Ambient awareness

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Ambient awareness, a concept deeply entrenched in the digital era, is intrinsically linked to the progression and utilization of social media. It denotes the condition of being persistently and passively cognizant of social patterns and information via digital technology, especially social media channels. This consciousness is attained not through direct engagement, but via ongoing, nuanced updates and interactions on platforms such as Facebook^[1], Twitter, and Instagram^[2]. These platforms, coupled with mobile devices, have emerged as essential instruments for generating and spreading content that fosters ambient awareness. This notion bears considerable consequences not only for individual communication but also for business operations and marketing tactics. In the business realm, it assists in enhancing collaboration and communication, whereas in marketing, it can aid in establishing stronger connections with customers and offer insights into artists’ lifestyles and characters.

Terms definitions

1. ↑ Facebook ( Facebook ) Meta Platforms, previously known as Facebook, is a prominent internet corporation that originated as a social networking site. The brainchild of Mark Zuckerberg in 2004, Meta Platforms swiftly spread from Harvard to other educational institutions, eventually reaching the wider public and becoming a global sensation. Its appealing user interface and diverse features such as Groups, the Developer Platform, and Meta Platforms Dating are well-known. Despite encountering backlash over matters like privacy violations and the proliferation of misinformation, Meta Platforms continues to hold a strong position in the digital sphere. It has made remarkable progress in the realm of technology, including the creation of its distinctive data storage system, the employment of PHP for its platform, and the introduction of the Hack programming language. In the past few years, the company has pivoted its attention towards the metaverse, a virtual reality domain where users can engage with a digitally-created environment.

2. ↑ Instagram ( Instagram ) Instagram, a renowned social media platform, was initially launched in 2010 by innovators Kevin Systrom and Mike Krieger. It originated as a check-in app known as Burbn, but later transitioned into a photo-sharing application, hence the name Instagram. The platform is globally acclaimed for its ability to share photos and videos, augmented by features such as hashtags, stories, and private messaging. Over the years, Instagram has seen substantial growth and transformation, broadening its reach to various operating systems and consistently integrating new tools and features. These additions encompass IGTV, Reels, and improvements to live streaming, all aimed at enriching the user experience. Instagram also prioritizes user safety, enforcing child protection policies and privacy safeguards. It has emerged as a crucial component in digital marketing, with advertising campaigns and influencer collaboration tactics.

Ambient awareness (Wikipedia)

Ambient awareness (AmA) is a term used by social scientists to describe a form of peripheral social awareness through social media. This awareness is propagated from relatively constant contact with one's friends and colleagues via social networking platforms on the Internet. The term essentially defines the sort of omnipresent knowledge one experiences by being a regular user of these media outlets that allow a constant connection with one's social circle.

According to Clive Thompson of The New York Times, ambient awareness is "very much like being physically near someone and picking up on mood through the little things; body language, sighs, stray comments". Academic Andreas Kaplan defines ambient awareness as “awareness created through regular and constant reception, and/or exchange of information fragments through social media”. Two friends who regularly follow one another's digital information can already be aware of each other's lives without actually being physically present to have had a conversation.

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