From Community to Collective: Institution and Agency in the Age of Social Networks
Douglas Thomasnewcultureoflearning.comSaved by sari
From Community to Collective: Institution and Agency in the Age of Social Networks
However, as most anthropologists will attest, humans are wired to live in curated collectives, as opposed to mass societies. So people formed new tribes within a larger society in order to find a “place” where they belonged. The French sociologist Michel Maffesoli referred to these new tribes as “neotribes.” The behavioral patterns within these neo
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Kids today can tell you what sites are hot, what sites are passé and how different sites operate as different kinds of collectives. That’s because their evaluations are based on how their personal sense of identity and agency matches with the various collectives that constitute different spaces.
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At the moment, radical individualism is out, social connection is in. Brand focus is not on the end customer, but on the communities they belong to. Just as personas made individual consumers visible, the new brand methodology makes visible consumer communities and their co-dependencies and influences.
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Over the last 50 years, people have shifted away from meeting and volunteering regularly in associations and informal gatherings such as support groups and Bible study groups, choosing instead to engage through “checkbook participation,” where we outsource and pay local and national organizations who hire professional staff to do the good works and... See more