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Social interaction

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Konstantin Kozin

on 29 July 2013

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Transcript of Social interaction

What is the social interaction?
We will define
social interaction
as action or behavior performed by one person towards another person or people, taking into consideration his or their intentions, preferences, life experience and temper.
Which leads us to two important concepts:
How do you imagine social interaction within 10 years, taking into consideration the impact of technology on human relations?
Two lovers corresponding via e-mail is an example of the social interaction.
Changes in information medium
The way we see ourselves and the world around us is defined by the communication technologies
Before the invention of writing people used their primary feelings - vision, hearing, touch and taste - in a balanced manner to get information about the world and communicate. M. McLuhan and M. Castells proved in their works that during the preliterate age people perceived themselves as interdependent members of a tribe and lived in a harmony with each other. In the meantime, individual needs and personal objectives were largely ignored. As a result, people inherently were more imaginative, emotionally free and cooperative.
Invention of writing has triggered the process of separation of an individual from the community, the printing press technology speeded it up. A man of a new era - reading man - has his sight as the dominant sense, and makes individual goals and intentions his highest priority. Spread of writing led to an introduction of nationalism, individualism, private lives, social standards, encouragement of uniformity among people. Emotional and original thinking gradually gave way to a more structured one.
Invention of telegraph heralded a new post-literation era, where new technologies bring people closer. Later, television and radio enhanced and externalized not only separate senses, but the whole nervous system. These changes reminded people of the mosaic perception of the world, in which all people are interdependent and are connected to each other. Introduction of the internet has just fueled this process with the ultimate communication speed and global access to the mass information storage. Anachronistic values of the literate age, such as individualism and linearity, are substituted by global integration and release of emotionality and creativity.
Literate age:
~3200 BC: Invention of writing
1450's AC: Invention of printing press
Post-literate age:
1832: Invention of electric telegraph
What could be seen as an indication that the retribalization process has began?
Legislative elections in Russia on December 4, 2011, were accompanied by the unprecedented civic activity, driven mostly by online: internet communities and instructional booklets for poll watchers, registration of frauds, online preliminary information etc. Estimated number of poll watchers totaled 400,000. During elections a large number of electoral fraud were revealed, some of which were neutralized mostly because of large participation of civil watchers.
1. More people are getting involved in nationwide problem solving, thanks to internet

Internet has turned all users into witnesses and contributors to all global events. In developed countries there is a prompt public reaction to every important event via internet, and you can expect to hear a justified opinion from the field experts. Even much more influence of internet on social and political life can be observed in developing countries, especially those with lack of information independence and great censorship.
2. Large corporations adopt public discussions, deny formalism

Some corporations already consider crowdsourcing and public discussions as new important sources of knowledge. In HR, communication via internet forums and information from social networks are used not only to evaluate candidates' analytical skills but to get to know them better, what drives them and how will they fit for the new job. This approach was developed in the new postliterate age, where dedication, diversity and creative thinking are more valuable than mass uniformity of a literate age.
Presidential elections in Russia on March 4, 2012, involved more than half a million poll watchers, civil and foreign professionals. This time more volunteers were brought in because of a large amount of photo, video and text material from watchers of the legislative elections in the end of 2011. Again, many fraudulent activities were revealed, only this time there was much more footage available to public. One of the most solid civil project named "Composite report" consolidated data from all the ballot stations and compared it to the announced results.
What drives the modern social interaction development?
Some large corporations recently have changed their way to communicate with employees, clients, investors. Jonathan Schwartz, ex-CEO of Sun Microsystems, published financial results and his own comments in his blog, thus stimulating public discussion with investors and managers. Also, he began to create online communities for each project, where developers, users, investors and analysts share feedback and thoughts. Google, Amazon, Procter&Gamble, GE, SAP, IBM Global Services, BT and other are following the trend.
How will the social interaction change in 10 years?
Social interaction changes in the most prominent aspects of life
Konstantin Kozin
for IE admission application
1) Objects of social interaction are people with personality

2) Physical contact is not essential during the social interaction
Sportsmen, running in a race, do not experience social interaction as they perceive each other as fast moving objects without ability to think and feel.
... and let's hope all these things will actually happen!

With as little violence as possible, of course.
Thank you for your attention.
Made specifically for IE admission.
McLuhan called this effect "retribalization", meaning that we are moving back to the tribal society but with the modern attributes.
For more information on the theory, please visit:

Other sources:
"The Gutenberg Galaxy: The Making of Typographic Man" by Marshall McLuhan
"Understanding Media: The Extensions of Man" by Marshall McLuhan, Lewis H. Lapham
Most recent examples include:

Freezing SOPA/PIPA by the U.S. Senate after Wikipedia, Google, Reddit and 7,000 other companies demonstrated their discontent with the acts.
"Constitutional Facebook" - project led by Iceland government which uses crowdsourcing to get ideas for the new constitution. Much more influence of internet on social and political life can be observed in developing countries, especially those with lack of information independence and great censorship.

Global social tendency in 10 next years:

Individualism and dissociated mankind will succumb to the intense participation.
Private habits, individual goals and opinions and social conformism will gradually transform into interdependence, global awareness and realization of each man's role in the tribe.
Internet and mass media will work as drivers of this process.
In countries where literate values are deeply institutionalized (European countries) these processes will cause violence and alienation, accompanied by growth in number of mental disturbance and aggression cases.

Educational system is likely to change from the teaching process based on repetition of facts to the in-depth involving in the process of learning, demonstrating how biology, physics, history, literature and other subjects are interconnected in a complex manner to create the modern world.
Visualization and interactive experiments will be used as instruments for involvement. The grading system based on an abstract scale could be reconsidered to attract emotional reaction from a child.
Political system will move towards a dialog between the national leader and a participative tribe, where everyone is involved in the process of collective decision-making. New leader should be able to lead and involve his people into discussion, more of a chieftain than a politician.
Election will transform into the referendum-alike process, where all nation is following the candidates and their achievements 24/7, providing feedback and developing the political will.
There will be no need in political parties as the whole community will represent its own interests.
Nationalism, as one of the main attribute of the literate age, will be under great pressure for the next 10 years.
As formalism and artificial emotional limitations continue to being ignored, people will realize that forcing different ethnical groups to exist in one country doesn't bring any harmony in their life. Local conflicts in Great Britain, Balkan, Spain, Middle East could be the warning bells before the global crisis.
Furthermore, the meaning of words such as "country", "state", "nation" as we know it could change. Global informational environment, like internet, gradually erases the boundaries of cities and countries, making the whole planet single "global village".
These changes will unlikely occur in 10 years, but the impact they will have on the social interaction and inside our minds is crucial.
A move from the conformism to social roles and developing automation will result in obsolescence of traditional jobs, when people have to accept emotional and creative limitations in exchange for income. Instead, people will choose activities according to their aptitudes and in a harmony with the needs of community.
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