Cookpad Final Presentation for Exploring Digital Culture

1. By YummyThursday
Cookpad
Food Is Voices
Exploring Digital Culture

2. Introduction
o Posthumanism
o Gamification
o Digital Embodiment
o Social mobility
o Trying to live “good life”
o The Opposite of Online Communities
o Conclusion

3. How the app working?
https://www.youtube.com/watch?v=Ff6dl7-UNwg&feature=youtu.be

4. Human and Machine
Post Humanism is the view that we ought to try to develop, in ways that are
safe and ethical, technological means that will enable the exploration of the
posthuman realm of possible modes of being.

5. ‘By the late twentieth century, our time, a mythic time,
we are all chimeras, theorized and fabricated as
hybrids of machine and organism; in short, we are
cyborgs’ (Haraway 1991)

7. Throughout Gamification by Design there are abundant suggestions that
the real key to a successful gamification strategy is using
dopamine loops. (Pacewicz, 2015)
This foundational psychological mechanism can be shown schematically:

8. Evaluation of Cookpad by gamification
In a well-designed gamified mechanism, subjects have to act as model
gamers in order to reach their objectives. The problem is that participation in
those mechanisms may not be voluntary.
(Pacewicz 2015)
• not enough challenge (no classifying system)
• some far-reaching meaning (lead healthy lifestyle – Cooking Competitions )
• users get achievement (number of followers)
• not mature reward system (lack of daily task)

9. Types of players in Cookpad
Flexible types of player by Yee
According to Yee, a better way to understand
people in online community motivations is to
view them as flexible components rather than
fixed types. (Brignall and Van Valey, 2007)
Yee categorise people in online platform into
5 groups. (Brignall and Van Valey, 2007)

10. Socializers are people who attracted to social interaction.

11. Achievers are competitive people love to reach their goals,
or gain power.

12. Explorers are people who
like to understand the game
mechanics and details of
the platform.
Escapists that aim to
reduce life-stress and
escape reality.

13. Griefers are the people who insult other for their pleasure
that love to cause as much chaos as possible

15. Cookpad and XIACHUFANG
Source: slideshare.net
Source: slideshare.net
· XIACHUFANG is similar to Cookpad, the main function is upload recipe
and sharing recipe to community.

16. Cookpad and XIACHUFANG
“User Experience” （UE）
XIACHUAFANG has very specific
recipe classification from
different angles. Show the
reflected design for different
requirements. It provides the
sensory stimulus for users.
Cookpad just simply relying on
the text to present.

17. Cookpad and XIACHUFANG
“User Type”
XIACHUFANG
-UGC (User-generated Content)
-PGC (Professionally-generated Content)
-OGC (Occupationally-generated Content)
Cookpad
-UGC (User-generated Content)
-PGC (Professionally-generated Content)

18. Cookpad and XIACHUFANG
“User Scope”
Cookpad is a International application eg: UK, Japan, Thailand and so on
But XIACHUFANG is a burgeoning Chinese application.

19. “As we rarely remember every movement our bodies make during the day,
technologies become an unconscious extension of who we are and how we
interact in the world” (Meloncon, 2013).

20. Digital Embodiment
According to Meloncon (2013) digital embodiment refers to the manner
through which technologies become an extension of our bodies beyond
physical limitations and restriction. For example technologies extending
our senses of touch, smell etc. For example the app has allowed
people to consume food through/space or by sight.

21. Social mobilityThe definition of social mobility is the object of some
discussion, and although there is a common thread
that runs through all of these discussions, the actual
definition varies from study to study. There is
agreement that social mobility refers to
“movements by specific entities between periods in so
cioeconomic status indicators” (Behrman, 2000)

23. Trying to live “good life”
https://www.youtube.com/watch?v=GQW6mUK2aDQ

24. Trying to live “good life”
Food and eating related practices
are both embedded in and reflective
of people’s everyday family and
domestic lives and socio-cultural
circumstances; they are dynamic
and culturally responsive
(Curtis, James & Ellis 2009)

25. Trying to live “good life”
Eating and choosing food are based
on accumulated habits and preference
s built up within distinct social groups
such as families or social classes
(Bourdieu, 1984). Whether for the
working class or middle class
(Tomanovic, 2004)
its not just about the recipes, not only tell you how to
cook, but also has the health knowledge, they want
to use their own experience and share to public.

26. The Networked and Online Communities
• The World Wide Web is “ more a social creation than a technical one, design
ed for social effect, to help people work together and not as a technical toy.
The ultimate goal of the web is to support and improve our web-like existenc
e in the world” Tim Beines-Lee (1999) cited in Lofgren 2013.
• “A network society is a society whose social structure is made of networks p
owered by micro-electronics based information and communication technolo
gies” Castells 2004 cited in Lofgren 2013.

27. Food “create” Relationships
• Taste classifies, and it classifies
the classifier (Bourdien 1984).
• Communities are based around
shared tastes. Sharing food for
ms communities, cultures and ci
vilizations” (Belasco 2008).
• Food is used to “create and
maintain social relationships”
(Mennell et al 1992).

28. The Opposite
· “We are also concerned, however, that the kind of
community that exists in this and other virtual worlds is
far different from the notion of community that is rooted
in the small, rural village of the past. Because of the
anonymous and computer-mediated nature of the
interactions that take place, we are concerned that the
relationships that are formed are not negotiated
carefully or completely.” （Thomas, 2007）
· “The online community often contains a variety of
users, they are cross-class. ” （Thomas, 2007）

30. The Opposite
Anubhav Choudhury (2012) provides basic descriptions of each of thes
e four types of online communities.
– Communities of transaction
– Communities of interest
– Communities of fantasy
– Communities of relationship

31. Conclusion
There are many websites and applications offer
cooking recipes recommended. However, the
meaning of their existence should not just
provide recipes.

33. References
• Thomas W., An Online Community as a New Tribalism: the World of Warcraft，Department of
Sociology Fisk University Nashville, TN，2007
• Campbell, J., Fletcher, G. & Greenhil, A. (2002). Tribalism, Conflict and Shape-shifting Identities in
Online Communities. In the Proceedings of the 13th Australasia Conference on Information Systems,
Melbourne Australia, 7–9 December 2002
• Choudhury, Anubhav (2012). Incrediblogger
• Bourdieu, P. (1984). Distinction: A Social Critique of the Judgement of Taste. London, Routledge
and Kegan Paul.
• Tomanovic, S. (2004). Family habitus as the cultural context for childhood. Childhood, 11,339-360.
• Reay, D. (2005). Beyond consciousness? The psychic landscape of social class. Sociology, 39(5), 911-92
8.
• Haraway, D. (1991). A Cyborg Manifesto: Science, Technology, and Socialist-Feminism in the
Late Twentieth Century,” in Simians, Cyborgs, and Women: The Reinvention of Nature .
New York: Routledge,
• Meloncon, L. (2013). Toward a Theory of Technological Embodiment.

34. References
• O’Connor, E., Longman, H., White, K., and Obst, P. (2015). Sense of Community, Social Identity and Soc
ial Support Among Players of Massively Multiplayer Online Games (MMOGs): A Qualitative Analysis
• Brignall, T., and Van Valey, T. (2007). An Online Community as a New Tribalism: the World of Warcraft
• Ferreday, D. (2009). Online Belongings: Fantasy, Affect and Web Communities. Peter Lang, Switzerland.
• Lynch, M. (2010). Healthy Habits or Damaging Diets: An Exploratory Study of a Food Blogging Comm
unity. Ontario, Canada
• Baxter, H. (2007). An Introduction to Online Communities
• Lampe, C., Wash, R., Velasquez, A., and Ozkaya, E. (2010). Motivations to Participate in Online Commu
nities. New York: ACM New York, pp. 1-10

35. • Abdullah
• Dorothy
• Nkosie
• Nok
• Tao
Team Members