Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Informal certification based on authentic trust
Federico Gobbo Rosario Sica
{federico.gobbo,rosario.sica}@uninsubria.it
Universit` dell’Insubria, Varese, Italy
a
(cc) Some rights reserved.
ETHICOMP2008 Mantua, 24th September
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
What is a social network?
What’s new? What’s different? Who gains? Who loses?
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Knowledge and participation
knowledge moves fast today
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Knowledge and participation
knowledge moves fast today
participation is a mark of prestige in itself
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Knowledge and participation
knowledge moves fast today
participation is a mark of prestige in itself
paradox:
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Knowledge and participation
knowledge moves fast today
participation is a mark of prestige in itself
paradox:
we need domain experts, but
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Knowledge and participation
knowledge moves fast today
participation is a mark of prestige in itself
paradox:
we need domain experts, but
we want everyone in (crowdsourcing), so
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Knowledge and participation
knowledge moves fast today
participation is a mark of prestige in itself
paradox:
we need domain experts, but
we want everyone in (crowdsourcing), so
experts are underestimated.
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Knowledge and participation
knowledge moves fast today
participation is a mark of prestige in itself
paradox:
we need domain experts, but
we want everyone in (crowdsourcing), so
experts are underestimated.
A social and ethical model of the phenomenon is needed
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Social networking: an old idea...
In social cognitive research:
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Social networking: an old idea...
In social cognitive research:
people act on the basis of their interpretation of the world
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Social networking: an old idea...
In social cognitive research:
people act on the basis of their interpretation of the world
interpretations are shared among individuals as
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Social networking: an old idea...
In social cognitive research:
people act on the basis of their interpretation of the world
interpretations are shared among individuals as
common beliefs
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Social networking: an old idea...
In social cognitive research:
people act on the basis of their interpretation of the world
interpretations are shared among individuals as
common beliefs
cognitive schemas
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Social networking: an old idea...
In social cognitive research:
people act on the basis of their interpretation of the world
interpretations are shared among individuals as
common beliefs
cognitive schemas
This idea of knowledge sharing has got a lot of names (since
Wittengstein).
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
From Wittengstein (1953) to Bijker (1995)
From Wittengstein (1953):
family resemblance: individuals share a frame if
assumptions and expectations are similar.
Bijker (1995) applied Wittengstein’s frame to sociocultural
processes driven by science and technology (p. 123):
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
From Wittengstein (1953) to Bijker (1995)
From Wittengstein (1953):
family resemblance: individuals share a frame if
assumptions and expectations are similar.
Bijker (1995) applied Wittengstein’s frame to sociocultural
processes driven by science and technology (p. 123):
a technological frame (TF) comprises all elements that
influence the interaction within relevant social groups and
lead to the attribution of meaning to technical artifacts –
and thus to constituting technology.
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
How technological frames are made
1 elements of interpretation: Wittengstein’s notion of frame;
2 elements of practice: practical constraints to be fronted in
adopting the new technology.
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
How technological frames are made
1 elements of interpretation: Wittengstein’s notion of frame;
2 elements of practice: practical constraints to be fronted in
adopting the new technology.
Bijker (1995) applied to bicycles, bakelite and the fluorescent bulb.
A more recente example can be email.
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
How technological frames are made
1 elements of interpretation: Wittengstein’s notion of frame;
2 elements of practice: practical constraints to be fronted in
adopting the new technology.
Bijker (1995) applied to bicycles, bakelite and the fluorescent bulb.
A more recente example can be email.
1 elements of interpretation: to be literate in computing;
2 elements of practice: the need to have an internet
connection.
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
‘Social networking’ vs. ‘Knowledge management’
Knowledge management:
1 elements of interpretation: knowledge is something you
manage
2 elements of practice: CMS, LMS, where knowledge is packed
and producted by selected sources
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
‘Social networking’ vs. ‘Knowledge management’
Knowledge management:
1 elements of interpretation: knowledge is something you
manage
2 elements of practice: CMS, LMS, where knowledge is packed
and producted by selected sources
Social networking:
1 elements of interpretation: knowledge is something you
cultivate
2 elements of practice: social computing environments (i.e.,
built on networks)
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
‘Social networking’ vs. ‘Knowledge management’
Knowledge management:
1 elements of interpretation: knowledge is something you
manage
2 elements of practice: CMS, LMS, where knowledge is packed
and producted by selected sources
Social networking:
1 elements of interpretation: knowledge is something you
cultivate
2 elements of practice: social computing environments (i.e.,
built on networks)
A process of sense-making naturalization can be established
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Social Network Analysis (SNA)
Pioneered by Levi Moreno (1977);
Applied by Cross and Parker (2004) to organizations.
Key results:
problems are solved thanks to informal networks of people;
these networks are totally different from the official hierarchy;
the most relevant nodes (hubs) follow a power law
distribution.
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
From organization charts to corporate social networks
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
How to find hubs and communication fluxes?
SNA focus only to the elements of interpretations 10/20

Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
The process of externalization in web 2.0 sites
each person’s network becomes public and connected to the
others;
machine learning algorithms infer new nodes on tagging and
structured data;
eventually, virtual networks became real in communities of
practice.
people externalize their networks through web 2.0 sites;
Externalization is a web 2.0 element of practice
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
The problem of boundaries
Externalization leads to informal certification.
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
The problem of boundaries
Externalization leads to informal certification.
Key questions:
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
The problem of boundaries
Externalization leads to informal certification.
Key questions:
Can we trust a professional because some people say he or she
is trustworthy?
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
The problem of boundaries
Externalization leads to informal certification.
Key questions:
Can we trust a professional because some people say he or she
is trustworthy?
Even if we actually don’t know him or her directly?
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
The problem of boundaries
Externalization leads to informal certification.
Key questions:
Can we trust a professional because some people say he or she
is trustworthy?
Even if we actually don’t know him or her directly?
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
The problem of boundaries
Externalization leads to informal certification.
Key questions:
Can we trust a professional because some people say he or she
is trustworthy?
Even if we actually don’t know him or her directly?
Solution by LinkedIn:
write public recommendations
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
The problem of boundaries
Externalization leads to informal certification.
Key questions:
Can we trust a professional because some people say he or she
is trustworthy?
Even if we actually don’t know him or her directly?
Solution by LinkedIn:
write public recommendations
Solution by Naymz:
private one-minute survey about the trustworthiness of your
contact gives a public reputations score
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Endorsement needs trust
Business-oriented web 2.0 communities informally certify
endorsement, i.e., the public approval of formally certified
competence. Examples of headlines:
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Endorsement needs trust
Business-oriented web 2.0 communities informally certify
endorsement, i.e., the public approval of formally certified
competence. Examples of headlines:
Naymz: empower reputable professionals
Ecademy: connect business people
Xing: powers relationships for the world’s business
professionals
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Endorsement needs trust
Business-oriented web 2.0 communities informally certify
endorsement, i.e., the public approval of formally certified
competence. Examples of headlines:
Naymz: empower reputable professionals
Ecademy: connect business people
Xing: powers relationships for the world’s business
professionals
They are virtual places of trustworthiness
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
The notion of ‘authentic trust’
Solomon and Flores (2001) defined the notion of trust.
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
The notion of ‘authentic trust’
Solomon and Flores (2001) defined the notion of trust.
authentic trust: an act performed by an agent,
according to its interests and strategies, in a conditional,
focused and limited context.
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
The notion of ‘authentic trust’
Solomon and Flores (2001) defined the notion of trust.
authentic trust: an act performed by an agent,
according to its interests and strategies, in a conditional,
focused and limited context.
Corollaries:
it involves the establishment of a relationship;
authentic trust is negotiable and conditional;
the agent is aware of the risk of betrayal;
Authentic trust solves the problem of boundaries
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Misunderstandings of trust
simple trust: naive, unconditioned, typical of children (no
boundaries).
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Misunderstandings of trust
simple trust: naive, unconditioned, typical of children (no
boundaries).
blind trust: not considering any argument or even evidence
against it (not negotiable, unconditional).
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Misunderstandings of trust
simple trust: naive, unconditioned, typical of children (no
boundaries).
blind trust: not considering any argument or even evidence
against it (not negotiable, unconditional).
trustworthiness: passive side of trust(ing), i.e., the belief(s)
about the receiver (is he or she worth being trusted?)
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Misunderstandings of trust
simple trust: naive, unconditioned, typical of children (no
boundaries).
blind trust: not considering any argument or even evidence
against it (not negotiable, unconditional).
trustworthiness: passive side of trust(ing), i.e., the belief(s)
about the receiver (is he or she worth being trusted?)
reliance: machines are reliable, not trustworthy, as they don’t
have interests of beliefs.
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
The case-study of BTicino SpA
World-wide producer of electrical equipment in Varese (Italy).
Needs:
abrupt enlargement of the sales force;
some people don’t know others;
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
The case-study of BTicino SpA
World-wide producer of electrical equipment in Varese (Italy).
Needs:
abrupt enlargement of the sales force;
some people don’t know others;
Steps for the technological framework:
a SNA was performed (elements of interpretation);
design of an ad-hoc web environment (elements of practice);
salespersons start to get in touch and trust each others.
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
The case-study of GAS
‘GAS’ or “Gruppo di Acquisto Solidale” (Solidarity Purchasing
Group).
Needs:
reduce costs in buying food and commodities;
people don’t know each other at all;
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
The case-study of GAS
‘GAS’ or “Gruppo di Acquisto Solidale” (Solidarity Purchasing
Group).
Needs:
reduce costs in buying food and commodities;
people don’t know each other at all;
Technological framework:
an old web site gives the appointment (elements of practice);
people meet vis-`-vis (elements of interpretation).
a
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Comparison of the two cases
BTicino:
already settled community of practices (salespersons);
they need a virtual place to meet;
afterwards, they also meet in the real world.
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Comparison of the two cases
BTicino:
already settled community of practices (salespersons);
they need a virtual place to meet;
afterwards, they also meet in the real world.
GAS:
people do want to form a community of practice;
they use the web to launch meetings;
they meet only in the real world.
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Comparison of the two cases
BTicino:
already settled community of practices (salespersons);
they need a virtual place to meet;
afterwards, they also meet in the real world.
GAS:
people do want to form a community of practice;
they use the web to launch meetings;
they meet only in the real world.
The two cases are complementary
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Conclusions
organizations deal with competence certification;
their inner social networks informally certify endorsement;
challenge: organizational models more flexible;
risk: redefinition of roles, i.e., less need of control;
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Conclusions
organizations deal with competence certification;
their inner social networks informally certify endorsement;
challenge: organizational models more flexible;
risk: redefinition of roles, i.e., less need of control;
Most people gain, some heads lose if they don’t adapt
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Thank you. Any questions?
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(cc) F. Gobbo 2008. Published in Italy.
Attribuzione – Non commerciale – Condividi allo stesso modo 2.5
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