MA module: Social Media Campaigning

I'm teaching this new MA module on Social Media Campaigning this term (Spring 2013). I'll update the list of lecture links each week as we go through the course. The hashtag is #smcampn


"This course will immerse participants in the latest developments around social media campaigning. It will explore the underlying dynamics of change around political and social campaigns and their interactions with companies and government. This participatory module will explore the affordances of technology, digitally-enabled crowdsourcing and participation, and new practices of prototyping and agile campaigning. This course will be relevant to students from a range of disciplines including political science, media & communications, and entrepreneurship. It will engage with external communities and take a connectivist approach to learning. Lectures will be combined with peer-to-peer group work and hands-on experiments with a range of tools".


1. social media as a platform. Tracing a path from "Grass Horse Mud Style" past the "Sh!t Online Organizers Say" we find that social media has escaped the organisation while becoming strategic enough for war. Along the way we pick up some useful terms (striation, affordances and hacktivism) with which to dig deeper in to these changes. lecture 1 links

2. agile campaigns and social movements. "Agile movements are continually emerging from the underlying flow of micro-political acts" - in particular we look at NOTW, UK Uncut, and the mobilisation against cuts in disability benefits. We uncover parallels with Spain's 15-M movement and trace the characters of these movements through the mobilising affect of the hashtag. lecture 2 links

3. crowds and participatory tools. The response to hurricane Katrina was a snapshot of early crowdsourcing and a lesson in institutional striation. While some projects require bespoke platforms, we explore the crowdsourcing tools that are to hand, and the implications for self-organisation. While Crowdflower has captured crowdsourcing for corporate benefit, we look at counter-examples of learning and capacitation such as Crop Mob and The Good Gym. lecture 3 links

4. mapping as campaigning. Digital cartography blends the technical descdendents of web 2.0 (ajax, APIs) with the political interventions of Dronestagram and the Syria Tracker crowdmap. We look in some detail at the machinery behind Google Maps and Open Street Map to find affordances for campaigning and community empowerment. "Most people think [maps] represent the world. My argument is maps propose the world, then bring it into being through enforcement policies."(Denis Wood). lecture 4 links

5. social business and openness. Rather than focus on campaigns against specific businesses, we examine changes in the form of business itself. Starting with the Cluetrain Manifesto, we see that "all organizations are social, but few are social organizations" and that "there is no such thing as a social media strategy, there are only business strategies that understand networks". Following the passage of 'open' through open source & open innovation, and the rise of crowdfunding, we hear the call for social business to tackle society's biggest problems. lecture 5 links

6. making as campaigning. It's time for campaigners to 'get excited and make things', especially as 'making is connecting'. Through examples, we see how  biomapping, 3D printing and experiments with Arduino are crossing over in to campaigning, underwritten by an emerging infrastructure of hackerspaces & makerspaces. This starts to look like a critical form of Citizen Science, and we extrapolate what this might mean for the Internet of Things and the possibility of community #drones. lecture 6 links

7. hacktivism & internet freedom. Going back to hacktivist roots in Hactivismo/Cult of the Dead Cow (programmer culture), and the Electronic Disturbance Theater (progressive artist-activists) we try to delineate the idea of hactivism as something outside the old catogories of civil disobedience, criminality and activism. Identifying core issues (from free speech to 'keeping things up and running') we follow it forward through 4chan, Anonymous and Wikileaks, arriving at the campaigns against SOPA & ACTA and the spread of self-organised activities like CryptoParty. lecture 7 links

8. prototyping and prefigurative politics. Where orthodox campaigning seeks to influence political decision makers, we look at the direct impact of network politics. Starting with the Pirate Party (“We don’t offer a ready-made programme, but an entire operating system") and ideas of liquid democracy, we fmove to a broader view of post-SOPA politics. Is internet politics the new environmentalism - a epochal consciousness change like that of 1968? We trace the link between hacktivism's policy circumvention and the post #OWS practices of Occupy, and suggest a connection in 'non-excludable benefits' and the production of the Commons. Plus, we practice Occupy hand signals ('jazz hands'). lecture 8 links

9. breaks & flows: the post-structural philosophers of social media campaigning lecture 9 links

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