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Happiness Anniversary

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HappyTweet

A year ago today, I found out that I was, in fact, happy.

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Beer Eye for the Coffee Guy (or Gal)

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Judged twelve (12) espresso drinks as part of the Eastern Regional Canadian Barista Championship (UStream).

[Never watched Queer Eye. Thought the title would make sense, given both the “taste” and even gender dimensions.]

Had quite a bit of fun.

The experience was quite similar to the one I had last year. There were fewer competitors, this year. But I also think that there were more people in the audience, at least in the morning. One possible reason is that ads about the competition were much more visible this year than last (based on my own experience and on several comments made during the day). Also, I noticed a stronger sense of collegiality among competitors, as several of them have been different things together in the past year.

More specifically, people from Ottawa’s Bridgehead and people from Montreal’s Café Myriade have developed something which, at least from the outside, look like comradery. At the Canadian National Barista Championship, last year, Myriade’s Anthony Benda won the “congeniality” prize. This year, Benda got first place in the ERCBC. Second place went to Bridgehead’s Cliff Hansen, and third place went to Myriade’s Alex Scott.

Bill Herne served as head judge for most of the event. He made it a very pleasant experience for me personally and, I hope, for other judges. His insight on the championship is especially valuable given the fact that he can maintain a certain distance from the specifics.

The event was organized in part by Vida Radovanovic, founder of the Canadian Coffee & Tea Show. Though she’s quick to point to differences between Toronto and Montreal, in terms of these regional competitions, she also seemed pleased with several aspects of this year’s ERCBC.

To me, the championship was mostly an opportunity for thinking and talking about the coffee world.

Met and interacted with diverse people during the day. Some of them were already part of my circle of coffee-loving friends and acquaintances. Some who came to me to talk about coffee after noticing some sign of my connection to the championship. The fact that I was introduced to the audience as a blogger and homeroaster seems to have been relatively significant. And there were several people who were second-degree contacts in my coffee-related social network, making for easy introductions.

A tiny part of the day’s interactions was captured in interviews for CBC Montreal’s Daybreak (unfortunately, the recording is in RealAudio format).

“Coffee as a social phenomenon” was at the centre of several of my own interactions with diverse people. Clearly, some of it has to do with my own interests, especially with “Montreal’s coffee renaissance.” But there were also a clear interest in such things as the marketshare of quality coffee, the expansion of some coffee scenes, and the notion of building a sense of community through coffee. That last part is what motivated me to write this post.

After the event, a member of my coffee-centric social network has started a discussion about community-building in the coffee world and I found myself dumping diverse ideas on him. Several of my ideas have to do with my experience with craft beer in North America. In a way, I’ve been doing informal ethnography of craft beer. Beer has become an area of expertise, for me, and I’d like to pursue more formal projects on it. So beer is on my mind when I think about coffee. And vice-versa. I was probably a coffee geek before I started homebrewing beer but I started brewing beer at home before I took my coffee-related activities to new levels.

So, in my reply on a coffee community, I was mostly thinking about beer-related communities.

Comparing coffee and beer is nothing new, for me. In fact, a colleague has blogged about some of my comments, both formal and informal, about some of those connections.

Differences between beer and coffee are significant. Some may appear trivial but they can all have some impact on the way we talk about cultural and social phenomena surrounding these beverages.

  • Coffee contains caffeine, beer contains alcohol. (Non-alcoholic beers, decaf coffee, and beer with coffee are interesting but they don’t dominate.) Yes: “duh.” But the difference is significant. Alcohol and caffeine not only have different effects but they fit in different parts of our lives.
  • Coffee is often part of a morning ritual,  frequently perceived as part of preparation for work. Beer is often perceived as a signal for leisure time, once you can “wind down.” Of course, there are people (including yours truly) who drink coffee at night and people (especially in Europe) who drink alcohol during a workday. But the differences in the “schedules” for beer and coffee have important consequences on the ways these drinks are integrated in social life.
  • Coffee tends to be much less expensive than beer. Someone’s coffee expenses may easily be much higher than her or his “beer budget,” but the cost of a single serving of coffee is usually significantly lower than a single serving of beer.
  • While it’s possible to drink a few coffees in a row, people usually don’t drink more than two coffees in a single sitting. With beer, it’s not rare that people would drink quite a few pints in the same night. The UK concept of a “session beer” goes well with this fact.
  • Brewing coffee takes a few minutes, brewing beer takes a while (hours for the brewing process, days or even weeks for fermentation).
  • At a “bar,” coffee is usually brewed in front of those who will drink it while beer has been prepared in advance.
  • Brewing coffee at home has been mainstream for quite a while. Beer homebrewing is considered a hobby.
  • Historically, coffee is a recent phenomenon. Beer is among the most ancient human-made beverages in the world.

Despite these significant differences, coffee and beer also have a lot in common. The fact that the term “brew” is used for beer and coffee (along with tea) may be a coincidence, but there are remarkable similarities between the extraction of diverse compounds from grain and from coffee beans. In terms of process, I would argue that beer and coffee are more similar than are, say, coffee and tea or beer and wine.

But the most important similarity, in my mind, is social: beer and coffee are, indeed, central to some communities. So are other drinks, but I’m more involved in groups having to do with coffee or beer than in those having to do with other beverages.

One way to put it, at least in my mind, is that coffee and beer are both connected to revolutions.

Coffee is community-oriented from the very start as coffee beans often come from farming communities and cooperatives. The notion, then, is that there are local communities which derive a significant portion of their income from the global and very unequal coffee trade. Community-oriented people often find coffee-growing to be a useful focus of attention and given the place of coffee in the global economy, it’s unsurprising to see a lot of interest in the concept (if not the detailed principles) of “fair trade” in relation to coffee. For several reasons (including the fact that they’re often produced in what Wallerstein would call “core” countries), the main ingredients in beer (malted barley and hops) don’t bring to mind the same conception of local communities. Still, coffee and beer are important to some local agricultural communities.

For several reasons, I’m much more directly involved with communities which have to do with the creation and consumption of beverages made with coffee beans or with grain.

In my private reply about building a community around coffee, I was mostly thinking about what can be done to bring attention to those who actually drink coffee. Thinking about the role of enthusiasts is an efficient way to think about the craft beer revolution and about geeks in general. After all, would the computer world be the same without the “homebrew computer club?”

My impression is that when coffee professionals think about community, they mostly think about creating better relationships within the coffee business. It may sound like a criticism, but it has more to do with the notion that the trade of coffee has been quite competitive. Building a community could be a very significant change. In a way, that might be a basis for the notion of a “Third Wave” in coffee.

So, using my beer homebrewer’s perspective: what about a community of coffee enthusiasts? Wouldn’t that help?

And I don’t mean “a website devoted to coffee enthusiasts.” There’s a lot of that, already. A lot of people on the Coffee Geek Forums are outsiders to the coffee industry and Home Barista is specifically geared toward the home enthusiasts’ market.

I’m really thinking about fostering a sense of community. In the beer world, this frequently happens in brewclubs or through the Beer Judge Certification Program, which is much stricter than barista championships. Could the same concepts apply to the coffee world? Probably not. But there may still be “lessons to be learnt” from the beer world.

In terms of craft beer in North America, there’s a consensus around the role of beer enthusiasts. A very significant number of craft brewers were homebrewers before “going pro.” One of the main reasons craft beer has become so important is because people wanted to drink it. Craft breweries often do rather well with very small advertising budgets because they attract something akin to cult followings. The practise of writing elaborate comments and reviews has had a significant impact on a good number of craft breweries. And some of the most creative things which happen in beer these days come from informal experiments carried out by homebrewers.

As funny as it may sound (or look), people get beer-related jobs because they really like beer.

The same happens with coffee. On occasion. An enthusiastic coffee lover will either start working at a café or, somewhat more likely, will “drop everything” and open her/his own café out of a passion for coffee. I know several people like this and I know the story is quite telling for many people. But it’s not the dominant narrative in the coffee world where “rags to riches” stories have less to do with a passion for coffee than with business acumen. Things may be changing, though, as coffee becomes more… passion-driven.

To be clear: I’m not saying that serious beer enthusiasts make the bulk of the market for craft beer or that coffee shop owners should cater to the most sophisticated coffee geeks out there. Beer and coffee are both too cheap to warrant this kind of a business strategy. But there’s a lot to be said about involving enthusiasts in the community.

For one thing, coffee and beer can both get viral rather quickly. Because most people in North America can afford beer or coffee, it’s often easy to convince a friend to grab a cup or pint. Coffee enthusiasts who bring friends to a café do more than sell a cup. They help build up a place. And because some people are into the habit of regularly going to the same bar or coffee shop, the effects can be lasting.

Beer enthusiasts often complain about the inadequate beer selection at bars and restaurants. To this day, there are places where I end up not drinking anything besides water after hearing what the beerlist contains. In the coffee world, it seems that the main target these days is the restaurant business. The current state of affairs with coffee at restaurants is often discussed with heavy sighs of disappointment. What I”ve heard from several people in the coffee business is that, too frequently,  restaurant owners give so little attention to coffee that they end up destroying the dining experience of anyone who orders coffee after a meal. Even in my own case, I’ve had enough bad experiences with restaurant coffee (including, or even especially, at higher-end places) that I’m usually reluctant to have coffee at a restaurant. It seems quite absurd, as a quality experience with coffee at the end of a meal can do a lot to a restaurant’s bottom line. But I can’t say that it’s my main concern because I end up having coffee elsewhere, anyway. While restaurants can be the object of a community’s attention and there’s a lot to be said about what restaurants do to a region or neighbourhood, the community dimensions of coffee have less to do with what is sold where than with what people do around coffee.

Which brings me to the issue of education. It’s clearly a focus in the coffee world. In fact, most coffee-related events have some “training” dimension. But this type of education isn’t community-oriented. It’s a service-based approach, such as the one which is increasingly common in academic institutions. While I dislike customer-based learning in universities, I do understand the need for training services in the coffee world. What I perceive insight from the beer world can do is complement these training services instead of replacing them.

An impressive set of learning experiences can be seen among homebrewers. From the most practical of “hands-on training” to some very conceptual/theoretical knowledge exchanges. And much of the learning which occurs is informal, seamless, “organic.” It’s possible to get very solid courses in beer and brewing, but the way most people learn is casual and free. Because homebrewers are organized in relatively tight groups and because the sense of community among homebrewers is also a matter of solidarity.  Or, more simply, because “it’s just a hobby anyway.”

The “education” theme also has to do with “educating the public” into getting more sophisticated about what to order. This does happen in the beer world, but can only be pulled off when people are already interested in knowing more about beer. In relation with the coffee industry, it sometimes seems that “coffee education” is imposed on people from the top-down. And it’s sometimes quite arbitrary. Again, room for the coffee business to read the Cluetrain Manifesto and to learn from communities.

And speaking of Starbucks… One draft blogpost which has been nagging me is about the perception that, somehow, Starbucks has had a positive impact in terms of coffee quality. One important point is that Starbucks took the place of an actual coffee community. Even if it can be proven that coffee quality wouldn’t have been improved in North America if it hadn’t been for Starbucks (a tall order, if you ask me), the issue remains that Starbucks has only paid attention to the real estate dimension of the concept of community. The mermaid corporation has also not doing so well, recently, so we may finally get beyond the financial success story and get into the nitty-gritty of what makes people connect through coffee. The world needs more from coffee than chains selling coffee-flavoured milk.

One notion I wanted to write about is the importance of “national” traditions in both coffee and beer in relation to what is happening in North America, these days. Part of the situation is enough to make me very enthusiastic to be in North America, since it’s increasingly possible to not only get quality beer and coffee but there are many opportunities for brewing coffee and beer in new ways. But that’ll have to wait for another post.

In Western Europe at least, coffee is often associated with the home. The smell of coffee has often been described in novels and it can run deep in social life. There’s no reason homemade coffee can’t be the basis for a sense of community in North America.

Now, if people in the coffee industry would wake up and… think about actual human beings, for a change…

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A Glocal Network of City-States?

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This one should probably be in a fictive mode, maybe even in a science-fiction genre. In fact, I’m reconnecting with literature after a long hiatus and now would be an interesting time to start writing fiction. But I’ll still start this as one of those  “ramblings” blogposts that I tend to build or which tend to come to me.

The reason this should be fiction is that it might sound exceedingly naïve, especially for a social scientist. I tend to “throw ideas out there” and see what sticks to other ideas, but this broad idea about which I’ve been thinking for a while may sound rather crazy, quaint, unsophisticated.

See, while my academic background is rather solid, I don’t have formal training in political science. In fact, I’ve frequently avoided several academic activities related to political science as a discipline. Or to journalism as a discipline. Part of my reluctance to involve myself in academic activities related political science relates to my reaction to journalism. The connection may not seem obvious to everyone but I see political science as a discipline in the same frame, and participating in the same worldview, as what I find problematic in journalism.

The simplest way to contextualize this connection is the (“modern”) notion of the “Nation-State.” That context involves me personally. As an anthropologist, as a post-modernist, as a “dual citizen” of two countries, as a folklorist, as a North American with a relatively salient European background, as a “citizen of the World,” and as a member of a community which has switched in part from a “nationalist” movement to other notions of statehood. Simply put: I sincerely think that the notion of a “Nation-State” is outdated and that it will (whether it should or not) give way to other social constructs.

A candidate to replace the conceptual apparatus of the “Nation-State” is both global and local, both post-modern and ancient: a glocal network of city-states (GNoCS).

Yes, I know, it sounds awkward. No, I’m not saying that things would necessarily be better in a post-national world. And I have no idea when this shift from the “nation-states” frame to a network of city-states may happen. But I sincerely think that it could happen. And that it could happen rather quickly.

Not that the shift would be so radical as to obliterate the notion of “nation-state” overnight. In this case, I’m closer to Foucault’s épistémè than to Kuhn’s paradigm. After all, while the “Democratic Nation-State” model is global, former social structures are still present around the Globe and the very notion of a “Nation-State” takes different values in different parts of the world. What I envision has less to do with the linear view of history than with a perspective in which different currents of social change interact with one another over time, evoking shifts in polarity for those who hold a binary perspective on social issues.

I started “working on” this post four months ago. I was just taking some notes in a blog draft, in view of a blogpost, instead of simply keeping general notes, as I tend to do. This post remained on my mind and I’ve been accumulating different threads which can connect to my basic idea. I now realize that this blogpost will be more of a placeholder for further thinking than a “milestone” in my reflection on the topic. My reluctance to publish this blog entry had as much to do with an idiosyncratic sense of prudence as with time-management or any other issue. In other words, I was wary of sticking my neck out. Which might explain why this post is so personal as compared to most of my posts in English.

As uninformed as I may seem of the minutiae of national era political science, I happen to think that there’s a lot of groupthink involved in the way several people describe political systems. For instance, there’s a strong tendency for certain people, journalists especially, to “count countries.” With relatively few exceptions (especially those which have to do with specific international institutions like the United Nations or the “G20”) the number of countries involved in an event only has superficial significance. Demographic discrepancies between these national entities, not tio mention a certain degree of diversity in their social structures or even government apparatus, makes “counting countries” appear quite misleading, especially when the issue has to do with, say, social dynamics or geography. It sounds at times like people have a vague “political map of the World” in their heads and that this image preempts other approaches to global diversity. This may sound like a defensive stance on my part, as I try to position myself as “perhaps crazy but not more than others are.” But the issue goes deeper. In fact, it seems that “countries” are so ingrained  in some people’s minds and political borders are so obvious that local and regional issues are perceived as micro-version of what happens at the “national level.” This image doesn’t seem so strange when we talk about partisan politics but it appears quite inappropriate when we talk about a broad range of other subjects, from epidemiology to climate change, from online communication to geology, from language to religion.

An initial spark in my thinking about several of these issues came during Beverly Stoeltje‘s interdisciplinary Ph.D. seminar on nationalism at Indiana University Bloomington, back in 2000. Not only was this seminar edifying on many levels, but it represented a kind of epiphany moment in my reflections on not only nationalism itself (with related issues of patriotism, colonialism, and citizenship) but on a range of social issues and changes.

My initial “realization” was on the significance of the shift from Groulx-style French-Canadian nationalism to what Lévesque called «souveraineté-association» (“sovereignty-association”) and which served as the basis for the Quebec sovereignty movement.

While this all connects to well-known issues in political science and while it may (again) sound exceedingly naïve, I mean it in a very specific way which, I think, many people who discuss Quebec’s political history may rarely visit. As with other shifts about which I think, I don’t envision the one from French-Canadian nationalism (FCN) to Quebec sovereignty movement (QSM) to be radical or complete. But it was significant and broad-reaching.

Regardless of Lévesque’s personal view on nationalism (a relatively recent television series on his life had it that he became anti-nationalist after a visit to concentration camps), the very idea that there may exist a social movement oriented toward sovereignty outside of the nationalist logic seems quite important to me personally. The fact that this movement may only be represented in partisan politics as nationalism complicates the issue and may explain a certain confusion in terms of the range of Quebec’s current social movements. In other words, the fact that anti-nationalists are consistently lumped together with nationalists in the public (and journalistic) eye makes it difficult to discuss post-nationalism in this part of the Globe.

But Quebec’s history is only central to my thinking because I was born and Montreal and grew up through the Quiet Revolution. My reflections on a post-national shift are hopefully broader than historical events in a tiny part of the Globe.

In fact, my initial attempt at drafting this blogpost came after I attended a talk by Satoshi Ikeda entitled The Global Financial Crisis and the End of Neoliberalism. (November 27, 2008, Concordia University, SGW H-1125-12; found thanks to Twistory). My main idea at this point was that part of the solution to global problems were local.

But I was also thinking about The Internet.

Contrary to what technological determinists tend to say, the ‘Net isn’t changing things as much as it is part of a broad set of changes. In other words, the global communication network we now know as the Internet is embedded in historical contexts, not the ultimate cause of History. At the risk of replacing technological determinism with social determinism, one might point out that the ‘Net existed (both technologically and institutionally) long before its use became widespread. Those of us who observed a large influx of people online during the early to mid-1990s might even think that social changes were more significant in making the ‘Net what it is today than any “immanent” feature of the network as it was in, say, 1991.

Still, my thinking about the ‘Net has to do with the post-national shift. The ‘Net won’t cause the shift to new social and political structures. But it’s likely to “play a part” in that shift, to be prominently places as we move into a post-national reality.

There’s a number of practical and legal issues with a wide range of online activities which make it clear that the ‘Net fits more in a global structure than in an “international” one. Examples I have in mind include issues of copyright, broadcast rights, “national content,” and access to information, not to mention the online setting for some grassroots movements and the notion of “Internet citizenry.” In all of these cases, “Globalization” expands much beyond trade and currency-based economy.

Then, there’s the notion of “glocalization.” Every time I use the term “glocal,” I point out how “ugly” it is. The term hasn’t gained any currency (AFAICT) but I keep thinking that the concept can generate something interesting. What I personally have in mind is a movement away from national structures into both a globally connected world and a more local significance. The whole “Think Local, Act Global” idea (which I mostly encountered as “Think Global, Drink Local” as a motto). “Despite” the ‘Net, location still matters. But many people are also global-looking.

All of this is part of the setup for some of my reflections on a GNoCS. A kind of prelude/prologue. While my basic idea is very much a “pie in the sky,” I do have more precise notions about what the future may look like and the conditions in which some social changes might happen. At this point, I realize that these thoughts will be part of future blogposts, including some which might be closer to science-fiction than to this type semi- (or pseudo-) scholarly rambling.

But I might still flesh out a few notes.

Demographically, cities may matter more now than ever as the majority of the Globe’s population is urban. At least, the continued urbanization trend may fit well with a city-focused post-national model.

Some metropolitan areas have become so large as to connect with one another, constituting a kind of urban continuum. Contrary to boundaries between “nation-states,” divisions between cities can be quite blurry. In fact, a same location can be connected to dispersed centres of activity and people living in the same place can participate in more than one local sphere. Rotterdam-Amsterdam, Tokyo-Kyoto, Boston-NYC…

Somewhat counterintuitvely, urban areas tend to work relatively as the source of solutions to problems in the natural environment. For instance, some mayors have taken a lead in terms of environmental initiatives, not waiting for their national governments. And such issues as public transportations represent core competencies for municipal governments.

While transborder political entities like the European Union (EU), the African Union (AU), and the North American Free-Trade Agreement (NAFTA) are enmeshed in the national logic, they fit well with notions of globalized decentralization. As the mayor of a small Swiss town was saying on the event of Switzerland’s official 700th anniversary, we can think about «l’Europe des régions» (“Europe of regions”), beyond national borders.

Speaking of Switzerland, the confederacy/confederation model fits rather well with a network structure, perhaps more than with the idea of a “nation-state.” It also seems to go well with some forms of participatory democracy (as opposed to representative democracy). Not to mean that Switzerland or any other confederation/confederacy works as a participatory democracy. But these notions can help situate this GNoCS.

While relatively rare and unimportant “on the World Stage,” micro-states and micro-nations represent interesting cases in view of post-nationalist entities. For one thing, they may help dispel the belief that any political apart from the “nation-state” is a “reversal” to feudalism or even (Greek) Antiquity. The very existence of those entities which are “the exceptions to the rule” make it possible to “think outside of the national box.”

Demographically at the opposite end of the spectrum from microstates and micronations, the notion of a China-India union (or even a collaboration between China, India, Brazil, and Russia) may sound crazy in the current state of national politics but it would go well with a restructuring of the Globe, especially if this “New World Order” goes beyond currency-based trade.

Speaking of currency, the notion of the International Monetary Fund having its own currency is quite striking as a sign of a major shift from the “nation-state” logic. Of course, the IMF is embedded in “national” structures, but it can shift the focus away from “individual countries.”

The very notion of “democracy” has been on many lips, over the years. Now may be the time to pay more than lipservice to a notion of “Global Democracy,” which would transcend national boundaries (and give equal rights to all people across the Globe). Chances are that representative democracy may still dominate but a network structure connecting a large number of localized entities can also fit in other systems including participatory democracy, consensus culture, republicanism, and even the models of relatively egalitarian systems that some cultural anthropologists have been constructing over the years.

I still have all sorts of notes about examples and issues related to this notion of a GNoCS. But that will do for now.

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Influence and Butterflies

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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.

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Gender and Culture

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A friend sent me a link to the following video:

JC Penney: Beware of the Doghouse | Creativity Online.

In that video, a man is “sent to the doghouse” (a kind of prison for insensitive men) because he offered a vacuum cleaner to his wife. It’s part of a marketing campaign through which men are expected to buy diamonds to their wives and girlfriends.

The campaign is quite elaborate and the main website for the campaign makes interesting uses of social media.

For instance, that site makes use of Facebook Connect as a way to tap viewers’ online social network. FC is a relatively new feature (the general release was last week) and few sites have been putting it to the test. In this campaign’s case, a woman can use her Facebook account to connect to her husband or boyfriend and either send him a warning about his insensitivity to her needs (of diamonds) or “put him in the doghouse.” From a social media perspective, it can accurately be described as “neat.”

The site also uses Share This to facilitate the video‘s diffusion  through various social media services, from WordPress.com to Diigo. This tends to be an effective strategy to encourage “viral marketing.” (And, yes, I fully realize that I actively contribute to this campaign’s “viral spread.”)

The campaign could be a case study in social marketing.

But, this time, I’m mostly thinking about gender.

Simply put, I think that this campaign would fare rather badly in Quebec because of its use of culturally inappropriate gender stereotypes.

As I write this post, I receive feedback from Swedish ethnomusicologist Maria Ljungdahl who shares some insight about gender stereotypes. As Maria says, the stereotypes in this ad are “global.” But my sense is that these “global stereotypes” are not that compatible with local culture, at least among Québécois (French-speaking Quebeckers).

See, as a Québécois born and raised as a (male) feminist, I tend to be quite gender-conscious. I might even say that my gender awareness may be somewhat above the Québécois average and gender relationships are frequently used in definitions of Québécois identity.

In Québécois media, advertising campaigns portraying men as naïve and subservient have frequently been discussed. Ten or so years ago, these portrayals were a hot topic (searches for Brault & Martineau, Tim Hortons, and Un gars, une fille should eventually lead to appropriate evidence). Current advertising campaigns seem to me more subtle in terms of male figures, but careful analysis would be warranted as discussions of those portrayals are more infrequent than they have been in the past.

That video and campaign are, to me, very US-specific. Because I spent a significant amount of time in Indiana, Massachusetts, and Texas, my initial reaction while watching the video had more to do with being glad that it wasn’t the typical macrobrewery-style sexist ad. This reaction also has to do with the context for my watching that video as I was unclear as to the gender perspective of the friend who sent me the link (a male homebrewer from the MidWest currently living in Texas).

By the end of the video, however, I reverted to my Québécois sensibility. I also reacted to the obvious commercialism, partly because one of my students has been working on engagement rings in our material culture course.

But my main issue was with the presumed insensitivity of men.

Granted, part of this is personal. I define myself as a “sweet and tendre man” and I’m quite happy about my degree of sensitivity, which may in fact be slightly higher than average, even among Québécois. But my hunch is that this presumption of male insensitivity may not have very positive effects on the perception of such a campaign. Québécois watching this video may not groan but they may not find it that funny either.

There’s a generational component involved and, partly because of a discussion of writing styles in a generational perspective, I have been thinking about “generations” as a useful model for explaining cultural diversity to non-ethnographers.

See, such perceived generational groups as “Baby Boomers” and “Generation X” need not be defined as monolithic, monadic, bounded entities and they have none of the problems associated with notions of “ethnicity” in the general public. “Generations” aren’t “faraway tribes” nor do they imply complete isolation. Some people may tend to use “generational” labels in such terms that they appear clearly defined (“Baby Boomers are those individuals born between such and such years”). And there is some confusion between this use of “historical generations” and what the concept of “generation” means in, say, the study of kinship systems. But it’s still relatively easy to get people to think about generations in cultural terms: they’re not “different cultures” but they still seem to be “culturally different.”

Going back to gender… The JC Penney marketing campaign visibly lumps together people of different ages. The notion seems to be that doghouse-worthy male insensitivity isn’t age-specific or related to inexperience. The one man who was able to leave the doghouse based on his purchase of diamonds is relatively “age-neutral” as he doesn’t really seem to represent a given age. Because this attempt at crossing age divisions seems so obvious, I would assume that it came in the context of perceived differences in gender relationships. Using the logic of those who perceive the second part of the 20th Century as a period of social emancipation, one might presume that younger men are less insensitive than older men (who were “brought up” in a cultural context which was “still sexist”). If there are wide differences in the degree of sensitivity of men of different ages, a campaign aiming at a broad age range needs to diminish the importance of these differences. “The joke needs to be funny to men of all ages.”

The Quebec context is, I think, different. While we do perceive the second part of the 20th Century (and, especially, the 1970s) as a period of social emancipation (known as the “Quiet Revolution” or «Révolution Tranquille»), the degree of sensitivity to gender issues appears to be relatively level, across the population. At a certain point in time, one might have argued that older men were still insensitive (at the same time as divorcées in their forties might have been regarded as very assertive) but it seems difficult to make such a distinction in the current context.

All this to say that the JC Penney commercial is culturally inappropriate for Québécois society? Not quite. Though the example I used was this JC Penney campaign, I’m thinking about broader contexts for Québécois identity (for a variety of personal reasons, including the fact that I have been back in Québec for several months, now).

My claim is…

Ethnographic field research would go a long way to unearth culturally appropriate categories which might eventually help marketers cater to Québécois.

Of course, the agency which produced that JC Penney ad (Saatchi & Saatchi) was targeting the US market (JC Penney doesn’t have locations in Quebec) and I received the link through a friend in the US. But it was an interesting opportunity for me to think and write about a few issues related to the cultural specificity of gender stereotypes.

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My Problem With Journalism

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I hate having an axe to grind. Really, I do. “It’s unlike me.” When I notice that I catch myself grinding an axe, I “get on my own case.” I can be quite harsh with my own self.

But I’ve been trained to voice my concerns. And I’ve been perceiving an important social problem for a while.

So I “can’t keep quiet about it.”

If everything goes really well, posting this blog entry might be liberating enough that I will no longer have any axe to grind. Even if it doesn’t go as well as I hope, it’ll be useful to keep this post around so that people can understand my position.

Because I don’t necessarily want people to agree with me. I mostly want them to understand “where I come from.”

So, here goes:

Journalism may have outlived its usefulness.

Like several other “-isms” (including nationalism, colonialism, imperialism, and racism) journalism is counterproductive in the current state of society.

This isn’t an ethical stance, though there are ethical positions which go with it. It’s a statement about the anachronic nature of journalism. As per functional analysis, everything in society needs a function if it is to be maintained. What has been known as journalism is now taking new functions. Eventually, “journalism as we know it” should, logically, make way for new forms.

What these new forms might be, I won’t elaborate in this post. I have multiple ideas, especially given well-publicised interests in social media. But this post isn’t about “the future of journalism.”

It’s about the end of journalism.

Or, at least, my looking forward to the end of journalism.

Now, I’m not saying that journalists are bad people and that they should just lose their jobs. I do think that those who were trained as journalists need to retool themselves, but this post isn’t not about that either.

It’s about an axe I’ve been grinding.

See, I can admit it, I’ve been making some rather negative comments about diverse behaviours and statements, by media people. It has even become a habit of mine to allow myself to comment on something a journalist has said, if I feel that there is an issue.

Yes, I know: journalists are people too, they deserve my respect.

And I do respect them, the same way I respect every human being. I just won’t give them the satisfaction of my putting them on a pedestal. In my mind, journalists are people: just like anybody else. They deserve no special treatment. And several of them have been arrogant enough that I can’t help turning their arrogance back to them.

Still, it’s not about journalist as people. It’s about journalism “as an occupation.” And as a system. An outdated system.

Speaking of dates, some context…

I was born in 1972 and, originally,I was quite taken by journalism.

By age twelve, I was pretty much a news junkie. Seriously! I was “consuming” a lot of media at that point. And I was “into” media. Mostly television and radio, with some print mixed in, as well as lots of literary work for context: this is when I first read French and Russian authors from the late 19th and early 20th centuries.

I kept thinking about what was happening in The World. Back in 1984, the Cold War was a major issue. To a French-Canadian tween, this mostly meant thinking about the fact that there were (allegedly) US and USSR “bombs pointed at us,” for reasons beyond our direct control.

“Caring about The World” also meant thinking about all sorts of problems happening across The Globe. Especially poverty, hunger, diseases, and wars. I distinctly remember caring about the famine in Ethiopia. And when We Are the World started playing everywhere, I felt like something was finally happening.

This was one of my first steps toward cynicism. And I’m happy it occured at age twelve because it allowed me to eventually “snap out of it.” Oh, sure, I can still be a cynic on occasion. But my cynicism is contextual. I’m not sure things would have been as happiness-inducing for me if it hadn’t been for that early start in cynicism.

Because, you see, The World disinterested itself quite rapidly with the plight of Ethiopians. I distinctly remember asking myself, after the media frenzy died out, what had happened to Ethiopians in the meantime. I’m sure there has been some report at the time claiming that the famine was over and that the situation was “back to normal.” But I didn’t hear anything about it, and I was looking. As a twelve-year-old French-Canadian with no access to a modem, I had no direct access to information about the situation in Ethiopia.

Ethiopia still remained as a symbol, to me, of an issue to be solved. It’s not the direct cause of my later becoming an africanist. But, come to think of it, there might be a connection, deeper down than I had been looking.

So, by the end of the Ethiopian famine of 1984-85, I was “losing my faith in” journalism.

I clearly haven’t gained a new faith in journalism. And it all makes me feel quite good, actually. I simply don’t need that kind of faith. I was already training myself to be a critical thinker. Sounds self-serving? Well, sorry. I’m just being honest. What’s a blog if the author isn’t honest and genuine?

Flash forward to 1991, when I started formal training in anthropology. The feeling was exhilarating. I finally felt like I belonged. My statement at the time was to the effect that “I wasn’t meant for anthropology: anthropology was meant for me!” And I was learning quite a bit about/from The World. At that point, it already did mean “The Whole Wide World,” even though my knowledge of that World was fairly limited. And it was a haven of critical thinking.

Ideal, I tell you. Moan all you want, it felt like the ideal place at the ideal time.

And, during the summer of 1993, it all happened: I learnt about the existence of the “Internet.” And it changed my life. Seriously, the ‘Net did have a large part to play in important changes in my life.

That event, my discovery of the ‘Net, also has a connection to journalism. The person who described the Internet to me was Kevin Tuite, one of my linguistic anthropology teachers at Université de Montréal. As far as I can remember, Kevin was mostly describing Usenet. But the potential for “relatively unmediated communication” was already a big selling point. Kevin talked about the fact that members of the Caucasian diaspora were able to use the Internet to discuss with their relatives and friends back in the Caucasus about issues pertaining to these independent republics after the fall of the USSR. All this while media coverage was sketchy at best (sounded like journalism still had a hard time coping with the new realities).

As you can imagine, I was more than intrigued and I applied for an account as soon as possible. In the meantime, I bought at 2400 baud modem, joined some local BBSes, and got to chat about the Internet with several friends, some of whom already had accounts. Got my first email account just before semester started, in August, 1993. I can still see traces of that account, but only since April, 1994 (I guess I wasn’t using my address in my signature before this). I’ve been an enthusiastic user of diverse Internet-based means of communication since then.

But coming back to journalism, specifically…

Journalism missed the switch.

During the past fifteen years, I’ve been amazed at how clueless members of mainstream media institutions have been to “the power of the Internet.” This was during Wired Magazine’s first year as a print magazine and we (some friends and I) were already commenting upon the fact that print journalists should look at what was coming. Eventually, they would need to adapt. “The Internet changes everything,” I thought.

No, I didn’t mean that the Internet would cause any of the significant changes that we have seeing around us. I tend to be against technological determinism (and other McLuhan tendencies). Not that I prefer sociological determinism yet I can’t help but think that, from ARPAnet to the current state of the Internet, most of the important changes have been primarily social: if the Internet became something, it’s because people are making it so, not because of some inexorable technological development.

My enthusiastic perspective on the Internet was largely motivated by the notion that it would allow people to go beyond the model from the journalism era. Honestly, I could see the end of “journalism as we knew it.” And I’m surprised, fifteen years later, that journalism has been among the slowest institutions to adapt.

In a sense, my main problem with journalism is that it maintains a very stratified structure which gives too much weight to the credibility of specific individuals. Editors and journalists, who are part of the “medium” in the old models of communication, have taken on a gatekeeping role despite the fact that they rarely are much more proficient thinkers than people who read them. “Gatekeepers” even constitute a “textbook case” in sociology, especially in conflict theory. Though I can easily perceive how “constructed” that gatekeeping model may be, I can easily relate to what it entails in terms of journalism.

There’s a type of arrogance embedded in journalistic self-perception: “we’re journalists/editors so we know better than you; you need us to process information for you.” Regardless of how much I may disagree with some of his words and actions, I take solace in the fact that Murdoch, a key figure in today’s mainstream media, talked directly at this arrogance. Of course, he might have been pandering. But the very fact that he can pay lip-service to journalistic arrogance is, in my mind, quite helpful.

I think the days of fully stratified gatekeeping (a “top-down approach” to information filtering) are over. Now that information is easily available and that knowledge is constructed socially, any “filtering” method can be distributed. I’m not really thinking of a “cream rises to the top” model. An analogy with water sources going through multiple layers of mountain rock would be more appropriate to a Swiss citizen such as myself. But the model I have in mind is more about what Bakhtin called “polyvocality” and what has become an ethical position on “giving voice to the other.” Journalism has taken voice away from people. I have in mind a distributed mode of knowledge construction which gives everyone enough voice to have long-distance effects.

At the risk of sounding too abstract (it’s actually very clear in my mind, but it requires a long description), it’s a blend of ideas like: the social butterfly effect, a post-encyclopedic world, and cultural awareness. All of these, in my mind, contribute to this heightened form of critical thinking away from which I feel journalism has led us.

The social butterfly effect is fairly easy to understand, especially now that social networks are so prominent. Basically, the “butterfly effect” from chaos theory applied to social networks. In this context, a “social butterfly” is a node in multiple networks of varying degrees of density and clustering. Because such a “social butterfly” can bring things (ideas, especially) from one such network to another, I argue that her or his ultimate influence (in agregate) is larger than that of someone who sits at the core of a highly clustered network. Yes, it’s related to “weak ties” and other network classics. But it’s a bit more specific, at least in my mind. In terms of journalism, the social butterfly effect implies that the way knowledge is constructed needs not come from a singular source or channel.

The “encyclopedic world” I have in mind is that of our good friends from the French Enlightenment: Diderot and the gang. At that time, there was a notion that the sum of all knowledge could be contained in the Encyclopédie. Of course, I’m simplifying. But such a notion is still discussed fairly frequently. The world in which we now live has clearly challenged this encyclopedic notion of exhaustiveness. Sure, certain people hold on to that notion. But it’s not taken for granted as “uncontroversial.” Actually, those who hold on to it tend to respond rather positively to the journalistic perspective on human events. As should be obvious, I think the days of that encyclopedic worldview are counted and that “journalism as we know it” will die at the same time. Though it seems to be built on an “encyclopedia” frame, Wikipedia clearly benefits from distributed model of knowledge management. In this sense, Wikipedia is less anachronistic than Britannica. Wikipedia also tends to be more insightful than Britannica.

The cultural awareness point may sound like an ethnographer’s pipe dream. But I perceive a clear connection between Globalization and a certain form of cultural awareness in information and knowledge management. This is probably where the Global Voices model can come in. One of the most useful representations of that model comes from a Chris Lydon’s Open Source conversation with Solana Larsen and Ethan Zuckerman. Simply put, I feel that this model challenges journalism’s ethnocentrism.

Obviously, I have many other things to say about journalism (as well as about its corrolate, nationalism).

But I do feel liberated already. So I’ll leave it at that.

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Student Engagement: The Gym Analogy (Updated: Credited)

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Heard about this recently and probably heard it before. It’s striking me more now than before, for some reason.

[Update: I heard about this analogy through Peace Studies scholar Laurie Lamoureux Scholes (part-time faculty and doctoral candidate in Religion at Concordia University). Lamoureux Scholes’s colleague John Bilodeau is the intermediate source for this analogy and may have seen it on the RateYourStudents blog. There’s nothing like giving credit where credit is due and I’m enough of a folklorist to care about transmission. Besides, the original RYS gym-themed blog entry can be quite useful.]

Those of us who teach at universities and colleges (especially in North America and especially among English-speakers, I would guess) have encountered this “sense of entitlement” which has such deep implications in the ways some students perceive learning. Some students feel and say that, since they (or their parents) pay large sums for their post-secondary education, they are entitled to a “special treatment” which often involves the idea of getting high grades with little effort.

In my experience, this sense of entitlement correlates positively with the prestige of the institution. Part of this has to do with tuition fees required by those universities and colleges. But there’s also the notion that, since they were admitted to a program at such a selective school, they must be the “cream of the crop” and therefore should be treated with deference. Similarly, “traditional students” (18-25) are in my experience more likely to display a sense of entitlement than “non-traditional students” (older than 25) who have very specific reasons to attend a college or university.

The main statements used by students in relation to their sense of entitlement usually have some connection to tuition fees perceived to transform teaching into a hired service, regardless of other factors. “My parents pay a lot of money for your salary so I’m allowed to get what I want.” (Of course, those students may not realize that a tiny fraction of tuition fees actually goes in the pocket of the instructor, but that’s another story.) In some cases, the parents can easily afford that amount paid in tuitions but the statements are the same. In other cases, the statements come from the notion that parents have “worked very hard to put me in school.” The results, in terms of entitlement, are quite similar.

Simply put, those students who feel a strong sense of entitlement tend to “be there for the degree” while most other students are “there to learn.”

Personally, I tend to assume students want to learn and I value student engagement in learning processes very highly. As a result, I often have a harder time working with students with a sense of entitlement. I can adapt myself to work with them if I assess their positions early on (preferably, before the beginning of a semester) but it requires a good deal of effort for me to teach in a context in which the sense of entitlement is “endemic.” In other words, “I can handle a few entitled students” if I know in advance what to expect but I find it demotivating to teach a group of students who “are only there for the degree.”

A large part of my own position has to do with the types of courses I have been teaching (anthropology, folkloristics, and sociology) and my teaching philosophy also “gets in the way.” My main goal is a constructivist one: create an appropriate environment, with students, in which learning can happen efficiently. I’m rarely (if ever) trying to “cram ideas into students’ heads,” though I do understand the value of that type of teaching in some circumstances. I occasionally try to train students for a task but my courses have rarely been meant to be vocational in that sense (I could certainly do vocational training, in which case I would adapt my methods).

So, the gym analogy. At this point, I find it’s quite fitting as an answer to the “my parents paid for this course so I should get a high grade.”

Tuition fees are similar to gym membership: regardless of the amount you pay, you can only expect results if you make the effort.

Simple and effective.

Of course, no analogy is perfect. I think the “effort” emphasis is more fitting in physical training than in intellectual and conceptual training. But, thankfully, the analogy does not imply that students should “get grades for effort” more than athletes assume effort is sufficient to improve their physical skills.

One thing I like about this analogy is that it can easily resonate with a large category of students who are, in fact, the “gym type.” Sounds irrelevant but the analogy is precisely the type of thing which might stick in the head of those students who care about physical training (even if they react negatively at first) and many “entitled students” have a near Greek/German attitude toward their bodies. In fact, some of the students with the strongest sense of entitlement are high-profile athletes: some of them sound like they expect to have minions to take exams for them!

An important advantage of the gym analogy, in a North American context, is that it focuses on individual responsibility. While not always selfish, the sense of entitlement is self-centred by definition. Given the North American tendency toward independence training and a strong focus on individual achievement in North American academic institutions, the “individualist” character of the sense of entitlement shouldn’t surprise anyone. In fact, those “entitled students” are unlikely to respond very positively to notions of solidarity, group learning, or even “team effort.”

Beyond individual responsibility, the gym analogy can help emphasise individual goals, especially in comparison to team sports. In North America, team sports play a very significant role in popular culture and the distinction between a gym and a sports team can resonate in a large conceptual field. The gym is the locale for individual achievement while the sports team (which could be the basis of another analogy) is focused on group achievement.

My simplest definition of a team is as “a task-oriented group.” Some models of group development (especially Tuckman’s catchy “Forming, Storming, Norming, Performing“) are best suited in relation to teams. Task-based groups connect directly with the Calvinistic ideology of progress (in a Weberian perspective), but they also embed a “community-building” notion which is often absent from the “social Darwinism” of some capital-driven discourse. In other words, a team sports analogy could have some of the same advantages as the gym analogy (such as a sense of active engagement) with the added benefit of bringing into focus the social aspects of learning.

Teamwork skills are highly valued in the North American workplace. In learning contexts, “teamwork” often takes a buzzword quality. The implicit notion seems to be that the natural tendency for individuals to work against everybody else but that teams, as unnatural as they may seem, are necessary for the survival of broad institutions (such as the typical workplace). In other words, “learning how to work well in teams” sounds like a struggle against “human nature.” This implicit perspective relates to the emphasis on “individual achievement” and “independence training” represented effectively in the gym analogy.

So, to come back to that gym analogy…

In a gym, everyone is expected to set her or his own goals, often with the advice of a trainer. The notion is that this selection of goals is completely free of outside influence save for “natural” goals related to general health. In this context, losing weight is an obvious goal (the correlation between body mass and health being taken as a given) but it is still chosen by the individual. “You can only succeed if you set yourself to succeed” seems to be a common way to put it. Since this conception is “inscribed in the mind” of some students, it may be a convenient tool to emphasise learning strategies: “you can only learn if you set yourself to learn.” Sounds overly simple, but it may well work. Especially if we move beyond the idea some students have that they’re so “smart” that they “don’t need to learn.”

What it can imply in terms of teaching is quite interesting. An instructor takes on the role of a personal trainer. Like a sports team’s coach, a trainer is “listened to” and “obeyed.” There might be a notion of hierarchy involved (at least in terms of skills: the trainer needs to impress), but the main notion is that of division of labour. Personally, I could readily see myself taking on the “personal trainer” role in a learning context, despite the disadvantages of customer-based approaches to learning. One benefit of the trainer role is that what students (or their parents) pay for is a service, not “learning as a commodity.”

Much of this reminds me of Alex Golub’s blogpost on “Factory, Lab, Guild, Studio” notions to be used in describing academic departments. Using Golub’s blogpost as inspiration, I blogged about departments, Samba schools, and the Medici Effect. In the meantime, my understanding of learning has deepened but still follows similar lines. And I still love the “Samba school” concept. I can now add the gym and the sports teams to my analogical apparatus to use in describing my teaching to students or anybody else.

Hopefully, any of these analogies can be used to help students engage themselves in the learning process.

That’s all I can wish for.

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Intello-Bullying

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A topic which I’ll revisit, to be sure. But while I’m at it…
I tend to react rather strongly to a behaviour which I consider the intellectual equivalent of schoolyard bullying.
Notice that I don’t claim to be above this kind of behaviour. I’m not. In fact, one reason for my blogging this is that I have given some thought to my typical anti-bullying reaction. Not that I feel bad about it. But I do wonder if it might not be a good idea to adopt a variety of mechanisms to respond to bullying, in conjunction with my more “gut response” knee-jerk reactions and habits.
Notice also that i’m not describing individual bullies. I’m not complaining about persons. I’m thinking about behaviour. Granted, certain behaviours are typically associated with certain people and bullying is no exception. But instead of blaming, I’d like to assess, at least as a step in a given direction. What can I do? I’m an ethnographer.
Like schoolyardb bullying, intello-bullying is based on a perceived strength used to exploit and/or harm those who perceived as weaker. Like physical strength, the perception of “intellectual strength” on which intello-bullying is based needs not have any objective validity. We’re in subjectivity territory, here. And subjects perceive in patterned but often obscure ways. Those who think of themselves as “strong” in intellectual as well as physical senses, are sometimes the people who are insecure as to their overall strengths and weaknesses.
Unlike schoolyard bullying, intello-bullying can be, and often is, originated by otherwise reasonably mature people. In fact, some of the most agressive intello-bullying comes from well-respected “career intellectuals” who “should know better.” Come to think of it, this type of bullying is probably the one I personally find the most problematic. But, again, I’m not talking about bullies. I’m not describing people. I’m talking about behaviour. And implications if behaviour.
My personal reactions may come from remnants of my impostor syndrome. Or maybe they come from a non-exclusive sense of self-worth that I found lying around in my life, as I was getting my happiness back. As much I try, I can’t help but feel that intello-bullying is a sign of intellectual self-absorption, which eventually link to weakness. Sorry, folks, but it seems to me that if you feel the need, even temporarily, to impose your intellectual strength on those you perceive as intellectually weak, I’ll assume you may “have issues to solve.” in fact, I react the same way when I perceive my own behaviour as tantamount to bullying. It’s the behaviour I have issues with. Not the person.
And this is the basis of my knee-jerks: when I witness bullying, I turn into a bully’s bully. Yeah, pretty dangerous. And quite unexpected for a lifelong pacifist like yours truly. But, at least I can talk and think about it. Unapologetically.
You know, this isn’t something I started doing yesterday. In fact, it may be part of a long-standing mission of mine. Half-implicit at first. Currently “assumed,” assessed, acknowledged. Accepted.
Before you blame me for the appearance of an “avenger complex” in this description, please give some more thought to bullying in general. My hunch is that many of you will admit that you value the existence of anti-bullies in schoolyards or in other contexts. You may prefer it if cases of bullying are solved through other means (sanction by school officials or by parents, creation of safe zones…). But I’d be somewhat surprised if your thoughts about anti-bullying prevention left no room for non-violent but strength-based control by peers. If it is the case, I’d be very interested in your comments on the issue. After all, I may be victim of some idiosyncratic notion of justice which you find inappropriate. I’m always willing to relativize.
Bear in mind that I’m not talking about retaliation. Though it may sound like it, this is no “eye for an eye” rule. Nor is it “present the left cheek.” it’s more like crowd control. Or this form of “non-abusive” technique used by occupational therapists and others while helping patients/clients who are “disorganizing.” Basically, I’m talking about responding to (intello-)bullying with calm but some strength being asserted. In the case of “fighting with words,” in my case, it may sound smug and even a bit dismissive. But it’s a localized smugness which I have a hard time finding unhealthy.
In a sense, I hope I’m talking about “taking the high road.” With a bit of self-centredness which has altruistic goals. “”I’ll act as if I were stronger than you, because you used your perceived strength to dominate somebody else. I don’t have anything against you but I feel you should be put in your place. Don’t make me go to the next step through which I can make you weep.”
At this point, I’m thinking martial arts. I don’t practise any martial art but, as an outsider, I get the impression this thinking goes well with some martial arts. Maybe judo, which allegedly relies on using your opponent’s strength. Or Tae Kwon Do, which always sounded “assertive yet peaceful” when described by practitioners.
The corrolary of all this is my attitude toward those who perceive themselves as weak. I have this strong tendency to want them to feel stronger. Both out of this idiosyncratic atttude toward justice and because of my compulsive empathy. So, when someone says something like “I’m not that smart” or “I don’t have anything to contribute,” I switch to the “nurturing mode” that I may occasionally use in class or with children. I mean not to patronize, though it probably sounds paternalistic to outside observers. It’s just a reaction I have. I don’t even think its consequences are that negative in most contexts.
Academic contexts are full of cases of intello-bullying. Classrooms, conferences, outings… Put a group of academics in a room and unless there’s a strong sense of community (Turner would say “communitas”), intello-bullying is likely to occur. At the very least, you may witness posturing, which I consider a mild form of bullying. It can be as subtle as a tricky question ask to someone who is unlikely to provide a face-saving answer and it can be as aggressive as questioning someone’s inteligence directly or claiming to have gone much beyond what somebody else has said.
In my mind, the most extreme context for this type of bullying is the classroom and it involves a teacher bullying a learner. Bullying between isn’t much better but, as a teacher, I’m even more troubled by the imposong authority structure based on status.

I put “cyber-bullying” as a tag because, in my mind, cyber-bullying (like trolling, flamebaiting and other agressive behaviours online) is a form of intello-bullying. It’s using a perceived “intellectual strength” to dominate. It’s very close to schoolyard bullying but because it may not rely on a display of physical strength, I tend to associate it with mind-based behaviour.
As I think about these issues, I keep thinking of snarky comments. Contrary to physical attacks, snarks necessitate a certain state of mind to be effective. They need to tap on some insecurity, some self-perceived weakness in the victim. But they can be quite dangerous in the right context.
As I write this, I think about my own snarky comments. Typically, they either come after some escalation or they will be as indefinite as possible. But they can be extremely insulting if they’re internalized by some people.
Two come from a fairly known tease/snark. Namely

If you’re so smart, why ain’t you rich?

(With several variants.)

I can provide several satisfactory answers to what is ostensibly a question. But, as much as I try, I can’t relate to the sentiment behind this rhetorical utterance, regardless of immediate context (but regardful of the broader social context). This may have to do with the fact that “getting rich” really isn’t my goal in life. Not only do I agree with the statement that “money can’t buy happiness” and do I care more about happiness than more easily measurable forms of success, but my high empathy levels do include a concept of egalitarianism and solidarity which makes this emphasis on wealth sound counter-productive.

Probably because of my personal reactions to that snark, I have created at least two counter-snarks. My latest one, and the one which may best represent my perspective, is the following:

If you’re so smart, why ain’t you happy?

With direct reference to the original “wealth and intelligence” snark, I wish to bring attention to what I perceive to be a more appropriate goal in life (because it’s my own goal): pursuit of happiness. What I like about this “rhetorical question” is that it’s fairly ambiguous yet has some of the same effects as the “don’t think about pink elephants” illocutionary act. As a rhetorical question, it needs not be face-threatening. Because the “why aren’t you happy?” question can stand on its own, the intelligence premise “dangles.” And, more importantly, it represents one of my responses to what I perceive as a tendency (or attitude and “phase”) associating happiness with lack of intelligence. The whole “ignorance is bliss” and «imbécile heureux» perspective. Voltaire’s Candide and (failed) attempts to discredit Rousseau. Uses of “touchy-feely” and “warm and fuzzy” as insults. In short, the very attitude which makes most effectively tricks out intellectuals in the “pursuit of happiness.”

I posted my own snarky comment on micro-blogs and other social networks. A friend replied rather negatively. Though I can understand my friend’s issues with my snark, I also care rather deeply about delinking intelligence and depression.

A previous snark of mine was much more insulting. In fact, I would never ever use it with any individual, because I abhor insulting others. Especially about their intelligence. But it does sound to me like an efficient way to unpack the original snark. Pretty obvious and rather “nasty”:

If you’re so rich, why ain’t you smart?

Again, I wouldn’t utter this to anyone. I did post it through social media. But, like the abovementioned snark on happiness, it wasn’t aimed at any specific person. Though I find it overly insulting, I do like its “counterstrike” power in witticism wars.

As announced through the “placeholder” tag and in the prefacing statement (or disclaimer), this post is but a draft. I’ll revisit this whole issue on several occasions and it’s probably better that I leave this post alone. Most of it was written while riding the bus from Ottawa to Montreal (through the WordPress editor available on the App Store). Though I’ve added a few things which weren’t in this post when I arrived in Montreal (e.g., a link to NAPPI training), I should probably leave this as a “bus ride post.”

I won’t even proofread this post.

RERO!

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Éloge de la courtoisie en-ligne

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Nous y voilà!

Après avoir terminé mon billet sur le contact social, j’ai reçu quelques commentaires et eu d’autres occasions de réfléchir à la question. Ce billet faisait suite à une interaction spécifique que j’ai vécue hier mais aussi à divers autres événements. En écrivant ce billet sur le contact social, j’ai eu l’idée (peut-être saugrenue) d’écrire une liste de «conseils d’ami» pour les gens qui désirent me contacter. Contrairement à mon attitude habituelle, j’ai rédigé cette liste dans un mode assez impératif et télégraphique. C’est peut-être contraire à mon habitude, mais c’est un exercice intéressant à faire, dans mon cas.

Bien qu’énoncés sur un ton quasi-sentencieux, ces conseils se veulent être des idées de base avec lesquelles je travaille quand on me sollicite (ce qui arrive plusieurs fois par jour). C’est un peu ma façon de dire: je suis très facile à contacter mais voici ce que je considère comme étant des bonnes et mauvaises idées dans une procédure de contact. Ça vaut pour mes lecteurs ici, pour mes étudiants (avant que je aie rencontrés), pour des contacts indirects, etc.

Pour ce qui est du «contact social», je parlais d’un contexte plus spécifique que ce que j’ai laissé entendre. Un des problèmes, c’est que même si j’ai de la facilité à décrire ce contexte, j’ai de la difficulté à le nommer d’une façon qui soit sans équivoque. C’est un des mondes auxquels je participe et il est lié à l’«écosystème geek». En parlant de «célébrité» dans le billet sur le contact social, je faisais référence à une situation assez précise qui est celle de la vie publique de certaines des personnes qui passent le plus clair de leur temps en-ligne. Les limites sont pas très claires mais c’est un groupe de quelques millions de personnes, dont plusieurs Anglophones des États-Unis, qui entrent dans une des logiques spécifiques de la socialisation en-ligne. Des gens qui vivent et qui oeuvrent dans le média social, le marketing social, le réseau social, la vie sociale médiée par les communications en-ligne, etc.

Des «socialiseurs alpha», si on veut.

C’est pas un groupe homogène, loi de là. Mais c’est un groupe qui a ses codes, comme tout groupe social. Certains individus enfreignent les règles et ils sont ostracisés, parfois sans le savoir.

Ce qui me permet de parler de courtoisie.

Un des trucs dont on parle beaucoup dans nos cours d’introduction, en anthropologie culturelle, c’est la diversité des normes de politesse à l’échelle humaine. Pas parce que c’est une partie essentielle de nos recherches, mais c’est souvent une façon assez efficace de faire comprendre des concepts de base à des gens qui n’ont pas (encore) de formation ethnographique ou de regard anthropologique. C’est encore plus efficace dans le cas d’étudiants qui ont déjà été formés dans une autre discipline et qui ont parfois tendance à ramener les concepts à leur expérience personnelle (ce qui, soit dit en passant, est souvent une bonne stratégie d’apprentissage quand elle est bien appliquée). L’idée de base, c’est qu’il n’y a pas d’«universal», de la politesse (malgré ce que disent Brown et Levinson). Il n’y a pas de règle universelle de politesse qui vaut pour l’ensemble de la population humaine, peu importe la distance temporelle ou culturelle. Chaque contexte culturel est bourré de règles de politesse, très souvent tacites, mais elles ne sont pas identiques d’un contexte à l’autre. Qui plus est, la même règle, énoncée de la même façon, a souvent des applications et des implications très différentes d’un contexte à l’autre. Donc, en contexte, il faut savoir se plier.

En classe, il y en a toujours pour essayer de trouver des exceptions à cette idée de base. Mais ça devient un petit jeu semi-compétitif plutôt qu’un réel processus de compréhension. D’après moi, ç’a un lien avec ce que les pédagogues anglophones appellent “Ways of Knowing”. Ce sont des gens qui croient encore qu’il n’existe qu’une vérité que le prof est en charge de dévoiler. Avec eux, il y a plusieurs étapes à franchir mais ils finissent parfois par passer à une compréhension plus souple de la réalité.

Donc, une fois qu’on peut travailler avec cette idée de base sur la non-universalité de règles de politesse spécifiques, on peut travailler avec des contextes dans lesquelles la politesse fonctionne. Et elle l’est fonctionnelle!

Mes «conseils d’ami» et mon «petit guide sur le contact social en-ligne» étaient à inscrire dans une telle optique. Mon erreur est de n’avoir pas assez décrit le contexte en question.

Si on pense à la notion de «blogosphère», on a déjà une idée du contexte. Pas des blogueurs isolés. Une sphère sociale qui est concentrée autour du blogue. Ces jours-ci, à part le blogue, il y a d’autres plates-formes à travers lesquelles les gens dont je parle entretiennent des rapports sociaux plus ou moins approfondis. Le micro-blogue comme Identi.ca et Twitter, par exemple. Mais aussi des réseaux sociaux comme Facebook ou même un service de signets sociaux comme Digg. C’est un «petit monde», mais c’est un groupe assez influent, puisqu’il lie entre eux beaucoup d’acteurs importants d’Internet. C’est un réseau tentaculaire, qui a sa présence dans divers milieux. C’est aussi, et c’est là que mes propos peuvent sembler particulièrement étranges, le «noyau d’Internet», en ce sens que ce sont des membres de ce groupe qui ont un certain contrôle sur plusieurs des choses qui se passent en-ligne. Pour utiliser une analogie qui date de l’ère nationale-industrielle (le siècle dernier), c’est un peu comme la «capitale» d’Internet. Ou, pour une analogie encore plus vieillotte, c’est la «Métropole» de l’Internet conçu comme Empire.

Donc, pour revenir à la courtoisie…

La spécificité culturelle du groupe dont je parle a créé des tas de trucs au cours des années, y compris ce qu’ils ont appelé la «Netiquette» (de «-net» pour «Internet» et «étiquette»). Ce qui peut contribuer à rendre mes propos difficiles à saisir pour ceux qui suivent une autre logique que la mienne, c’est que tout en citant (et apportant du support à) certaines composantes de cette étiquette, je la remets en contexte. Personnellement, je considère cette étiquette très valable dans le contexte qui nous préoccupe et j’affirme mon appartenance à un groupe socio-culturel précis qui fait partie de l’ensemble plus vaste auquel je fais référence. Mais je conserve mon approche ethnographique.

La Netiquette est si bien «internalisée» par certains qu’elles semblent provenir du sens commun (le «gros bon sens» dont je parlais hier). C’est d’ailleurs, d’après moi, ce qui explique certaines réactions très vives au bris d’étiquette: «comment peux-tu contrevenir à une règle aussi simple que celle de donner un titre clair à ton message?» (avec variantes plus insultantes). Comme j’ai tenté de l’expliquer en contexte semi-académique, une des bases du conflit en-ligne (la “flame war”), c’est la difficulté de se ressaisir après un bris de communication. Le bris de communication, on le tient pour acquis, il se produit de toutes façons. Mais c’est la façon de réétablir la communication qui change tout.

De la même façon, c’est pas tant le bris d’étiquette qui pose problème. Du moins, pas l’occasion spécifique de manquement à une règle précise. C’est la dynamique qui s’installe suite à de nombreux manquements aux «règles de base» de la vie sociale d’un groupe précis. L’effet immédiat, c’est le découpage du ‘Net en plus petites factions.

Et, personnellement, je trouve dommage ce fractionnement, cette balkanisation.

Qui plus est, c’est dans ce contexte que, malgré mon relativisme bien relatif, j’assigne le terme «éthique» à mon hédonisme. Pas une éthique absolue et rigide. Mais une orientation vers la bonne entente sociale.

Qu’on me comprenne bien (ça serait génial!), je me plains pas du comportement des gens, je ne jugent pas ceux qui se «comportent mal» ou qui enfreignent les règles de ce monde dans lequel je vis. Mais je trouve utile de parler de cette dynamique. Thérapeutique, même.

La raison spécifique qui m’a poussé à écrire ce billet, c’est que deux des commentaires que j’ai reçu suite à mes billets d’hier ont fait appel (probablement sans le vouloir) au «je fais comme ça me plaît et ça dérange personne». Là où je me sens presqu’obligé de dire quelque-chose, c’est que le «ça dérange personne» me semblerait plutôt myope dans un contexte où les gens ont divers liens entre eux. Désolé si ça choque, mais je me fais le devoir d’être honnête.

D’ailleurs, je crois que c’est la logique du «troll», ce personnage du ‘Net qui prend un «malin plaisir» à bousculer les gens sur les forums et les blogues. C’est aussi la logique du type macho qui se plaît à dire: «Je pince les fesses des filles. Dix-neuf fois sur 20, je reçois une baffe. Mais la vingtième, c’est la bonne». Personnellement, outre le fait que je sois féministe, j’ai pas tant de problèmes que ça avec cette idée quand il s’agit d’un contexte qui le permet (comme la France des années 1990, où j’ai souvent entendu ce genre de truc). Mais là où ça joue pas, d’après moi, c’est quand cette attitude est celle d’un individu qui se meut dans un contexte où ce genre de chose est très mal considéré (par exemple, le milieu cosmopolite contemporain en Amérique du Nord). Au niveau individuel, c’est peut-être pas si bête. Mais au niveau social, ça fait pas preuve d’un sens éthique très approfondi.

Pour revenir au «troll». Ce personnage quasi-mythique génère une ambiance très tendue, en-ligne. Individuellement, il peut facilement considérer qu’il est «dans son droit» et que ses actions n’ont que peu de conséquences négatives. Mais, ce qui se remarque facilement, c’est que ce même individu tolère mal le comportement des autres. Il se débat «comme un diable dans le bénitier», mais c’est souvent lui qui «sème le vent» et «récolte la tempête». Un forum sans «troll», c’est un milieu très agréable, “nurturing”. Mais il n’est besoin que d’un «troll» pour démolir l’atmosphère de bonne entente. Surtout si les autres membres du groupes réagissent trop fortement.

D’ailleurs, ça me fait penser à ceux qui envoient du pourriel et autres Plaies d’Internet. Ils ont exactement la logique du pinceur de femmes, mais menée à l’extrême. Si aussi peu que 0.01% des gens acceptent le message indésirable, ils pourront en tirer un certain profit à peu d’effort, peu importe ce qui affecte 99.99% des récipiendaires. Tant qu’il y aura des gens pour croire à leurs balivernes ou pour ouvrir des fichiers attachés provenant d’inconnus, ils auront peut-être raison à un niveau assez primaire («j’ai obtenu ce que je voulais sans me forcer»). Mais c’est la société au complet qui en souffre. Surtout quand on parle d’une société aussi diversifiée et complexe que celle qui vit en-ligne.

C’est intéressant de penser au fait que la culture en-ligne anglophone accorde une certaine place à la notion de «karma». Depuis une expression désignant une forme particulière de causalité à composante spirituelle, cette notion a pris, dans la culture geek, un acception spécifique liée au mérite relatif des propos tenus en-ligne, surtout sur le vénérable site Slashdot. Malgré le glissement de sens de causalité «mystique» à évaluation par les pairs, on peut lier les deux concepts dans une idée du comportement optimal pour la communication en-ligne: la courtoisie.

Les Anglophones ont tendance à se fier, sans les nommer ou même les connaître, aux maximes de Grice. J’ai beau percevoir qu’elles ne sont pas universelles, j’y vois un intérêt particulier dans le contexte autour duquel je tourne. L’idée de base, comme le diraient Wilson et Sperber, est que «tout acte de communication ostensive communique la présomption de sa propre pertinence optimale». Cette pertinence optimale est liée à un processus à la fois cognitif et communicatif qui fait appel à plusieurs des notions élaborées par Grice et par d’autres philosophes du langage. Dans le contexte qui m’intéresse, il y a une espèce de jeu entre deux orientations qui font appel à la même notion de pertinence: l’orientation individuelle («je m’exprime») souvent légaliste-réductive («j’ai bien le droit de m’exprimer») et l’orientation sociale («nous dialoguons») souvent éthique-idéaliste («le fait de dialoguer va sauver le monde»).

Aucun mystère sur mon orientation préférée…

Par contre, faut pas se leurrer: le fait d’être courtois, en-ligne, a aussi des effets positifs au niveau purement individuel. En étant courtois, on se permet très souvent d’obtenir de réels bénéfices, qui sont parfois financiers (c’est comme ça qu’on m’a payé un iPod touch). Je parle pas d’une causalité «cosmique» mais bien d’un processus précis par lequel la bonne entente génère directement une bonne ambiance.

Bon, évidemment, je semble postuler ma propre capacité à être courtois. Il m’arrive en fait très souvent de me faire désigner comme étant très (voire trop) courtois. C’est peut-être réaliste, comme description, même si certains ne sont peut-être pas d’accord.

À vous de décider.

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

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[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.

Disclaimer

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.

Clarification

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.

Links

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
  • OLPC XO
  • OLPC XOXO
  • 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.

Communitas

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?