Description

Complete set of lessons

Core Concepts:
● Invisible Audiences: While we can visually detect most people who can overhear our
speech in unmediated spaces, it is virtually impossible to ascertain all those who might
run across our expressions in networked publics. This is further complicated by the other three properties, since our expression may be heard at a different time and place
from when and where we originally spoke.
● Persistence: Unlike the informal public conversations, networked communications are
recorded. This extends the period of existence of any speech act on the internet.
● Searchability: Because expressions are recorded and identity is established throughtext, search and discovery tools help people find like minds. While people cannot currently acquire the geographical coordinates of any person in unmediated spaces,
finding one’s digital body online is just a matter of keystrokes.
● Replicability: Hearsay can be deflected as misinterpretation, but networked public
expressions can be copied from one place to another verbatim such that there is noway to distinguish the “original” from the “copy.”
● Crisis Management: A major event that threatens to harm your overall digital
reputation.
● Impression Management: The social media activity that controls information in order to steer others’ opinions in the service of personal or social goals.
● Imagined audience: A person’s mental conceptualization of the people with whom he
or she is communicating.
● Spreadability: The ease with which content can be shared.
● Personal­Branding: The practice of people marketing themselves and their careers as brands. Personal Branding is essentially the ongoing process of establishing a
prescribed image or impression in the mind of others about an individual.