The “Strength of Weak Ties” and Instagram
A recent New York Times article, “That Cute Whale You Clicked On? It’s Doomed,” details how wildlife photographers have used Instagram to spread a message of climate change. However, the ways in which they spread this message is quite interesting. Photographer Brian Skerry, for instance, frequently posts onto his instagram account, covering his page in adorable pictures of baby seals and friendly sea animals. He also covers these pictures in hashtags about baby animals and love. Yet, the reader, upon opening up the message attached to the picture, is met with a paragraph discussing the horrors of animals and their terrifying struggles with pollution and destruction. Such a contrast between the picture and message is truly alarming, yet very effective, as the cute animal picture drew many people who normally didn’t frequent his instagram in, all while spreading an important message.
How does all this relate to the topic of networks, however? To answer this, we can see that the article has many connections towards the idea of the “strength in weak ties.” The idea of weak ties being “strong” was brought up by Granovetter’s observation of how information about new jobs usually comes from acquaintances, rather than close friends. The weak ties we have with people actually turn out to be beneficial sources of new and unknown information, things that we cannot get from our close group of companions who have much in common with us.
Wildlife photographers have also shown how the “weak ties” they form through their pictures can be advantageous. By taking cute and beautiful pictures animals, rather than depressing ones, these photographers draw in a brand new audience of “cute animal picture searchers,” and in a way, form a weak acquaintance-like tie with them. This audience feels a connection with the photographer and photo, and drops a like on the picture. However, in return, the audience receives new information that they do not get from the typical cutesy, viral picture of an animal. They gain information on the actual horrors and terrible conditions that these animals face, as well as the hardships that they endure— from stories about the loss of sea ice for seals to the pollution of marine waterways. In the end, wildlife photography accounts may be a step away from the usual casual cute dog instagram account that the audience usually frequents, but it opens them up to a whole new world of understanding.
Online resource:
www.nytimes.com/2016/09/15/arts/design/that-cute-whale-you-clicked-on-its-doomed.html?rref=collection%2Fsectioncollection%2Fscience