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Meza
R.M.Meza
Structuraidinamicasistemeloronline
denetworkingsocialdesucces
R.M.Meza
Structuraidinamicasistemeloronline
denetworkingsocialdesucces
PresaUniversitarClujean
2015
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Cuprins
Introducere............................................................................................................. 13
I. Studiul reelelor sociale ..................................................................................... 19
I.1. Aspecte structurale ale studiului relaiilor umane ....................................... 19
I.2. Precursori ai analizei reelelor sociale......................................................... 21
I.2.1. Preocuparea pentru abordrile structurale n secolul XIX ............................ 21
I.2.2. Pareto i principiul 8020 n studiul sistemelor complexe ........................ 22
I.2.3. Jacob Moreno i sociometria ........................................................................ 23
I.2.4. Naterea analizei reelelor sociale la Harvard ............................................... 26
I.2.5. Merton, Lazarsfeld i abordrile structuraliste ............................................. 27
I.3. Talcott Parsons, funcionalismul structural i influenele ciberneticii ........ 29
I.4. Milgram i cele ase grade de separaie ...................................................... 30
I.5. Granovetter i tria legturilor slabe ........................................................... 31
I.6. Niklas Luhmann i societatea ca sistem de comunicare ............................. 32
I.7. Analiza reelelor sociale .............................................................................. 34
I.7.1. Metode ale analizei reelelor ......................................................................... 35
I.7.2. Specificul reelelor ........................................................................................ 37
I.8. Concluzii ..................................................................................................... 38
II. Comunicarea mediat de computer ................................................................ 39
II.1. Computerul personal ca bun de larg consum ............................................. 39
II.1.1. Intel inside ................................................................................................. 39
II.1.2. IBM PC i viziunea un computer n fiecare cas ................................... 40
II.1.3. Software i hardware ................................................................................. 41
II.2. Internetul .................................................................................................... 42
II.2.1. Comunicarea n reelele locale (LAN local area network)...................... 45
II.2.2. Transformarea Internetului ntr-o reea accesibil publicului larg ............. 45
II.3. World Wide Web ....................................................................................... 46
II.4. Perspective teoretice n sociologie aplicabile n studiul CMC .................. 49
II.5. Perspective teoretice n studiul comunicrii mediate de computer (CMC) ...52
II.5.1. Teoria noilor media ................................................................................... 52
II.6. Comunicarea mediat de computer............................................................ 57
II.6.1. Abordarea cues-filtered-out ................................................................... 58
II.6.2. Cercetarea avatarurilor .............................................................................. 58
7
II.7. Preistoria comunicrii mediate de computer ............................................. 59
II.8. Forme de comunicare mediat de computer asincron .............................. 60
II.8.1. E-mail ........................................................................................................ 60
II.8.2. De la BBS la forumuri i grupuri de discuii ............................................. 62
II.9. Forme de comunicare mediat de computer sincron................................ 66
II.9.1. MUD/MOO ............................................................................................... 66
II.9.2. IRC ............................................................................................................ 71
II.9.3. Sistemele de mesagerie instantanee / Instant Messaging (IM) .................. 75
II.10. Studiul reelelor sociale stabilite prin intermediul computerului
n anii 1990 .............................................................................................. 80
II.11. Concluzii .................................................................................................. 83
III. Comunicarea mediat de computer i paradigma Web 2.0 ........................ 85
III.1. Sistemele online de la Web 2.0 la social media .................................... 85
III.2. Servicii asociate cu termenul Web 2.0 ..................................................... 87
III.2.1. Bloguri ..................................................................................................... 87
III.2.2. Wiki-uri .................................................................................................... 88
III.2.3. Multimedia sharing .................................................................................. 89
III.2.4. Tagging i social bookmarking ................................................................ 91
III.2.5. Newsfeed-uri, sisteme RSS i servicii de agregare de coninut................ 91
III.2.6. Servicii de podcasting .............................................................................. 92
III.2.7. Mash-up-uri .............................................................................................. 92
III.2.8. Reproducerea unor aplicaii desktop ca servicii online ............................ 93
III.2.9. Content Management Systems (CMS) ..................................................... 93
III.2.10. Site-uri de tip reea social sau reele de socializare online ................... 94
8
IV.4.5. 1997 Sixdegrees.com .......................................................................... 106
IV.4.6. 1999 Cyworld...................................................................................... 107
IV.4.7. AsianAvenue, BlackPlanet i MiGente .................................................. 107
IV.4.8. 2002 Friendster ................................................................................... 108
IV.4.9. 2003 MySpace .................................................................................... 109
IV.4.10. 2003 LinkedIn ................................................................................... 111
IV.4.11. 2003 Gaia Online .............................................................................. 112
IV.4.12. 2003 hi5 ............................................................................................ 113
IV.4.13. 2004 Orkut, Google Buzz, Google Friend Connect, Google + ......... 115
IV.4.14. 2004 Facebook .................................................................................. 119
IV.4.15. Alte servicii de socializare populare de interes .................................... 124
IV.5. Abordri i metodologii n studiul sistemelor de socializare online ...... 125
IV.5.1. Studii cantitative pe seturi de date de mari dimensiuni
extrase automat ...................................................................................... 125
IV.5.2. Studii calitative ale profilelor i mesajelor din site-urile
de socializare online............................................................................... 128
IV.5.3. Studii asupra utilizrii site-urilor de socializare online .......................... 129
IV.5.4. Studii folosind metode combinate .......................................................... 130
IV.6. Concluzii ................................................................................................ 133
V. Preferinele de consum media i reelele personale pe Facebook ............... 135
V.1. Design-ul cercetrii ................................................................................. 135
V.2. Reeaua de profile Facebook ................................................................... 138
V.3. Analiza preferinelor de consum mediatic manifestate la nivelul
reelei studiate ......................................................................................... 144
V.4. Preferinele de consum mediatic n raport cu structura reelei ................ 148
V.4.1. O scurt introducere n metoda analizei conceptelor formale ................. 152
V.5. Discuie .................................................................................................... 158
VI. Prbuirea contextelor i critica public a esteticii i valorilor
subculturale ................................................................................................... 161
VI.1. Satira ...................................................................................................... 162
VI.2. Design-ul cercetrii ................................................................................ 163
VI.3. Cocalari i prinese ................................................................................. 164
VI.3.1. Referine la cultura popular media ....................................................... 166
VI.3.2. Manipularea digital a imaginilor .......................................................... 166
VI.3.3. Teatrul auto-prezentrii. Punerea n scen ............................................. 167
VI.3.4. Carpeta i cultura spiritului urban .......................................................... 168
9
VI.4. Piipoancele ............................................................................................ 168
VI.4.1. Falsul ca practic cultural ..................................................................... 170
VI.4.2. Expresia sexualitii, fotografia din toalet i conflictul
dintre generaii ............................................................................................ 170
VI.5. Discuie .................................................................................................. 172
VII. Concluzii ....................................................................................................... 177
VII.1. Convergena comunicrii mediate de computer n site-urile de
socializare ............................................................................................. 177
VII.2. Preferinele media i structura reelelor sociale din site-urile de
socializare ............................................................................................. 178
VII.3. Prbuirea contextelor i conflictele de valori ...................................... 180
VII.4. Concluzii referitoare la metodologie i aspecte de originalitate ale
lucrrii .................................................................................................. 181
VII.5. Limitri, avantaje i posibiliti de extindere a cercetrii ..................... 182
VII.6. Consideraii finale ................................................................................. 183
Bibliografie ........................................................................................................... 185
10
Tabelul figurilor
11
Introducere
13
R.M. Meza Structura i dinamica sistemelor online de networking social de succes
14
Introducere
15
R.M. Meza Structura i dinamica sistemelor online de networking social de succes
Multimedia sharing
Tagging i social bookmarking
Newsfeed-uri, sisteme RSS i servicii de agregare de coninut
Servicii de podcasting
Mash-up-uri
Reproducerea unor aplicaii desktop ca servicii online
Content Management Systems (CMS)
Site-uri de tip reea social sau reele de socializare online
Am detaliat descrierea reelelor de socializare online care n momentul de fa
se manifest ca un punct de convergen pentru mare parte din celelalte tehnologii
de comunicare mediat de computer, prezentnd caracteristici, funcionaliti i uzuri
variate.
n cel de-al patrulea capitol, am discutat tentativele de definire a site-urilor de tip
reea social, de la cea mai des citat definiie dat de danah boyd i Nicole Ellison
n 2007, la criticile a duse acesteia i n cele din urm la clasificarea propus de Mike
Thelwall, precum i o serie de clasificri ale categoriilor de uzuri i utilizatori.
n continuare am descris preponderent cronologic dezvoltarea reelelor de socia-
lizare online, concentrndu-ne pe cele mai populare dintre acestea sau pe cele care
au marcat puncte cheie n configurarea acestui tip de sisteme online. Pentru a justifica
alegerea Facebook ca subiect al cercetrii, am inventariat diversele funcionaliti
puse la dispoziie de acest sistem utilizatorilor si de-a lungul celor 7 ani de activitate
i rolul su de corolar al tehnologiilor de comunicare mediat de computer.
Ultima parte a capitolului IV este dedicat trecerii n revist a unor abordri i
metodologii folosite n studiul sistemelor de socializare online, distingnd ntre:
studii cantitative pe seturi de date de mari dimensiuni extrase automat, studii calitative
ale profilelor i mesajelor din site-urile de socializare online, studii asupra utilizrii
site-urilor de socializare online, studii folosind metode combinate.
Capitolul V a avut n vedere studiul reelelor sociale online din sistemul popular
Facebook. S-a vizat colectarea automat de date din paginile-profil ale utilizatorilor
din acest sisteme folosind unelte specializate ca NodeXL. Aceast metod permite
colectarea unor reele egocentrice asociate unor conturi de utilizatori (cu acordul aces-
tora). Variabilele avute n vedere pentru fiecare profil sunt: sexul, vrsta, filme preferate,
seriale preferate, piese muzicale preferate, cri preferate, lista de prieteni/legturi.
Prelucrarea i analiza datelor a fost realizat utiliznd metodele analizei reelelor
sociale bazat pe teoria grafurilor pentru a identifica clusterele structurale folosind
datele de tip relaional (lista de legturi) ct i analiza conceptelor formale FCA
16
Introducere
17
I. Studiul reelelor sociale
nc din mitologiile sau textele religioase ale diverselor culturi de pe glob putem
observa o importan crescut acordat descrierii structurilor formate de relaiile de
rudenie. De la mitologia indian la cea nordic, de la panteonul Greciei antice la
genealogiile vaste prezentate n Vechiul Testament, descrierea legturilor dintre
indivizi joac un rol esenial n definirea identitii individuale a actorilor att pentru
a servi unor scopuri asociate naraiunii ct i n configurarea continuitii universului
mitologic n viaa real prin crearea unor conexiuni ntre personaje istorice i personaje
mitologice.
Descendena genealogic, legturile interumane consemnate documentar au jucat
i n ultimii dou mii de ani un rol important n definirea identitii indivizilor. Dac
e s ne gndim la familiile regale i nobiliare din Europa Evului Mediu i nu numai,
statutul social era preponderent ereditar deci intrinsec legat de dovada unei anumite
descendene, de dovada unei serii de relaii interumane. Interesul pentru documen-
tarea structurat a relaiilor dintre indivizi depete sfera legturilor de rudenie,
extinzndu-se n special n sfera legturilor de vasalitate sau de proprietate ntre
indivizi. Astfel de forme de nregistrare a structurilor formate de legturile ntre
indivizi susin i perpetueaz n timp sistemele feudale.
Dac pn n secolul XVIII studiul acestor relaii servea legitimrii unui status
quo, ncepnd cu revoluia industrial i pn la sfritul secolului XIX n lumea
vestic au loc o serie de schimbri majore: apariia centrelor urbane i industriale
mari, migraia populaiei n Europa i America de Nord, co-localizarea mai multor
etnii i interaciunea iminent a acestora, inovaiile tehnologice, dezvoltri majore n
19
R.M. Meza Structura i dinamica sistemelor online de networking social de succes
20
II. Comunicarea mediat de computer
39
R.M. Meza Structura i dinamica sistemelor online de networking social de succes
40
III. Comunicarea mediat de computer
i paradigma Web 2.0
85
R.M. Meza Structura i dinamica sistemelor online de networking social de succes
86
IV. Site-urile de tip reea social
IV.1. Definiii
Avnd n vedere c n prezent tot mai multe site-uri i sisteme online cuprinse
sub termenul Web 2.0 includ diverse funcionaliti aa-zise sociale (de unde i popu-
laritatea crescnd a termenului social media pentru acestea), comunitatea tiinific
a ntmpinat probleme n definirea site-urilor de tip reea social sau site-urilor
de social networking. Cea mai des folosit i cea mai citat definiie este cea din
(boyd i Ellison, 2007, 210230):
Definim site-urile de tip reea social ca servicii web care permit indivizilor s:
1. creeze un profil public sau semi-public ntr-un sistem mrginit,
2. s defineasc o list de utilizatori cu care au o conexiune,
3. s vizualizeze i s navigheze lista lor de conexiuni i cele create de ali
utilizatori din sistem.
Natura i denumirea acestor conexiuni poate varia de la site la site (boyd i
Ellison, 2007, 210230).
Autoarele insist asupra diferenierii ntre termenii site de tip reea social
(engl. social network site) i site de social networking (engl. social networking site),
ultimul fiind mai des folosit n discursul public, iar n general cei doi termeni fiind
folosii interanjabil att n discursul public ct i de ctre comunitatea tiinific la
acel moment.
Necesitatea acestei diferenieri survine din faptul c sensul termenului networking
(n englez) trimite la un tip de comunicare n activiti sociale a cror prim miz
este aceea de a cunoate persoane noi, de a crea noi legturi sociale i chiar dac prac-
ticile de networking social sunt posibile pe aceste site-uri, nu acesta este aspectul care
le difereniaz de alte forme de comunicare mediat de computer ci posibilitate utili-
zatorilor de a-i crea i face vizibile reelele sociale (boyd i Ellison, 2007, 210230).
Aceast definiie i clarificare a conceptului de site de tip reea social n
scopul cercetrii tiinifice a fost analizat i revizuit n alte cteva lucrri foarte des
citate din ultimii ani. De asemenea, n aceeai lucrare, autoarele ncearc s impun o
difereniere la nivel de notare ntre conexiunile sociale observate n profilele con-
stituite pe site-urile de tip reea social i conexiunile sociale stabilite n exteriorul
97
R.M. Meza Structura i dinamica sistemelor online de networking social de succes
acestor sisteme, distingnd ntre Friends (cuvntul folosit cu iniial mare se refer
la prietenii din contextul acestor site-uri) i friends (desemnnd uzul normal al
cuvntului).
n (Beer, 2008, 516529), autorul rspunde articolului publicat cu un an nainte de
ctre boyd i Ellison n acelai jurnal (Journal of Computer Mediated Communication),
criticnd definiia iniial ca fiind prea larg i considernd-o ca fiind o potenial
surs de confuzii i dificulti n ncercarea de a clasifica aceste sisteme, mai ales
datorit faptului c termenul care deja s-a impus la nivel popular i n mass-media
mainstream este acela de site-uri de social networking.
Autorul argumenteaz c pe msur ce numrul sistemelor online cuprinse generic
sub termenii Web 2.0 sau social media crete, se impune nevoia unor clasificri care
s ia n considerare similitudinile dintre aceste sisteme definite deja n articole ca
(Anderson, 2007), dar mai ales diferenele. n acelai timp aceste categorii trebuie
bine definite individual folosind definiii cu valoare analitic ridicat ce permit
operaionalizarea conceptelor n scopurile cercetrii tiinifice i stabilirea unor
relaii de similitudine din punctul de vedere al funcionalitilor i utilizrii att n
interiorul categoriilor definite, ct i ntre acestea. n continuare, n (Beer, 2008,
516529), este criticat distincia ntre friends i Friends, autorul vznd supra-
punerea total sau parial a contextelor sociale online i contextelor sociale nemediate
ca pe o problem pe care sociologia contemporan trebuie s o trateze, nu s o
ocoleasc. Argumentul autorului se sprijin n special pe faptul c n momentul de
fa este aproape imposibil de studiat comunicarea n contexte sociale separnd prac-
ticile de comunicare nemediat (cum ar fi discuiile fa-n-fa) de toate celelalte
practici de comunicare mediat i participarea la contexte sociale virtuale (de la
conversaiile telefonice la e-mail-uri, forumuri, sisteme de mesagerie instant sau site-
uri de tip reea social) deoarece (cel puin n ceea ce considerm lumea civilizat)
aceste practici fac deja parte din cultura popular, nu mai sunt ceva excepional.
IV.2. Clasificare
98
V. Preferinele de consum media
i reelele personale pe Facebook
Obiective:
Analiza elementelor atributive din profilele colectate;
Determinarea structurii unor reele egocentrice de profile Facebook;
Analiza preferinelor de consum mediatic din profile n raport cu structura reelei.
ntrebri de cercetare:
Care sunt caracteristicile atributive ale grupului de profile studiat?
Care este principiul de structurare al reelelor egocentrice de profile Facebook?
Care este relaia dintre preferinele de consum mediatic i structura reelei?
Colectarea datelor:
Folosind NodeXL aplicaie ce permite salvarea informaiilor din profilele
vizibile pentru un profil anume, am extras datele vizibile din 11 profile fcnd parte
din aceeai reea social. Aplicaia NodeXL este o extensie a aplicaiei Microsoft
Excel destinat analizei de reele sociale, n special a celor extrase n mod automat
din site-uri de tip reea social, permind calcularea statisticilor reelei, rafinarea i
vizualizarea prin sortare, filtrare i clusterizare (Smith et al., 2009, 255264). Modul
de folosire al instrumentului este descris pe larg n (Hansen et al., 2010). Folosind o
135
R.M. Meza Structura i dinamica sistemelor online de networking social de succes
serie de abloane i protocoale de acces la site-uri din sfera social media (numite
spigot), NodeXL permite extragerea unor seturi de date accesibile public (sau n urma
autentificrii) din Twitter, YouTube sau conturi de e-mail. Social Media Research
Foundation a lansat n vara anului 2011 un astfel de spigot care permite folosirea
NodeXL pentru extragerea informaiilor din reeaua personal de Facebook a unui
utilizator autentificat(Arber et al., 2011). Agregnd seturile de date extrase din conturile
a 11 utilizatori din contextul social personal, am obinut o reea format dintr-o singur
component conex, o poriune din reeaua de profile Facebook. Cele 11 profile au
numere diferite de legturi de prietenie, ntre 27 de legturi i circa 1100 de legturi i
de asemenea sunt de tipuri diferite. Am colectat 9 reele personale, o reea configurat
n jurul unei instituii comerciale ce folosete un profil personal de Facebook pentru
a ntreine legtura cu clienii i o reea configurat n jurul unui profil personal fals,
prezentat ca fiind profilul unei ppui.
Dimensiunea poriunii de reea rezultate prin interconectarea profilelor personale
colectate este de aproximativ 4300 de profile (noduri) i 70.000 de legturi ntre profile
(muchii), iar informaiile colectate din fiecare profil sunt:
Numele
Oraul de provenien
ara de provenien
Oraul actual
ara actual
Data naterii
Sexul
Statusul conjugal
Activiti
Interese
Muzica preferat
Programele TV preferate
Filme preferate
Cri preferate
Citate preferate
Limba n care utilizatorul folosete Facebook
Actualizri ale statusului
Datele legate de preferinele de consum mediatic completate de ctre utilizatorii
reelei au fost normalizate folosind aplicaia GoogleRefine, n principal reducndu-se
136
VI. Prbuirea contextelor i critica
public a esteticii i valorilor subculturale
161
R.M. Meza Structura i dinamica sistemelor online de networking social de succes
socializare online Hi5 i Facebook, dar mai ales prezint interes studiul transformrii
acestora i punerii lor n slujba unui discurs satiric, menit s critice valorile i com-
portamentele unui grup perceput ca subcultural n raport cu valorile mainstream.
VI.1. Satira
162
VII. Concluzii
177
R.M. Meza Structura i dinamica sistemelor online de networking social de succes
178
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