Social Media: Influencers, AI, and Strategies

Description of Course                                                                                       

• Dive Into Burning Questions: What role do algorithms play in shaping our perceptions? How do memes and viral trends influence culture and politics? Can social media be a force for activism, inclusion, and mental well-being?
• Engage in Real-World Projects: Collaborate with your peers to design a participatory social media campaign. Learn how to research target audiences, create compelling digital content, and foster vibrant online communities.
• Lead Critical Conversations: Facilitate classroom discussions on contemporary social media phenomena, from misinformation to digital activism, encouraging fresh perspectives and collaborative insights.

• Critical Insights into Social Media: Through case studies, theoretical readings, and class discussions, you’ll analyze how social media platforms impact individuals, communities, and organizations. Examine timely issues like privacy, misinformation, and online hate speech.
• Hands-On Social Media Management: Develop a strategic online campaign aimed at building meaningful interactions. By managing your own social media initiative, you’ll gain practical experience in audience research, content creation, and campaign analysis.

Required Readings

The required (and recommended) readings are available on Canvas (check the Syllabus).

The course compendium consists of theoretical articles and case studies, as well as links to various online sites or social media pages based on the week's theme. There are also some recommended readings about most themes, for those who are interested in reading more about a topic.

Click here for an overview of the key theoretical readings throughout the semester, but please check the day’s schedule on Canvas for a complete list. (Click here to download the list as PDF)

Below are a few examples of the readings from this course:

- Bhandari, A., & Bimo, S. (2022). Why’s everyone on TikTok now? The algorithmized self and the future of self-making on social media. Social media+ society, 8(1).
- Botan, C. H. (2021). Strategic Communication Field, Concepts, and the Cocreational Model. The Handbook of Strategic Communication, John Wiley & Sons, Inc.
- Flew, T. (2018). Social media and the cultural and creative industries. The Sage handbook of social media, 512-526. 
- Frith, E. (2017). Social media and children's mental health: A review of the evidence, Education Policy Institute
- Fuchs, C. (2014). ‘Facebook: A Surveillance Threat to Privacy?’ in Social Media: A Critical Introduction, SAGE, London, pp. 153-174
- Guess, A. M., & Lyons, B. A. (2020). Misinformation, disinformation, and online propaganda. Social media and democracy: the state of the field, prospects for reform, 10-33

- Hancock, J. T., Naaman, M., & Levy, K. (2020). AI-mediated communication: Definition, research agenda, and ethical considerations. Journal of Computer-Mediated Communication, 25(1), 89-100.
- Jensen, K.B. (2015). What’s Social About Social Media?, Social Media + Society April-June 2015
- Manovich, L. (2018). AI aesthetics. Moscow: Strelka Press.
- McCay-Peet, L. & Quan-Haase, A. (2018). What is Social Media and What Questions Can Social Media Research Help Us Answer?, In: The SAGE Handbook of Social Media Research Methods
- Siegel, A. A. (2020). Online hate speech. Social Media and Democracy: The State of the Field, Prospects for Reform, 56-88.
- Van Dijck, J. (2013). ‘Engineering sociality in a culture of connectivity’, in The culture of connectivity: A critical history of social media, Oxford U. Press, 3-18

Faculty

Remzi Ates Gürsimsek

Ph.D. (Roskilde University, 2012, Sense-making Strategies and User-driven Innovations in Virtual Worlds,), M.Sc. (Istanbul Technical University, 2007, Digital Media and Industrial Design), B.ID. (Middle East Technical University, 2004, Industrial Design). Visiting researcher at the Human-Sciences and Technologies Advanced Research Institute, Stanford University (2011) and Eindhoven University of Technology (2006). In addition to teaching digital communication and performance design studies at the Department of Communication and Arts (Roskilde University). Since 2013, Ates has been a developer and researcher in the interdisciplinary Experience Lab at Roskilde University, researching and developing immersive virtual environments and digitally augmented spaces. 

Grading Elements

• Attendance and in-class participation – 15 %
• Leading class discussion – 10 %
• Assignment 1. Audience Research – 10%
• Assignment 2. Strategic Communication Campaign – 15%
• Group semester project and presentation – 25 %
• Final research article – 25%

Participation Includes…

• Attendance in all classes and field studies
• Involvement in class and group discussions
• Involvement in online activities and assignments
• Level of preparation and ability to answer questions asked in class
• Active participation in field studies

Please note:

To be eligible for a passing grade in this class, you must complete all of the assigned work. The work must be handed in no later than the set deadlines. Failure to comply with the deadlines will result in a grade deduction.

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COURSE ASSIGNMENTS:

LEADING CLASS DISCUSSION                              

- Read the Full Assignment Description / 10% of overall grade

In groups of 2-3, you will lead a theoretically-informed discussion in class by presenting a social media case or phenomenon related to the assigned course readings and asking stimulating questions to your audience. You will not be giving a formal presentation; you will be facilitating a conversation between you and the members of your audience.  Feel free to be creative in your approach to this assignment, and make sure you actively engage majority of your classmates.

SOCIAL MEDIA  SEMESTER PROJECT & PRESENTATION              

- Read the Full Assignment Description / 25% of overall grade

The main purpose of this semester-long group project is to design an online campaign with a specific objective of building a participatory social media community. This campaign will be tailored for a specific target audience and with a clear purpose definition. You will work in small groups to build and manage this online community and try to facilitate meaningful online conversations between study-abroad students (and possibly more).

AUDIENCE RESEARCH

- Research presentation in groups 

As a part of your ongoing social media project, this  assignment asks you and your project team to conduct a detailed strategic analysis of your target audience. You should aim learn about their habits and attitudes about social media and virtual worlds, as well as your campaign’s vision and identity, and start developing your strategy based on this empirical knowledge of your target audience.  

STRATEGIC COMMUNICATION CAMPAIGN                                           

- (pt.1) Digital campaign production in groups + (pt.2) Short essay / 15% of grade

The purpose of this assignment is to initiate a strategic effort to amplify your social media pages' reach and engagement. Our aim is to create a meaningful and engaging experience for the audience while maximizing the impact and effectiveness of the campaign’s content. Your objective is to strategically create “spreadable” content, captivate your audience, and foster vibrant interactions that align with your chosen digital platform(s).

FINAL ARTICLE                                              

- Read the Full Assignment Description  / 25% of overall grade

The aim of this final assignment is to analyze and critically evaluate your group project by using the theoretical perspectives about social media and virtual worlds. You should individually compose an article to about your project experience with reference to the course literature. The text should address a professional audience with informed reflections on the psychological-social-cultural effects of our social media use and concluding recommendations for a successful social media communication strategy. In the end, you are expected to present your project, introduce an analytical framework, describe your target audience and discuss strategies for engaging with them.

Academic Regulations  

Please make sure to read the Academic Regulations on the DIS website. There you will find regulations on: 

• Course Enrollment and Grading  
• Academic Expectations and Honor Code 

DIS - Study Abroad in Scandinavia - www.DISabroad.org