Designing Computer Mediated CommunicationsMy LabMy Lab MatesMy ResearchMy TeachingsMy Extra TimeMy UniversityMy ExpectationsSlide 9CMC SystemsComputer Mediated CommunicationsSocial Theory vs. User-Centered DesignSlide 13Common CMC SystemsTrustWhat is Trust?How do you measure trust? Prisoner’s DilemmaPrisoner’s Dilemma and Conditions of TrustTrust Formation (Bos et al., 2002)Slide 20Trust Measurement vs. User-Centered DesignSlide 22WikiPediaYouTubeBitTorrentSlide 26Slide 27Slide 28Tragedy of the CommonsUser Generated ContentDesigning User Generated Content SystemsAmazon.comEntertainment: PeekaboomPeekaboomCollective Action vs. User-Centered DesignSlide 36Slide 37Erving GoffmanPresentation of SelfFacebookSlide 41Slide 42Slide 43Slide 44Presentation of Self vs. User Centered-DesignSlide 46Augmented RealityVirtual WorldsSlide 49Questions?BERKELEY INSTITUTE OF DESIGNDesigning Computer Mediated CommunicationsDavid NguyenUC BerkeleyCS160Berkeley, CAOctober 29th, 2007My LabMy Lab MatesMy ResearchMy TeachingsMy Extra TimeMy UniversityMy Expectations•Everyone will –focus on the presentation–want to answer questions–have questions to ask–want to participate in the exercises I have planned.–laugh at my jokes•Introduction•CMC and Trust•User Generated Content and the Tragedy of the Commons•Social Networking and Presentation of Self•Where do we go from here?CMC SystemsComputer Mediated CommunicationsPsychology Social cognition, interpersonal perception, attractionSociology Group dynamics, social structure, reputation, trustCommunication Mediation, signaling, media richnessHCI Interfaces for social interactionSocial Theory vs. User-Centered DesignNEEDSDESIGNIMPLEMENTEVALUATE•Introduction•CMC and Trust•User Generated Content and Collective Action•Social Networking and Presentation of Self•Where do we go from here?Common CMC SystemsIf you had to negotiate a $1 million deal, how would you do it?Trust“Trust reduces the need for costly control structures, thus enabling exchanges that could otherwise not take place, and makes social systems more adaptable.” (Uslaner 2002, quoted in Riegelsberger et al. 2007)What is Trust?RiskPotential for BetrayalOptimismhttp://plato.stanford.edu/entries/trust/How do you measure trust?Prisoner’s Dilemma•You and your partner each have a chocolate.•Both you and your partner must independently decide whether or not you want to keep your chocolate or share your chocolate.2 – No Trust3 – Half Trust4 – Full Trust•Risk – by sharing my candy, I risk losing it all•Optimism – I am not sure my partner will share with me.Prisoner’s Dilemma and Conditions of TrustPotential for Betrayal by betraying me, my partner stands to gain by getting a lot of candyTrust Formation(Bos et al., 2002)•Trust development was delayed in audio/video•Defections were more likely with video/audio than FTF communication.•Little difference between video and audioCommon CMC SystemsIf face-to-face is so good, why even have the others?Trust Measurement vs. User-Centered DesignNEEDSDESIGNIMPLEMENTEVALUATE•Introduction•CMC and Trust•User Generated Content and Collective Action•Social Networking and Presentation of Self•Where do we go from here?WikiPediaYouTubeBitTorrentWhere does all that “stuff” come from?Public GoodTragedy of the Commons“If all individuals do A, every individual as a member of the community would derive a certain advantage. But now if all individuals less one continue to do A, the community loss is very slight, whereas the one individual refraining makes a personal gain far greater than the loss that he incurs as a member of the community.” --Pareto 1935, vol. 3, sect. 1496, pp. 946-7 What happens if EVERYONE thinks this way?User Generated Content“In most online communities, 90% of the users are lurkers who never contribute, 9% of the users contribute a little, and 1% of users account for almost all the action.” – Jacob Nielsen, 2006Designing User Generated Content Systems•As is, expect about 1% of users to contribute most of your content. Don’t count on more!•Though it’s only 1% of your users who are contributing content, you’d better make sure that the contribution system is damn good!•If that won’t work for you, you need to build in incentive systems (payment, recognition, entertainment)Amazon.comEntertainment: PeekaboomPeekaboomIn the FIRST 30 days, 14,153 people played this gameThese people generated 1,122,998 pieces of data.Each person tagged an average of 160 images.Top 10 scorers averaged 53 hours of game play for one month.Collective Action vs. User-Centered DesignNEEDSDESIGNIMPLEMENTEVALUATE•Introduction•CMC and Trust•User Generated Content and Collective Action•Social Networking and Presentation of Self•Where do we go from here?“All the world’s a stage, and all the men and women merely players.”Erving GoffmanPresentation of SelfI am hipHe’s so lameHe’s so hipI’m wearing jeansFacebook•Sept 5, 2006 – Facebook introduces a new feature called “News Feeds”•Sept 5, 2006 – “Students Against Facebook News Feeds” forms with over 700,000 members (the largest at the time).•Sept 5, 2006 – Mark Zuckerberg told everyone to calm down.“Your friends can still see [your activity]; it hasn't changed.”“This is information people used to dig for on a daily basis, nicely reorganized and summarized so people can learn about the people they care about.”Facebook•Sept 5, 2006 – Facebook introduces a new feature called “News Feeds”•Sept 5, 2006 – “Students Against Facebook News Feeds” forms with over 700,000 members (the largest at the time).•Sept 5, 2006 – Mark Zuckerberg told everyone to calm down.•Sept 8, 2006 – Mark Zuckerberg sends out message apologizing and introduces privacy control•Present – Everyone seems pretty happyFacebookFacebookPresentation of Self vs.User Centered-DesignHow could Mark Zuckerberg have avoided all of this?NEEDSDESIGNIMPLEMENTEVALUATE•Introduction•CMC and Trust•User Generated Content and Collective Action•Social Networking and Presentation of Self•Where do we go from here?Augmented RealityVirtual Worlds•There’s still a lot of technology out there. How are they going to affect the way we communicate?•There’s a lot of ways people communicate out there. How can we design technology to support
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