Wendy Hollway’s piece Gender Difference and the production of subjectivity (1984) seemed to be somewhat dated when I started reading it. She aims to theorise gender subjectivity (i.e. gender identity from a psychologist’s perspective) by looking at practices and meaning making within heterosexual relationships.
Reference: Hollway, W. (1982) Identity and Gender Difference in Adult Social Relations, unpublished PhD thesis, University of London
Hollway takes an approach based on critical discursive psychology; she distinguishes this from a Foucauldian genealogical approach that would look at the operation of power as a more neutral force that may be creative and productive. Its main limitation, she argues, is the lack of acknowledgement of potentially contradictory discourses. From her point of view, the focus on a single patriarchal ideology is a weakness.
I perceive this assessment as flawed, mainly because ideologies are not single coherent units but mosaics that include dominant views and knowledge constructed by those who hold authority and power to shape them as well as the many opposing and undermining views and perspectives which all evolve in relation to more dominant discourses within a broader ideology. However, it is important to acknowledge that this early work of Hollway was based on Foucault’s earlier studies which were criticised for their lack of recognition of agency in the context of operation of power. Hollway did not manage to ‘repair’ this very aspect in her theory as she argues that alternative discourses are often not accessible to women, which implies indeed their lack of agency and a co-dependency (or even co-ownership) in what she perceived as dominant male power. I will discuss her approach from a methodological perspective and I will question her assumptions from a view informed by contemporary use of old and new media.
For an interesting reading (different methodology, different discipline) of my critique in a contemporary context, I suggest the research findings by Angel Brantley, David Knox and Marty E. Zusman . They conducted a study, published in 2002, which investigated how 147 undergraduate students in the US handle the first stages expressing feelings in a love relationship. The survey looked at how students use and establish meaning when telling their new partner ‘I love you’. The authors suggest a socio-biological explanation for finding that
- males were more likely to say ‘I love you’ first
- males were more likely to say ‘I love you’ when they thought this could increase their chance to have sex with their partner.
Brantley et al. reference earlier studies by Sharp & Ganong (2000) which “found that men fall in love more quickly and have higher levels of romantic beliefs than women.” And they took into account the research undertaken by Knox, Sturdivant and Zusman (2001) which found that “men are more likely to seek sex early in the relationship (indeed, within hours) than women”.
They also found, not very romantic, though, that students might be actually aware of these patterns and that they had a good sense of what ‘I love you’ may mean in certain contexts. The study is not representative due its small sample. Moreover, the number of female participants was more than twice as large as the male students.
Whether qualitative or quantitative research, it often strikes me how little exchange there seems between or among disciplines. Discourse analysis, the way Hollway conducted it, seemed to overly support Feminist claims valid at that time. Her research then made neither use of a triangulation (for instance by adding survey research and looking at broader patterns) nor did she provide a reflexive account that would have helped readers to understand a possible bias towards certain socio-political beliefs informing her project.
Exactly 20 years later, Brantley et al. equally provide a highly biased and limited account by relying on a group of students who are by definition widely homogenous in terms of social markers such as age and social class (as well as cultural capital). As interesting as the research findings may sound, they lack depth and the richness that comes with qualitative research based on in-depth interviewing.
I will discuss love and sex further in a post that focuses on interview excerpts used in Hollway’s research and my own observations: in Part 2
SINGLE-SEX SCHOOLS and SEX EDUCATION:
Hollway argues, see first part of 3 words: I love you , that gender-differentiated subjectivities are built upon subject positions which are made available for the category ‘man’ or ‘woman’ – but they remain unequally available. This strikes me as quite ‘mid-1980s’, and as a particularly ‘British Feminist’ perspective. I want to find out how much things have changed, and how a less UK-centric view and experiences look like in 2010.
In the late 1960s England had about 2,000 single-sex schools, at the end of the 20th century there were still 400 of them. The first single-sex school was founded in 1440, that was famous Eaton. In stark contrast, in today’s Finland there is not one single single-sex school in the entire country. Iceland introduced (!) single-sex kindergarten in the late 1980s, France and Germany think co-education the most successful way towards socialisation based on equality between sexes.
No doubt, understanding differences in sex and gender requires a thorough look into cultural differences. Living in a place, London, where every second person is foreign-born has made me even more of that. Language itself tells us a lot about a population’s notions of sex and gender. In Finnish, for instance, only one first person singular pronoun exists: han [hän, hAn]. It is sex-neutral, gender does not play that large a role in this linguistic sense. Nevertheless, Finland is a pioneer in gender equality – in 1906 its National Assembly was the first in the world that adopted full gender equality. Finnish women were the first who gained the right to vote.
The German language does not have a direct translation for the English term ‘gender’. The concept that denotes the socially constructed and learned traits of what it means to be male or female in contrast to the biologically determined characteristics (i.e. the English term ‘sex’)was only introduced by help of European policies (gender mainstreaming). On an everyday basis, however, the German language is obsessed with gender: every noun requires categorisation: neutral, female and male grammatical genders specify things: a tomato is female, a chair is male, your breakfast remains neutral. Problematic are [new] terms such as ‘Email’ which have been adopted from the English. Some people obsess over the question whether ‘Email’ (all nouns are capitalised in German) is female or neutral.
HOW WE TALK ABOUT LOVE AND SEX:
In 1984, when Hollway constructed her argument, sex education in mixed classes was standard in German secondary schools which even then included lessons on contraception (N.B. home schooling is illegal in Germany, so there was and is no opt-out). This makes me wonder to what extent a discursive analysis that does not take into account any cultural or national differences can be convincing.
CULTURE and LOVE:
I recall a Californian friend of mine, about twice my age, stating a few years back in Berlin that ‘Americans do love their family but they like their friends’. I argued the opposite to be holding true for Germans. I remembered my experience as a holiday language student in the late 1990s in Malta where we had English conversation classes and were asked to debate controversial topics to ensure we would practice our language skills. Hot buttons were abortion, HIV/AIDS and love. One male student in his early 20s from catholic Munich, Bavaria, vehemently refused to state he would ‘love’ his sister – but he confirmed he’d like her, very much so. Love in this cultural context has a distinct sexual undertone, which is why ‘like’ is the preferred and socially accepted norm.
A purely linguistic focus seems to miss the subtleties that are embedded in language: social practices, taboos, age-related awkwardness etc. They cannot be captured in the concept of power – which certainly holds true for some cases (parent-child for instance) but not necessarily in all peer-to-peer cases. Hollway did not seem to perceive women and men as genuine peers or agents who hold potential to negotiate the terms of being or becoming peers.
One of the interview excerpts she quotes is quite thought-provoking. Sam is a man who was in hope of living with Jane. He tried to live with three other women before and he does not want to live on his own.
He says that “[t]here’s too many things all wrapped up in coupling […] too many needs it potentially meets, and there are too many things it frustrates. I do want to have a close, a central-person relationship, but in the past, the negative aspect outweighed the positive dramatically. Or my inability to work through them has led me to run.”
“I’m frightened of getting in deep […] a lot of these things aren’t really to do with sexuality. They’re to do with responsibility.”
“When I say to somebody, who I’m making love to – I’m close to, when I say, ‘I love you, I love you’ it’s a word that symbolises letting go. […] What frightens me is that word, it’s an act of commitment. Somebody suddenly, expects something of me. They’ve said something, that’s the first word in a long rotten line towards marriage. That’s when you fall in love, you’re caught up in the institution.”
“And it’s been an act of principle for me, that I can love somebody, and feel loved, without feeling any responsibility. That I can be free to say that I love somebody if I love them. Be free to feel.”
I have no idea how old Sam was when he gave this interview and talked about the power of the meaning of ‘I love you’. Would a man beyond retirement age who had all his life spent with one woman hold a similar view? Is the utterance ‘I love you’ itself related to social markers such as age, gender – or social class? Has ‘I love you’ become so value-laden or invested with connotations that fear is a near ‘natural’ response?
Hollway argues that ‘I love you’ (as the signifier ‘letting go’) is “suppressed by its capture in the discourse which positions women as requiring commitment. Which means men need less commitment? The implication strikes me as simplified. Hollway quotes from an anti-sexist men’s magazine (Achilles Heel, 1979):
“For men (heterosexual) sex works out as a trap because it’s the only place where men can really get tenderness and warmth.”
“But they have no skills to evoke these things because there is nothing in the rest of our lives that trains us to do this.”
This would suggest men have been brought up and continue to live lives as islands. Does that ring true? Of course, as I mentioned above, single-sex education may have contributed significantly to some of these notions but on the other hand, men who were brought up by women must have had some exposure to their ‘skills’ in terms of tenderness and warmth (i.e. outside sexual encounter). Supposed, all women are tender and warm, all the time – a stereotype we need to question.
What Hollway seems to ignore altogether is the probability that men (and women) may be able to learn (by reflexivity, be encounter, by formal education) what it means to be tender, committed and warm – without ‘paying the price’ of a sexual relationship when what is desired is actually ‘only’ tenderness and warmth. What she seems to suggest is a biological reductionism somewhere embedded in the discourses that construct gender subjectivities. These subjectivities (or gender identities) seem to be static and fix over the life course – and, they seem to be focused on the heterosexual other. Trapped in the web of power and ‘unspeakable deeper needs’, that is also what Martin suggests:
“People’s needs for others are systematically denied in ordinary relationships. And in a love relationship you make the most fundamental admission about yourself – that you want somebody else. It seems to me that that is the greatest need, and the need which, in relationship to its power, is most strongly hidden and suppressed.”
VULNERABILITY, TRUST, REJECTION:
This is about vulnerability, trust and feeling accepted – or rejected. The strong sense of insecurity Martin conveys makes we think about fear of rejection as a learned response. After all, most people share these feeling and a sense of insecurity when they open up to others and when they commit themselves to others.
Part of this is rooted in a sense of risk – but risk considerations become more dominant when we commit to people who make us feel insecure about being accepted. If we express our love (in an utterances or otherwise) and override the sense that the person may feel under pressure to commit too or that our partner holds high expectations as to what has to follow upon that 3-word utterance, we actually do not trust our own instincts. On the other hand, challenging the idea that there is a universal notion as to what ‘I love you’ implies and entails, is a healthy way to free oneself from the burden of literature, films and lyrics we grew up with, internalise and forget to review.
PUBLIC and PRIVATE:
We may live in relationships that have never heard the ‘I love you’ and still, they are marked by deep commitment and love. On the other hand, there are numerous relationships that have established rituals, that resulted in obligatory phrases for both partners. For instance ending every phone call with ‘luv you, hon’. A routine that may make many Germans cringe, it’s not exactly a socially accepted practice outside the couple’s private space. There are also the film moments which make us cringe: Bette Midler’s CC Bloom in ‘Beaches’ (1988) offers her lover an ‘opt-in’ version similar to Stevie Wonder’s “Did I Hear You Say You Love Me”. Although, Midler’s character adds an interesting question: “or was that part of your routine”? Finally, there is also Patrick Swayze’s ‘ditto’ (German: ‘dito’) in Ghost. Does it make you cringe or smile with pleasure – or does it appear to be so remote and constructed to you, it does not trigger any emotion?
REAL LIFE and LOVE:
There are our friends who offer us a deeply felt ‘I love you’ (German: ‘ich liebe dich’) which we can take, without a hint of doubt, in all its beauty and commitment. There are sexual partners who commit and still don’t have to panic over marriage and the ‘institution marriage’, they offer us the equally deep and committed ‘I like you’. Whatever we say as expression of our love, a lot depends on how we feel about ourselves. How we feel about ourselves is not static and fixed, rather, it is fluid dependent on a range of factors. One of these factors is the degree of exposure to different cultures, ideas different to those taken for granted in our environment as well as our ability and willingness to review them. But then, there are also factors such as illness or a plain hangover, which may undermine our sense of self and increase our vulnerability.
NEGOTIATION and COMMUNICATION:
The extent, to which we buy into certain discourses, valid at a certain point in time and in a certain spatial context, is vital to the sense of rejection or acceptance we may experience. What it means to be a woman or a man (I do not discuss queer, gay and lesbian at this point because the paper that triggered my post was based on heterosexual relationships, but of course, I don’t mean to exclude these identities and perspectives) is not only determined by dominant discourses around us – say, men and women’s magazines such as Playboy or Cosmopolitan: it’s all about looks, sex and reinforcing stereotypes – but it is also about how we establish trust and communication with the other person. The way we negotiate meaning within a relationship is what creates the meaning of ‘I love you’ in our relationships. If we forget (or fear) to talk about our genuine needs, we may never get beyond mediated clichés.
FEAR, PAIN and MEDIA:
What actually prevents us from expressing our ideas about tenderness, warmth, commitment and all the fears and pain that seem to come along with it, is a whole different story. I wonder to what extent our activities on Twitter and Facebook, Flickr or Youtube help us to develop those skills. Do they offer us space to think about love and relationships?
Prior to these sites it used to be books, films and music that made us think or that shaped our wants and being wanted. Also, they shaped our silence and the way we found things to be ‘unspeakable’ – think about watching a steamy scene on TV – with your parents. In those decades between Hollway’s research and today’s social networking sites, what does not seem to have changed, though, is the many subtle shades those 3 words ‘I love you’ can acquire. I would love to your views on that.
The Virtual Knowledge Studio in Amsterdam offered an Ethics of (e)research Workshop on
Monday 15 June, which brought together post-graduate/doctoral students and researchers from various fields and a range of cultural backgrounds.
Below are the ethical dilemmas I anticipate to encounter in due course of my future research project which will investigate Digital Technologies [as research tool and objects] in the context of informal cognitive processes embedded in online social interaction which have repercussions on real world settings and experiences.
Methodology: based on a triangulatory approach, it will include a self-completed online survey, auto-ethnographic work as well as semi-structured focus-group interviews and content analysis. Inevitably, in particular the auto-ethnographic work conducted in the blogosphere and online social networks entails a range of possible ethical conflicts which I fear an Ethics Committee may subject to a one-size-fits-all policy that won’t take into account the following particularities:
- Participant Consent –fully informed and voluntary (FIV) – in retrospective?
Conversations and comments on blogs, tweets and retweets on Twitter and comments on Facebook status updates or semi-public debates via Facebook’s wall-to-wall feature: they cut across the public/private boundaries. Given that participants provide FIV consent, Ethics Committees should accept this as ethical research. However, danah boyd et al. have experienced considerable difficulties with retrospective consent in recent projects. Hence, a more ‘dynamic’ and contextualised/non-static model of ethical guidelines is still something we cannot take for granted when submitting our forms to the Ethics Committees.
- Public versus private, blurred boundaries and imagined risky/secure spaces
Are Facebook status updates private, semi-public or public? If forwarded by applications that support Twitter boundaries become blurred and even participants may differ in their perceptions, resulting in different participants demanding different levels of privacy (at different stages in the research) – or, maybe also requesting to categorise rather private messages as public for they may want to be heard and gain higher ‘online status’ (for instance on QDOS which calculate your virtual footprint). Imposing privacy might indeed cause harm when participants do rather desire publicity.
- Confidentiality and Anonymity
Are aspects closely related to point 2 above. Can we safely assume all participants desire anonymisation of their real name or pseudonym? How can I deal with texts/images and other media that evolve over time and contain various levels of confidentiality, for instance participant comments in 1:1 conversation (think Twitter DM [direct messaging], forwarded automatically to email, responded to by public tweet) and also in focus group follow-up interviews. I.e. naturalistic research in the first case vs. participatory research in the latter.
Moreover: cultural differences, expectations and needs may vary across age groups, perhaps even gender, and depend on social class background/educational level. Ideally, we are giving a voice to the interviewee/participant and promoting a level of equality, i.e. avoiding misrepresentation, paternalistic attitude and harm by all means – yet, we need to understand that positions are highly contextual and depend on subjective needs of participants rather than universal model of research ethics. Have ethics committes already arrived at that point?
- Power and Equality
Conducting research, collecting data and distributing findings may be greatly facilitated by online channels. The level of transparency can be high, and research participants may want to claim part-authorship for instance by using excerpts of the research report to be posted on their blog or website (or used in other media). A continued dialogue with participants, post-debriefing, may require further ethical decision-making beyond the levels common in other contexts. Again, not a one-size-fits-all ethical guideline but rather a case-by-case-based ethical decision making might be required. Will participants become involved in future amendments of ethical guidelines?
Finally, the participants’ levels of reflexivity and general awareness of research processes do seem to increase continuously while access to paths of personal and professional development of the researchers become ever more transparent and accessible. Will we need to learn to remind participants that they also need to behave ethically towards researchers? Are we progressing towards a more equal research-driven community and wider – globalised – society? Moreover, the researcher as the researched: my blog, my SNSs, my microblog, all the many profiles, traces left – can I expect research participants to act in an ethical manner in case they won’t agree with my findings (interpretations of findings, to be precise)?
Do you want to get your hands on some serious budget work? Shift a few millions here, half a billion of Dollars there? California’s State Budget is available online, i.e. the Interactive Budget Planner, with a $24 billion deficit is waiting to be tackled. The dilemmas start when you look into the proposed cuts – which social group deserves to keep their funds, who could live with less? So, are you going to slash grants for developmentally disabled people or raise the tax on alcohol?
Governor Schwarzenegger does the right thing by resorting to harness the power of millions of citizens (and non-citizens in- and outside the state’s boundaries) in this attempt source all crowds imaginable. It is a way not only to tap mass intellectual and creative power but also to educate at the same time. The pop-up windows linked to each key category such as law enforcement, health, human services etc deliver further information and figures that inform the decision-making, give a sense of the wider picture. It’s certainly a way to also make everyone feel a bit more responsible and in charge, a bit more part of the nation. When does Europe begin to learn from such participatory approach?
Carsten Sorensen of LSE gave an entertaining keynote, we got distracted by video snippets that illustrated the stories of interaction asymmetry: mobile technology imagined in the future. James Bond shots and the General Post Office’s view dating back to 1964 helped us remember how much things have changed and how intrusive technology has become. Nodding audience. Some of the points he made echoed research conducted in the late 1990s when researchers such as Paul du Gay, Hugh Mackay et al. had started looking into the use of media in the domestic sphere with practices of appropriation ranging from muting the TV screen to behaviours such as collective commenting . I felt that even though technology has been insinuated in complex environments and helps us to micro-coordinate our multiple commitments and roles within all the massive amplification of networked connections, again, the actual practices and meaning making processes on the underlying individual level are hardly understood. This may be due to the fact that they are embedded in wider discourses, ‘unconsciousnesses’, taboos and collective cultural and sub-cultural systems – all of them extremely hard to grasp in surveys aiming at representative samples.
From the very general level to a much more specific field, the research done by David Wilson, Mark Bailey, and Philip Gray, University of Glasgow, was placed in the ‘organisational context of molecular genetics research laboratories’ and investigated individuation, privacy and social media from various angles. Collaborating and sharing data and equipment, i.e. notebooks in labs (lab books) enables post-graduate and doctoral students to capture progress but at the same time, the issue of community versus personal [intellectual] property poses dilemmas which cannot be resolved in a culture that demands individuation and places the highest incentives and rewards on those who rather don’t share. Apart from the powerlessness and the limited sense of control also issues such as monitoring others’ work progress are at stake.
The dilemmas made visible by Wilson et al. were fascinating as they may be paralleled in other fields where online collaboration and content sharing are equally subjected to the notion that competing against each other is rewarded – for status and power reasons – rather than the produced result itself. It would be a major step forward to review and redefine acknowledging practices such as the display of share of work done by individuals, for instance in papers published by more than one author. Currently, one of the most common practices is to list authors in alphabetical order. Here, also publishing entities, editors and reviewers would have a chance to bring about change. For instance by using social media and making reviewing processes more transparent, including the commenting on each other’s reviews.
Why aren’t reviews of papers submitted for conferences made accessible to delegates so they can learn from each other and/or collaborate on future projects? Facilitating such possibilities would mean to rethink plagiarism and power and take a more innovative approach. Current practices are not transparent, they often seem to protect the reviewer rather than the reviewed. In some instances, reviewers gave less than constructive feedback, resulting in a notion that more transparency would be beneficial in multiple ways. This issue was also subject to discussion at the 3rd ICWSM, the AAAI conference I attended in San Jose, California.
At The 2nd Digital Cultures workshop, though, Nic Crowe’s paper was my personal favourite. A lecturer at Brunel University with a background in youth work and teaching, his ‘Work, rest and play in the Digital Playground’ was not just striking in terms of presentation, he made all the difference due to his empathy and sound understanding of youth culture, practices and dilemmas. As Digital Natives (Prensky: 2001), youth in online worlds such as Runescape use these virtual spaces as social contexts, not any different from material spaces in their imagined potentials, they offer safe arenas which allow for trial and error experiences that prepare for real life actions. As an interlocutor was quoted “I can try my best lines online and avoid making myself a fool in real life” – she was referring to a virtual boyfriend. Becoming streetwise in virtual worlds while engaging in ‘deviant’ activities in virtual spaces as well as mundane experiences such as getting a haircut or treating oneself to a holiday too expensive in real life, the experience results in real life pleasant feelings that are all providing supplements and replacements for lost real spaces.
As conventional spaces have been made unworthy accessing or have become altogether inaccessible – Nic mentioned the curfew in Richmond/London area and spaces that had been equipped with policing devices such as mosquitos – this piece of research echoes danah boyd’s findings in the US. He also presented a few statistics that underlined why these conditions are not due to change any time soon: the US$60 billion p.a. industry is booming with 9 video games sold every second on every day in 2007.
In Coming of Age in Second Life, Tom Boellstorff argues that virtuality is actually an ‘ancient human practice and that many media have given us leave of the here and now: cave paintings, Jane Austen novels, Howard Nemerov poems’ (2008). His words in mind I went to see Inkheart in Berlin and could not have found a better illustration of the notion that virtuality is indeed ‘older than sin’ as Boellstorff quotes Plato. Assuming, we imagine our deeds first, then act – although, there is an element of awareness implied that might make all the difference.
Boellstorff’s extensive ethnographic research in Second Life provides us with a richness that won’t allow to dismiss virtual communities as less real as it would mean to miss the key point: what makes them real is our imagination. Equality of imagined and non-imagined places, communities and actions is probably what we can argue for now, having access to so much information and proof of what people imagine and how they imagine.
New social media are the places where a considerable amount of our daily interaction and non-verbal communication take place. Where happiness and depression have a lot in common and reproduce themselves. Without imagination there is little beyond routine: the future is a child of your creative imagination, imagination can destroy, combat crime or start wars. Imagine fear and the cold hand taking hold of you is not far. In this sense new social media is actually not new at all. Interacting with others, forming sustainable and healthy social relationships as well as learning from conflicts are subjects to our imaginative powers and just as Inkheart illustrates so colourfully: escaping from inside the written words into the world declared as real or being pulled inside a book – remember The Neverending Story, Peter Pan’s Neverland, Pippi Longstocking? – it all does seem to be very real. We used to be skilled in imagining whole worlds and futures before we internalised what we were told then: to be realistic, to not get lost in imagined and fantasized worlds. Imagination has become highly status-related: certain literature, music, opera and theatre are encouraged and socially rewarding whereas some popular culture, certain video-gaming and virtual interaction do not enhance our social and cultural capital, so far at least a still dominant argument brought up by many who don’t think much of virtual communities.
Whose reality is it anyway? Imagined readers and writers are closely tied together in Inkheart, escaping from outside into the other world becomes possible by reading the words to an audience, a listener. Do we imagine the other and their world when addressing someone in a letter, an electronic message, on the phone or in Second Life? Perhaps we need to ask when we do not imagine an audience and when we are not imagined as part of the visible or invisible audience…in online and offline worlds full of CCTV, cookies and user statistics leaving traces just as bold as tinkerbell’s fairy dust.
We would benefit from a more holistic approach, I believe, when it comes to understanding the real impact of our imaginations upon our manufactured ‘real worlds’. Imagine, all the people, sharing one virtual world – with many virtual sub-worlds, of course – in awareness of their imaginative powers….imagine all the people understanding the responsibility that comes with such powers…
On 18 December Vietnam approved new blogging restrictions that aim at regulating bloggers’ content which the government deems sensitive or inappropriate. National providers are requested to report and remove posts which
- undermine national security,
- incite violence or crime,
- disclose state secrets,
- or include inaccurate information that could damage the reputation of individuals and organizations.
The booming blogosphere which is growing fast into an alternative newsroom has provided a wakeup call to the government which is resorting to drastic measures of censorship. State-controlled media in a communist state is no longer the only source of information with bloggers seizing power and spreading what is perceived as harmful. The language itself is subject to regulations which encourage bloggers to write in ‘clean and healthy Vietnamese’.
Outside Vietnam, traditional media is getting increasingly under pressure. The Financial Times titled on 22 December: ‘Plane crash geek Twitters from burning Denver aircraft, Philippe Naughton’. Real-time citizen journalism also played a significant role in the recent Mumbai attacks when users posted the events in 140 character messages into the online sphere. Twitter had come under attack for providing terrorists at the scene with information about the situation.
Giving away some of the power traditional or state-owned media used to hold is still widely perceived as inviting anarchism and social chaos. Societies and governments are going through the very challenging processes of getting used to listening to their people’s views – who’ve got a lot to say, it turns out. How to control this? When and what exactly is to be controlled? By whom? Currently, there are still far too many in control who are non-users of the new social media, those who neither blog, wiki, facebook or twitter. In short: those who actually do not have any expertise in the very field they want to regulate so desparately.
Successful ‘control’, i.e. such that is neither patronising nor does it trigger instant resistance but is adapted by users as enabling and empowering, may rather come from peers than in the traditional top-down manner. After all, bloggers and microbloggers are technically already able to remove messages and exercise self-moderation if required. Instilling a sense of responsible information-sharing while learning to produce quality content is the actual challenge at stake. Yet, with all the shifts in external control and regulation a review of internal mechanisms is to me the more realistic and sustainable approach: self-reflection and self-evaluation of one’s own contribution strengthen the sense of ownership and third party assessment. It is not just citizens who need to learn how to engage and publish with responsibility – it is also governments who need to learn to take their citizens seriously and work in collaboration with them on information-sharing in a globalised world.
Applying for a job in Barack Obama’s new team forced every applicant to dig deep in their own past: those who aim at high-ranking roles faced a questionnaire including 63 questions. Among many personal questions the links to blogs and Facebook pages were required. You may think this is taking things way too far. Such an intrusive approach may be detrimental to a fruitful collaboration. A German friend working in Human Resources argued similarly: they would not google applicants for “we trust people”. And of course, you will need the resources to conduct such research: personnel who are skilled and know what to look for.
It does seem many organisations are not taking social media very seriously. My friend pointed towards the age of corporate decision-makers. This might be one aspect, others may be related to power, hierarchical structures and a lack of understanding communication as a 2-way process rather than the still widespread top-down trickle. Not to forget cultural practices – some of them unconsciously practices and reproduced.
Using social media in times of financial markets in turmoil, drastic policy changes, lay offs and plenty of rumours does not seem to loom large on companies’ to-do lists. Micro-/blogging is frowned upon in circles which have not even arrived at websites that offer more than carefully choreographed content and a simple contact form: banking is certainly among the least transparent and progressive industries in this regard. Information is money, has to be money – and profit has to be quantifiable. Or?
Whistleblower Cityboy managed to shake up things a little by breaking the Code of Silence strictly enforced in London’s financial district. His blogging activites in Fear and Loathing in the City provide great entertainment, raised eyebrows and a few voices – but he did not manage to bring about change to the long established culture of scarce flows of information.
Now in the era of bailing out banks – as if they were hostages – one may think things could change and transparency would be imposed by help of governmental bodies – and the public who paid a high price for a slice of all those toxic assets. But no, this is illusionary, as some of the stakeholders may well have changed now but the corporate culture remained the same. In this context, “YES, I CAN!” is not the banker’s mantra.
Net presence and staff activism, corporate blogging in a proactive attempt to manage and control change, shape opinion-making and bring about change in a way remotely echoing Obama’s extensive use of platforms and channels in the sphere of social media is something the banking sector is not even ready to think about. Dismissing social media as lacking a sound business model seems to be right if taking the short-term perspective.
On the long run though, social media offers opportunities to manage relationships with customers as well as staff which may well pay off: the worst in times of financial crises is to leave image and status management to traditional PR campaigns and the local papers. Generation Digital Native is mobile and targeted by those who don’t sleep, they might also be much less loyal to parties, corporations and brands than widely assumed. I can hear their “yes, we can”…