Produsage Communities

Frankfurt.


I'm following on directly from this first keynote at Prosumer Revisited. I don't think the audio recording worked, but here's the presentation at least. It went pretty well, I think, though I still find it hard to present this work in German...

Technorati : Produtzung, Prosumer Revisited, collaboration, produsage, prosumer, user-led

Del.icio.us : Produtzung, Prosumer Revisited, collaboration, produsage, prosumer, user-led

Frankfurt.


The Prosumer Revisited conference begins with a keynote by Frank Piller, who presents the perspective from management research. He begins by describing the story of the ice cream king of upper Manhattan - a small old-fashioned store which sells only a small range of flavours and does not mix them. This is the old market model - where the quality of products means that producers have no need to respond to the needs and interests of consumers. But we've moved away from this, as Chris Anderson's 'long tail' model shows - while such old-fashioned marketing models focussed on extracting profits from the short head of the long tail distribution, stores like Amazon have emerged to cater to the long tail, offering a vast variety of products but selling only a relatively small quantity of each title. What Amazon has managed is to build a sustainable business model from this.

Frankfurt.


I've arrived at the Prosumer Revisited conference in Frankfurt, where we've gathered in the very stylish main hall of the Johann-Wolfgang-von-Goethe-Universität. We begin with a welcome by conference chair Birgit Blättel-Mink, and a representative from conference sponsor eBay, who notes the site's own contribution to prosumption culture (and describes what eBay generated more specifically as an 'auction culture', from which the site is slowly moving on, however - a culture of buying and reselling goods relatively rapidly, of a transient ownership which I've also touched on in the final chapter of my produsage book).

Athens.


Next up at WebSci '09 is Ethan Katsh, whose focus is on online dispute resolution. Disputes are a major online phenomenon, and as Fisher and Ury suggested even in 1983, "conflict is a growth industry". Dispute resolution also makes for a very useful case study for Web science, Ethan suggests - and he notes that many of the trends identified at this conference may also cause further disputes.

Last year alone, eBay handled some 40 million disputes (making it 'the largest small claims tribunal in the world'); ICANN handled some 25,000 disputes over its 100 million domain names in ten years, Wikipedia has instituted a broad range of dispute reolution processes and Second Life with its 5.5 billion Linden Dollars in circulation has started to generate a number of virtual property rules to manage its operations. Technology, then, is a great dispute generator, as a byproduct of online transactions and online relationships, but also of the increasing value of information, the brader distribution of information, the growing range of virtual goods and property, the increasing creative activity, the increasing complexity, and the accelerating pace of change.

Athens.


After the rather unruly cultural panel, WebSci '09 has now moved on to the next keynote, by Noshir Contractor. His theme is the application of Web science to social networks, and he begins by noting some of the experimental mobile tools now available for social networking. The Web in general enables us to communicate and collaborate with any one at any time, but what is necessary are tools that enable us to identify who it is that we should be or want to be collaborating with. This is where social network analysis and Web science comes in.

Athens.


Up next in this WebSci '09 session is Barbie Clarke, who shifts our attention to the social side of social media. It's well known that adolescents are using social networking sites to maintain friendships and explore identity, of course; Sonia Livingstone and Mimi Ito in particular have done some important work on this on both sides of the Atlantic. But things are also changing constantly, and further research is needed.

Most social networking research has looked at older adolescents, but children are going online at increasingly younger ages; in developed nations, there are many 10-14-year-olds using such sites for bulding friendships and exploring their identities now, at a time when they are just reaching puberty. Indeed, puberty is an important point - it is a time of transition, not least also as kids change school around this time, and using digital technology and going online may now also be part of this modern rite of passage: this may now be the time that kids get their first mobile phones and/or computers. The London School of Economics' Mobile Youth report found some 59% of British kids using social network sites, in fact.

Athens.


The next speaker at WebSci '09 is Kieran O'Hara, who begins by noting the perception of an increase in the activity of extremist groups on the Web, but with very little clear actual evidence supporting that perception. (Extremism is defined here as living in great tension within an embedding society.) How do extreme ideas - for example of a religious kind - spread on the Web?

One approach to this is to view this - with David Hume - as a marketplace of religious ideas, in which the most extreme are the most visible. But against this, Adam Smith suggests that there is also a drive to the centre in the contest of religious ideas, with the aim to attract a larger number of followers. There may be, in fact, a church/sect cycle, and Kieran points to the Mormons as a former sect which has become an established church, while new more extreme splinter groups have also hived off from this church in recent time. Religious moderation means a lower cost of participation for church members, while extremism means higher costs, but also greater cohesion and contribution from the smaller number of committed supporters.

Athens.


Up next at WebSci '09 is Patricia Victor, who begins by noting the growth in recommendation systems, including, for example, the advanced functionality on Amazon and in other e-commerce applications. Some 60% of Netflix users, for example, base their viewing on recommendations, and Netflix has offered a US$10m prize for an algorithm that improves its recommendation system by 10%.

There are two classes of recommendation systems: systems which are content-based and systems which are collaborative filtering-based. The latter focusses on similarities in the rating behaviour of users, and trust-based systems are often based on such algorithms. Epinions offers such a social trust network, and also allows users to evaluate other users by placing them in their network of trust, thereby conferring particular importance on these users' trust ratings. This also alleviates the 'cold start' problem with new users; it provides more reliable and accurate recommendations and leads to a kind of trust propagation through the network.

Athens.


For the first round of paper sessions here at WebSci '09, I've chosen a session on trust and distrust. Having just watched people juggle USB drives for the best part of 15 minutes, we finally start with a presentation by Dave Karpf. His interest is in the Web's impact on collective action for Internet-mediated organisations - and he suggests that the emergent mobile Web wll be of particular importance in this context.

Mobile Web-enabled devices enable new forms of collective action; rating and reputation systems attach track record data to individual participants - when the two meet, this has potentially radical implications for what uses become possible. Reputation in this context refers to complex, context-dependent community assessments; it plays a crucial role in solving collective action problems, and introduces what Axelrod has called a 'Shadow of the Future': they lead people to do well for others as they make visible the contributions of each participant (and introduce possible future repercussions for those who fail to put in). This is visible for example in communities like eBay or Slashdot, which both promote positive and sanction negative contributions through their reputation systems. Even Google's PageRank can be understood as a reputation system: PageRank measures, indirectly, reputation.