Seduction Of The Swarm: Understanding patterns of online participation
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Seduction of the SwarmUnderstanding patterns of online participation
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HelloUniversity of Maryland College Park
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SousveillanceLifecasting as grassroots surveillance
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What’s the big deal?It’s like firing up all the light bulbs at once.
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That “Web 2.0” ideaWeb 1.0 = Browsing (passive)
Web 2.0 = Participating (active)
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Collective Intelligence“the capacity of a human community to evolve toward higher order complexity thought, problem-solving and integration
through collaboration and innovation.” - George Por
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On Coordinationthe folksonomy example
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TaxonomyDewey Decimal System: Religion
• 292 Classical
• 293 Germanic religion
• 294 Indic origin
• 295 Zoroastrianism
• 296 Judaism
• 297 Islam
• 298 Not assigned
• 299 Other religions
• … What about Buddhism?
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Taxonomy
• From the Greek verb:tassein = "to classify”nomos = law, science, "economy"
• The science of classifying things
• Hierarchical tree-like structure
• Requires planning and expertise
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Folksonomyhow photo tagging works
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Folksonomyphotos tagged as “gadget”
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Source: http://www.librarything.com/tagcloud.php
Folksonomytagcloud of LibraryThing’s books
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Folksonomy• Folksonomy = folk + taxonomy
• Open, democratic form of organization
• Tags bridge structure and meaning
• Tags reflect the social fabric
• “It’s like 90% of a ‘proper’ taxonomy but 10 times simpler” (Butterfield, 2004)
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On Cooperationthe wiki example
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FluWikithe bird flu pandemic
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The New PR / Wikipublic relations industry wiki
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What is a Wiki?• The first Wiki, WikiWikiWeb, was created by Ward
Cunningham in 1995
• Named after Hawaiian bus service, Wiki Wiki
• “The simplest online database that could possibly work” - Ward
• Allows users to easily create and edit Web pages using any Web browser
• Encourages democratic use of Web
• Source: http://wiki.org/wiki.cgi?WhatIsWiki
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Wikipedia vs. Britannica
• Among 42 entries tested in both encyclopedias, the difference in accuracy was not great.
• On the topical area of science:
• Wikipedia had 4 inaccuracies
• Britannica had 3 inaccuracies
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On Cognitionthe wisdom of the crowds example
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Wisdom of the Crowds
• Francis Galton's surprise that the crowd at a county fair accurately guessed the weight of an ox when their individual guesses were averaged
• The average was closer to the ox's true butchered weight than the estimates of most crowd members, and also closer than any of the separate estimates made by cattle experts
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Wisdom of the Crowds
• Marketocracy.com’s community of 60,000 online stock traders tracks the decisions of its top 100 portfolios to set the investment strategy for its mutual fund.
• Its index has outperformed the S&P 500 in 11 of the past 17 quarters.
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Benefits of Participation• collective intelligence - collaborative
• transparent - instant gratification
• non-hierarchical - democratic
• potential for passion - ownership
• open to public - reputation
• permanence - searchable resource
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What make online communities unique?
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Motivations of the Gift Economy
• ReciprocityThe most anticipated factor that motivates people to give.
• ReputationThe willingness to help others can all work to increase one's prestige in a community.
• Sense of EfficacyThe feeling an individual has that makes them feel that they have some effect on the environment around them.
• NeedOne may produce and contribute a public good for the simple reason that a person or the groups as a whole has a need for it.
• AttachmentThe commitment one has to the group, one’s utility.
• Side-effectPrivate behavior makes cost of sharing near zero.
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Nature of Digital Goods
• In an online community, the setting is a network of digital information.
• Possible to produce an infinite number of perfect copies of a piece of information.
• Information is being produced in a deeply interwoven network of actors.
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Nature of Public Goods
• IndivisibleA person's consumption of the good does not reduce the amount available to another. e.g. watching fireworks display
• Non-excludableWhen it is difficult to exclude individuals from benefiting from the good. e.g. national defense system
• In most cases a public good will exhibit these two qualities to some degree only; pure public goods are the exception.
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Digital + Public Goods
• Information or “digital goods” are uniquely suited to be exchanged in a gift economy
• “Pure indivisibility” – my use of information does not reduce your ability to use
• Information on the internet becomes a “public good”
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But wait...What qualities enable some web services
to be more pervasive than others?
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Using Game Mechanics• “Applying Games Mechanics To
Functional Software” by Amy Jo Kim, Creative Director of ShuffleBrain
• Five Game Mechanics1. Collecting2. Earning Points3. Feedback4. Exchanges5. Customization
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On Ambient Intimacy
• Leisa Reichelt coined the term “ambient intimacy”
• Describes the genre of social computing apps led by Twitter, Jaiku, and Pownce.
• Refers to the constant sense of closeness users feel with their circle of friends through technologies that informally reveal us to each other.
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On Walled Gardens• A social network service focuses
on the building and verifying of online social networks for communities of people who share interests and activities
• Most traditional social networking sites are “walled gardens” (e.g. Facebook)
• Trap user content to derive ad revenue
• Can’t leave? Loss of coordination.
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On Futuresocial cyborg = the human platform
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Doomfirst person shooter + cinema-verite
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Strange Dayspersonal experiences for sale
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Gordon Bell of Microsoft(memory prosthetic)
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Steve Mannworld’s first known cyborg
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Jennifer Ringley (JenniCam)1996 - 2003
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Justin Kan (justin.tv)lifecasting goes commercial
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Testing wearable video over EVDO...(Samsung EVDO phone, Sony Vaio UX, Logitech cam)
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ZaoBao newspaper(July 2007)
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On Youwhat do you want to know?