies, including social media and digital advertising firms, are in a position to mobilize this initiative via CSR programs—with surprising benefits if they do.

To examine disparities in people's abilities to use digital media, researchers assigned search tasks to a random sample of Internet users, and found a considerable difference in whether people could find various types of content on the Internet and how long it took them to find it (Hargittai 2002). These studies used socioeconomic and demographic measures to determine understanding of digital media, and while it is true that these factors may hinder access to technology, social environment can also influence an individual's Internet use. Researchers propose that when socioeconomic and demographic characteristics were held constant,

the social environment (higher interactions with others regarding giving and receiving Internet-related help; proportions of family and friends who use the Internet) and the technological environment (having a computer at home, the number of places for going online, and length of experience with the Internet) were significantly associated with higher Internet connectedness (Jung 2008).

"Internet connectedness" in this case refers to the individual's ability to use the Internet and digital media to satisfy "digital goals" (i.e., the ability to find specific information being sought, to connect to specific groups). The first step in overcoming the double digital divide—realistically, as equalizing socioeconomic and demographic statistics is a larger social issue—is to increase access to technologically-oriented environments. It seems logical that this could most easily be pursued via schools, but they clearly need help to get the tools they need to build a technologically-savvy generation. Data suggests, internet users were twice as likely as nonusers to report that most people they know use the Internet; and just 4% of users compared to 27% of nonusers reported that none or very few of their acquaintances go online (Lenhart et al., 2003). This suggests that understanding of digital media can be socially spread. For example, an individual from a lower socioeconomic status who becomes technologically savvy can become their family's link to the digital world—as is already happening. We know that in "developing" countries, mobile communication technology is often shared between groups. While the cell phone usage rates are likely higher in the United States than elsewhere in the world, there are still groups that have limited access to this and other digital media. As increased knowledge and access to technology filter through a community, messaging through digital media can become more effective—and will follow once the issue of access is resolved.

How can digital agencies help? By assisting to build on-site computer labs either at schools or at major agencies, bringing digital technologies to local communities—and demonstrating that digital media is a viable career path. As our society shifts toward digital media use, and businesses move to digital media to help cut costs and increase their reach, effective messaging will mean working with an educated audience. Yes, there are expenses involved, but they are offset by the benefits gained. Digital agencies need to seriously consider their role in our new technological society. Are they interested in working with consumers to increase satisfaction with the experience and product, or are they merely interested in dictating the development of digital technologies and messages?

References:

Hargittai, E (2002). Second-level digital divide: Differences in people’s online skills. First Monday, Peer-reviewed journal of the Internet, 7 (4).

Jung, J. (2008). Internet Connectedness and its Social Origins: An Ecological Approach to Postaccess Digital Divides Communication Studies, 59 (4), 322-339 DOI: 10.1080/10510970802467387

Lenhart, A., Horrigan, J., Rainie, L., Allen, K., Boyce, A., Madden, M., et al. (2003). The ever-shifting Internet population: A new look at Internet access and the digital divide. Washington, DC: Pew Internet and American Life Project.

Social Media Week NYC: Digital Authenticity and the Leverage of Social Media in Sports

I had a chance to look at social media from a different vantage point today at the Unleashing Social Media On the Sports World panel hosted by The New York Times. Indeed, it's one of the discussions I attended this week that seemed to want to talk about the social human element of social media, and not just the hard analytics of ROI, reach, click counts, sharing rates, and so on. While these are useful and certainly important measures to understand within this medium, it also has the effect of distancing the technology from the user. Hard analytics helps organize the medium. While it recognizes that individual's ability to choose, it also makes the user far more passive—someone to be manipulated and shaped in a particular way with specific strategies. Like the CSR panel yesterday, Unleashing Social Media On the Sports World emphasized the user more strongly as an agent in shaping social media and the resulting relationships. Today's panel was less about getting the individual to respond to content in a formulaic way, and more about how the individual can seize this medium and really help shape the digital landscape while building a digital persona.

Led by Gary Vaynerchuk, partner and co-founder of Vayner Media, the discussion featured Matt Cerrone, founder of Metsblog.com, Tyler Kepner, national baseball writer at The New York Times, Jim Bankoff, chairman and CEO of SB Nation, and Michael DiLorenzo, director of social media and communications at the NHL. One of the key points made today concerned expectations. According to Vaynerchuk, social media has changed the expectations surrounding fan dialogues. In the sports world, it's no longer possible or even acceptable to ignore social media dialogues if you're a player. Because the medium is so pervasive, fans expect a response. DiLorenzo pointed out that fans, whether of baseball, hockey, football, cricket, rugby, etc., have an emotional craving to be directly connected. This fits well with some of my very early ethnographic work where I investigated nationalism and sports. Using the work of CLR James concerning cricket and Trinidadians, I traced the way a national past time comes to represent a national identity. And the importance that players come to hold as representatives of the people. Here's an excerpt from the paper I wrote on this:

Trinidadians fiercely identified with their cricketers, and although racialism attempted to thwart their emotional and psychological investment in these players, it only caused the spectators and supporters of the sport to unify in anger.  The cricketer as a national hero should be examined in the life of Wilton St. Hill who played for Shannon [a cricket club], himself, and more importantly, the people (James 1963: 94) ... As C.L.R. James walked through the countryside one afternoon, he passed a shoemaker’s shop where some men had gathered and discovered that while none of these men had ever laid eyes on St. Hill, they worshipped him (James 1963: 97).  One of the men turned to James and said, “You know what I waitin’ for?  When he go to Lord’s and the Oval and make his Century there!  That’s what I want to see” (James 1963: 97).  The desires of this man out in the countryside typified what St. Hill meant to thousands of Trinidadians: in this player there was a sense that here was one of them, performing “in excelsis in a sphere where competition was open" (James 1963: 99). 

People align themselves with teams that they feel represent them in some way. It could be geographic, it could be a family following, it could be the team colors. For whatever reason, people choose a team, and consequently the players, to represent them. Consider the immense amount of pride a city displays at winning a championship: parades are planned, children miss school and workers call out sick to participate in the celebration, the players are lauded—figuratively carried on the shoulders of the people to City Hall. Why? Because they have represented their fans "in excelsis." Social media provides a pipeline to the players for the fans. They can voice their concerns, they can make suggestions, they can questions decisions—after all, it is their reputation on the line as well if their team is sub par. And they expect a response. 

As both Cerrone and Vaynerchuk noted, a new generation of players is coming up through the ranks, and they've always had Facebook and Twitter. They're used to accessing this medium to connect with others, and for them, this form of contact with fans will be natural. However, social media also provides them with the opportunity to manage their own professional identity. They no longer need to work through reporters to answer their fans. They're in control of the message they want to share via social media. So if they want to discuss a botched play or a good one, they don't need to be filtered. They can claim accountability; and since sports is such an emotionally charged experience, taking responsibility can go a long way toward maintaining a fan base. People value authenticity, and social media encourages authentic interactions because it magnifies transparency. If something isn't right, it's no longer easy to avoid the issue, as Bankoff noted: if you aren't who you claim to be, it will be readily apparent in the fan response—to quote Bankoff, "transparency will out you." Kepner's point that you have to stand by your statements fits well here. Simply put, social media can encourage a more accurate representation of a player because the player has the ability to speak on his or her own behalf.

The use of social media both by the fans and the players has the potential to revolutionize the experience of the game. An increase in the interaction between these two groups will see an increase in the degree of trust and connectivity on the part of the fans. And on the part of the players as well. Through consistent use of social media, by which authenticity will be validated, both parties will become more invested in each other. This may shift the focus away from the team and more toward the player as a champion, and this will certainly have an impact on ROI and the sale of team jerseys, but it may also satisfy the needs of both players and fans—the latter needing DiLorenzo's emotional connection and the former needing greater control over their public image, which translates into currency for contract negotiations and the like.

I'm wrestling with these questions and ideas, Readers, so I'll put this one to you: What does it mean to be digitally authentic?

Citation: 

James, C.L.R.
1963    Beyond a Boundary.  New York: Pantheon Books.

Social Media Week NYC: Remembering the Human Element in CSR Initiatives

At today's panel, Putting the Social Back in CSR (CSR = corporate social responsibility) at the Paley Center for Media, Jamie Daves, executive director of Think Social, began the discussion by reminding the audience (and panelists) of social media's potential. Characterizing it as both dangerous and powerful, he drew upon examples where revolutions in communication methods had profound impact on the world at large (e.g., the printing press and the proliferation of the Gutenberg Bible). Panelists included Deb Berman, managing director of JustMeans, Bonin Bough, the global director of digital and social media at PepsiCo, Virginia Miracle (not "the" Virginia Miracle, but very close), senior vice president of digital strategy at Ogilvy, and Chrysi Philalithes, Red Campaign's director of digital strategy and marketing. Today's panel was meant to encourage people to think about the relevance of social media strategies to corporate social responsibility initiatives. A quick poll of the audience at the beginning revealed that while many people would like to make purchases from companies whose values were aligned with their own, too often a lack of information, convenience, and awareness prevented them from doing so. Historically, CSR initiatives were at the whim of the corporation—as a consumer, you had to believe that the corporation was doing what they said they were doing. However, as discussed by the panelists, the intersection of social media and CSR initiativcs increases transparency. People have endless ways to talk about their lives and consequently the impact of these initiatives can no longer be smothered if the result is negative. Social media places power in the hands of the individual. If CSR initiatives fail to meet their goals, the backlash will be manifest in the brand's reputation. As Deb Berman pointed out, you don't need a press release if everyone is talking about you—but this can work both ways.

While much of the remaining conversation focused on measuring ROI and clicks and other such quantitative program measures, PepsiCo's Bough struck a chord by commenting on the need for establishing social relevance with any campaign. After all, the best measurement of success for a CSR initiative would from the individuals impacted by such a push. I met up with Bough momentarily after the talk to get his perspective on qualitative measures for social relevance. Bough emphasized the important of bidirectional dialogue in the social graph—essentially, to determine the progress of an initiative and mark the realization social relevance, Bough noted that you have to track the conversation. This means that no longer can corporations simply push out media and promotions, they have to take stock of the feedback and the conversations happening around their initiatives. I was particularly struck by Bough's assertion that when the conversation changes, you know the direction of your initiative and you know what your next steps should be. This kind of direction mandates that all participants must be active both in producing and consuming information, and ultimately shaping CSR plans.

I want to take a moment to address a question that the audience seemed a bit hesitant to discuss: Daves asked whether we thought that social media had relevance for individuals in third world and developing countries. Only one person made the assertion that we should not underestimate the social media tendencies of our international neighbors, pointing out that information from Haiti in the immediate aftermath of the earthquake came from private citizens using Twitter and uploading photos taken from their phones. The truth is that the larger public has very limited understanding of how social media is mobilized in these settings, overlooking that it is an important means of inexpensive but effective communication. Twitter, Facebook, and blogs are used by immigrants to retain ties to family and friends still residing in native homelands. Similarly, these media can be sources of information pertaining to the outside world—consider for example, China's lock down of social media in an event to control the input and output of information to and by its citizens about the state. Social media is mobile media, and most social media applications are in fact accessible on cell phones. A year ago, the UN reported that globally 6 in 10 people have a cell phone; that there were 4.1 billion subscriptions worldwide. And this is particularly true for poorer countries where mobile technology has become readily accessible thanks to prepaid plans:

Prepaid phones and SIM cards are a key reason mobile subscriber levels are growing so rapidly in emerging regions. In the traditional postpaid market, the registration of demand called for a commitment to subscribe to a mobile service for one or two years — in other words, it involved a mobile phone purchase (subsidized or not, depending on the market), 12 or 24 monthly service obligations, usage charges, and a service connection fee (sometimes waived), not to mention a credit check. The introduction of prepaid responded to — and further stimulated — the market for occasional or variable demand. It allowed adoption of mobile phones by users with variable usage needs and variable means to pay for access to the mobile network (Kalba 2008).

"Variable means to pay for access" is important: phone sharing and bartering for minutes and access is commonplace. We cannot overlook the reach of social media. I'm interested in your thoughts on social media and the developing world. Talk to me below.

References:

Kas Kalba (2008). The Adoption of Mobile Phones in Emerging Markets: Global Diffusion and Rural Challenges International Journal of Communication, 2, 631-661

Social Media Week NYC: Social Graph Optimization and Network Saturation

It's Social Media Week here in New York City, and in several cities around the world, where digital and social media agencies, as well as marketing and advertising firms, are sponsoring panels, discussions, and parties—to which this anthropologist was lucky enough to attend. Based on the fair number of raised eyebrows I encountered when I introduced myself at events so far, perhaps some explanation may be needed as to why an anthropologist would be interested in social media, and the answer can be found in some of the discussions we've had on this blog (see tags for technology, social order, and social relatedness). Social media has quickly proved that it is an integral component to sociality. It has changed the way we manage our networks, and consequently influenced the nature of our relationships. Our very social order is shifting as a result of the integration of social media in our daily lives. As social media continues to evolve, so too will our methods of relating to and connecting with each other, which will impact the functionality of daily life activities.

Yesterday's panel, Social Graph Optimization, was sponsored by Meebo and hosted by JWT here in New York City. Panelists included Seth Sternberg, co-founder and CEO of Meebo, Mark Ghuneim, founder and CEO of Wiredset, Hashem Bajwa, director of digital strategy at Droga5, and Anna O'Brien, social media enthusiast. David Berkowitz, senior director of emerging media and innovation at 360i, was on hand to moderate the panel. The discussion began with a definition of the social graph—which consists of the various networks individuals belong to. For example, connections on Facebook constitute one social graph, which a Twitter constituency is another. While there is some overlap between graphs, some people prefer to keep them separate (i.e., LinkedIn only for professional contacts, while Facebook permits personal connections.) Prior to the the emergence of the social graph, web driven enterprises were focused on SEO (search engine optimization) as a source of web traffic and promotion. The force and saturation of social media, however, has shifted focus to the social graph as a driving force in not only web traffic, but also as an opportunity to be strategic in reaching people with products and ideas. People aren't relying on search engines as much as they are looking to their connections for information. As dialogic tools, social graphs can be unidirectional (Twitter: I follow you, but you don't have to follow me) or bidirectional (Facebook: To be friends, both parties must agree).

Social media allows for the easy sharing of things of interest, whether it be a product or an idea or an event. In the social media world, an individual's friends are important sources as to how they will organize their world. Therefore a key element in social graph optimization is getting people to share content. However at this point, social graphs are often bigger than individuals can manage and much of the graph is extraneous noise. Individuals are really only interested the opinions and suggestions of a small percentage of their connections. Panelist Anna O'Brien believes that the next evolution of social media will see a culling or organization of networks where varying degrees of relationships are recognized. To a certain degree, a shift in this direction has already begun with the implementation of enhanced privacy settings on Facebook. At the moment, however, social graphs are large and unwieldy for the most part. I approached both Seth and Anna after the panel to discuss end users response to social graph optimization. The issue I raised was whether we would see a desensitization of the end user to social graph optimization methodologies because networks are so large and the "share" option has inundated the web before this culling/organization happens. Seth's response was that since we're relying on individuals to share content, we want to make it feel easy and natural for them to do so. To avoid desensitization, he felt that emphasis on design was necessary. As he mentioned during the panel, simply sticking a "share button" or a Meebo bar on a website doesn't automatically increase the site's effectiveness or standing. Seth stressed understanding how the user would interact with content and how the use could be encouraged to share. Anna suggested that desensitization would drive users to cull their own networks to minimize the "social noise" they are exposed to on a daily basis.

This gives us something to think about in terms of how we use social media to connect with others and the types of information we are obtaining from our social graphs. If the process of culling hasn't begun, how are users processing "important" information? How is share value determined? A key quotation from Mark was that if someone stops following you on Twitter, then you've optimized your social graph because you want to reach people who are interested in you—and this person just wasn't interested. But this stage of social media encourages people to be as connected as possible. You want followers on Twitter, friends on Facebook, subscribers to your blog. At this point, we're still in the process of producing information and have only just starting to explore sorting and managing information, to distinguish from what matters to us in different circles. I think this process is necessary for users to manage the information in their lives. One of the questions I posed to Anna was whether she felt culling would be a natural event (by the users themselves) or something managed by an external application. She suggested that someone has probably already developed an application that would herd people in this direction. But I take a much more optimistic view: I think that as people become more aware of social graph management, culling and organization will be natural outgrowths. I think applications will follow in an effort to help focus people in particular directions, but not until users demonstrate that they are limiting the influx of information.  The direction of the dialogue will likely also play a role in where we see this phenomena first. As with the development of enhanced privacy settings on Facebook, in bidirectional settings the need to manage social noise will be most pressing. And we should look to this group to see how  network management will evolve in the digital arena. 

Share my interest in digital media? Talk to me about your thoughts on the future of online networks and their effectiveness in spreading information.

Saving Seats—Not Just for the Lunchroom Anymore?

More LIRR adventures to report on today: So on the evening commute home, in addition to my recently identified seat buddy, the car I normally ride in is also populated by a group of seat savers. The group consists of three adults, two men and a woman. I've designated the leader as one of the men who is available to board the train as soon as it pulls into the station—it is he who determines where the group will sit and reveals the nature of the party for the day. For example, if all three are present for the ride home, then the "leader" secures one a pair of the three seaters that face each other allowing for groups to sit together, as depicted in the graph below:

Seat Direction:

▼	X	X	X		X	X	▼
	F	F	F		F	F
▲	F	F	F		F	F	▲
	X	X	X		X	X

[Above: Diagram demonstrating orientation of "group" seating on the LIRR, where F indicates a pair of seats that face each other. And X is a seat in a normal row, oriented as indicated by the adjacent arrow.]

If only two are present for the journey home, however, the "leader" holds a normal row, so that the pair can sit comfortably with the center seat as a communal spot. How exactly does he hold these seats? Well, he positions himself at the entrance to the row so that no one can pass, puts his large bag down in the center seat, and then takes his time removing his jacket. If he finishes this routine before one of his companions joins him, then he takes the aisle seat, and sprawls a bit in the row. He may busy himself with a BlackBerry or paper, and looks engrossed so no one asks him to move. At this stage in boarding, I should mention that traffic is fairly light, and seats are plentiful. Most boarders are able to secure rows for themselves. His companions arrive just before the final rush to board when the rows are filled in with additional passengers and their baggage.

In an early post on this blog, I discussed the "playground rules" that we carry into adulthood—in other words, the behaviors that govern civil social relations. Can we add the practice of saving seats to this list? In the lunchroom of your childhood, do you recall saving seats for friends so you could eat together? Do you recall ever finding a seat closed to you because it was closed? This group has recreated the lunchroom, but is this permitted? After all, the space the "leader" saves is public space, and really should be accessible on a first come first served basis. He has no such privilege as a saved seat. But is this any different from the habitual seeking of a "regular" seat by individuals? I posted previously about the seating patterns that a fellow commuter and I create on a daily basis. We're not necessarily entitled to the seats we claim either, but I propose that we use these patterns to create a sense of familiarity for ourselves. Arguably, these individuals are also creating a familiar setting. What are your thoughts? [Left: The "leader" on his BlackBerry with one of his companions. He was only joined by one member of his party on this day.]

Landscape Change Underway at the East River

I'm always interested in changes to the landscape because I think that these changes are often reflected in the social landscape as well. Landscapes are no longer solely managed by natural forces; we actively mold our landscapes, imparting meaning as we add functionality. For the last three weeks or so, my building has been in range of a generator. It's a powerful generator being that it's located near the Brooklyn Bridge (about 0.5 mi/0.8 km) and my coworkers and I can hear it clearly from cubicles in central areas of the office. The eastern offices have the worst time of it, and on a few occasions colleagues in these locations have fled, seeking out cubicle space on other floors. The reason for the constant hum of the generator is a landscape change along the East River. And thanks to a break in the recent freezing temps, I had a chance to explore. [Right: View of one phase of East River development from nearby Pier 11. Jan 2010.]

In 2008 the East River waterfront was largely a walkway under the FDR Drive with a few seating areas. Major points of interest included the Seaport and a green space just north of the former location of the Fulton Fish Market. In April 2009 many of the open seating areas and river views were blocked off between Wall Street and the Seaport as the Economic Development Corp. (EDCNYC) began their East River Waterfront project.This project has been described by EDCNYC as a:

bold and ambitious plan for a stretch of the New York City waterfront that currently suffers from weak connections, a lack of amenities, and underutilization. The project will contribute greatly to improved quality of life for local residents, workers and visitors alike.

The project will install more green spaces, and if pictures are to be believed will change the face of the East River, which has long had a rugged, industrial personality. For a long time, the space between Wall Street and the Seaport were just fenced off. Workers in the area knew change was coming—considering getting a seat on one of the benches near the water suddenly became a much more strategic exercise—but its doubtful many really knew what was in the plans. When the bulldozers rolled in, the waterfront became a very noisy and congested place. I began to avoid it, withdrawing from the hunt for a seat on a sunny day and taking walks along Water Street to the Battery instead. Part of the plans call for the redevelopment of pier space, and my days often held the background noise of machinery pounding pillars into the riverbed. But it seems we have reached a new stage—one that involves a very loud generator. I plan to post more pictures as we go along, but for now, here's a look at where we are and where we're hoping to go:

[Above: As close as I could get to riverfront development near Wall Street. This is the same section as viewed from the river above. Jan. 2010.]

 

[Above: Depiction of East River esplanade, estimated completion fall 2010.]