Web 2.0 and Network Society : -PR and Communication: The Challenge of Online Social Networks.

Abstract: Abstract As online social network services are becoming one of the dominant media channels the importance of disseminating messages through them is of high importance for governments, organizations, companies etc. The online social network services are several and changes rapidly as they grow and evolve. Being networks, the services give the user the tools to send, as well as receive text and information. This proposes us with yet another obstacle in communication via online social network services since sender and receiver merges together. Online social network services and the Blogosphere, which essentially also is a network, exist in the context of Web 2.0. The crucial feature of Web 2.0 is to a large degree the harnessing of collective intelligence i.e. the collection of individual knowledge and information. Many of the tools and sites within Web 2.0 are therefore of a network structure, hence further stressing the importance to communicate via networks in general. Network Analysis is the discipline through which we can see and understand the larger patterns of networks. In this thesis I have looked into three key concepts of Network Analysis; Weak Links, Growth and Preferential Attachment. I have found that we can use the knowledge of Network Analysis to disseminate messages via online social network services since it provides us with the raw structures of how networks tend to grow, and how messages tend to disseminate. Title: Web 2.0 and Network Society – PR and Communication: The Challenge of Online Social Networks Number of pages: 34 Author: Max Tandefelt Tutor: Else Nygren Course: Media and Communication Studies C Period: HT 07 University: Division of Media and Communication, Department of Information Science, Uppsala University. Purpose/Aim: Facilitate message dissemination through online social network services, as they are becoming one of the dominant media channels Material/Method: Network Analysis Main results: I have presented crucial concepts of Network Analysis that can be used for message dissemination via online social network services Keywords: Online Social Network Services, Network Analysis, Web 2.0, Message Dissemination