We’ve just had the first day of the Digital Methods for Social Development Summit here at the Chinese University Hong Kong, which brings the digital methods expertise from the University of Amsterdam’s Digital Methods Initiative to the Global South.
It was a great set of presentations from leading people in the field that provided us with stimulus for the coming week of sleeves-rolled-up, down and dirty, digital methods work. I would like to focus on one presentation from Richard Rogers that I think can really develop my current line of enquiry.
After giving my public lecture a few weeks back for Media@Sydney where I was trying to understand how digital influencers are useful for socially good areas such as public service media (PSM). I arrived at a place that highlights why they are useful, but I still have a gap in how to really bridge between the two quite different approaches to highly commercial success and non-commercial PSM.
Richard’s presentation focussed on the concept that takes vanity metrics (followers, fans, etc) to critical analytics which looks at how socially important issues can be measured within a network society. Critical analytics are:
- Dominant voice (source hierarchy, credibility),
- Concern (actor presence or absence in the issue space – who is making the issue a concern),
- Commitment (the longevity of concern),
- Positioning (the purposive deployment of a keyword – framing for e.g. or the use of a keyword),
- Alignment (the company a keyword keeps – alliance of the word, how do people use the word #securitywall, #apartightwall)
No while Richard presented this as a one versus the other type of dichotomy, I can’t help but think, in fact feel and know, that this is the way to bring digital influencers towards PSM. If we can look at digital influencers through the framework of critical analytics, I think we are looking into the space that is bringing commercially successful models (cultural intermediation), towards socially relevant projects, in my field of research:public service media.
Looking forward to developing this idea further this week in the lead up to RIPE in September.