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Anyone can become a member of Avaaz. However, their website offers no portal of communication between members and/or non-members. Fortunately, this issue is solved by its integration of social media networks such as Facebook (Avaaz.org, 2011b), Twitter (Avaaz, 2011) and YouTube (AvaazOrg, 2011). Using Facebook as an example, Avaaz posts information about current campaigns. By doing this, Avaaz is opening further communication about its campaigns; it allows the organisation to continually grow stronger; and it is an opportunity for them to reach more people. On this Facebook group: * Avaaz posts new information, and contributes to conversations * Anybody following the Avaaz group can make comments about the campaign; concurrently they can also promote particular campaigns of interest to their own social networks. Avaaz also makes use of Twitter as another complementary platform for communication. Akin to Avaaz's use of Facebook, Twitter is used to keep their followers informed of updates, new campaigns and more. An example of this can be seen in Tweets made by Avaaz: Hi @SAALTweets, have you seen the @Avaaz petition for Jan #Lokpal? http://bit.ly/eZcDis Follow @Avaaz back so we can send more info (9 Apr) In 1 day over 250,000 have signed to stand with #annahazare against Indian #corruption. Join them at http://j.mp/gfg7KJ - pls RT (8 Apr) Avaazers in India: Stand with #annahazare to tackle #corruption. Sign the @Avaaz petition for the Jan #Lokpal Bill! http://j.mp/fCnD8Z (8 Apr) By doing this, Twitter users are able to receive updates about campaigns and other information; participate in conversations; and, promote the information that interests them to their networks (Jenkins et al., 2009). By doing this, the consumers of the networks are helping

[Continued from previous comment] In terms of my chosen topic of Flash Mobs, AVAAZ has stronger ideals and uses social media to highlight their issues of global concern. Flash Mobs tend to have their base within a community and despite sometimes being organized to highlight a social injustice, are mainly used as advertising to publicize an upcoming event or personality. YouTube videos shared through social media networks appear to be the main form of spreading a Flash Mob once the activity or event has occurred. AVAAZ on the other hand, has an ongoing commitment to highlight issues before, after, during and after an event. Thanks again for your insightful article and comment Jocelyn

Prior to reading these comments, I had never heard of AVAAZ. Out of interest, and because I have been researching civil unrest in Europe and the Middle East, I did a Google search on "AVAAZ and Egypt" and was surprised to see 418,000 results. There were multiple links to different groups who were promoting the "Stand with the people of Egypt petition" in conjunction with AVAAZ, groups such as the Care 2 News Network, and Manalife. We seem to constantly hear about the power of Twitter and Facebook, but in turn there are all of these other organisations collaborating, promoting and sharing content on the internet not just using Twitter and Facebook, but their own websites and forums. REFERENCES: Avaaz - Stand with the People of Egypt Care2.com http://www.care2.com/news/member/754940801/2709806 Hylands, J (January 30, 2011) Avaaz - Stand with the people of Egypt. Manalife http://manalife.org/articles/stand-with-the-people-of-egypt/

This article, written by Huffington Post writer, Catharine Smith was published shortly after the Egyptian President, Hosni Mubarak stepped down from power. The article is a report on an interview between CNN's Wolf Blitzer and activist Wael Ghonim (who is also a marketing manager for Google). Video footage of the interview is also provided. Ghonim played a key role in organising the January 25 street protests by "reaching out to Egyptian youths on Facebook" (Smith, 2011). Ghonim was arrested and imprisoned for 12 days after the protest, and since his release "has become a symbol for the Egyptian movement" (Smith, 2011). Ghonim argues this idea however and has stated that he is not a hero, "I was writing on a keyboard on the Internet and I wasn't exposing my life to danger." (Ghonim, 2011). Ghonim would however, like to thank Mark Zuckerberg. In the CNN interview, Ghonim relates how he believes the "revolution started on Facebook" (Ghonim, 2011). The revolution, according to Ghonim, started in June 2010 when Egyptians started collaborating content. "We would post a video on Facebook that would be shared by 60,000 people on their walls within a few hours" (Ghonim, 2011). The revolution has been dubbed "Egypt's Facebook Revolution" by the media. It would be naive to say that the revolution was caused by social media, however there is no doubt that social media such as Facebook and Twitter has played a significant role in mobilizing and engaging citizens in Egypt's political protests. ___________________________________________________ Reference: Smith, C. (February 11, 2011) Egypt's Facebook Revolution: Wael Ghonim Thanks The Social Network Huffington Post. Retrieved March 8, 2011 from http://www.huffingtonpost.com/2011/02/11/egypt-facebook-revolution-wael-ghonim_n_822078.html

This article is presented on famousboggers.com a blogging site dedicated to academics publishing writing on current events. In this article Mohamed Osam (network and computer engineer) talks about the technological factors leading up to the revolution in Egypt. The "eRevolution" was sparked by a group of young activists on Facebook, they were pushing for reform on freedom and social injustice (Osam, 2011). These Facebook groups attracted more than 85,000 protestors via group posts, and comments, while communicating heavily on twitter and sometimes cell phone SMS services (Osam, 2011). Other Facebook groups were initiated before and during the protests to support the logistics and the massive demonstrations that erupted all over Egypt. The "Rasd News Network (R.N.N)" Facebook group was one of the main contributors to the revolution, sending protest updates, news updates and politician and media reaction (Osam, 2011). With such a public outcry the Egyptian government shut down all Internet communication in Egypt, but by this time things had already escalated beyond the governments repair (Franco, 2011). After a few more days of the increasing number of protestors, high national and international pressures, and a total of 18 days of protesting, Omar Suleiman (the recently appointed Egyptian vice president) resigned his position (Franco, 2011). This article brings up interesting points around the effects of online collaboration and communication. What is the future for these types of online political movements? The factor that seems to be most interesting is the fact that there was social action and results gained by taking the fight online just as offline. The power of online collaboration has obviously proven its point with these recent events in Egypt, so where too next? Could this type of political movement be a stepping-stone for further political activism or just like many other tools be used for both positive and negative behavior? Some see this as

References: Avaaz.org. (2011). Stand With The People Of Egypt. Avaaz - The World in Action. Retrieved from https://secure.avaaz.org/en/democracy_for_egypt/?fpla Avaaz.org. (2011). Freeze Mubarak's stolen fortune. Avaaz - The World in Action. Retrieved from http://www.avaaz.org/en/mubaraks_fortune/ Findlay, T. (2011). eRevolution on Diigo - oua_net308_2011 group. Retrieved from http://groups.diigo.com/group/oua_net308_2011 Osam, M. (n.d.). Articles by Mohamed Osam. The eRevolution. Retrieved from http://www.famousbloggers.net/author/mohamedosam Osam, M. (2011). The eRevolution. Retrieved from http://www.famousbloggers.net/the-erevolution.html

This is a great article that describes the technological and social influences that allowed millions of people to network and collaborate online during the protests in Egypt earlier this year. It shows how many citizens of Egypt successfully used various online services and tools in maintaining communications and mobilizing massive group actions throughout this time. The author explains how this was "the first revolution sparked, managed and orchestrated by social networking, by Facebook, twitter, blogs and YouTube"(Osam, M. 2011); and questions any potential harm that may arise from such seemingly powerful tools of social and political change. This supports the article 'Anonymous Uses Collaborative Document Sharing Tool for Social Survival' that I have posted to Diigo. These works investigate the widespread use of both public and anonymous web services in the coordination of information, communications and group movements during social and political protests in the Middle East. They show how these platforms were used as flexible networking and collaborating tools which effectively reached large numbers of people. While the Anonymous article focuses on the creation and distribution of their 'Revolution Survival Guide' for Tunisians - using tools that allowed "simple, free, and publicly "anonymous" way(s) to share and collaborate on information" (Clay, K. 2011); the Egyptian protests were initially "sparked by a group of young activists on Facebook"(Osam, M. 2011). These different networking and collaboration platforms were successfully used as social and political tools against oppressive regimes. References Clay, K. (2011). Anonymous Uses Collaborative Document Sharing Tool for Social Survival. Social Media and Technology. 25th of February 2011. Available from: http://www.lockergnome.com/social/2011/02/25/anonymous-uses-collaborative-document-sharing-tool-for-social-survival Osam, M. (2011). The eRevolution. Retreived, April 13, 2011. From

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,

This article, written by Ethan Zuckerman, a senior researcher at the Berkman Center for Internet and Society, discusses the role of social media in the events that led to the Tunisian President Zine el-Abidine fleeing the country on January 14th this year. Zuckerman compares the media coverage and online community support received by Iranians during the 2009 protests and the coverage in Tunisia, which didn't receive anywhere near the same amount of attention. As Zuckerman puts it, "the irony is that social media likely played a significant role in the events that have unfolded in the past month in Tunisia, and that the revolution appears far more likely to lead to lasting political change." (Zuckerman, 2011) The protests in Tunisia began after the suicide of an unemployed university graduate whose informal vegetable stall had been "shuttered by the police" (Zuckerman, 2011). Protests began spreading from city to city. Although Ben Ali's government tightly controlled all forms of media, Facebook remained uncensored throughout the protests. This meant that Tunisians were able to follow unfolding events on Facebook. They were then able to share what was happening with the rest of the world by posting videos to YouTube, and the end result was that "a popular revolt toppled an Arab dictator" (Zuckerman, 2011). One important point that Zuckerman makes is that it is wrong to attempt to credit "a massive political shift to a single factor -- technological, economic, or otherwise --... Tunisians took to the streets due to decades of frustration, not in reaction to a WikiLeaks cable, a denial-of-service attack, or a Facebook update." (Zuckerman, 2011)

protests but as recent events have shown, a platform that can organise and communicate with over 85,0000 people to take part in a political protest should never be underestimated (Hauslohner, 2011). References Ingram, M. (2011). Was What Happened In Tunisia A Twitter Revolution? Retrieved April 13, 2011. From http://gigaom.com/2011/01/14/was-what-happened-in-tunisia-a-twitter-revolution/ Morozov, E. (2009). Moldova's Twitter Revolution. Retrieved April 13, 2011. From http://neteffect.foreignpolicy.com/posts/2009/04/07/moldovas_twitter_revolution Hauslohner, A. (2011). Is Egypt About To Have A Facebook Revolution? Retrieved April 13, 2011. From http://www.time.com/time/world/article/0,8599,2044142,00.html

Ethan Zuckerman's article brings us closer to a political situation in Tunis during the peak of the reported protests. Included image of the woman protester in the front of a flag makes a headline more interesting and debatable. Zuckerman writes about what sparked the actual protests, reactions of the Tunisian government, Tunisia's protests influencing neighborhood countries and how media off and on line functioned during the events. Zimmerman also writes about the reactions from outside the Middle East - from those countries celebrating a peace oriented time such as Christmas Day and New Year's holidays and at the same time hearing and seeing headlines about a shooting in Arizona. Zuckerman says that more attention would be given to the Tunisian protests through media during slow news month. He then analyzes Iran's promoting the Green Movement to on online audience that followed the tweets and Facebook posts and compares it with Tunisia's support from the online community. According to Zimmerman, social media played a significant role in Tunisia despite government's having a tight control over on and off line media. Zimmerman writes that the Government prevented reporters from traveling to the protest hot spots and what I understood from the Zimmerman's words - the media reports were prohibited with titles like vandalism or terrorism. As an alternative, Tunisians had access to uncensored pictures from the Facebook and communicated the political protests to the rest of the world by using YouTube and Dailymotion. The article highlighted existence of online audience and usage of social networking applications throughout the Tunisian events; however to me as a reader the content did not support sufficiently its title 'The First Twitter Revolution'.

This article presented on msnbc.com highlights the importance that social network platforms provide as an effective collaboration/organisational tool. With the recent events in Egypt and Libya that have been labelled the "Twitter Revolution" this article highlights the fact that these social networking sites are now being recognised and praised by influential figures such as UN ambassador Rice Townhall. Townhall states "Governments are increasingly cognizant of their power," (Townhall, 2011) and praises Twitter and their employees with knowing that their platform is having such an influential effect throughout the world, "The power of this technology, the power of social networking to channel and champion public sentiment, has been more evident in the past few weeks than ever before" (Townhall, 2011) "I hope you have the satisfaction of knowing that it's having real time real impact in parts of the world as far flung as Zimbabwe, where I just learned you have 66,000 users, to of course the Middle East and so many other parts of the world." (Townhall, 2011). Critics of social networks use for activism see these types of protests as inevitable and have been occurring long before the use of the Internet as a form of communication (Popkin, 2011). While protests continued well after the Internet was shut off in Egypt the impact and power of social media can no longer be dismissed, especially when it is acknowledged by the UN (Popkin, 2011). What is interesting about this article is the video that is attached, a questions and answer conference that is being hosted by Twitter to a live audience. Live questions are being posted to the Twitter site from all over the world addressed to Rice. She proceeds to answer these questions sharing information and addressing peoples concerns from all over the globe. This in itself shows the power of such social networking sites, this platform allows peoples opinions to be express and acknowledged for such influential figures to take

take notice of. Popkin, H. (2011). Power of Twitter, Facebook in Egypt crucial, says U.N. rep. Retrieved April 12, 2011 from http://technolog.msnbc.msn.com/_news/2011/02/11/6033340-power-of-twitter-facebook-in-egypt-crucial-says-un-rep. Townhall, R. (2011). UN Ambassador, Rice Townhall. Live in San Francisco. Retrieved April 12, 2011 from http://technolog.msnbc.msn.com/_news/2011/02/11/6033340-power-of-twitter-facebook-in-egypt-crucial-says-un-rep.

Kravet's Wired online article details the role social-media services such as; Facebook, Twitter and YouTube played in the 2011 Egypt political revolution. The primary focus of his article suggests the uprising was the result of years of oppression and dictatorship, not simply a Twitter or mass media revolution as some have labelled it (Bergstrom, 2009). Kravet does acknowledge the link between technology and modern upheavals by using the example of the fax machine and the role it played informing the world of the Tiananmen Square massacre. At the same time, he still emphasises that social-media and communication systems are used as an effective way of coordinating protests and political gatherings. A quarter of Egyptian citizens have Internet access; therefore, it can be said that social media is a powerful channel activists could utilise - in conjunction with leaflets and spontaneous amalgamation - to effectively facilitate organisation of the masses. Activists also used social media as a way of gauging the scope of their proposed protests by encouraging Facebook users to confirm their attendance. Prior to the Internet being blocked, one particular organiser had 80,000 confirmations for a January 29, 2011 demonstration. After the Egyptian government's initial block of popular, social-networking services (prior to the entire Internet being shutdown in Egypt) protestors took leverage from a variety of technologies such as; web proxies, VPNs and smartphone applications to gain access to Facebook and Twitter. Again this demonstrates the importance these tools play in information sharing and mass collaboration. Bergstrom, G. (2009). Egypt: The First Twitter Revolution? Retrieved, April 4 2011, from http://marketing.about.com/od/crisis_communication/a/egypt-mubarak-power-in-social-media.htm Kravets, D. (January 27, 2011). What's Fueling Mideast Protests? It's More Than Twitter. Retrieved April 5, from http://www.wired.com/dangerroom/

The article is interesting, but i just wanted to touch on the statements that were raised around communication after the Internet had actually been shut off. I was fascinated to read about how society can mobilize and use the resources that are available in times of need. Using third party proxies, organizers were able figure out ways to bypass the Egyptian Internet filters and to be able to once again access Facebook, Twitter, YouTube and other Internet sites (Osam, 2011). Despite the Internet blackout, landline communication was never blocked; Egyptians found another way to access the Internet through landlines dial-up Internet services and fax services. Egyptians living outside Egypt were receiving faxes through regular landline phones, by using Optical Character Recognition (OCR) technologies they could convert the fax image into text contents, and post the contents, news and updates into Facebook, Twitter and different blogs (Sutter, 2011). This convergence in technology just goes to show that these types of situations cannot be simply shut off by closing down all Internet connections within the country. As an indication on how fast online communication services are popping up into the spotlight, Google in the meantime launched a new service called "speak2tweet", which allowed Egyptians to call a regular landline number in Cairo and speak their tweet to an IVR/Voice recognition system. The speak2tweet system would then convert the caller voice message into a text tweet (Osam, 2011). References Osam, M. (2011). The eRevolution. Retrieved, April 13, 2011. From http://www.famousbloggers.net/the-erevolution.html

Sutter, 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

This resource, an article from the Wall Street Journal, is a more current take on the SETI @home project. It can be more easily understood by the average reader and gives a summary of both the history of the SETI @home project, and information on where it stands today. It also discusses further details of "distributed computing". According to this resource, late in the 1990s University of California, Berkeley scientist David P. Anderson thought that the millions of "often-idle computers"(Gomes, 2006) could be better utilised in distributed computing. The idea behind distributed computing is to take a scientific problem, and then share out the computations required to millions of computers. To test this theory, Dr. Anderson chose the SETI project, and set up SETI@home. Although the search for Extraterrestrial Intelligence was basically an "attention-getting gimic" (Gomes, 2006), it worked better then expected with almost a million users signing up and downloading the required client. Although there are now many other distributed computing projects available, almost akin to choosing which charity to donate to, many users are still loyal to the original SETI @home project. With their accumulated point system, earned by the number of computing hours donated to the project, users are unwilling to move to another project and lose the points they have earned. The current popularity of this project is shown by the 10,000+ members of the SETI @home facebook page (Facebook, 2011), which also demonstrates how many forms of online collaboration often cross paths. This resource describes the SETI @home project in easy to understand language making it a good introduction to the theory of distributed computing (or public-resource sharing) however some of the information seems to contradict that written on the SETI @home about page.

Facebook. (2011). SETI@home Community. Retrieved from http://www.facebook.com/search.php?q=seti&init=quick&tas=search_preload&search_first_focus#!/pages/SETIhome/16063264533 Gomes, L. (2006). How Many Computers Does It Take to Make Contact with E.T.s? Retrieved from http://online.wsj.com/public/article/SB115145653496392561-3YTEjOQhd0ZilADHfEf8hoK4BhA_20070628.html?mod=blogs

SETI@home has also inspired other collaborative shared computing projects. Most notably the Folding@home project conducted by Stanford University (Sony folding@Home 2008). The aim is to analyze proteins in hope of solving various diseases including Cancer. An interesting aspect of the project is its imbedding as a networked technology in the millions of PlayStations 3's around the world. As a user-setting, PlayStations left idle can shift processing resources to working through the protein work packets sent out by Stanford. Like the SETI Project, various teams compete for most work units analyzed. As an addition, Stanford are in the process of publishing peer reviewed results that stem from the completed work (Stanford 2009). Both this and the SETI Project hold technology as the central core of collaboration, but there is a human social factor playing an important role. Highlighted by the the team-play that gathers around the competition to see who is putting the most resources into completing work units. Sony folding@home (2008). The Folding@home™ Distributed Computing Project at Stanford University. Retrieved from http://www.scei.co.jp/folding/en/ Stanford (2009) Recent Research Papers from Folding@home. Retrieved from http://folding.stanford.edu/English/Papers

Since 2007, Anastasia Kavada is a post-doctoral researcher, with her current role as developing research on: social technologies (such as blogs, social networking sites, picture and video sharing sites) in the establishment of international campaigns and political coalitions, in practices of citizenship and democracy, as well as in the formation of political identities and feelings of belonging to political groups (The University of Westminster, n.d.). In her article, Collective action and the social web: Comparing the architecture of Avaaz.org and Openesf.net, Kavada discusses the differences between the two platforms for "... the European Social Forum [ESF] and [the] global movement website Avaaz" (Kavada, 2009b, p. 130). The following main topics are discussed: * Web 2.0 And Transnational Collective Action * Political Organizations And Web Interactivity * Openesf: Openness And Distributed Construction * Avaaz: Outward Orientation And Central * Coordination Of Individual Contributions She concludes that whilst both platforms are inherently different for use in their particular organisations, Avaaz has gone one step further to reaching people using social networking sites such as Facebook (REF). In 2010, Kavada wrote an article titled Image, Bonding, and Collective Identity Across Multiple Platforms: Avaaz on Facebook, MySpace, and YouTube (Kavada, 2010). In this paper, Kavada explores the prospective spaces for global activism by "... examining the case of Avaaz.org, a 'global web movement' created in 2007 aiming to bring people-powered politics to global decision-making" (Kavada, 2010, p. 1). * Growth of digital activism * Web Platforms, Bonding and Group Identity: Two Complementary Views * Methods and research * Platforms as a Surface of Bonding and Group Identity * Platforms As a Site of Engagement, Bonding and Group Identity In brief, this article discusses whether or not, Avaaz can hold onto

its identity whilst spread across multiple platforms. Kavada has established that organisations such as Avaaz can indeed remain in control of its identity even though they lack in "... interpersonal interaction among supporters" (Kavada, 2010, p. 19). The Avaaz organisational strategy has met with success as more than thirty-seven million actions have been completed by its members (Avaaz.org, 2011). Bibliography: Avaaz.org. (2011). Avaaz - The World in Action - About. Retrieved from http://www.avaaz.org/en/about.php Kavada, A. (2007). The 'Horizontals' and the "Verticals": Competing Communicative Logics in the 2004 European Social Forum. Paper presented at the General Conference of the European Consortium for Political Research, 6-8 September, Pisa, Italy. Kavada, A. (2009a). Decentralization and Communication: Email Lists and the Organizing Process of the European Social Forum. pp. 188-204 in A. Karatzogianni (Ed.) Cyber Conflict and Global Politics. London: Routledge. Kavada, A. (2009b). Collective action and the social web: Comparing the architecture of Avaaz.org and Openesf.net. In Communicative Approaches To Politics And Ethics In Europe. Tartu University Press. Retrieved from http://homepages.vub.ac.be/~ncarpent/suso/reco_book5.pdf#page=130 Kavada, A. (2010). Image, Bonding, and Collective Identity Across Multiple Platforms: Avaaz on Facebook, MySpace, and YouTube. All Academic Inc. Retrieved from http://www.allacademic.com/meta/p404477_index.html The University of Westminster. (n.d.). Anastasia Kavada - CAMRI Post-Doctoral Researcher. Retrieved from http://www.westminster.ac.uk/schools/media/camri/research-staff/kavada,-anastas

Nelson, A. (2011). The limits of the 'Twitter revolution. The Gaurdian  Retrieved 11th April 2011, from http://www.guardian.co.uk/commentisfree/cifamerica/2011/feb/24/digital-media-egypt   

Nelson makes a strong argument suggesting the 2011 Egypt uprising was not necessarily fuelled by social media; instead she links it to years of oppression and dictatorship as the main triggers. On the flipside, many of Nelson's statements need to be challenged. Firstly, she states that only 15,000 Egyptians were tweeting - out of a population of 80 million - throughout the protests. What she fails to mention is that less than 20% of Egyptians actually have Internet access (Internet World Stats, 2011). In addition, many of these users also reside outside of Cairo and may not have directly participated in the demonstrations. Lastly, the Internet and SMS services were shutdown in Egypt two days after the initial January 25th demonstration and this act would drastically reduce numbers as the only way to circumvent the block was through dialup or a voice-to-tweet service. An interesting concept raised in this article is 'slackivism', a term coined to describe the attraction of getting caught up in the euphoria of online activism. The benefits however have little or no impact on society because clicking a 'like' button within a Facebook group is far from participatory and adds very little value to the cause. Instead, Nelson argues that web users need to be better educated in the use and the expectations of crisis-mapping platforms to effectively participate. Sukey , an anti-police kettling web application is a recent example of internet enabled, active participation. Its use during a recent political demonstration in London resulted in successful, non-violent outcome (Kingsley, 2011). This was attributed to activists working together and feeding information from Twitter, Google Maps and news feeds into Sukey to counter the act the police kettling. This example highlights that technical aptitude and active participation are required to effectively coordinate a internet enabled, protest. Internet World Stats - Usage and Population Statistics. (2011

References: Morozov, E. (2009). Moldova's Twitter Revolution. Retrieved April 13, 2011. From http://neteffect.foreignpolicy.com/posts/2009/04/07/moldovas_twitter_revolution Nelson, A. (2011). The Limits Of The "Twitter Revolution". Retrieved April, 16 2011. From http://www.guardian.co.uk/commentisfree/cifamerica/2011/feb/24/digital-media-egypt

[Please Note: This comment is in two parts due to Diigo restrictions on length] Topic: Flash Mobs This TED Talk is important to the topic of flash mobs because it highlights the fact that modern issues of global significance such as obesity, crime, good health, and creativity, are affected by the social connections that we all have. The rise of Internet usage through avenues such as social networks in the form of Facebook and other similar sites has been acknowledged as a vital factor that is also used by flash mobs when organizing their activities. The main point that can be taken into account through this TED Talk, is that if subconscious concepts such as obesity can claim influences from social networking, it should also follow that other more positive concepts such as philanthropy, will also be influenced by connecting with social networks. These social networks have a resilience that survives the test of time so it is of utmost importance to understand what the contributing factors are that sustain them. One important factor that was discovered was the power of emotion. Emotional "stampedes" and "collective existences" can be formed through social networks. They appear in clusters that can be delineated, for example, by "happy patches" and patches with other emotional characteristics. [Continued in the comment below]

Flash mobs utilise digital communications among social networks to mobilise a large group of people to appear in a set location. Many reading about flash mobs highlight the use of Internet communication but there have not been many references that refer to how the social network functions. Nicholas Christakis is a Harvard Professor of Medicine, Health Care Policy, and Sociology at Harvard University and he directs a diverse research group investigating social networks. "His work examines the biological, psychological, sociological, and mathematical rules that govern how we form these social networks, and the rules that govern how they shape our lives" (TED Conferences, 2010). Christakis gives three reason that people cluster but for flash mobs the most relevant is that people can share a common exposure to something (Christakis, 2010)and thus messages are spread to people of like mind, in turn pleading to a large crowd with everybody having a common purpose. Another important aspect to take from this is that networks are constantly changing in composition but the network still persists. Kaulingfreks and Warren would describe this as a rhizome that is "an ubiquitous connection between points in a structure but without a clear defined path…each node passing information to other nodes (2010, p. 221) . Christakis says " It is the ties between people that makes the whole greater than the sum of parts" (2010).For flash mobs and protest movements it is the power of the group that makes all the difference as has been demonstrated in political flash mobs and recent protests in Egypt, Iran and Tunisia. Christakis, N. (2010, February). The hidden influence of social networks TED Talks [Video file]. Retrieved from http://www.ted.com/talks/nicholas_christakis_the_hidden_influence_of_social_networks.html Kaulingfreks, R., & Warren, S. (2010). SWARM: Flash Mobs, mobile clubbing and the city. Culture and Organization, 16(3), 211 - 227. doi:10.1080/14759551.

After watching this video on networks I started to consider the relevance of the internet informing networks and would the networks form in another way if social media tools were not available. Flash Mobs was organised on the internet and use internet tools to collaborate there next event. Could the same thing be achieved without the internet? My guess is yes it can be achieved without the internet. If we take the Egyptian Revolution and the claims that Facebook and Twitter were responsible for the organisation of the revolution some argue that this was not the case. The main body of the argument is that there been revolutions well before the internet (Rosen, 2011). Supports this argument however still recognises the role that social networks had played in the revolution(Beaumont, 2011). Pickwell, 2011 argues that many crowd gathering s such as revolutions and protest do not utilise the internet or social media to gather crowds. Pickwell claims they under utilise the tools the internet offered them. Considering that social media has a communication roll to play, you may also need to consider other factors used in creating the network. Christakis, 2011 presentation on networks gives you a better understanding as to how networks operate and why the above arguments have some merits. Beaumont, P. (2011). The truth about Twitter, Facebook and the uprisings in the Arab world. Retrieved 15th April 2011, from http://www.guardian.co.uk/world/2011/feb/25/twitter-facebook-uprisings-arab-libya Christakis, N. (2010). The Hidden Influence of Social Networks. TED Talks. Filmed February 2010. Posted May 2010. Retrieved April 5, 2011 from: http://blog.ted.com/2010/05/10/the_hidden_infl/ Pickwell, J. (2011). Lecture on the anti-war movement and Internet Collaboration and Organisation, net 308 iLectures: Curtin Unversity, Rosen, J. (2011). The "Twitter Can't Topple Dictators" Article. Retrieved 15th April 2011, from http://pressthink.org/2011/02/the-twitter-

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

[Part 1] This article brings together a number of links to UK student protest sites. Reading this and related articles it becomes clear that the students protesting about the UK government's fee cut policy are willing to use any tools at their disposal. Their primary aim has been to collaborate with, and inform supporters of offline physical protests; predominantly marches and occupations. The article itself is posted on the movements.org website, a non profit organisation whose stated mission is to identify, connect and support grassroots digital activists from around the world. The support offered by movement.org goes beyond the mere publication of articles and offers advice to individuals and groups on how to choose and best use digital tools. It is interesting to see the number of freely available digital tools that student protesters have used to disseminate information: Facebook, Twitter, websites, blogs, Google maps, YoutTube, open calendars and Flickr are all part of the student protesters' arsenal. Fast adoption of new technologies seems to be one of the strengths of the UK students' movement. Recently, for instance, student protesters in London used the new "Sukey" application, a conglomeration of tools like google maps, twitter and SMS, to avoid clashes with police (Kingley 2011). Google Maps too have been a useful tool and have been utilised to show the locations of upcoming protests, the map posted at http://www.feesprotest.com/ gives a good indication of the nationwide spread of student dissatisfaction, while at the same time hyperlinking to fairly detailed information for each locality and directing viewers to facebook protest pages for up to date information and interaction.

[Part 2] References: 30th November Here We Come. (2010). Retrieved from: http://www.feesprotest.com/ Cullum, B. (2010). NETWORKED PROTESTS IN THE UK: hOW OLD AND NEW TACTICS ARE BEING USED TO FIGHT RISING TUITION FEES. Retrieved from: http://www.movements.org/blog/entry/networked-protests-in-the-uk-how-old-and-new-tactics-are-being-used-to/ Kingsley, P. (2011). Inside the anti-kettling HQ. Retrieved from:  http://www.guardian.co.uk/uk/2011/feb/02/inside-anti-kettling-hq?INTCMP=SRCH

Spencer Ackerman is an American national security reporter and blogger. This article appeared in Wired magazine's national security blog, Danger Room. In this article, Ackerman describes how in late January, 2011, the Egyptian president, Hosni Mubarak, responded to hundreds of thousands of anti-government demonstrators protesting on the Egyptian streets by shutting off the internet and mobile phone access. The purpose of this was to keep the activists from organising further protests. This move did not work however, and the protesters didn't disperse. They did not have access to Facebook and Twitter, but instead took to the streets and protested in the traditional way. Al Jazeera, and other satellite news networks kept the public worldwide focused on the events. Mubarak then "began a brutal crackdown, with regime loyalists targeting dissidents and foreign journalists alike." (Ackerman, 2011) Despite the crackdown, says Ackerman, "the world still had viral-ready video footage of the truth of Egypt's precarious uprising", some of which can be viewed by clicking on the images in the article. A particular comment by a young female street protestor featured in one of the videos was interesting: "It's not about the internet," she said, "it's about the needs and demands of the Egyptian people". REFERENCE: Ackerman, S (February 4, 2011) Prayers, Protest, Police Brutality: Raw Videos From Egypt's Uprising Wired Retrieved 8th April, 2011 from http://www.wired.com/dangerroom/2011/02/cairo-protest-videos/?pid=345

References: Ackerman, S. (2011). Prayers, Protest, Police Brutality: Raw Videos From Egypt's Uprising. Wired. Retrieved from http://www.wired.com/dangerroom/2011/02/cairo-protest-videos/?pid=345 Kravets, D. (2011). What's Fueling Mideast Protests? It's More Than Twitter. Wired. Retrieved from http://www.wired.com/dangerroom/2011/01/social-media-oppression/

The spotlight on the Northern Africa has been reignited on 15 April 2011 by release of the letter signed by US, British and French leaders. US President Barack Obama, British Prime Minister David Cameron and French President Nicolas Sarkozy have said in a joint letter that there can be no peace in Libya while Muammar Gaddafi stays in power. They want to put a stop to the terrible horrors at Gaddafi's hands. The joint letter holds out the prospect of reconstruction for Libya with the help of the "UN and its members" (http://www.bbc.co.uk/news/world-africa-13090646). The 'domino effect' political situation in Northern Africa has been closely watched by the whole world. The Egypt attracted attention not just for its political protests but how the country's Internet and its services were shut down by its government during the protests. This demonstrates a level of power government can have over its people and communication. At the time of revolution the Egypt's dictator Hosni Mubarak messages and intentions were clear to grasp by anyone paying attention to politics: It is me 'Hosni Murabak' who controls the power in this country including the media; shutting down of the Internet and its services will put a stop to a fast communication platform for Egypt's people and connection with rest of the world; Egypt doesn't want any interferences from other countries, this is 'our revolution'; we will sort it out and I will stay in power as long as possible. According to Spencer Ackerman 'Suddenly, a protest movement that used Facebook pages and Twitter hashtags to coordinate and push its message out was back to the old-fashioned methods of street politicking'. However, according to other media coverage the Twitter was found as most powerful tool in network communication during the Egypt's Internet service government shut down. (e.g. Bergstrom, G. (2011). Egypt: The First Twitter

Flash mobs have been around since 2003, the full power of their reach has not really been felt until a mix of social media like Facebook and Twitter came into effect to help to coordinate events and spread the word. A mix of this and viral video tools like Youtube help to spread the story worldwide in a very short time frame. The organisation of early flash mob performances used to rely on text messages to spread the message. However, these days the internet and social media have made the coordination and the spreading of the message much quicker and it allows for many more networking opportunities. Costs of performances and production are kept to a minimum, with no need to buy air time. An interesting side-effect of viral videos these days is that the video will most often be displayed on television for free anyway, doing away with the need to pay for advertising air time, and has given rise to television programs dedicated to flash mob tv in places like Germany (Flashmob.tv, 2011). Flashmob.tv, (2011). The Show. Retrieved from http://www.flashmob.tv/en/the_show.php

This resource, found in the Char Valiant School Newspaper, discusses flash mobs. Flash mobs, a more recent occurrence, are a group of people who meet at a predetermined public location to do a spontaneous performance (often something of a theatrical nature like a song or dance), and then disperse into the crowd at the end. Flash mobs are usually instigated online, using various forms of online media to organise and coordinate the event. This can include mobile phones, email, and social networking sites. Although these "events started out as a way for these groups to mock the conformity of the general population", they have "instead become a symbol of spontaneity and fun around the world"(CharValiant, 2011). Flash Mobs have also become a form of advertising. T-Mobile has used this form of theatrics to their advantage, using them in several of their advertisements. Carolyn Thomas (2010) talks in her article about how T-Mobile is becoming synonymous with flash mobs, showing that the marketing campaign is working as people are instantly remembering the company name and linking it with the campaign. Australia is also getting on the flash mob advertising bandwagon, with the latest "Australian Cancer Council Biggest Morning Tea" launch at Brisbane's Queen Street Mall on the 18th April, 2011 (Cancerqld, 2011) and the viral Sydney Mardi Gras campaign filmed on Bondi Beach (RockYourBox, 2009). Although the link between public resource computing and flash mobs is tenuous at best, as another current form of online collaboration it is still well worth a mention. As public resource computing relies heavily on word-of-mouth advertising to increase its member numbers by using things like social-networking sites, so too does flash mob advertising rely on "going viral" through similar word-of-mouth usage.

Written by Caci Murphy, a Senior at Chartiers Valley High School(CharValiant, 2011), this resource is not necessarily as reliable a source as perhaps other more researched papers. Although well written, and factually accurate, a high school senior would be lacking both the technological knowledge and life experience to give an accurate view point to make this an authoritative resource. Cancerqld. (2011). Australia's Biggest Morning Tea Flash Mob. Retrieved from http://www.youtube.com/watch?v=w07Nq2h55Xo CharValiant. (2011). The CharValiant Staff. Retrieved from http://www.cvnewspaper.com/staff/ CharValiant. (2011). Flash Mobs: The Feel Good Phenomenon of the 21st Century. Retrieved from http://www.cvnewspaper.com/news/2011/03/14/flash-mobs-the-feel-good-phenomenon-of-the-21st-century/ RockYourBox. (2009). Say Cheese! Flash Mob On Bondi Beach [OFFICIAL]. Retrieved from http://www.youtube.com/watch?v=Ao4DkbGbxl0 Thomas, C. (2010). T-Mobile and the flash mob marketing phenomenon. Retrieved from http://ethicalnag.org/2010/11/04/flash-mob/

This ABC online article highlights some important aspects about the use of social-media and the role it played organising, coordinating and documenting Egypt's 2011 uprising. Firstly, the initial ban of web services such as Facebook and Twitter was an indication of the Egyptian government recognising the power, connectedness and participatory nature of social-media . In an attempt to silence the demonstrators and to avoid a repeat of the 2009 Iran revolution, Egyptian authorities took it one step further and not only blocked certain web site but completely shut down access to the entire world-wide-web (Stone, 2009). This act alone illustrates the fragility of the Internet, despite its decentralised design. Literally, with the flick of a switch, Internet Service Providers acting on government instructions blocked web access within the country. It can be argued the political protesting in Egypt would occur with our without a social-media influence; however, it is still important to examine the length Egyptian demonstrators went to in order to circumvent the Internet block and continue to take leverage from popular social media services. An example is the use of 'voice-to-tweet' - a cooperative development by Google, Twitter and an online voice provider called SayNow. This innovation allowed Egyptians to call a telephone number and leave a message which would automatically be converted to text, published on Twitter and tagged with #Egypt. This example highlights Twitter and new media being used for collaboration and participation; specifically between citizen activists and journalists around the world. Much like the Internet, news media was also blocked within Egypt and reporters faced the same communication challenges as everybody else, this workaround however was an effective way for Egyptians to stay connected and ensure their stories were continuing to be voiced to the eagerly listening global audience. Stone, B. (June 15, 2009). Social Net

The events that unfolded during the uprising in Egypt are a good example of how flexible and mobile social networks can be in relation to effective communication between members of society. Through the Egyptian government shutting off all Internet connections collaborative efforts were made by both Twitter and Google to still allow information to be distributed throughout the country. As stated above, the speak-to-tweet services were available in which voicemail messages were left and then converted into text messages, which were then posted via twitter (ABC News, 2011). This is a great example of how devices can be implemented and used to adjust to the situation at hand. In one of my previous posts I talked about the United States becoming concerned around social media's effectiveness in relation to social protest, in which they have made plans to impose legislation to create a 'kill switch' to re-create what the Egyptian government previous did, cut all lines of Internet communication in times of political disturbance (Grubb & Moses, 2011). The elements that unfolded in Egypt after the lines of Internet communication were cut is a good example of how other devices can be implemented for information to be distributed amongst society. It is not as simple as cutting off an Internet connection and assume that collaborative communication will cease. Just as the US government has seen the warning signs of the power of social networks, society has also seen the weakness in relying on a national Internet service. 'Mesh' Networks as I previously stated in another post are currently underdevelopment for mobile phones in which there is no central device, instead each node is equipped with radio communications which acts as a relay point to other nodes, placing the pressure off obtaining a connection from a main server (Gedda ,2010).

References: ABC News (2011). Voice tweets sidestep Egypt web ban. Retrieved April 17, 2011 from: http://www.abc.net.au/news/stories/2011/02/01/3126626.htm Grubb, B; Moses, A. (2011). As Egypt goes offline US gets Internet 'kill switch' bill ready. Retrieved April 17, 2011. From http://www.theage.com.au/technology/technology-news/as-egypt-goes-offline-us-gets-internet-kill-switch-bill-ready-20110131-1aah3.html Gedda, R. (2010). Mobile Phone Coverage Expanded Via 'Mesh' Networks. Retrieved April, 17, 2011. from http://www.pcworld.idg.com.au/article/352948/mobile_phone_coverage_expanded_via_mesh_networks/.

The origin of flash mobs is credited to Bill Wasik who emailed friends in June 2003 to gather in the home furnishing department of Macy's in Manhattan. More than a 100 people began discussing whether to purchase a 'love rug' for their fictitious commune and then dispersed as quickly as it had formed (Hewitt, 2003). Flash mobs are defined in the Oxford dictionary as "a public gathering of complete strangers, organized via the Internet or mobile phone, who perform a pointless act and then disperse again" (Oxford University Press, 2011). Advertising agencies now utilise flash mobs to promote commercial products. This article discusses the Saatchi and Saatchi award winning T-Mobile advertisement "Life is for sharing" (posted to Youtube by jonjonbaker, 2009). Rather than focusing on how mobile phones and social media are used to organise a flash mob, the discussion here is about how this same media is used to create "viral traction - the ability to be widely forwarded to millions of viewers almost instantly" (Thomas, 2010). The advertisement itself shows bystanders utilising their mobile devices to share photos with their friends as well as ringing them to talk about the experience. As the title of the advertisement says "life is for sharing". Nick Burcher wrote in his blog Personal thoughts on the evolution of media and advertising that "advertisers are creating events to push user generated content coverage, a physical community made virtual. The event drives the Conversation, rather than the other way round as Wasik intended" (Burcher, 2009). Flash mobbing has become more than Wasik first imagined. On this case it has been utilised to raise brand awareness, but the same techniques can also be used to promote political opinions.

Hans this is a very interesting article and ties in with the article I found by McGreer (2010) who discussed the business response to FlashMobs. Whilst two different approaches were used the one constant was the use of professional film crew to use the footage for uploading. The question McGreer raises is when it no longer has the artistic element, which Wasnik defines an event as a FlashMob, are commercial applications really FlashPerformances? McGreer, B. (2010). Give Them something to talk about. US Banker. Retrieved from ProQuest Database.

Hans this is a very interesting article and ties in with the article I found by McGreer (2010) who discussed the business response to FlashMobs. Whilst two different approaches were used the one constant was the use of professional film crew to use the footage for uploading. The question McGreer raises is when it no longer has the artistic element, which Wasnik defines an event as a FlashMob, are commercial applications really FlashPerformances? McGreer, B. (2010). Give Them something to talk about. US Banker. Retrieved from ProQuest Database.

James Neill provides his personal insights on Flash Mobs, based on an interview with a journalist and research conducted through social media like Twitter. His discoveries point to flash mobbing as an activity that comes across as spontaneous, which is performed in public places, but that behind the scenes, take a lot of co-ordination and planning to prepare for the event. Flash mob peformances can be defined as being spontaneous, simple, peaceful, social and the message is spread virally through the use of technology like Youtube and social networking sites like Twitter and Facebook. The different types of flash mobs include smart mobs, reality tv set ups, rent a crowds and the like are mentioned in this article, but there is room to debate if these groups are actually flash mobs or not. One of the key elements of flash mobs is the way individualism has been stripped, and the group persona is adopted, even for a short tiime, but each individual member. In this way, they shift away from their individuality to embrace and portray the message being delivered by this organised crowd of entertainers. It is almost the adoption of a mob mentality, without the violence. Messages spread by groups are immediately more attention grabbing that by individuals, and so this could be the reason for the success and longevity of flash mob activities. These groups demand attention, and while they are entertaining and fun to listen to because they break the routine and inject something unique into everyday lives, by speaking with movement and song. Neill, J. (2007). On the Social Psychology of Flash Mobbing. Retrieved April 18, 2011, from http://7125-6666.blogspot.com/2007/10/flash-mobbing.html

Torben (2010) discusses the evolution of flash mobs as a tool for viral video advertising. He discusses how major corporations, like T-Mobile utilised the buzz that these flash mob choreographed performances provide to their audiences, and their video went viral with over 20 million viewers. This very effective form of advertising does not go through official channels, but seems to grab the attention of the general public more than traditional and tired advertising is doing presently. The use of social media sites like Facebook to discuss and promote flash mob scenes give consumers a voice where there wasn't one before, driving technological evolution from an end-user perspective, and providing valuable feedback to manufacturers so that they can understand what their consumers want. There is no guesswork. Successful viral video campaigns like T-Mobile have shown that the use of flash mobs can drive interest in their product and can be spread with very little effort on their part, provided they get the entertainment factor right. As long as they make the flash mob performance entertaining enough, the message will spread to a wider audience than traditional advertising might achieve. Torben, R. (2010). Flash mobs in viral video advertising. Retrieved April 17, 2011, from http://www.torbenrick.eu/blog/social-media/flash-mobs-in-viral-video-advertising/

Virág Molnár is an Assistant Professor of Sociology at the New School for Social Research in New York. Her interest is in the impact of mobile communications on urban culture. This article first puts flash mobs into an historical perspective by suggesting that its roots lie with the Italian Futurists of 1910 and further cultivated during the 20th century by avant-garde art groups such as Dadaists . More recently there have been the Youth International Party (Yippies) in the US. (Molnár, 2009) As Molnár points out the things that all these groups have in common with modern flash mobs is that there is no formal membership or hierarchy and they are able to utilise the media effectively. The difference lies in the use of new media such as blog, social networks and mobile phones (2009). Rheingold points out that these tools lower the threshold of participation as it no longer required participants to actually know each other (2003, p. xii). Molnár then identifies and describes 5 types of flash mob based either on their form of sociality or their function. They are: 'atomised' flash mobs, interactive flash mobs, performance flash mobs, political flash mobs and advertising flash mobs (2009). Flash mobs, although organised online are only able to be carried out by people in close proximity to one another or as Molnár describes it "able to make the leap from cyberspace to urban space" (2009). These events are generally recorded and posted to sites like YouTube in order to both popularise the event and to get feedback. "Online reporting has indeed largely been responsible for the rapid global diffusion of flash mobs," and "has been crucial in institutionalizing and legitimizing this new form of sociability"(Molnár, 2009).

Continuation of original comment. As a blog post on Turtle Sociology wrote "The globalization of flash mobs underscores two vital notes: the viral-like nature of technology, and the universal desire to break free from social norms… all flash mobs seem to elicit joy in their bold, unprompted natures"(2010). References: Molnár, V. (2009). Reframing Public Space Through Digital Mobilization: Flash Mobs and the Futility(?) of Contemporary Urban Youth Culture. Retrieved from http://isites.harvard.edu/fs/docs/icb.topic497840.files/Molnar_Reframing-Public-Space.pdf Rheingold, H. (2003). Smart Mobs : The next socal revolution. New York: Basic Books. Retrieved from http://books.google.com.au/books?hl=en&lr=&id=lX9QKNbO0nkC&oi=fnd&pg=PR9&dq=smart+mobs+the+next+social+revolution&ots=wvkWcKOAIx&sig=00EWrYtEyAwqRmnYNth77Sclr8o#v=onepage&q=smart%20mobs&f=false Turtle Sociology. (2010, October 6). The Universal Phenomenon of Flash Mobs [Web log post]. Retrieved from http://turtlesoc.wordpress.com/2010/10/06/the-universal-phenomenon-of-flash-mobs/

Thanks for continuing your comment Hans. That last quote really sums it up well. I quite like how you have highlighted the fact that flash mobs underscore the 'viral-like nature of technology' in addition to the joy flash mobs elicit as a result of their impromptu nature. All that is needed is a quick search through YouTube for 'flash mobs' to see the views of popular flash mob videos reach the millions, as well as to read how well they have been received globally. Thanks again, Tessa