Benkler

1)In his work, Benkler is able to depict many ways in which the social networked sphere has been a positive development for democratic communication. One major point he makes is through differentiating mass media from social networked information. In the article we see the importance and appeal the media industry has on the general public as they work to draw upon stories and events that cater to the largest range of population attention possible. While the information provided through mass media may be relevant to many, we loose the individualistic characteristics associated with information provided through social networks. The draw of social networks, is the ability for people to willingly tap into topics that are most meaningful to them. Social networks allow the public to shape their own view through the information they choose to read, whereas mass media is generally un-interactive; providing one dimensional presentations of pop-topics. Benkler speaks of the benefits of this mode of socially distributed information as allowing "Individuals to become less passive, and thus more engaged observers;" as they shape and create their own understanding while adding their own interpretations for others to critique or benefit from.

2) I did a little research on trends in social networks. I found a Harvard Business Review (Click here for article) article focusing on social networks in the workplace and the evolution of social networks as they grow more mobile each day. This article notes; as social networking spreads and undoubtedly makes its way into the workplace, we will be seeing new codes and rules enforced by the workplace banning social networking on the job. As smartphone ownership continues to grow, we can expect to see employees integrating their social networks with their phone providing another access point for connection and thus distraction while on the job. We are able to see how the social network sphere moves from the personal space, to the workplace. How then, could companies such as Starbucks who have a large following on such social networks as Twitter, where they feature products and promotions ask their employees not to partake in the practice they have implemented as an income opportunity? We will be seeing this topic critically looked at by employers in the coming years. I know from my own experiences, a past employer's contract involves social media and internet regulations restricting your use of their name in association to inappropriate content. You are asked to sign a contract agreeing not to use their corporate name online that could shed their image in a negative light.

3) I often use the example of an organization I helped to create for many situations as this is a unique opportunity in the communication field. Last year I was part of a team that began a student organization. Although we used various forums to get the word out about our organization, Facebook played an integral part in transmitting information. While it is easy to see how Facebook allows many people to connect, it is important to look at the tools provided within this social network. We formed targeted groups on the site to allow us to transmit pertinent information to those interested while allowing others to opt in and out as they wanted. This was not a one way flow of communication. We were able to use the specific organization's group presence to garner feedback on the direction members would like to see the group go while providing important input alongside both positive and negative feedback. It was important for us to allow and back and forth flow of information to allow all members of the group to express their voice. By being with this organization from the beginning, I was able to see the positive and negative aspects of a democratic networked public sphere. A negative aspect could have been seen as an abundance of input, however as Benkler points out this network provided "Anyone with an outlet to speak, to inquire, to investigate, without need to access the resources of a major media organization." Communication was simplified and directed to those concerned with gathering and responding to information surrounding this student organization.