I’ve talked previously about the underlying force beneath social networking. The timeless glue that unites communities: common beliefs, values, ideas and culture. It’s this uniting force which makes social media such a powerful force and why people embrace it so easily – it’s just a technology which speeds up and magnifies what we are all already doing.
Thinking through history there are examples of groundswells which predated Facebook and Twitter – the collapse of Communism in the Soviet bloc, the outpouring of national grief after the death of Diana, popular music culture, the rise of the ‘permissive society’, attitudes to the welfare state etc. It is very difficult to pinpoint exactly what triggers the ‘feeling’ but most people can put into words what the event itself looks like. In previous times a court case, a newspaper column or a TV show would have an impact that no-one could have predicted…
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