Smartketing se2 ep.3 Local communities and conflicts
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The document discusses the strategic use of social networks to promote and innovate in urban tourism, emphasizing the role of local communities and social capital in sustainable tourism. It explores the effects of globalization on identity, economy, and community dynamics, as well as the influence of media and communication technologies on societal structures. The content highlights the importance of trust and collaboration within communities to enhance social capital and foster resilience against urban conflicts.
![Global village and globalization
The contemporary process of globalization has its origin in economic, political, and cultural factors, as
documented by scholarly analyses of globalization (Beck, 2000; Held and McGrew, 2000, 2007;
Stiglitz, 2002). But, as a number of studies have indicated, the forces driving globalization could only
be effectuated because they have at their disposal the global networking capacity provided by digital
communication technologies and information systems, including computerized, long-haul, fast,
transportation networks (Kiyoshi et al., 2006; Grewal, 2008). This is, in fact, what separates, in size,
speed, and complexity, the current process of globalization from previous forms of globalization in
earlier historical periods.
[..] the more the globalization process proceeds, the more the contradictions it generates (identity
crises, economic crises, security crises) lead to a revival of nationalism, and to attempts to restore the
primacy of sovereignty.
Castells (2009)](https://image.slidesharecdn.com/smartketingse2ep-141021100543-conversion-gate02/85/Smartketing-se2-ep-3-Local-communities-and-conflicts-9-320.jpg)
Smartketing se2 ep.3 Local communities and conflicts
- 1. #Smartketing Lesson III Strategic use of social networks to promote and to innovate tourism in the urban ecosystem @vbazzarin [email protected]
- 2. Topics: local communities and conflicts This seminar faces the importance of local communities and the key role of human capital for sustainable forms of tourism, mentioning flames, conflicts and battles won or lost in the social media arenas. Source: https://www.youtube.com/watch?v=_V4kz98g6yo
- 3. Social capital / cultural capital “involvement and participation in groups can have positive consequences for the individual and the community is a staple notion, dating back to Durkheim’s emphasis on group life as an antidote to anomie and self- destruction and to Marx’s distinction between an atomized class-in-itself and a mobilized and effective class-for-itself.” (Portes, 1998) Social Capital “the aggregate of the actual or potential resources which are linked to possession of a durable network of more or less institutionalized relationships of mutual acquaintance or recognition” (Bourdieu 1985, p. 248; 1980).
- 4. Class and capital in peer production Class (def.) (Sociology) a group of persons sharing a similar social position and certain economic, political, and cultural characteristics Source: Collins English Dictionary – Complete and Unabridged © HarperCollins Publishers 1991, 1994, 1998, 2000, 2003 Peer to Peer (def.) Bauwens (2009)
- 5. Community Stocks of social capital, such as trust, norms, and networks, tend to be self- reinforcing and cumulative. Successful collaboration in one endeavor builds connections and trust – social assets that facilitate future collaboration in other, unrelated tasks. As with conventional capital, those who have social capital tend to accumulate more – them as has, gets. Social capital is what the social philosopher Albert O. Hirschman calls a “moral resource,” that is, a resource whose supply increases rather than decreases through use and which (unlike physical capital) becomes depleted if not used. Source: Putnam 1993 Ex. Urban trekking in Bologna Source: http://www.merriam-webster.com/dictionary/community
- 6. The value of social capital Source Portes (1998)
- 7. Community based tourism Source: https://www.youtube.com/watch?v=SdR0TPrmVF8 https://www.youtube.com/watch?v=Q6RMc1NW59k
- 9. Global village and globalization The contemporary process of globalization has its origin in economic, political, and cultural factors, as documented by scholarly analyses of globalization (Beck, 2000; Held and McGrew, 2000, 2007; Stiglitz, 2002). But, as a number of studies have indicated, the forces driving globalization could only be effectuated because they have at their disposal the global networking capacity provided by digital communication technologies and information systems, including computerized, long-haul, fast, transportation networks (Kiyoshi et al., 2006; Grewal, 2008). This is, in fact, what separates, in size, speed, and complexity, the current process of globalization from previous forms of globalization in earlier historical periods. [..] the more the globalization process proceeds, the more the contradictions it generates (identity crises, economic crises, security crises) lead to a revival of nationalism, and to attempts to restore the primacy of sovereignty. Castells (2009)
- 10. Community in a networked society “An abundance of claims, optimistic and pessimistic, have been made regarding what impact the media – and most recently the Internet – may have on society in general and community in particular. It seems as if each generation has been represented by its pundits on the contribution media may have on the human condition … media were equally feared as potential tools for political propaganda; television and movies, moreover, were suspected of being able to undermine the very fabric of society, deforming young minds and debasing cultural heritage. Most of such claims, initially, had little grounding in evidence, and when systematic and extensive studies were eventually conducted the results were, at best, mixed.” in JANKOWSKI “Creating Community with Media: History, Theories and Scientific Investigations”
- 11. Broadcasting Vs narrowcasting The media, from culturally diverse television broadcasting (for example, Al Jazeera in Arabic/English or CNN American/International/CNN en Español) to Web 2.0, may be the pro-tocols of communication that either bridge cultural divides or further fragment our societies into autonomous cultural islands and trenches of resistance. The multiplication of channels and modes of communication permitted by new technologies and changes in regulation, the industry has evolved from a predominantly homogeneous mass communication medium, anchored around national television and radio networks, to a diverse media system combining broadcasting with narrowcasting to niche audiences. Yet, even a fragmented audience consuming customized programming remains a subordinate addressee whose preferences are interpreted by media corporations on the basis of sociodemographic profiling. (Castells 2009)
- 12. Urban conflicts https://www.youtube.com/watch?v=mNVF6mDG6B8 https://www.youtube.com/watch?v=i8oSPnZLK04
- 13. Urban conflict and social media Source: http://www.ejinsight.com/20140929-instagram-reportedly-blocked-in-china-amid-hong-kong-protests/
- 15. Focus on tourism #SCE2014