Knowledge about the ways in which social media branch out transnationally and their role in relation to global change.

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1 3. course period: Social Media Om kurset obligatorisk kursus for studerende på 1-fags-kandidater på k3 og valgkursus for kombinationsstuderende. valgkursus for studerende på kombinationsuddannelserne gl. ordning. undervisning foregår på engelsk. valgfrit om essay skrives på dansk eller engelsk. elective for all students on the international track. Uddannelse Sted Undervisningssprog Kommunikation / Kommunikation (1-fags kandidat) Se kursusgange English Kursus starter Kursus slutter Social Media In this course, students will be introduced to key theories, concepts and methods in communications and media research in order to develop an understanding of and competencies in the role of social media, and digital media more broadly, in strategic communication. Students will be introduced to current communicative and strategic challenges in relation to digital media platforms in order to understand what social media are as phenomenon, and how they can be used for communicating. In order to grasp the role and logics of social media, including their opportunities and challenges for different societal actors strategic communication, the course examines theories and problematiques in relation to specific organisations. The course explores social media such as blogs, microblogs, social networking sites, wikis and discussion forums. Students will be challenged to consider e.g. the interplay between social media and discourses, practices and wider societal power structures. In order to gain competencies in examining the role of social media, students are introduced to methods such as netnography, text-mining and network analysis as well as research ethics. The course gives students a reflexive basis for working strategically with social media. Expected workload: 24 hours: confrontation hours 60 hours: 2.5 hours preparation for each class 40 hours: Essay (5 pages) 13.5 timer: Other activities hours total Preparation time includes reading the course set texts and solving tasks that require preparation outside of class. Other activities include the semester intro, literature search, participation in seminars, evaluations, etc. Mål The course aims are for students to acquire: Knowledge: Knowledge about what social media are, what different media can in relation to other media, and how social media can be used for strategic communication. Knowledge about the ways in which social media branch out transnationally and their role in relation to global change. Knowledge about key concepts in social media research as well as methodological approaches such as network analysis, netnography and text-mining. Knowledge about social media logics, including power, discourses, practices and affordances. Skills: Capable of assessing the relevance of media platforms in relation to the communication requirements of different organisations.

2 Capable of analysing, evaluating and discussing communicative possibilities and challenges for uses of social media for strategic communication. Competencies: Students must be able to manage their own scholastic development and specialisation in relation to different types of digital social media. Evaluering See each class below. An individual, set written essay of 5 pages (5 ECTS); 8-10 pages (7,5 ECTS); of characters (with spaces). Front page, table of contents, list of references, and appendices are not included. In the essay, the student must (1) articulate an interesting problem in relation to social media, (2) select three to five concepts and approaches from the course and demonstrate how they can contribute to shed light on the problem, and (3) on the basis of this conduct a clearly defined empirical analysis that addresses the selected problem. The paper must be uploaded Friday, April 7, at 12 pm (noon) via Digital eksamen The assignment will be posted on Digital eksamen at the beginning of the exam period. Re- and make-up examination: August 9, at 12 pm (noon). Censur None. The paper will be assessed by the lecturer, or someone approved by the programme director. Kursussekretær IKH Studyadministration ( ikh-studyadministration@ruc.dk ) kursusgange Foundations and analytical focal points Tidspunkt 20/ kl. 08:15-12:00 Sted This introductory session provides an overview of the course contents, literature and an introduction to the teaching methods. The teaching methods include lectures, exercises and case analyses, and requires active participation. This session also introduces a foundation for our understanding of social media, including their historical, societal, economic, cultural and political embeddedness. Couldry, N. (2012) Media, World, Society. Cambridge: Polity. Chapter 1: Introduction: Digital Media and Social Theory. Van Dijk, J. (2013) The Culture of Connectivity. A Critical History of Social Media. Chapter 1: Engineering Sociality in a Culture of Connectivity Seconday literature: Curran, J., Fenton, N., & Freedman, D. (2012). Misunderstanding the Internet. London: Routledge. Chapters 1 and 2. Kozinets, R.V. (2010). Netnography. Doing Ethnographic Research Online. London: SAGE. Chapter 3: Researching Online. Methods. Identity and the Self Tidspunkt 22/ kl. 08:15-12:00

3 Sted In this session we will examine our understanding of identity online and how we negotiate self presentation in the different social media. This is specially relevant in relation to personal communication and the different ways users struggle to gain power over their own online-offline lives. The idea of networked publics is also introduced. Chayko, Mary. (2017). Superconnected. The Internet, Digital Media, and Techno-Social Life. Chapter 6: Techno-Socialization and the Self. London: SAGE. Boyd, D. (2010). Social Network Sites as Networked Publics: Affordances, Dynamics, and Implications. In Papacharissi, Z. (ed.). A Networked Self Identity, Community and Culture on Social Network Sites. New York: Taylor & Francis: Chester, A. & Bretenton, D. (2007). Impression Management and Identity Online. In Joinson, et.al. (eds.). The Oxford Handbook of Internet Psychology. Oxford: Oxford University Press: Silfverberg, S., Liikkanen, L.A. & Lampinen, A. (2011). I ll press Play, but i Won t Listen: Profile Work in a Music-Focused Social Network Service. CSCW 11 Proceedings of the ACM Conference on Computer- Supported Cooperative Work: Ownership, affordances and practices Tidspunkt 24/ kl. 08:15-12:00 This session focuses on social media ownership, affordances and practices and the interplay between the three perspectives. In this way, we go beyond a techno-deterministic understanding of social media and consider the ways in which they are embedded in economic and political conditions, and how different users use (and appropriate) social media. Concepts such as "participatory culture", "spreadability", affordances and media practices are introduced and used to explore questions such as: Who own and control social media platforms? What practices do social media enable? What role do social media play in our everyday lives as citizens, consumers, members of organisations? Couldry, N. (2012) Media, World, Society. Cambridge: Polity. Chapter 2: Media as Practice. Jenkins, H., Ford, S. Joshua Green (2013). Spreadable media: creating value and meaning in a networked culture, New York: NYU Press. Introduction: Why Media Spreads. Briggs, A. and Burke, P. (2010). Social History of the Media: From Gutenberg to the Internet. Kapitel 1: Media Convergences. Fuchs, C. (2012). The political economy of privacy on Facebook. Television & New Media, 13(2), Jenkins, H., & Carpentier, N. (2013). Theorizing participatory intensities: A conversation about participation and politics. Convergence: The International Journal of Research into New Media Technologies, 19(3), Jenkins, H., Li, X., Krauskopf, A.D., & Green, J. (2009) If It Doesn t Spread, It s Dead: Sticky and Spreadable Two Paradigms: Social media and power Tidspunkt 27/ kl. 08:15-12:00

4 This session focuses on how social media has empowered (or impeded?) different actors' ability of "getting the message across". From the challenges public organizations face as the try to control distribution of information, via the challenges private companies meet when they aim to build and maintain their reputation, to the challenges actors in civic society face in relation to surveillance and division of power. Castells, M. (2000). Materials for an exploratory theory of the network society. The British journal of sociology, 51(1), Fenton, N. (2012) The Internet and Social Networking. In J. Curran, D. Freedman and N.Fenton, Misunderstanding the Internet, London: Routledge, pp Tufekci, Z. (2014). Engineering the public: Big data, surveillance and computational politics. First Monday, 19(7). Ron Deibert at TEDx: Gladwell, M. (2010, October 4). Small change. The New Yorker, ttp:// Social media and the strategic communication of private actors: business and civil society Tidspunkt 29/ kl. 08:15-12:00 On the basis of discussions in the previous themes this session focuses on the implications of social media for communication strategies of business (both MNCs and SMEs) and civil society. Concepts such as "organic reach", "visibility are introduced. Teixeira, T.S. (2014). The Rising Cost of Consumer Attention: Why You Should Care, and What You Can Do about It. Working Paper Harvard Business School, pp ttp:// Uldam, J. (2014). Corporate management of visibility and the fantasy of the post-political: Social media and surveillance. New Media & Society, Whelan, G., Moon, J., & Grant, B. (2013). Corporations and Citizenship Arenas in the Age of Social Media. Journal of Business Ethics, 118(4), Couldry, N. and Turow, J. (2014) Advertising, big data and the clearance of the public realm: marketers' new approaches to the content subsidy. International Journal of Communication, 8, Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), Social media and the strategic communication of public actors: public authorities Tidspunkt 31/ kl. 08:15-12:00

5 On the basis of discussions in the previous themes this session focuses on the implications of social media for communication strategies of public organisations. Concepts such as professionalisation and legitimacy are introduced. Livingstone, S. (2007). The Challenge of Engaging Youth Online Contrasting Producers' and Teenagers' Interpretations of Websites. European journal of communication, 22(2), Crump, J. (2011). What are the police doing on Twitter? Social Media, the Police and the Public. Policy and Internet, Volume 3, Issue 4, pp Panagiotopoulos, P., Shan, L. C., Barnett, J., Regan, Á., & McConnon, Á. (2015). A framework of social media engagement: Case studies with food and consumer organisations in the UK and Ireland. International Journal of Information Management, 35(4), STADS stamdata Afløsningsseminar Belastning : 5 / 7.5 ECTS Prøveform : Hjemmeopgave / Tilfr.. deltagelse/skriftlig / Skriftlig (ut) Aktivitetskode : U25308 / U25571 / U26139 / U40732 Bedømmelse : 7-trinsskala Censur : Intern censur