Evolution Of Smart Mob: From Flash Mob To Smart City Element

Abstract

Over recent years, new digital communication technologies have had a big impact on established social institutions. These technologies naturally exert some pressure on modern society. The article reveals such phenomenon as a smart mob, which appeared due to the development of information technologies and social networks and is widespread now. The research shows the evolution of the smart mob and the flash mob as its kind in the way of constructing new formats for mass communication and social group management. Analysing different types of smart mobs, the authors identify four stages of its development: "creative", "game", "business" and "smart". Four main stages of the smart mob evolution determine the principles of its organization and the main characteristics. The classic flash mob at its first stage has the principle of artistic creativity, which assigns the flash mob like a work of art. This creative act displays social processes beyond the habitual perception, drawing attention of an external observer to something, presenting this object in a new way by destroying established communication patterns used in everyday life. At the second stage, the smart mob loses its mystery, uniqueness and becomes a mass phenomenon attracting many thousands of participants. The third stage has practical characteristics, a goal-setting matrix for political, commercial and other purposes. At the last stage, the smart mob can evolve to the smart city element that helps to attract attention to a problem and to solve it.

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