Social Networks

Entries related to social networks, group psychology, anthropology, and really any of the social sciences.

Dad, Can You Give Me the Phone? I Want to Take a Picture?

The other day, my seven-year-old daughter asked me, “Dad, can you give me the phone? I want to take a picture.” My only hesitation was whether the cellphone or the digital camera would be best for the pictures she wanted to take. In the end, I handed her the digital camera and she walked around the room taking pictures.

This afternoon, I will go to a meeting at our public school library to add my input into our district’s three-year technology plan. The State Board of Education provides a very useful template to help schools develop their three-year technology plans. I’d encourage everyone to find out about the technology plans in your district, and how you can get involved in helping shape them.

I mention my daughter’s question first because I believe it illustrates quite nicely Marc Prensky’s article Digital Natives, Digital Immigrants. Mr. Prensky’s article was published in October, 2001, the month my daughter was born. Not only does my daughter “represent the first generations to grow up with this new technology”, she is part of a generation where educators have been talking about the difference between digital natives and digital immigrants.

Yet not all educators are thinking about how significantly “the arrival and rapid dissemination of digital technology in the last decades of the 20th century” has changed our children. Many continue to lag behind even first graders when it comes to understanding digital technology.

Perhaps no one understands this better than Julie Amero and the people that have followed her case. Ms. Amero was a substitute teacher in Norwich, CT. Four years ago, her classroom computer started popping up pornography sites. She did not know how to handle it and some of the students saw the pictures. She was charged, and convicted of four felony counts of endangering minors. It became a nationwide cause celebre, as experts around the country weighed in and deplored the travesty of justice. If anything, the liability should be the school districts for not having properly installed anti-spyware software.

On Friday, with her health deteriorating, Ms. Amero agreed to a plea bargain where she would plead guilty to one misdemeanor of disorderly conduct, pay a $100 fine, and lose her teaching license. According to Rick Green’s column, “New London County State's Attorney Michael Regan …remained convinced Amero was guilty and was prepared to again go to trial.” I join with many people who question whether or not State Attorney Regan is fit for office, but that is a whole different issue.

School districts may be tempted to write defensive three-year technology plans to protect themselves, their students, teachers and administrators from fiascoes like the Amero case and I worry that the technology plans in Woodbridge may be too restrictive for numerous reasons.

Yet the template provided by the State Board of Education takes a positive approach to technology. It quotes the Connecticut State Board of Education Position Statement on Educational Technology and Information Literacy, 12/4/04, which says,

Literacy in the 21st century requires more than the ability to read, write and compute. The State Board of Education believes that every student must develop strong technological skills and continually use them in order to function adequately in our 21st century world. Connecticut schools must ensure that technology resources are integrated across the curriculum in PK-12 and become part of the fabric of instruction.

It goes on to quote the Connecticut Association of Public School Superintendents Technology Position Statement, 12/14/01, saying, “technology must be a vital link among the staff, students, parents and the expanded community”.

It seems as if that link, talked about a couple months after my daughter was born and after Mr. Pensky’s great article on digital natives was published, is not yet as vital as it should be in many school districts. Cases like the Amero case, if anything, may have weakened that link.

So, how do we re-establish technology as the “vital link among the staff, students, parents and the expanded community”? Perhaps we start by giving our seven-year-old daughters our cellphones, so they can take some pictures. Perhaps we go beyond that and help them set up their own radio shows online.

My daughter’s interviewing skills still need a lot of work, but if people want to talk about technology and how it could be used to meet the goals of Connecticut State Board of Education and the Connecticut Association of Public School Superintendents, they could call Fiona’s Radio Show Sunday’s at 6:30 PM.

If you have other ideas, join the discussion. Drop me an email. Add a comment here. Set up your own Internet based radio show. Let’s work together the strengthen the technology enabled links within our communities.

The Future of the Newspaper

The future of newspapers took on a new urgency in Connecticut when Editor and Published wrote about Two Connecticut Dailies Facing Shuttering if a Buyer isn’t Found. Those of us that follow media discussions at conference after conference may have grown a tad weary of the topic. Sure, there is a constant stream of stories about newspapers cutting back and dire predictions about the impact this will have on news coverage and our democracy, but the world continues to function. This, however, if something different, people warn me. Two newspapers may shut down completely.

I remain unimpressed. I remember when cities lost their morning or evening newspapers and continued to function. I remember when small towns lost their papers and everyone still seemed to know everything that was going on. No, the concern about the possible demise of local newspapers sounds an awful lot like the possible demise of banks or car manufacturers, and I expect that we’ll get through all of these events just fine.

Rick Green, of the Hartford Courant has an interview with Steve Collins, who is a reporter for one of the newspapers facing potential demise. Rick writes, “News blogs, which are popping up all over, aren't the answer, Collins said, because they can't possibly provide the breadth of a local paper.”

I appreciate Collins’ situation. He may be out of a job soon. Yet, I’m not sure that I agree that blogs can’t possible provide the breadth of a local paper. I’m not finding much in the local papers around here about the Woodbridge Board of Education meetings or the Woodbridge Democratic Town Committee meetings. With the exception of the videotaping of the Board of Education meetings for the government channel, I don’t believe there is anyone besides me reporting on these meetings. As to finding news about local births or high school sports scores, I’d much rather read the blog post by a grandmother whose daughter has just delivered a new grandchild or the father who has just seen his daughter win a swim meet.

Making Sense of #motrinmoms

Recently, Motrin created an advertisement which started off with “Wearing your baby seems to be in fashion. In theory, it seems like a great idea.” It continues with, “Supposedly it’s a real bonding experience. They say that babies carried close to the bod tend to cry less than others, what about me?” The voice-over goes on to say the pain is worth it because “it totally makes me look like an official mom so if I look tired and crazy, people will understand why.” All of this is part of Motrin’s trademarked campaign slogan, “We feel your pain”.

Mommy bloggers were in an uproar and it was the top topic on Twitter for much of the weekend. This has resulted in a predictable backlash with people asking if that many people can have PMS on the same day or we there wasn’t more outrage about a bill to combat child pornography barely passed.

I’m not an ad exec, nor a psychologist, but I have a few different thoughts to share on this. First, I should note that the doctors with one of the highest premiums for malpractice insurance is obstetricians. People will put up with a lot of pain, but if you mess with their kids, well there is an old saying that Hell has no fury like a woman scorned. Well, there is a much worse fury, that of parent whose feels that someone or something is getting in the way of them nurturing and protecting their offspring.

Another tack on this is this whole, “we feel your pain.” Have you ever tried to comfort someone who is suffering? Perhaps they are simply depressed. Perhaps they are morning the loss of a loved one. Perhaps they are suffering from some other type of grief. Telling that person that you know exactly what their feeling, or suggesting they should just take a pill and snap out of it; not only is that not particularly effective, it can be down right dangerous.

So yes, it would be great if the outrage and indignation of #motrinmoms could be redirected to outrage and indignation about our broken health care system, about poverty, and issues of child care, and many other related issues, but mocking a mother’s parenting choices hits closer to home than any of this.

Now, let’s take another step back and look at this in terms of what is going on in advertising, marketing and society. Last year, I attended a couple advertising and marketing conferences where the speakers dismissed Twitter as being inconsequential. Motrin has already started sending out apology emails. The website is down. Many hypothesize that it won’t be back up until they get through their crisis meeting this morning.

Whether or not you believe that a lot of people should or shouldn’t have gotten pissed off about the advertisement, a lot of people did get pissed off, and I’ve always thought that a number one rule of advertising and marketing was to not piss off your customers.

Beyond that, the customers are well connected thanks to sites like Twitter and various mommy blogging sites. Smart advertising checks to see how the ad will play with a focus group before releasing it into the wild. Really smart advertising understands that media is a 24/7 phenomenon and you need people standing by to address a crisis as it happens.

In the old days, you could do that by having a public relations person staying in touch with traditional media outlets. Things have changed. Now, you need community savvy people staying in touch with online communities, like Twitter. Hollywood2020 has a report about contacting the ad agency responsible for the debacle and no one at the ad agency even know about the online storm.

Stepping even further back, the choices we make about how we parent are all part of the culture wars, and at least one blog has started talking about this as another skirmish in these wars. This is another aspect worth following.

So, why am I so interested in this? This is a fascinating study in the role of social media. It is fascinating to watch how this traverses the Motrin website, twitter, blogs, YouTube and on into traditional media. It will be a case study for years to come, and you can participate right now.

I did my part. Regular readers of my blog will have seen my parody of the Motrin ad. If not, scroll down and take a look.

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My Motrin Ad Parody for #motrinmoms


After all the discussions today on Twitter about Motrin's horrible ad, I figured I would make my parody on it. I whipped it together quickly loosely transcribing their text, and recording it on my laptop (poor audio quality), and slapping on some images. Enjoy!

(You can also see the same video on YouTube and Facebook).

My response to #motrinmoms

The Twitterstorm dujour is about Motrin’s new online video. I’ve loosely transcribed the video:

Posting videos online seems to be in fashion.
I mean in theory it’s a great idea
There’s YouTube, Facebook, Blip.tv and who knows what else they’ve come up with
Supposedly it’s a real bonding experience
They say that customers you reach via social media tend to complain less than others
But what about you?
Do Ad execs that fail at social media cry more than those who don’t?
These things put a ton of strain on your agency.
Did I mention your reputation?
Sure, you’ll put up with the pain, because it’s a good kind of pain.
It’s for your client.
Plus it totally makes you look like you’re a hip agency.
So if you’re ads look tired and crazy, people will understand why.
Motrin, we feel your pain.

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