The significance of living in a network society is that networks provide fundamental structure to our lives. Only recently has the media become an influential public space of our time, forming and shaping shared societal experiences. In light of this, Manuel Castells from this weeks reading stated that technology does not determine society, however some social structures could not have developed without it. Communication comes naturally to humans and now the logic, interests and conflicts of this network society globally dominate us. It is not always the message we are sending, but rather the medium through which it is processed. For example, a common frowned upon message to send through social media would be the “break up”. Often in high school girls/guys would be offended and shocked if they were broken up with through social media sites, however if it was a phone call it seemed to not have that much of a detrimental effect.
Charles Arthur in an article for The Guardian referred to networks as the ‘Matrix’. The first thing that came to my mind when seeing the words ‘network’ and ‘matrix’ together was Google. Google seems to be the center of the Internet. It monitors you closely through every use, pushing ads and even channeling results based on your browsing history. By purely signing up to a gmail (Google Mail) account you now have a YouTube and Google+ account. Regardless if you are actively using these accounts, Google can still track your every move just by being signed in. But it doesn’t stop there; artist Erica Scourti made a video called “Life In Adwords”. Scourti emailed a daily diary to her Gmail account for a year, and then created a collaboration of herself listing the suggested adwords made by Google. So even in what you think is a personal online space, the content of her emails were identified and turned into ‘sale-able’ advertisements. As we use sites such as Facebook and Google as a networking tool it is doing the very same thing by extracting our personal information for its benefit.
Another example would be that you now have to pay Facebook for your posts to reach all of your Friends – it only shows them to those who you interact with most. However, large companies and corporations can pay Facebook to share your post with everyone if you are to mention them in a positive way. For instance “My coffee from Gloria Jeans today was amazing” instead of only going to a handful of your Facebook Friends, Gloria Jeans will pay to have your status reach the maximum audience possible.
Arthur, C 2013, Google+ isn’t a social network; it’s The Matrix, The Guardian, viewed 04/08/2013, <http://www.theguardian.com/technology/blog/2013/jun/04/google-plus-the-matrix
Castells, M 2004, ‘Afterword: why networks matter’ in Network Logic: Who governs in an interconnected world?, pp. 221-224
Killalea, D 2013, Texting, Facebook are the worst ways to break up with someone,
news.com.au, viewed 04/08/2013, <http://www.news.com.au/lifestyle/relationships/texting-facebook-are-the-worst-ways-to-break-up-with-someone/story-fnet09p2-1226669481242
Outcasting 2013, Life in Adwords / Erica Scourti, Outcasting, weblog post, 23 April, viewed 04/08/2013, <http://www.outcasting.org/2013/04/life-adwords-erica-scourti/