Essay on “A 61-million-person experiment in social influence and political mobilization”

            The prime objective of the present work is to evaluate the research “A 61-million-person experiment in social influence and political mobilization” and the work was based on collaboration of “Robert M. Bond, Christopher J. Fariss, Jason J. Jones, Adam D. I. Kramer, Cameron Marlow, Jaime E. Settle, and James H. Fowler”. The main objective of the research work was to identify the social and political mobilization and how it induces an effect on human behavior. The unique methodology used in the research was based on delivering political messages directly to the 61 million Facebook users during 2010. The results collected from the messages demonstrated political expression of the viewers and Facebook users. In the real world, the effect of the social transmission was identified and the greater influence was measured for the face to face relation between the users. The human social network is affected by the spreading of online as well as offline political mobilization. The research identified the direct impact of the social media on the treatment and the design of research was further subdivided into three different actions. The voting poll was developed for the traditional measurement and for the self-reported voting. The users were provided by a single click process and helped them to seek information related to the elections. The direct effect of the work was identified for the control group and casual effects were identified for the treatment groups to identify the impact of social media on the emotional state of the users. Two different considerations were considered in the research, for instance, the effect of political self-expression and the process for the seeking of information and in the second consideration, the experimental treatment was analyzed by the voting of public users. The results of the research demonstrated the online political mobilization for the direct impact on the political self-expression. The information is considered for the relationship related to the behavioral effect and the online process. The users were identified and their relationship with the Facebook friends was considered. The validation of supplementary information was necessary and the high level of interaction was indicated for the strong behavioral effect.

        After having the analysis and results conditions, I personally found the research as a unique method applied by the researchers. As researchers communicated with 61 million people through online social media of Facebook. The research outcomes are highly authentic as the statistical analysis provides more information for the validated and non-validated results. The group of people having close friends had more information about all the three categories. The question arises here, why the major proportion of the results showed intent to treat effect instead of treatment on treatment? What the major causes and effects for the single message and information process. The research outcomes have a wide range of applications in the real world, the most important fact in the research is political mobilization and how it works for the online users of social media. The research identified online mobilization and how induces impact on the behavior change but the sufficient results are not provided about the offline mobilization. The researchers mentioned that the results of the research are identical with the previous results as provided by other groups. The research is compatible and can be implemented for the analysis of social media in the society. The person to person relations are investigated and the contrast of results showed the difference between the people having less effective social media group and the users having highly influencing social media group. In broader sense, the results of research may have influence on the offline behavior of the users and role of social media in the society.