CityReads│Castells on The Rise Of Social Network Sites

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Castells on The Rise of Social Network Sites

A significant trend for global network society: the most important activity on the Internet goes through social networking, and social network sites have become the chosen platforms for all kind of activities.

Manuel Castells, 2014. The Impact of the Internet on Society: A Global Perspective

Source: https://www.bbvaopenmind.com/en/article/the-impact-of-the-internet-on-society-a-global-perspective/?fullscreen=true

The Internet is the decisive technology of the Information Age, as the electrical engine was the vector of technological transformation of the Industrial Age. This global network of computer networks, largely based nowadays on platforms of wireless communication, provides ubiquitous capacity of multimodal, interactive communication in chosen time, transcending space. The Internet is not really a new technology: its ancestor, the Arpanet, was first deployed in 1969 (Abbate 1999). But it was in the 1990s when it was privatized and released from the control of the U.S. Department of Commerce that it diffused around the world at extraordinary speed: in 1996 the first survey of Internet users counted about 40 million; in 2013 they are over 2.5 billion, with China accounting for the largest number of Internet users. Furthermore, for some time the spread of the Internet was limited by the difficulty to lay out land-based telecommunications infrastructure in the emerging countries. This has changed with the explosion of wireless communication in the early twenty-first century. Indeed, in 1991, there were about 16 million subscribers of wireless devices in the world, in 2013 they are close to 7 billion (in a planet of 7.7 billion human beings). Counting on the family and village uses of mobile phones, and taking into consideration the limited use of these devices among children under five years of age, we can say that humankind is now almost entirely connected, albeit with great levels of inequality in the bandwidth as well as in the efficiency and price of the service.

At the heart of these communication networks the Internet ensures the production, distribution, and use of digitized information in all formats. According to the study published by Martin Hilbert in Science, 95 percent of all information existing in the planet is digitized and most of it is accessible on the Internet and other computer networks.

The speed and scope of the transformation of our communication environment by Internet and wireless communication has triggered all kind of utopian and dystopian perceptions around the world. As in all moments of major technological change, people, companies, and institutions feel the depth of the change, but they are often overwhelmed by it, out of sheer ignorance of its effects.

Technologies of Freedom, the Network Society, and the Culture of Autonomy

In order to fully understand the effects of the Internet on society, we should remember that technology is material culture. It is produced in a social process in a given institutional environment on the basis of the ideas, values, interests, and knowledge of their producers, both their early producers and their subsequent producers. In this process we must include the users of the technology, who appropriate and adapt the technology rather than adopting it, and by so doing they modify it and produce it in an endless process of interaction between technological production and social use. So, to assess the relevance of Internet in society we must recall the specific characteristics of Internet as a technology. Then we must place it in the context of the transformation of the overall social structure, as well as in relationship to the culture characteristic of this social structure. Indeed, we live in a new social structure, the global network society, characterized by the rise of a new culture, the culture of autonomy.

Internet is a technology of freedom, in the terms coined by Ithiel de Sola Pool in 1973, coming from a libertarian culture, paradoxically financed by the Pentagon for the benefit of scientists, engineers, and their students, with no direct military application in mind (Castells 2001). The expansion of the Internet from the mid-1990s onward resulted from the combination of three main factors:

The technological discovery of the World Wide Web by Tim Berners-Lee and his willingness to distribute the source code to improve it by the open-source contribution of a global community of users, in continuity with the openness of the TCP/IP Internet protocols. The web keeps running under the same principle of open source. And two-thirds of web servers are operated by Apache, an open-source server program.

Institutional change in the management of the Internet, keeping it under the loose management of the global Internet community, privatizing it, and allowing both commercial uses and cooperative uses.

Major changes in social structure, culture, and social behavior: networking as a prevalent organizational form; individuation as the main orientation of social behavior; and the culture of autonomy as the culture of the network society.

From this Internet-based culture of autonomy have emerged a new kind of sociability, networked sociability, and a new kind of sociopolitical practice, networked social movements and networked democracy.

The Rise of Social Network Sites on the Internet

Since 2002 (creation of Friendster, prior to Facebook) a new socio-technical revolution has taken place on the Internet: the rise of social network sites where now all human activities are present, from personal interaction to business, to work, to culture, to communication, to social movements, and to politics.

Social Network Sites are web-based services that allow individuals to (1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system.

Thus, the most important activity on the Internet at this point in time goes through social networking, and SNS have become the chosen platforms for all kind of activities, not just personal friendships or chatting, but for marketing, e-commerce, education, cultural creativity, media and entertainment distribution, health applications, and sociopolitical activism. This is a significant trend for society at large.

Social networking sites are constructed by users themselves building on specific criteria of grouping. There is entrepreneurship in the process of creating sites, then people choose according to their interests and projects. Networks are tailored by people themselves with different levels of profiling and privacy. The key to success is not anonymity, but on the contrary, self-presentation of a real person connecting to real people (in some cases people are excluded from the SNS when they fake their identity). So, it is a self-constructed society by networking connecting to other networks. But this is not a virtual society. There is a close connection between virtual networks and networks in life at large. This is a hybrid world, a real world, not a virtual world or a segregated world.

People build networks to be with others, and to be with others they want to be with on the basis of criteria that include those people who they already know (a selected sub-segment). Most users go on the site every day. It is permanent connectivity. If we needed an answer to what happened to sociability in the Internet world, here it is:

There is a dramatic increase in sociability, but a different kind of sociability, facilitated and dynamized by permanent connectivity and social networking on the web.

Thus, people live their physical lives but increasingly connect on multiple dimensions in SNS. Paradoxically, the virtual life is more social than the physical life, now individualized by the organization of work and urban living.

But people do not live a virtual reality, indeed it is a real virtuality, since social practices, sharing, mixing, and living in society is facilitated in the virtuality, in what I called time ago the “space of flows”.

Because people are increasingly at ease in the multi-textuality and multidimensionality of the web, marketers, work organizations, service agencies, government, and civil society are migrating massively to the Internet, less and less setting up alternative sites, more and more being present in the networks that people construct by themselves and for themselves.

Communication Power: Mass-Self Communication and the Transformation of Politics

Ideological apparatuses and the mass media have been key tools of mediating communication and asserting power, and still are. But the rise of a new culture, the culture of autonomy, has found in Internet and mobile communication networks a major medium of mass self-communication and self-organization.

The key source for the social production of meaning is the process of socialized communication. I define communication as the process of sharing meaning through the exchange of information. Socialized communication is the one that exists in the public realm, that has the potential of reaching society at large. Therefore, the battle over the human mind is largely played out in the process of socialized communication. And this is particularly so in the network society, the social structure of the Information Age, which is characterized by the pervasiveness of communication networks in a multimodal hypertext.

The ongoing transformation of communication technology in the digital age extends the reach of communication media to all domains of social life in a network that is at the same time global and local, generic and customized, in an ever-changing pattern.

Over the last four decades the advent of the Internet and of wireless communication has shifted the communication process in society at large from mass communication to mass self-communication. This is from a message sent from one to many with little interactivity to a system based on messages from many to many, multimodal, in chosen time, and with interactivity, so that senders are receivers and receivers are senders.

The transformation of communication from mass communication to mass self-communication has contributed decisively to alter the process of social change. the rise of horizontal networks of communication has created a new landscape of social and political change by the process of disintermediation of the government and corporate controls over communication. This is the power of the network, as social actors build their own networks on the basis of their projects, values, and interests.

In the first decade of the twenty-first century there have been multiple social movements around the world that have used the Internet as their space of formation and permanent connectivity, among the movements and with society at large. These networked social movements, formed in the social networking sites on the Internet, have mobilized in the urban space and in the institutional space, inducing new forms of social movements that are the main actors of social change in the network society. In all cases we observe the capacity of these movements for self-organization, without a central leadership, on the basis of a spontaneous emotional movement. In all cases there is a connection between Internet-based communication, mobile networks, and the mass media in different forms, feeding into each other and amplifying the movement locally and globally.

It is not the technology that induces the movements, but without the technology (Internet and wireless communication) social movements would not take the present form of being a challenge to state power. The fact is that technology is material culture and the Internet materialized the culture of freedom.

The Internet, as all technologies, does not produce effects by itself. Yet, it has specific effects in altering the capacity of the communication system to be organized around flows that are interactive, multimodal, asynchronous or synchronous, global or local, and from many to many, from people to people, from people to objects, and from objects to objects, increasingly relying on the semantic web.

Without the Internet we would not have seen the large-scale development of networking as the fundamental mechanism of social structuring and social change in every domain of social life. The Internet, the World Wide Web, and a variety of networks increasingly based on wireless platforms constitute the technological infrastructure of the network society, as the electrical grid and the electrical engine were the support system for the form of social organization that we conceptualized as the industrial society. Thus, as a social construction, this technological system is open ended, as the network society is an open-ended form of social organization that conveys the best and the worse in humankind. Yet, the global network society is our society, and the understanding of its logic on the basis of the interaction betweenculture, organization, and technology in the formation and development of social and technological networks is a key field of research in the twenty-first century.

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