Clay Shirky on Collective Action

In his book, "Here Comes Everybody," Clay Shirky provides an overview of the impact of social media on society. Illuminated through examples -- some trivial and some profound -- Shirky shows readers that social media is transforming society because it changes the way in which we interact and communicate with one another and with groups.

Shirky writes:

"The centrality of group effort to human life means that anything that changes the way groups function will have profound ramifications for everything from commerce and government to media and religion."

Social media is one such innovation that has changed the way groups function. Fundamental to his argument, Shirky highlights the impact of social media tools on collective organizing. The costs of organizing groups to take collective action have essentially vanished.

Using a variety of tools from websites to blogs to social media networks, individuals can organize themselves into a group -- rather than being organized by a group. For example, by simply self-identifying as a supporter of a cause on a social network like facebook, individuals can opt-in, receive alerts, and show up for the rally (or whatever the action might be).

This shift is continuing to evolve -- and it is forcing politics to evolve along with it.