This keynote for a Norwegian conference on immigrants' rights discusses ways to use social media to combat extremism, while recognizing the fact that extremists themselves are using social media.

1. T r i b e s and Communities
The Societal Challenge of Social Media
Mary Joyce | Oslo, Norway | October 14, 2011

2. Two Uses of Social Media
Social media can be either of these
Tribe Community
Media Media
homogeneous heterogeneous
divided inclusive
aggressive to welcomes
outsiders outsiders
demands appreciates
conformity difference

3. Two Examples of Tribe and Community Media

4. Examples
Tribe Community
Media Media

5. Some Important Decisions
Social media connects us,
but it does not help us
define who us is.
Who must decide the
character of social media.

6. Some Important Decisions
How can social media help us
create an inclusive Norway?

7. How Do Tribes Emerge?

8. How Do Tribes Emerge?
If we want to stop Tribes
we need to know how they start.

9. How Do Tribes Emerge?
Myers and Bishop Experiments (1970)
Racist and non-racist students are divided into groups.

10. How Do Tribes Emerge?
Myers and Bishop Experiments (1970)
Start of Experiment
More
Racist Group
Less
Racist Group
Less
Racist
Neutral More
Racist
Then they were asked to discuss their views.
What do you think happened?

11. How Do Tribes Emerge?
Myers and Bishop Experiments (1970)
End of Experiment
More
Racist Group
Less
Racist Group
Less
Racist
Neutral More
Racist
Do you see what happened?

12. How Do Tribes Emerge?
Myers and Bishop Experiments (1970)
End of Experiment
More
Racist Group
Less
Racist Group
Less
Racist
Neutral More
Racist
When isolated, the views of each group intensified.
Racists became MORE racist.
Non-racists became LESS racist.

13. Lessons for Norway
What does this teach us about far-right sites?
In a place where extremists meet alone
they reinforce each other and become more extreme.

14. Two Strategies: Engagement and Monitoring

15. Strategies for Engagement
It’s time for the community to
engage with the tribes and
challenge their hateful beliefs.
The goal is not to change the
minds of hateful people, but to
prevent them from spreading
their ideology.

16. Strategies for Engagement
Lesson 1: The tribe is part of the community.
They think they are apart.
But really they are a part.
They are connected to the larger community.

17. Strategies for Engagement
Lesson 2: So you have the right to participate.
Remember to be strategic.
Engage where they are trying to recruit new members.
What sites in Norway fit this description?
Image Source: http://www.bodylanguagesignals.com

18. Strategies for Engagement
Lesson 3: But they still won’t want to engage
with you.
Threats Insults Ignore

19. Strategies for Engagement
Lesson 4: Remember the 3 P’s - Positive, Patient, Proof
Tribe Community
Behavior Behavior
aggressive, angry, positive
negative
emotional patient
false claims and proof
prejudices

20. Strategies for Engagement
Lesson 5: Have a strategy for what to engage with.
Content Type Description Engage?
False Claims uses false information to
Supporting defame a group ?
Prejudice
attacks a person/group
because of collective
Hate Speech characteristic (gender, ?
religion, ethnicity, etc)
Incitement to serious threat of violence
?
Violence against an individual or group
an opinion you disagree with
Opposing View but that does not incite hatred ?
says something offensive just
Trolling to annoy you ?

21. Strategies for Engagement
Lesson 5: Have a strategy for what to engage with.
Content Type Description Engage?
False Claims uses false information to
Supporting defame a group Yes
Prejudice
attacks a person/group
because of collective
Hate Speech characteristic (gender, Yes
religion, ethnicity, etc)
Incitement to serious threat of violence
Yes
Violence against an individual or group
an opinion you disagree with
Opposing View but that does not incite hatred No
says something offensive just
Trolling to annoy you No

22. Strategies for Engagement
Lesson 6: Ask your allies to help with engagement.
Especially if they share characteristics with the tribe.
•Religion
•Ethnicity
•Age
•Interests
•Location
Their words will be more persuasive.

23. Strategies for Monitoring

24. Strategies for Monitoring
Citizen
journalists
can watch
and report.
Image Source: Flicr/Jesse757

25. Strategies for Monitoring
Far-Ri ght Watch
ess
shining a li ght on the darkn
You only need a few people
to start a free monitoring blog.
Image Source:templatemonster.com

26. Strategies for Monitoring
Far-Ri ght Watch
ess
shining a li ght on the darkn
The site can also be used for activism.
Image Source:templatemonster.com

27. Strategies for Monitoring
for Journalists
Far-Ri ght Watch
ess
shining a li ght on the darkn
...and it can influence the mainstream media.
Image Source:templatemonster.com

28. Comparing Strategies

29. Comparing Strategies
Engage Monitor
harder easier
high low
confrontation confrontation
their turf/
your turf
neutral turf
careful planning just decide which
and discipline sites to watch

30. The Goal
The goal is that most citizens decide to
join of the community, not the tribe.
That is when you win.