Why a Social Media Sociology?

This blog is the english version for Sociologia y Redes sociales, a blog I’ve been writting since February 2010. It also represents a new phase in my research over the changes that Social Media Networks had introduced in our world: what I call the second sociology of social networks.

In the first boom of Facebook and Twitter (2009-2010), the interest was focused on the way this digital networks were changing our relation, our little personal worlds. The way words as friend or personal contact were changing was a good example of this phase. Normal people began to interact digitally in a massive way, both in intensity and in quantity. With the new tools, it was easy to became a famous in miniature and to show your acquaintances the pass of your live, and to develop an amazing capacity for social relations. Everybody was shocked by this new reality, for good or bad.

However, this kind of analysis began to become repetitive… not to speak about the Web 2.0 evangelists who yielded constantly about the greatfullness of this tecnological revolution, most of the times in relation with good expectations about the evolution of marketing, via the improvement of communication with costumers.

There were a bigger picture behind that. Something that had been forgotten due to the new digital toy (the Social Networking Services, as Facebook). I’m talking about the big change in the way we access the world thought the Net, the Informational revolution that Castells and others have wrote about almost ten years ago.

The New Media of the Web are not so new now, they are our informational ecosystem. And all of those analysis made over this New Media have become much more complex with the proliferation of this Social Networking Services, were the  web traffic is distributed over the networks of contacts, and the people act as axis in the distribution of information. That is the Social Media.

I know that’s not new, especially in english speaking countries. What’s new (at least for me) is to open the focus from the microsociology of digital Social Networks to the macrosociology os Social Media; not just to get amazed of how it has change our world or imaging a fantastic world with all of us connected, but to deepen in the dynamics of the construction of social reality in this digital world (that’s a reflection of our human reality), that are happening through the interaction (hybridisation) between the people and the technology.

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