In the upcoming months, Strategic Social will be conducting an exciting new study on how the Web 2.0 phenomenon, particularly its social media component, is everything but “modern”.
The global popularity and proliferation of social networks found on platforms such as Tribe.net, Facebook.com and MySpace.com represents how many developing countries have bypassed the adoption of Web 1.0 broadcast communication tools (such as traditional websites and email) in favor of Web 2.0 communication mechanisms like micro blogging and social networking. These mechanisms are better suited to serve the kinds of interconnectedness and constant communication found in tribal, patronage, and other networks predominant in the Middle East, Africa, South America and elsewhere.
To prove this concept, Strategic Social analysts will conduct ethnographic research on three geographically distinct tribes: a tribe from the Amazon region in South America, another from the Sahel region in Africa, and a third, “online tribe”, from Tribe.net. The goal of this research is to compare how disparate cultures with different degrees of technological sophistication adapt, prioritize and utilize social media.
The key to understanding the power of Web 2.0 communication tools is the application of an anthropological approach. Strategic Social firmly believes that social media represents just one more arena in which we can conduct field research.
For many, social media like Twitter and Facebook are mysterious—albeit influential—new technologies. In an attempt to utilize these tools, they often mistake the medium itself as (and for) the message they aim to convey. StratSoc believes we need to reframe our understanding of the problem. It is the networks (from tribes on the ground to tribes online) that matters most. Technology itself can not create effective messages. There is no short cut. Meaningful communication can only come from a deep understanding of the audience you hope to reach.
Interestingly, all around the world people have adopted social media technologies at a faster rate and often at greater personal cost than Americans have. Strategic Social is going to test our hypothesis that this speed of adoption is due to their familiarity with and perceived necessity of tribal networks. Examples currently exist that hint this hypothesis might be true. Etisalat provides popular SMS and MMS services to subscribers across Afghanistan. When cell phones were finally allowed in Cuba they flew off the shelves despite the fact that a plan costs half of one year’s wage for an average Cuban. These incidences point to the significance of maintaining and assuring connectedness in a larger network found outside of “the West.”
As the study is conducted in the upcoming months, look for posts that will briefly explain key anthropological concepts and further discuss the study scope and methodology. We will take an “anthropology is for everyone” type of approach, seeking to simply and concisely explain concepts in brief posts. Academics and professionals who wish to have more detailed descriptions are welcome to contact Strategic Social for further information.
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This is extremely interesting, and definitely a worthy topic for qualitative research. What is meant or understood by “tribal” and “tribal networks”, however? I think those concepts and ultimately forms of social organization, which form the bedrock of this project, are being assumed and perhaps romanticized. Can something more concrete be offered? It seems that what is “tribal” first needs to be examined empirically.
Thank you for your question Charles. As noted in the final paragraph of the post, we are actually going to write a series of posts that will explain key anthropological concepts such as tribes, tribal networks, rituals, etc. The first of these posts will appear next Thursday (Nov. 19th ) and will define what S2 means when we use the term “tribe”. You can decide for yourself to what extent tribalism and tribal networks are assumed and/or romanticized. Please stay tuned for that post and we look forward to your comments Charles
Thanks for responding, looking forward to future posts.
No problem Charles. Check out our new post today titled “What is a tribe?” S2 looks forward to your comments.