Friesen, N. (2010). Education and
the social Web: Connective learning and the commercial imperative. First
Monday, 15(12). http://firstmonday.org/ojs/index.php/fm/article/
The article written by Dr. Norm Friessen focuses on the negative aspect of education and the social web: advertising. Many sites such as Facebook, Twitter, Google accounts (Blogger, YouTube, etc) appeal to the educational field for the purpose of being connected in and out of the classroom, locally or internationally. However, the author makes a very interesting point in which he states that the company's main purpose is not the customer who has signed up to use the site, but rather the customer who has signed up to post advertisements on their site. Dr. Friessen quotes Steve Greenberg who warns, "You are not Facebook's customer. You are the product that they sells to their real customers - advertisers. Forget this at your peril."
All these sites, Facebook and Google, use various methods, or "algorithms," to satisfy the needs of their customers (the advertisers). Facebook for instance, uses ones information (i.e., age, gender, religion, location, likes, relationship status, etc) to allow advertisers to better target their audience simply by looking at the information we have provided them. According to Dr. Friessen, Google uses "complex, hidden algorithms to target adds in precise ways based detailed tracking and analysis of user searches," emails sent, and other information, to make it easy for their real customer, the advertisers, to target their audience more precisely.
Another great point the article makes is that of the "dislike" button. Many services have yet to create a "dislike button" because it would hinder their advertisers. By adding this button, it gives the public the power to dislike a particular brand, item, or store which would only bring bad publicity to the company, and therefore, they would not want to advertise on sites that allow us to fully express ourselves. Though it limits our ability to 'dislike' brands, companies, items, etc., I also would not necessarily want a dislike button placed in these sites for the mere reason of internet trolls/cyber bullies. Unless the "dislike" button is geared only towards advertisement or posts made from companies/groups, it gives people the ability to put others down. With cyber bullying having such a huge impact on our students, and though they find harsher ways than just a "dislike" button, it gives them more power to put others down in various ways. This type of negativity would not be good to educational sites where students are supposed to feel safe. However, we can teach our students to use the correct type of words to disagree without insulting others as well as how to agree to disagree without it impacting our relationships at school. It would be a great gateway to teaching tolerance.
Question 1: How do social networks and advertisement affect the learner?
Social networks allow learners to join a space where they can express themselves and continue learning from their peers. It gives students a voice and opportunities to express themselves at multiple times of the day. When advertising comes in, however, it can distract the learner from staying on task or finishing online assignments they may have. Advertisers use the information one provides the site to target their audience. When students see add about their friends playing a particular game or liking a particular company, they may feel pressured to like the same things or play the same games, therefore, distracting them from their learning and making the companies more profit.
Question 2: Can social networks exits without adds?
I do not believe this is possible. In a world were making profit is one of the biggest goals in life, people will find ways of making money. If one can make a couple of dollars by allowing advertisers to post on your website, I'm sure many of us would take that opportunity. Advertisements are all around us, we can either choose to pay attention to them or walk away (or not click on them).
Wow. The author makes a good point, or Rather Steve Greenberg when he says "You are not Facebook's customer. You are the product that they sells to their real customers - advertisers." I have never thought of it this way. But it makes soooo much sense. Facebook doesn't make money from us the user, they make their money from the advertisers who pay Facebook to allow them to have their ads up.
ReplyDeleteIt was only recently (maybe the last year and a half) that I realized the ads they were placing in my view for for things and places I had visited. I hate this. It creeps me out and makes me feel like they are "spying" on me. What I do in Facebook is there business and that's fine but what I'm Googling on my own or the sites that I visit or even the e-mails I send I feel should be NONE OF THEIR BUSINESS. :( Sometimes the Internet is great, but other times it really scares me.
Can Social Media networks exist without ads? Even so-called non-profit sites use creative ways to earn revenue to keep their site afloat. There is no such thing as free social site as someone (or company) has to pay to use it!
ReplyDeleteI really do not like social media sites for a number of reasons. I have managed to stay away from all of them so far until this class (although I don't know if a Blog is considered social media). Now after doing some research into the advertising that goes on I am happy I stayed away. It is actually really creepy to know that people are tracking what you do online to send ads your way that may appeal to you. Even without using social media I have noticed things I search for on Amazon showing up in ads on other sites. Ultimately though, I don't see how this is harmful for students, at least not the age level I teach. They are impressionable yes, but advertising clothing brands and the like is nothing new, they all dress the same anyways.
ReplyDeleteI like your second question: "Can social networks exist without ads?" I would have to agree with you. If advertisements are not present then the author(s) is/are not making any money off of their site. I think if the site was ad-less you would have to pay to join it.
ReplyDeleteI also agree with Alyxandra with the quote of "You are not Facebook's customer. You are the product that they sells to their real customers - advertisers". This is true statement because since membership is free on the site, the advertisers are the ones paying Facebook to keep their site running. Also by providing your information and Facebook giving advertisers your information that's how you get a variety of products on the side of your wall on your page. Also it is a true statement about the dislike button that by having that button would give the consumer too much power to rate a advertisers product.
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