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Apr 19, 2024
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MSC-560 The Psychology of Social Media Strategy4 semester credits
This course examines how the Internet and social technologies have reshaped society by transforming information distribution and human connection. The traditional one-to-many communications model is now a many-to-many social web. We live in a networked and participatory culture, where the lines are blurring among technologies and the traditionally distinct roles of producers, distributors, and consumers. We access and distribute information and interact with others unconstrained by time, culture, and geography. We will study how the new media landscape is adjusting our assumptions about how we relate to others, how we engage and participate socially, politically, and commercially. This course examines social media and emerging technologies and applications by integrating psychological theory with practice. We will draw primarily from social psychology in the areas of social cognition, attitudes and persuasion, social construction of meaning, collaboration and group interaction, and the social implications of self-efficacy and agency. Students will gain an understanding of the psychological shifts that are driving trends such as social entrepreneurship, transmedia narratives, and collaborative culture. We will also discuss the properties of networks and systems that are fundamental to social media applications. Drawing on readings and case studies, we will establish a theoretical foundation for effectively using social media applications in business, education, politics, social relationships, and to effect positive social change. We will discuss how different tools, technologies, and platforms support or hinder human goals and what the technology du jour implies about social and individual behavior and expectations.
Delivery Method: Online
Grading Default: Letter
Learning Outcome(s):
- Demonstrate understanding of network properties and the implications for social interaction and social capital.
- Demonstrate where social technologies alleviate social failures.
- Demonstrates the relationship between individual and social identity in a digital world.
- Demonstrates how social technologies influence individual and collective agencies.
- Demonstrates how to evaluate the strengths and weaknesses of different technology affordances in promoting interaction, connection, and belonging.
- Demonstrates the impact on consumer/user psychology of converging technologies and the blurring boundaries of user/producer/distributor roles.
- Demonstrates and creates effective and persuasive messaging in social platforms.
- Demonstrates the critical design elements to promote social engagement with brands, products and applications.
- Demonstrates the cultural and social implications of social and digital access.
- Demonstrates a general understanding of Gamification.
- Demonstrates knowledge of the potential of social technologies for behavioral and social change.
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