Road-mapping the societal transformation potential of social media

Toni Ahlqvist, Asta Bäck, Sirkka Heinonen, Minna Halonen

    Research output: Contribution to journalArticleScientificpeer-review

    53 Citations (Scopus)

    Abstract

    Purpose – This paper seeks to discuss the outcomes of a road‐mapping research on social media project completed at VTT Technical Research Centre of Finland. Social media refer to a combination of three elements: content, user communities, and Web 2.0 technologies.

    Design/methodology/approach – The paper utilizes socio‐technical road‐mapping to study the potential transformations of social media in the virtual and physical spheres.

    Findings – Road‐maps were constructed in three thematic areas: society, companies, and local environment. The results were crystallized into five development lines. The first development line is transparency and its increasing role in society. The second development line is the rise of a ubiquitous participatory communication model. The third development is reflexive empowerment citizens. The fourth development line is the duality of personalization/fragmentation vs mass effects/integration. The fifth development line is the new relations of physical and virtual worlds.

    Originality/value – The study of social media has been focusing mainly on its technological aspects from the current perspective. This paper forms a future‐oriented perspective to social media in a wider societal context.
    Original languageEnglish
    Pages (from-to)3-26
    Number of pages24
    JournalForesight
    Volume12
    Issue number5
    DOIs
    Publication statusPublished - 2010
    MoE publication typeA1 Journal article-refereed

    Fingerprint

    Transparency
    Communication
    Industry
    Roadmapping
    Social media
    Power (Psychology)
    Roadmap
    Finland
    Virtual worlds
    Design methodology
    Empowerment
    Duality
    Fragmentation
    Web 2.0
    Personalization
    Research center

    Keywords

    • social networks
    • electronics media
    • transformational leadership
    • innovation

    Cite this

    Ahlqvist, Toni ; Bäck, Asta ; Heinonen, Sirkka ; Halonen, Minna. / Road-mapping the societal transformation potential of social media. In: Foresight. 2010 ; Vol. 12, No. 5. pp. 3-26.
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    Road-mapping the societal transformation potential of social media. / Ahlqvist, Toni; Bäck, Asta; Heinonen, Sirkka; Halonen, Minna.

    In: Foresight, Vol. 12, No. 5, 2010, p. 3-26.

    Research output: Contribution to journalArticleScientificpeer-review

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    T1 - Road-mapping the societal transformation potential of social media

    AU - Ahlqvist, Toni

    AU - Bäck, Asta

    AU - Heinonen, Sirkka

    AU - Halonen, Minna

    PY - 2010

    Y1 - 2010

    N2 - Purpose – This paper seeks to discuss the outcomes of a road‐mapping research on social media project completed at VTT Technical Research Centre of Finland. Social media refer to a combination of three elements: content, user communities, and Web 2.0 technologies.Design/methodology/approach – The paper utilizes socio‐technical road‐mapping to study the potential transformations of social media in the virtual and physical spheres.Findings – Road‐maps were constructed in three thematic areas: society, companies, and local environment. The results were crystallized into five development lines. The first development line is transparency and its increasing role in society. The second development line is the rise of a ubiquitous participatory communication model. The third development is reflexive empowerment citizens. The fourth development line is the duality of personalization/fragmentation vs mass effects/integration. The fifth development line is the new relations of physical and virtual worlds.Originality/value – The study of social media has been focusing mainly on its technological aspects from the current perspective. This paper forms a future‐oriented perspective to social media in a wider societal context.

    AB - Purpose – This paper seeks to discuss the outcomes of a road‐mapping research on social media project completed at VTT Technical Research Centre of Finland. Social media refer to a combination of three elements: content, user communities, and Web 2.0 technologies.Design/methodology/approach – The paper utilizes socio‐technical road‐mapping to study the potential transformations of social media in the virtual and physical spheres.Findings – Road‐maps were constructed in three thematic areas: society, companies, and local environment. The results were crystallized into five development lines. The first development line is transparency and its increasing role in society. The second development line is the rise of a ubiquitous participatory communication model. The third development is reflexive empowerment citizens. The fourth development line is the duality of personalization/fragmentation vs mass effects/integration. The fifth development line is the new relations of physical and virtual worlds.Originality/value – The study of social media has been focusing mainly on its technological aspects from the current perspective. This paper forms a future‐oriented perspective to social media in a wider societal context.

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    KW - transformational leadership

    KW - innovation

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