Om betydningen af mediesynergi II/On the importance of media synergy II
The last couple of days I have been following and commenting (in a previous blog post) on the use of online media, especially Facebook and an online petition, in the battle to save one of the few DK public service channels “P2” that play jazz and classical music. It turns out my colleague Jill Walker Rhettberg has also been thinking about use of Facebook for political mobilisation – she called for examples in a blogpost earlier this week, and got some good comments.
In one of the comments on Jill’ s blog, Jesper Laugesen brings attention to a current Danish experiment undertaken by the “internet psychologist” behind virkeligheden.dk, Anders Colding-Jørgensen, an experiment that I was also duped by (i.e. believed to be true, when saw group appear). Colding-Jørgensen created a Danish Facebook-group based on a “fake cause” (the demolition of a very famous fountain on Cph’s high street, Storkespringvandet) and managed to gather more than 27.000 group members in a very short time, as part of his studies of what make people join Facebook groups. Read more about the experiment and his thoughts on this here (in Danish). Update: on March 24th, the fake group got 3 mins airtime on the late evening TV2 news (in Danish)
As I continue to follow up on it, it seems there are a lot of aspects of the P2-case, which makes that particular FB-group somewhat different from your “average” affective FB-group (but none the less interesting for the same reason), but the Colding-Jørgensen’s group-experiment seems to be rather proto-typical as one example of how quick people can be to join a “worthy cause” on Facebook. He has now posted a survey on his fake Facebook group to find out more about people’s motivations, will be interesting to see what his results will be!