SOCIOLOGIA DEI
PROCESSI CULTURALI
E COMUNICATIVI
Prof.ssa Donatella Padua
A.A. 2011/12
LA SOCIETA’
Cosa hanno in comune tutti questi
eventi?
Empowerment delle persone
prima di internet…. rassegnazione
poi…. Azione e partecipazione
 democrazia
 Relazioni sociali: fiducia
 Difficoltà nel fermare il flusso
 Difficoltà delle organizzazioni

Trust, Social Relations and
Engagement.
Understanding Customer Behaviour on the
web.
OBIETTIVI DEL CORSO
Sviluppo di capacità
Applicare la teoria sociologica
AI PROCESSI CULTURALI E
COMUNICATIVI DELLASOCIETA’
COMPLESSA
Gli
argomenti
Part I The Internet Age
1. Society in the Internet Age
Executive summary:

The Internet Age: discontinuity of modern
control balances in many fields of human
expression:


society, economy, politics, art, the sciences.
The web conversational environment has
disoriented many institutions and
organizations in the perception of change
as a threat or an opportunity.

Social Sciences  understanding of the
Internet Age:

global society paradigms: dissolution of the
community, complexity, diversity,
individualisation, multiple identities, global
society

 transformed into positive leads of value
creation via Trust, Social Capital, Relationships
and Dialogue, ‘Creative disorder’, ‘Responsible
Freedom’, Embedment, Exchange and
development.
Society in the Internet Age:
subjects
Dissolution of community
 Complexity
 Diversity
 Individualisation
 Multiple Identities
 One Global Society

2. Forms of aggregation on the web:
Social Networks and Communities
Executive summary

Social networks and communities: need for close
relationships, sense of belonging and sharing of
the same interests, values, experiences.

communities’ connectivity: viral environment
difficult for institutions to control

sharing between institutions and stakeholders
helps in personalising one-to-one relationships,
to produce loyalty and to source information
useful to understand stakeholders’ needs, tastes
and behaviours.

Sociology offers 10 key learnings on
different aspects of the relations between
social networks and communities, their
structures and dynamics, engagement,
trust, online–offline interactions and other
strategic approaches.
Social Networks and
Communities: subjects
An overview of on- line Communities
 The Sharing Paradigm
 Dynamics of social networks and
communities

New models of Social Intelligence
Executive summary
The Internet Age  new models of Value
creations disrupting the traditional linear
rational patterns
• It leverages the power of new democratic
bottom-up forces.
• ‘Connecting the dots’ and ‘Crowdsourcing’
become two new paradigms of the highspeed connected web environment.
•
•
Social Sciences provide different
approaches in the understanding of
this new realm:
•
‘Collective’ ,‘Connective’, ‘Emotional’,
‘Cultural’ intelligence.
•
a new mindset to be developed by
institutions and organisations.
•
Three challenges are provided
New models of Social Intelligence:
subjects
Connecting dots
 Crowdsourcing
 The three paradoxes of change





‘Organisations have to become more Eastern than
Western’
‘Organisations have to become more woman and less
man’
‘Organisations have to become more gift-oriented
than sell-oriented’.
Experiment and errors
Come procederemo
COINVOLGIMENTO
LAVORI IN AULA: contributi per
l’elaborato finale
CASE HISTORIES
MODALITA’ DI ESAME
• Frequentanti: Test in aula
• Non frequentanti: il libro di testo
BIBLIOGRAFIA D’ESAME
Per frequentanti:
-
Le slides presenti in webclass
- (come riferimento: Padua D., Trust, Social
Relations and Engagement. Understanding
customer behaviour on the web, Palgrave
MacMillan, maggio 2012)
BIBLIOGRAFIA D’ESAME
Per NON frequentanti:
Padua D., Trust, Social Relations and
Engagement. Understanding customer
behaviour on the web, Palgrave MacMillan,
maggio 2012
FREQUENZA
• La frequenza assidua al corso è la migliore
preparazione per affrontare l’elaborato
finale e partecipare  lavori in aula