Making sense of the ‘social’ in social media (and social enterprise, social marketing, social analytics…)

Sociology Lens Paul Gilbert on September 28, 2015 Doubtless I am not alone among the contributors to Sociology Lens in having been exposed, during my first year as an undergraduate, to an array of foundational thinkers in sociology (and anthropology) who present human history as a movement away from ‘traditional’, ‘face–to–face’ or ‘kinship–based’ societies, towards those in which interaction and identity is less relational, and more individualized.

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