Women (Conclusions): Society, Storytelling, Technology (9)

We cannot live in a world that is not our own, in a world that is interpreted for us by others. An interpreted world is not a home. – Hildegard of Bingen

[Women Part 9 of 9: 1) Introduction, 2) Bodies, 3) Health, 4) Work, 5) Superwomen, 6) Religion, 7) In Tech, 8) Online 9) Conclusions]

Back in 2001, I attended a series of seminars in the Department of Sociology at Lancaster University led by Professor Lucy Suchman about how women felt excluded online as software felt masculine. At the time I was a new lecturer in the Department of Computing and I was intrigued by the idea that software could be seen as having a gender.

Now I see that my route into the field of technology was unusual. I have ‘A’ Levels in English Literature, French and History and turned up to do a computing degree with my total computing experience consisting of 10 minutes of trying to play The Hobbit on a Spectrum ZX 48k before my older brother took it off me (it was his computer). I had no expectations of what I would be doing, and for much of the time I had no idea what I was actually doing either. So, it was my humanities background rather than my gender which made me feel a bit of an outsider.

Later, doing a PhD in Switzerland, I felt that it was my nationality and the fact I couldn’t understand what anyone were saying to me for a couple of years, which made me feel like an outsider, not my gender.

And, even when I created my first webpage with a photo of myself and five minutes later got email saying You look very nice, do you want to meet for coffee? It just never occurred to me that it had anything to do with my gender, because the Internet to me was a place for sharing research, even if it was with socially awkward men. It took a male colleague in the lab to explain exactly the kind of socially awkward man with which I was dealing.

Now I think I was completely naive and lived in a little bubble of my own thoughts. Last year when a male social media acquaintance told me that he liked to look at pictures of me online, sadly, I knew what that meant (although to be honest, I like looking at pictures of me online too). It also meant that I could never have a professional working relationship with the man, which is something I am still furious about because I didn’t get a say. This man decided exactly how we were going to relate to each other, irrespective of my feelings.

I want, as a woman, to have choices, in what I do, how I relate to people and what sorts of relationships I want with people. I am so tired that a patriarchal society dictates to me how these things go down based on my gender. And I am sad that many women feel the same way about computing and software because some men wrote it completely from a male perspective and the whole field is populated by men who leave no room for women to breathe in. They are not doing it on purpose either – well not all of them. It is semi-institutionalised now, which is really sad, though I have worked with loads of lovely, kind, generous men.

I was going to finish this series with facts about how women make better software engineers than men. But, the truth is I don’t really care and it doesn’t really matter. It is not about which gender is superior. It is not a competition. It is about equal opportunity, feeling welcome and comfortable in a given domain.

The government has spent millions on encouraging women into STEM but they don’t go, and I don’t blame them. I wouldn’t have done had I got a place on an English Lit degree course. Women do not go into Computing because they cannot recognise or see themselves in it. This is because there are:

  • No role models – we are not taught them as part of the history of computing.
  • No tribes – research shows that women are more likely to show up on forums to discuss technical solutions if there are already other women present.
  • No stories which make it seem worthwhile, there are just loads of stories about women being harassed ‘cos of their gender or excluded because of male-group think.
  • No rewards – research shows that women are systematically penalised if they take time out to continue the human race.
  • No equal pay.
  • No respect for their work. Women have justify themselves over and over and over again.

I could go on. Indeed I have already for at least 10,000 words and seriously, I could go on forever about rage, about boundaries, about ageing, about sex, about love, to name but a few topics which I think about when I think about women.

We need to reevaluate the role of women in both STEM and society. For inasmuch as society is stacked in a man’s favour, it is women who raise these men, and give them legitimacy and excuses from a very early age. The boys my girls interact with on the playground are raised by women who would call themselves feminists but I have heard them say things like Oh he is such a boy. But these women were raised by women who were raised by women etc.

In order to make a change, we need to reclaim language, we need a genealogy of women and to make space for women in history whilst we learn again to respect the life of women in the home and elsewhere online and offline.

As the naive optimist I have always been and hope I always will be, I believe that change is coming, and that as more women write books (like this one with the awesome title: A Uterus is A Feature, Not a Bug), do TED talks and go on marches, I believe that change for the good is on its way. I really do.

And, one of the ways in which the Internet can help is that all our interactions are recorded and can be analysed to further understand and hopefully change the bad ways in which we have learnt to interact. It also makes it easy to share the stories about women that we don’t know. For example, Hedy Lamarr was an inventor as well as a movie star.

In a lovely Facebook post psychotherapist Matt Licata says that we all have an innate yearning for intimacy and aliveness but often between men and women this gets misconstrued as sexual and erotic rather than the honouring of one soul by another. If we could teach this honouring to the future generations, in particular, those men and women who will go into marketing and media who by their messages, form society, then perhaps we could see a change in the way the world works – a world which is more peaceful and more respectful and a lot less heterosexy. Now, that would be a world I’d like to live in, it would be just like that bubble I used to live in way back when the world felt like it was magic and new, online and off.

Women and girls on social media: Society, Storytelling, Technology (8)

© Kim Kardashian Instagram

We cannot live in a world that is not our own, in a world that is interpreted for us by others. An interpreted world is not a home. – Hildegard of Bingen

[Women Part 8 of 9: 1) Introduction, 2) Bodies, 3) Health, 4) Work, 5) Superwomen, 6) Religion, 7) In Tech, 8) Online 9) Conclusions]

At the public defence of my doctorate (ma soutenance de thèse publique), I had one of those cameras with film in which needed developing. It is hard to imagine in these days of digital immediacy, taking the film to the chemist, to get it developed and be surprised by what pictures had been taken.

I was surprised alright as some of my fellow (male) students took a few snaps of themselves naked for me to remember them by. I am just glad I wasn’t the one who had gone into Boots to pick up the photos. Being scientists, they were, of course, ahead of their time, dick pics are really all the rage online nowadays, even if us women have no idea why. Had my mates dressed theirs up a bit like this guy, I might have found it funnier and whilst googling about I did laugh a lot at this instagram page of responses to dick pics and other invitations.

It has been said that Kim Kardashian invented the naked selfie and she says that she finds it empowering and I understand what she is saying. She has control over her image and she is deciding how to represent herself, albeit it seems, she is choosing to do so as a sex object.

Men are rarely perceived as sex objects though this article in Marie Claire has tried to readdress the balance by listing full frontal male nudity in films. What is interesting about the article is what the male actors say about why and how they showed their genitalia. In contrast, gratuitous full frontal female nudity is very common.

Film theorist Professor Laura Mulvey says, female bodies are positioned as to-be-looked-at, and these bodies are viewed from a masculinised subject position/gaze. The viewer’s gaze is always assumed to be male in any given narrative and as I mentioned in Women’s bodies, it was the Greek sculptor Praxiteles, who first celebrated the naked feminine form. So since 330BC, we’ve been trained to look at women from a male point of view, which is probably why when you ask a man if they find another man sexy, they will say that they have no idea. Ask a woman if she find another woman sexy and they will say yes or no.

Online: Heterosexy or shameless ?

Given that we are bombarded everyday by messages from the media, marketing and culture about our gender and our roles, which have with them prescribed appropriate behaviour, as a woman online you can currently only go two ways:

  1. You can do the Kim Kardashian and conform to a sex object stereotype which Sociologist Amy Shields Dobson , in her excellent book Postfeminist Digital Cultures, calls heterosexy; or
  2. you can do the performative shameless approach, aka the ladette approach, as made popular in the 90s offline by Zoe Ball et al.

The ambiguity with Kim Kardashian is that she has pushed the hetrosexy boundary. Is it empowering? Or, is it porn? Sharon Osbourne called her a ‘ho saying: She has had half of Hollywood which is a perfect example of the slut-shaming which occurs when a woman goes beyond the feminine stereotype of:

A self who appears visually complicit with current standards of active, up-for it, girl-powered femininity, without overtly evidencing sexual desires or sexual activity that might render her vulnerable to slut-shaming… (Renold and Ringrose, 2011).

This quote is from a paper about teenage girls and sexualisation. But ask any woman of any age and she will recognise it. I know I do. Since about the ’60s’ I would say women have been encouraged to conform to this ridiculous idea. Girls today have to also do it online where they are bombarded by media messages and by boys.

The pressure of sexting

A male acquaintance of mine last year told me about his teenage son receiving sexually explicit pictures of girls. He seemed to be shocked. But, research performed in the UK and quoted by Shields Dobson says:

  • Girls are asked for sexts more than boys are, while boys are more likely to ask for sexts.
  • Girls receive many more sexual messages online and are asked for sexts much more than boys .
  • Girls’ sexts are shown or sent beyond the intended recipient whilst more boys than girls say they will send on a sexually explicit image of someone else (without the person’s knowledge).
  • More boys are shown or sent explicit images not meant for them.

This academic research is very different to the media reporting on Generation Sex. It is recognisably genderised, patriarchal and same old same old.

I bet it never occurred to my male pal that a) he shouldn’t have been looking at this intimate pic because he is breaking the law, and b) his son might have put considerable pressure on the girl in question to get it.

Marketing and the media captures the slowly developing sexuality of children and molds it into stereotypical forms of adult sexuality

This same acquaintance said that he had caught his son sneaking to his girlfriend’s room in the middle of the night and told him off, though he felt secretly proud. I asked how would he feel if that was his daughter, he said he would be outraged. He was sufficiently self-aware to recognise his hypocrisy.

However, it is marketing and the media which captures the slowly developing sexuality of children and moulds it into stereotypical forms of adult sexuality, forms which my male pal embodies and propagates in his role as a father.

Neoliberal or stereotype

This same old might not seem too bad but it is the relentlessness of it 24/7 which is new, for the Internet compresses time and space, so that people feel hounded, which can lead to desperate acts such as the suicide of Amanda Todd. Todd was repeatedly bullied and slut-shamed by her peers because she was pressured into sharing naked pictures of herself. The slut-shaming and bullying I guess would have been in a similar vein to Sharon Osbourne on Kim Kardashian, given that teenagers emulate what they see around them. The difference is Kim Kardashian has an entourage as she goes about her daily life so she is protected and removed from daily life and she also has enough fans to make noise to encourage her critics like Sharon Osbourne to retract her statement.

Kim Kardashian seemingly also doesn’t give a stuff what Sharon Osbourne thinks, which is how we like our girls to be online. We want the girls who are behaving shamelessly to not apologise. We want them to take pride in themselves or the neoliberals amongst us do, those of us who follow stereotypes like my male pal, fall into the Sharon Osbourne camp. Shields Dobson says that being unapologetic is a way of protection. It shuts down a discussion which, of course, would be about how girls shouldn’t behave like that and there must be something wrong with them. Funny how we never have that conversation about boys.

In contrast, the girls who use social media to seek attention, external validation, and support from others are viewed as being in crisis, because we only ever hear the terrible stories of girls who end up trusting the wrong people with their intimate pictures. In reality, we just don’t like vulnerability, we perceive it as weakness and less than and so we bully the victims and once one person starts another will follow – we are socialised to conform.

#mencallmethings and #metoo

A great demonstration of this is in this paper Real men don’t hate women: Twitter rape threats and group identity by Claire Hardaker and Mark McGlashana, who analysed in depth, how journalist Caroline Criado-Perez was subjected to ongoing misogynistic abuse on Twitter, including threats of rape and death when all she wanted was to have one woman on a banknote. It started off with a small group of mainly male abusers which then quickly escalated – these people didn’t even know each other and weren’t a group at all – but other trolls saw people abusing Criado-Perez and just joined in.

And it is by trolling or by hijacking these important discussions, in which women talk about how they are treated in society, are shut down. Jessica Megarry in her paper : #mencallmethings (2014) says each time men police the ways in which women are able to conceptualise their own harassment, it appears that men actively perpetuate male social dominance online. But as the Real men don’t hate paper shows, women who don’t want to change the status quo do it too.

I am hopeful change is occurring. The #metoo hashtag has encouraged an open discussion about the harassment of women which has the potential to lead to change. Megarry says that the #mencallmethings hashtag discussion five years ago was depoliticised by shifting the conversation from an explicit focus on men’s harassment of women online to a more general conversation about online cruelty. With the #metoo I didn’t see that happen much, but to be honest I was only looking for women’s stories.

We need to create an online environment where people can speak without judgement which is hard to do because we don’t have it offline particularly. Why is that? And why do we particularly want our girls to be small and quiet? It is a patriarchal stereotype. In contrast, Shields Dobson says that girls online have much to tell us about how they navigate complex and contradictory pressures placed on them by society and it is too early to say whether it is good or bad and whether we should or shouldn’t intervene with what girls put online.

And why are girls doing this in the first place? They are encouraged by the fashion and beauty industries to do all sorts to themselves to meet narrow cultural standards of beauty – you cannot be too big in body or personality, or too thin, or too old, or too anything – to feel that they have worth in this patriarchal society where worth is measured by a girl’s sexual appeal to men. It is exhausting and ridiculous.

As mother to girls I am eager for change, but English Professor Lauren Berlant says that many people’s interests are:

…less in changing the world than in not being defeated by it, and meanwhile finding satisfaction in minor pleasures and major fantasies.

I get that I really do. But sorry Kim Kardashian, I want my girls to have access to bigger better fantasies than the heterosexy ones in which they are female objects designed for men’s gazes, especially online. The thought of the Internet being the same as the real world, well no, just no, as a female computer scientist that is a world which I defy, for it would defeat me every time.

[9) Conclusions]

Women in Tech: Society, Storytelling, Technology (7)

Ada Lovelace and her laptop

The world’s first programmer, Ada Lovelace. Source: Mashable

We cannot live in a world that is not our own, in a world that is interpreted for us by others. An interpreted world is not a home. – Hildegard of Bingen

[Women Part 7 of 9: 1) Introduction, 2) Bodies, 3) Health, 4) Work, 5) Superwomen, 6) Religion, 7) In Tech, 8) Online 9) Conclusions]

A couple of years ago, one of the dads at my girls’ school, following an initiative at his workplace, wanted help setting up an after school coding club to teach kids to program. He asked me if I would come along and help because there was a bit about Ada Lovelace and the guidelines would preferably have a woman giving that presentation.  I said I would be pleased to be a role model to guide young girls into IT. I said I would bring my girls and yep, sign me up, show me the materials.

One of my girls at the time was one year too young for the club (following his guidelines) but I said that it would be fine, she’s smart with a love of mathematics, she should come, Indeed she had to come as I look after her, but this man was insistent that she couldn’t come. He didn’t want me childminding – not that I would have been, I would have been teaching – and doing a job. His own wife who had worked in IT stayed at home and looked after his children whilst he ran the code club.

So there you have it. If there hadn’t been a mention in his materials about needing a woman to talk about their job in IT, I doubt he would have even asked me, male group think is prevalent in IT, as well as lots of parts of society. He certainly never felt the need to explain his reasons for not updating me on his plans, and he ran the club regardless with other dads and never mentioned it to me again nor did he ever show me any of the materials. The worst bit of all in this troubling tale is that this man is an IT manager.  A manager!!!

This anecdote, for me, sums up many experiences I have had in the world of IT: A socially awkward male cannot imagine what it is like to be a woman nor can he bend a tiny rule for something bigger than himself.

I am so used to this sort of nonsense in society, I just let it slide.  His individual lack of initiative and imagination can be found everywhere. There are a million stories of women being treated as unimportant in the computing industry and other domains as I discussed in the blog on Women’s Work and that is before we mention the purposeful aggression and sexism and appalling behaviour which happens towards women too.

The picture above is a mashup of Ada Byron, Countess of Lovelace, who worked with Charles Babbage on his computing machine so officially she is the first computer programmer.  A lot of computing pioneers were women. According to National Program Radio, who looked at the statistics for women in computing, the number of women studying computer science grew faster than the number of men until 1984, when the home computer was invented and marketed to boys, inventing the nerd stereotype and overwriting all the true stories of women in IT.

I was a final year undergraduate the first time I heard about Ada Lovelace and the only reason I learnt about her was because the programming language ADA is named after her. Sitting in a lecture hall full of men, the story of a woman was so invigorating, I taught myself ADA and wrote my final year project in ADA. It only took a few facts of her life to make me feel excited, included, inspired. What other things might I have decided to do had I known about NASA programmer Margaret Hamilton whose code put men on the moon,  she brought her daughter with her to the lab too, and Grace Hopper and her machine independent language ideas which led to COBOL? I learnt COBOL in my second year but no one ever thought she was worth a mention. I tell you COBOL and I might have gotten along much better had I known about Grace.

Female computer scientists were not mentioned during my many years of formal education. Rather like the early 19th century women scientists Caroline Herschel, Jane Marcet, and Mary Somerville, who in their lifetimes were recognised as being at the forefront of European science, but were no longer spoken about by the end of the 19th century because all women had been barred from graduating from university. Written out of history, and not given the legitimacy of belonging like men. What message does that send a woman?

Our culture sends messages whether we like or not and mass culture likes to give us what we already like because it is based on economics. So the moment the male computing geek stereotype was invented, that narrative excluded women, it overwrote those great female stories. Like sells like, and fiscal reasoning doesn’t care about telling new stories especially when it comes to women. Progress is a myth where technology is concerned. We think that any progress is an advancement but it is not. Semiotically speaking, we look for a how not a what, and we choose and reject stories based on how true they feel, which is based on familiarity i.e. the stories we know. So, if a constant narrative is that girls don’t do computing and boys do then this must be true.

It encourages a cultural devaluation of women across society and in particular in technology. Take Stuff Magazine, a magazine for men who are interested in technology. It made me so cross objectifying women that I had to write a whole blog slagging it off and I only slag things off when I am angry. A Menkind shop has just opened up near me which is a gadget shop. Why is it called Menkind? When I passed it, it had a Harry Potter cutout in the window.  Harry Potter eh? We all know that J K Rowling chose her pen name so that she would appeal to young boys. Heaven forbid that society encourages little boys to take women seriously and to listen to whatever story they might have to tell. The bottom line is like sells like, and the bottom line is hard cold cash. Progress is a myth and women’s stories are unimportant.

New Scientist news editor @PennySarchet  wrote in a tweet how she was advised during her PhD to explain everything really simply as if you were talking to a child or your mother. The original tweet she quotes and which has been deleted says grandmother. The cultural devaluation of women starts at home with the mother.

And yet there is hope. There is always hope. Recently, I read  Goodnight Stories for Rebel Girls by Elena Favilli and Francesca Cavallo which in the link there to the Guardian has the female reviewer saying her daughter was disappointed not to find J K Rowling and the reviewer herself was disappointed to find Margaret Thatcher. J K Rowling writes books, yes successfully, whereas Thatcher was the first UK female Prime Minister, so the book has made the right choice. You can’t edit Thatcher out of history just because you don’t want to hear her story. She is, historically speaking, an incredibly important figure. Rowling, we can’t say yet, time will tell. But we can say this, she wasn’t the first woman writer in UK history. She is just one that the female reviewer’s daughter has heard of because she hasn’t heard many women’s stories. Why? Because many women have been written out of history.  Am I repeating myself?

I read the book with my daughter who was really interested in the coders and physicists because of me. She kept showing me them and having a chat about it because she is looking for stories which make sense about her world, (even though she was excluded from code club, miaow), a world in which luckily for her, her mother loves computing, and takes up space in that field. But what about those girls whose mothers don’t and only the dads do computing in after school code club?

Lillian Robinson says in Wonder Women: Feminism in stories is about the politics of stories. Each time a story about a woman doing something in a domain that society has traditionally defined as a man’s world is told, that narrative becomes part of the information we women and our girls coming after us use to process our experiences, which leads to that man’s world becoming less male and more populated by women. Hopefully an equal world of equal opportunity. And, the opposite is true, if all the sources of narrative tell the same story about women then nothing will ever change. Like sells like remember.

Let us know as truth that the narratives behind the field of computer science need to be rewritten, let’s stop dealing in stereotypes and lazy journalism, and the misogyny of female prime ministers (which is a whole other blog in itself). Let us look at the big picture, the bright one which stops telling us only men do IT.  In Living a Feminist Life, Sara Ahmed says:

Feminism helps you to make sense that something is wrong; to recognise a wrong is to realise that you are not in the wrong.

Don’t make our girls wrong about computing.

[8) Online]

Is this progress? Humans, computers and stories

As a computer scientist, I have to say my job has changed very little in the last  last twenty-odd years. The tech has, admittedly, but I am still doing what I did back then, sitting in front of a computer, thinking about how computers can make peoples’ lives easier, what makes people tick, and how can we put the two together to make something cool?  Sometimes I even program something up to demonstrate what I am talking about.

It seems to me though that everyone else’s jobs (non-computer scientists) have changed and not necessarily for the better. People do their jobs and then they do a load of extras like social media, blogging, content creation, logging stuff in systems- the list is endless – on top of their workload.

It makes me wonder: Is this progress?

Humans and stories

As a teenager, on hearing about great literature and the classics, I figured that it must be something hifalutin’. In school we did a lot of those kitchen sink, gritty dramas (A Kind of Loving, Billy Liar, Kes, etc.,). So, when I found the section in the library: Classics, Literature, or whatever, it was a pleasant surprise to see that they were just stories about people, and sometimes gods, often behaving badly, and I was hooked. Little did I know that reading would be the best training I could receive to become a computer scientist.

Human and computer united together

In my first job as systems analyst and IT support, I found that I enjoyed listening to people’s stories in and amongst their descriptions about their interactions with computers. My job was to talk to people. What could be better? I then had to capture all the information about how computers were complex and getting in the way and try to make them more useful. Sometimes I had to whip out my screwdriver and fix it there and then. Yay!! Badass tech support.

The thing that struck me the most was that people anthropomorphised their computers, talking about them needing time to warm up, being temperamental, and being affected by circumstances, as if they were in some way human and not just a bunch of electronic circuits. And, that the computer was always the way of progress, even if they hated it and didn’t think so.

I think this is partly because it was one person with one computer working solely, so the computer was like a companion, the office worker you love or hate, who helps or hinders. There was little in the way of email or anything else unless you were on the mainframe and then it was used sparingly, especially in a huge companies. Memos were still circulated around. The computer was there to do a task – crunch numbers, produce reports, run the Caustic Soda Plant (I did not even touch the door handles when I went in there) –  the results of which got transferred from one computer to another by me, and sometimes by that advanced user who knew how to handle a floppy disk.

Most often information was transferred orally by presentation in a meeting or on paper with that most important of tools, the executive summary whilst the rest of it was a very dry long winded explanation, hardly a story at all.

Human and computer and human and computer united

Then the Internet arrived and humans (well mainly academics) began sharing information more easily, without needing to print things out and post them.  This was definitely progress. I began researching how people with different backgrounds like architects and engineers could work together with collaborative tools even though they use different terminology and different software. How could we make their lives easier when working together?

I spent a lot of time talking to architects and standing on bridges with engineers in order to see what they did. Other times I talked to draftsmen to see if a bit of artificial intelligence could model what they did. It could up to a point, but modelling all that information in a computer is limiting in comparison to what a human can know instinctively, which is when I realised that people need help automating the boring bits, not the instinctive bits.

I was fascinated by physiological computing, that is, interacting using our bodies rather than typing – so using our voices or our fingerprints. However, when it was me, my Northern accent, and my French colleagues, all speaking our fabulous variations of the English language into some interesting software written by some Bulgarians I believe, on a slow running computer, well, the results were interesting, to say the least.

Everyone online

The UK government’s push to get everything electronic seemed like a great idea, so everyone could access all the information they needed. It impacted Post Offices, but seemed to free up the time spent waiting in a queue and to provide more opportunities to do all those things like pay a TV licence, get a road tax disc, and passport, etc. This felt like progress.

I spent a lot time working on websites for the government with lovely scripts to guide people through forms like self-assessment so that life was easier. We all know how daunting a government form can be, so what could be better than being told by a website which bit to fill in? Mmm progress.

Lots of businesses came online and everyone thought that Amazon was great way back when. I know I did living in Switzerland and being able to order any book I wanted was such a relief as opposed to waiting or reading it in French. (Harry Potter in French although very good is just not the same.) Progress.

Then businesses joined in and wanted to be seen, causing the creation of banners, ads, popups, buying links to promote themselves, and lots of research into website design so they were all polished and sexy, even though the point of the Internet is that it is a work in progress constantly changing and will never be finished.

I started spending my time in labs, rather than in-situ, watching people use websites and asking them how they felt. I was still capturing stories but in a different way, in a more clinical, less of a natural habitat, way which of course alters what people say and which I found a bit boring. It didn’t feel like progress. It felt businessy – means to an end like – and not much fun.

Human -computer -human

Then phones became more powerful and social media was born, and people started using computers just to chat, which felt lovely and like progress. I had always been in that privileged position of being able to chat to people the world over, online, whatever the time, with the access I had to technology, now it was just easier and available to everyone – definitely progress.   Until of course, companies wanted to be in on that too. So, now we have a constant stream of ads on Facebook and Twitter and people behaving like they are down the market jostling for attention, shouting out their wares 24/7, with people rushing up asking:  Need me to shout for you?

And, then there are people just shouting about whatever is bothering them. It’s fantastic and fascinating, but is it progress?

The fear of being left behind

The downside is that people all feel obliged to jump on the bandwagon and be on multiple channels without much to say which is why they have to do extras like creating content as part of their ever expanding jobs. The downside is that your stream can contain the same information repeated a zillion times. The upside is that people can say whatever they like which is why your stream can contain the same information repeated a zillion times.

Me, I am still here wondering about the experience everyone is having when this is all happening on top of doing a job.  It feels exhausting and it feels like we are being dictated to by technology instead of the other way around. I am not sure what the answer is. I am not sure if I am even asking the right question. I do know how we got here. But is this where we need to be? Do we need to fix it? Does it needs fixing?  And, where we should go next? I think we may need a course correct, because when I ask a lot of people, I find that they agree. If you don’t, answer me this, how do you feel when I ask: Is this progress?

Game theory & social media marketing (4): Conclusions

The Royal Game of UR, Early Dynastic III, 2600BC, British Museum

[Part 4 of 4: Game theory & social media: Part 1Part 2, Part 3]

No, I’m no super lady, I don’t have no game whatsoever,
I put my high heels on and see how that goes, yeah
– Pauline, Sucker for love

Ask a mathematician why they like maths, and they will tell you that mathematics gives a definite yes or no. There is beauty in clarity. And, everyone likes to feel that they understand and have control over what is happening in their world. This feeling of certainty is reflected in the bottom two rows of Maslow’s hierarchy of needs: physiological and safety needs.

Tapping into fear and belonging

That said, we also love variety and surprise, which is the most popular information shared on social media. We crave new stimulus which is why we love games. We love the idea of chance or fortune transforming our lives for the better, and surely if we learn the rules, then we will succeed. And, that is why marketing has such a pull on us. Marketers tell us that we will have improved lives if we do/buy/or have what they are selling, and, marketers themselves will have improved lives too if we do/buy/or have what they are selling.

There are so many ways to market something, this link has 52 types of marketing strategies. The most effective, of course, aims at the bottom of Maslow’s hierarchy of needs – safety – which is why fear quite often drives news and coupled with specific instructions gives a compliant society.

Tapping into belonging is another way to market, which is why the connection economy and building friendship with your customers is gaining so much traction as a marketing strategy.

Modelling emotion and what-ifs

Modelling human emotion is impossible to do with game theory especially on social media, a fluid, still unknown, type of communication. We will never quite know who our audience is. We may target our demographic, but if they retweet or share something outside of that, then you never exactly know who is looking at your content, or how they will react to it. All game theory can do is offer interesting and potentially useful partial explanations to model a selection of what-ifs scenarios when employing different strategies.

In the last post (part 3), we looked at various game theory strategies from the aggressive to the altruistic, and saw that people generally behave like the people around them (hawk-dove) and that Kermit was in a bit of hurry to get together with his girl, which caused him to behave passive-aggressively, and probably not get what he wanted.

 Don’t be like Kermit

Game theory is a tool for social media marketing and the best application of it is recording trial and error attempts (with statistical significance) whilst using our emotional intelligence.

Be aware of your emotions and triggers (your personal competence) so you don’t get involved in a big wrangle either privately, which could damage a relationship, or publicly, which might be retweeted everywhere and could wreck your brand or reputation.  Even in the mathematics of game theory we need to understand other players moods and motives (social competence) and not assume anything. We need to ask for more clarification, so that when we do make a move, we do so with clarity and certainty that we are doing the right thing, and as any mathematician would tell you if you asked them, there is beauty in clarity for it gives us certainty and a sense of control, things which are harder to come by in our ever changing world.