Social Web Responsibility
Posted December 11th, 2006 by Kevin
Back when I was studying Media Theory and Communications, required courses discussed the societal impact of the representation of women, minorities and children in the world of mass communications. Were television and advertising an accurate reflection of society, or did they create ideal images and drive the populace to fulfill them? The topic is widely debated and arguments for both sides often have merit.
Now, years later, one could ask the same questions regarding the social web.
It’s clear to most of us that consumers have embraced the power of the Internet to drive trends and expose the flaws of big business (e.g., see “Dell” or “Starbucks”). No longer are the opinions of only a few television and advertising executives influencing the world or projecting the world they see. Now, the masses are influencing the masses. The logical question here is: are we doing a good job?
Sure, Web 2.0 is still in its infancy, so one should look past the “Happy Slapping” and drunken images and confessions on Myspace and focus on the positives like this and this. Companies that take the initiative to converse with the “real” consumer should be applauded and recognized.
With the evolution of Web 2.0, organizations have the unique opportunity to listen to the people that keep them in business and operate honestly instead of just communicating via 30 second spots. It may be too soon to answer the question as to whether or not the social web is a reflection of society or driving it, but the communities are out there and everyone’s invited to discuss.
