Online networks might be seen as antidotes to boredom at work, school
or college. These new social networks do more than transmit information
about their members, they change behaviour by propagating moods. These
days we can all share "news" really fast, even about ourselves - for
example, my Facebook or Twitter status might say "I'm heading to the beach in Waikiki..." and the mood
that simple statement makes might become very contagious.
The
Internet confirms what we have all known for a long time - the world is
ruled by the power of suggestion but in the case of social networking
it is "influencers" that lead the suggesting. Then suggestions might
become "group think." John Gray writes - "in evolutionary prehistory,
consciousness emerged as a side effect of language. Today it is a by
product of media."
"Social Media, Blogs and Music: Some Philosophical Thoughts"
While the headline suggests that the following essay is about music, Dave Allen's "philosophical thoughts" are applicable to anything involving new media (including news media). His argument that the Internet is an extension of human nature—as opposed to the "technology drives society" line—is part of a poigniant and comprehensive look into how companies, marketers, advertisers and users should examine burgeoning social networks. A must read.