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Bonnie McGreer (2010) writes an interest piece article that introduces the concept of using a FlashMob to the business reader. FlashMob is summarised in the article by David Southall, President & Chief Executive of Innovations Federal Credit Union[1]; as, "...a group of people come together suddenly, do a certain act, and then they go away just as suddenly, as if nothing ever happened." (p.16). The article is based on two events, both in the business banking sector, staging independent FlashMob performances with different approaches. With Innovations using a grass roots approach towards staging, eventually two, FlashMob performances. Participants were recruited using Facebook[2] and then allowed participants to join group rehearsals when they could make it. As well as providing a DVD of the dance choreographed by a local radio DJ. Contrasted with the ING Direct Canada[3] Flash Mob approach which was a more professional publicity stunt. ING hired a professional choreographer and dancers to perform their FlashMob. McGreer (2010) raises the question of the ING approach is more of a Flash-Performance, rather than a FlashMob. The article also highlights that professionals were used to record the performances which were posted to YouTube[4] but there was no aggressive marketing campaign at the event location. The subtly of the advertising component of the FlashMob was done best by Innovations, who only revealed their brand approximately half way through. This article is a credible general reference for academic research. Whilst the piece is from a credible source it is a generalist approach to the topic of FlashMob but demonstrates that even at a generalist level, the difficulty in defining of a FlashMob is highlighted. Footnotes [1] http://www.innovationsfcu.org/index-flash.asp [2] www.facebook.com [3] www.ingdirect.ca [4] www.youtube.com

John Sutters article presented on CNN online is a personalised recount of the factors (technological and social) leading up to the demonstrations in Egypt. This article is interesting as it outlines the impact that the Internet has on peoples daily lives, the way the it has allowed members in society the opportunity to gather information and allow freedom of speech that would never be allowed in their own government regime. Sutters article follows a man called Saleh, (Egyptian born) and explores the impacts that living in his society has brought on his daily life. Being born into a country where rape, murder and wrongful imprisonment are just a part of daily life he soon gained the motivation to want more. The lack of information that he could obtain from Egypt's two national television stations, gave him the drive and motivation to want to learn more about the world (Sutters, 2011). When he was 16 he rejoiced in the fact that the Internet had come along, "I was waiting for the Internet to arrive in Egypt years before it arrived. Reading about it, I could see how much freedom there was (online), how much information you had" (Saleh, 2011). The Internet was a way for people to gain access to limitless amounts of information, it is not by chance that these social media tools are now being used to mobilize people in society to speak out, take action and express their thoughts and feelings to create change. After an Egyptian man was allegedly beaten to death by police outside an Internet cafe Saleh and his friends were shocked by the news of the event and decided to create a Facebook page "We Are All Khaled Said". The results were astounding, more and more people started to comment and join the group, which eventually lead to a mass protest in which protesters stood along the banks of the Nile wearing black (Sutters, 2011). Events that followed on January 27 were even more impressive. The online organizers in Egypt are quick to spread

credit. No single person, group, Facebook page or political party planned this movement. It just happened, they said. Partly in response to the events in Tunisia. Partly by years and years of lingering economic, social and human rights problems. Saleh, the young man who grew up yearning for an Internet connection, said he was amazed at the degree to which the Internet played a role in the movement. These social media platforms allowed people to mobilize more freely than in public. Decoy events could be set up and changed on a moment's notice; messages could be spread to other countries and updates could be passed through out the country and the world (Sutters, 2011). The flexibility around social media is something that can shed some insight into why these types of events have become so successful. Messages can be updated, read and sent from any portable device, Facebook and Twitter can be access anywhere at anytime, meaning that mass collaboration over these services can be organised to such a precise level. As state above, the Internet has become such an influential medium for nations under tight control to express themselves and gather outside information about what is happening in the world and also to express and broadcast injustice that is happening in their own society. References Sutters, J. (2011). The faces of Egypt's 'Revolution 2.0'. Retrieved April 13, 2011. From http://edition.cnn.com/2011/TECH/innovation/02/21/egypt.internet.revolution/index.html. Saleh, O. (2011). The faces of Egypt's 'Revolution 2.0'. Retrieved April 13, 2011. From http://edition.cnn.com/2011/TECH/innovation/02/21/egypt.internet.revolution/index.html

I found this article interesting and thought provoking; being a personal, first-hand account of the events in Egypt it provided a different perspective to some of the articles I've read on this topic. The last paragraph summed up the power of social media well, "Facebook, Twitter and email created a 'parallel Egypt' on the Internet", a world where citizens could maintain anonymity and mobilize more freely than they could in public" (Saleh, 2011, cited by Sutter, 2011). I think that we tend to take for granted the freedom and rights we have here in Australia. I have joined a few political organisations online, and I couldn't imagine how I would have felt if shortly afterwards the Government hacked my computer to gain my Facebook password! Yet this is what happened to activists in Tunisia (Zuckerman, 2011). Your comment Tim, "the flexibility around social media is something that can shed some insight into why these types of events have become so successful. Messages can be updated, read and sent from any portable device, Facebook and Twitter can be access anywhere at anytime, meaning that mass collaboration over these services can be organised to such a precise level", (Findlay, 2011) reminded me of a comment made by a Cairo activist who said "We use Facebook to schedule the protests, Twitter to coordinate, and YouTube to tell the world," (activist cited by Howard, 2011) According to Howard (2011) "the most consistent causal features of democratization include a wired civil society that uses digital media to undermine authoritarian rule in the course of national and global public opinion." The recent events in Egypt are certainly a case in point. REFERENCES Findlay, T (April 13, 2011) The faces of Egypt's 'Revolution 2.0' Diigo OUA-Net308 group Retrieved April 14, 2011 from http://groups.diigo.com/group/oua_net308_2011 Howard, P (February 23, 2011) The Cascading Effects of the Arab Spring Miller McCune Magazine Retrieved April 13,