SOCIOLOGIA DEI PROCESSI CULTURALI

E COMUNICATIVI

Prof.ssa Donatella PaduaProf.ssa Donatella Padua

A.A. 2011/12A.A. 2011/12

LA SOCIETA’

Cosa hanno in comune tutti questi eventi?

Empowerment delle persone prima di internet…. rassegnazione poi…. Azione e partecipazione democraziaRelazioni sociali: fiduciaDifficoltà nel fermare il flussoDifficoltà delle organizzazioni

Trust, Social Relations and Trust, Social Relations and Engagement.Engagement.

Understanding Customer Behaviour on Understanding Customer Behaviour on the web.the web.

OBIETTIVI DEL CORSOOBIETTIVI DEL CORSO

Sviluppo di capacitàSviluppo di capacità

Applicare la teoria sociologica Applicare la teoria sociologica

AI PROCESSI CULTURALI E AI PROCESSI CULTURALI E COMUNICATIVI DELLASOCIETA’ COMUNICATIVI DELLASOCIETA’

COMPLESSACOMPLESSA

Gli argomentiGli argomenti

Part I The Internet Age

1. Society in the Internet Age Executive summary:

The Internet Age: discontinuity of modern control balances in many fields of human expression: society, economy, politics, art, the

sciences.

The web conversational environment has disoriented many institutions and organizations in the perception of change as a threat or an opportunity.

Social Sciences understanding of the Internet Age:

global society paradigms: dissolution of the community, complexity, diversity, individualisation, multiple identities, global society

transformed into positive leads of value creation via Trust, Social Capital, Relationships and Dialogue, ‘Creative disorder’, ‘Responsible Freedom’, Embedment, Exchange and development.

Society in the Internet Age: subjects

Dissolution of communityComplexityDiversityIndividualisationMultiple IdentitiesOne Global Society

2. Forms of aggregation on the web: Social Networks and

CommunitiesExecutive summary

Social networks and communities: need for close relationships, sense of belonging and sharing of the same interests, values, experiences.

communities’ connectivity: viral environment difficult for institutions to control

sharing between institutions and stakeholders helps in personalising one-to-one relationships, to produce loyalty and to source information useful to understand stakeholders’ needs, tastes and behaviours.

Sociology offers 10 key learnings on different aspects of the relations between social networks and communities, their structures and dynamics, engagement, trust, online–offline interactions and other strategic approaches.

Social Networks and Communities: subjects

An overview of on- line Communities The Sharing Paradigm Dynamics of social networks and

communities

New models of Social Intelligence

Executive summary

• The Internet Age new models of Value creations disrupting the traditional linear rational patterns

• It leverages the power of new democratic bottom-up forces.

• ‘Connecting the dots’ and ‘Crowdsourcing’ become two new paradigms of the high-speed connected web environment.

• Social Sciences provide different approaches in the understanding of this new realm:

• ‘Collective’ ,‘Connective’, ‘Emotional’, ‘Cultural’ intelligence.

• a new mindset to be developed by institutions and organisations.

• Three challenges are provided

Connecting dots Crowdsourcing The three paradoxes of change

‘Organisations have to become more Eastern than Western’

‘Organisations have to become more woman and less man’

‘Organisations have to become more gift-oriented than sell-oriented’.

Experiment and errors

New models of Social Intelligence: subjects

COINVOLGIMENTOCOINVOLGIMENTO

LAVORI IN AULA: contributi per LAVORI IN AULA: contributi per l’elaborato finalel’elaborato finale

CASE HISTORIESCASE HISTORIES

Come procederemoCome procederemo

MODALITA’ DI ESAMEMODALITA’ DI ESAME

• Frequentanti: Test in aulaFrequentanti: Test in aula

• Non frequentanti: il libro di Non frequentanti: il libro di testotesto

BIBLIOGRAFIA D’ESAME BIBLIOGRAFIA D’ESAME Per frequentanti:Per frequentanti:

- Le slides presenti in webclass Le slides presenti in webclass

- (come riferimento: - (come riferimento: Padua D., Trust, Social Relations and Engagement. Understanding customer behaviour on the web, Palgrave MacMillan, maggio 2012)

BIBLIOGRAFIA D’ESAME BIBLIOGRAFIA D’ESAME Per NON frequentanti:Per NON frequentanti:

Padua D., Trust, Social Relations and Engagement. Understanding customer behaviour on the web, Palgrave MacMillan, maggio 2012

FREQUENZAFREQUENZA

• La frequenza assidua al corso è la La frequenza assidua al corso è la migliore preparazione per affrontare migliore preparazione per affrontare l’elaborato finale e partecipare l’elaborato finale e partecipare lavori in aulalavori in aula