Oh, What A Campaign!

I recently attended a showing of Jersey Boys at the Shubert Theatre in Boston, MA. I’m not a huge fan of theatre, especially musicals, but Jersey Boys really impressed me. The songs performed in the show were written decades before I existed and I still recognized almost all of them!  My post today is not going to be about Frankie Valli and the boys though; it’s instead going to be about how well the online presence of the show has been managed.

The folks over at Brodeur Blog are just a few of the many who have recently noticed a change in the way major theatre productions do things these days, noting that, “Broadway marketing [has become a] sophisticated machine with many shows rapidly embracing new and social media to entertaining and creative ends.” 

Their assessment couldn’t be closer to the truth.

Take a look at the Jersey Boys Blog. It contains a plethora of information for anyone even remotely interested in the production. It contains interviews with regional cast members, reviews from the original members of The Four Seasons and Broadway box office reports. It comes fully equipped with sharing capabilities and links to social networking sites dedicated to the show. It updates almost daily.

It’s certainly not as technically impressive as the official website, but for a casual theatergoer who enjoyed the show and wants to learn more about The Four Seasons and the folks who brought them to life onstage, it is an excellent source of information.

Content will always be king, and JBB delivers.

 

Sociology and Social Networking

Emile Durkheim was a French sociologist who is often considered the founding father of the field. He held distinguished views on the topic of social solidarity. Social solidarity seeks to recognize the interactions and shared values that hold relationships together. According to Durkheim, social solidarity falls under two categories: mechanical and organic.

Mechanical solidarity refers mostly to a society that is linked mostly by the similarities that are shared by its members. Members often share the same lifestyle, values and experiences. Rituals and routines are very common and help build their collective conscience. Mechanical solidarity focuses on primary and familial relationships.

Organic solidarity refers to society whose members are highly individualistic but interact in order to achieve a common goal. Members are dependent upon one another and very often do not share the same lifestyle, values and experiences.  Organic solidarity puts a large emphasis on secondary relationships.

Below is a chart from the Collins Dictionary of Sociology which defines the two in a bit more detail:

Feature

Mechanical solidarity

Organic solidarity

Morphological (structural) basis

Based on resemblances (predominant in less advanced societies)
Segmental type (first clan-based, later territorial)
Little interdependence (social bonds relatively weak)
Relatively low volume of population
Relatively low material and moral density
Based on division of labour (predominately in more advanced societies)
Organized type (fusion of markets and growth of cities)
Much interdependency (social bonds relatively strong)
Relatively high volume of population
Relatively high material and moral density

Types of norms (typified by law)

Rules with repressive sanctions
Prevalence of penal law
Rules with restitutive sanctions
Prevalence of cooperative law (civil, commercial, procedural, administrative and constitutional law)

Formal features of conscience collective

High volume
High intensity
High determinateness
Collective authority absolute
Low volume
Low intensity
Low determinateness
More room for individual initiative and reflection

Content of conscience collective

Highly religious
Transcendental (superior to human interests and beyond discussion)
Attaching supreme value to society and interests of society as a whole
Concrete and specific
Increasingly secular
Human-orientated (concerned with human interests and open to discussion)
Attaching supreme value to individual dignity, equality of opportunity, work ethic and social justice
Abstract and general

This brings me to the social networking movement that has exploded in recent years. Everyone under the sun and probably beyond it has already told you this.  No matter what way you spin it, the advent of these new technologies has changed the way we communicate forever.

But Myspace, Facebook and Twitter have also undoubtedly created their own communities.

One might automatically assume that the types of relationships formed through social networking communities fall under the model of organic solidarity but I think that if you take a closer look, you might be surprised.

Either way, I think it is important to remember that Durkheim would also not care “What 80’s Hair Metal Rock Star” you are.