An example of how collective intelligence is used in today’s world is by simply using other peoples past experiences and their recommendations on products or how popular a website is for example. By doing this we use the intelligence of people across the globe and help make decisions on how to go about making our choice. I will go in to detail on 2 areas of this and they will be Amazon.co.uk and Google.
Amazon.co.uk is a great way of finding out what people’s opinions are on certain products and what their reviews are. By Amazon doing this, they save time on researching and testing the product as this has been already confirmed by lots of different customers. Amazon also include an area under the product which gives the customer ideas of what else to buy as well as the item that they are thinking of purchasing. It helps customers choose other products to go with the item that they are thinking of buying. By harboring customer reviews Amazon enable to cut out the market research as previous customers have already done it.
Google is a great way in which we find websites through recommendations. The more times a page has been viewed, the higher up the website will end up on the search list. By having this, it means that we can find better websites through how many people have viewed websites. Google also searches and under each website link it has similar websites in which the user can view similar websites. It also searches throughout the whole of some of the website pages and finds related articles to the website.
Collective Intelligence Presentation
"Collective intelligence is not a new idea and
concept. It is the oldest human social organization
where individual decide to mutualize their
knowledge, know-how and experience in order to
generate a higher individual and collective benefit
than if they remained alone.”
Charles Leadbeater- We Think: The Power of
Mass Creativity, Ch 1
Leadbeater presents a very well written, easy to under stand and balanced
argument, discussing the pro’s and con’s of collective intelligence. Here are a few
Creates Freedom of speech. Surveillance/ no privacy
Encourages Creativity Possibly Poor Quality
Creates Equality Communities can be Used for Both
Good and Evil
Frees us From Elite Media Possibly Ruining Creative Industries,
e.g Music and Film
Combined Knowledge, Problem
How do we Know What is True?
Encourages Creativity/ Possibly poor Quality
• On one hand Leadbeater makes the point that “More
people than ever have basic tools which allow them
a degree of creativity”
• E.g YouTube, music and picture editing software.
• On the other hand he talks about how “user created
content[..] might also rob us of high quality
journalism and literature, film and music”
Creation of communities.
How can we be sure what’s true?
• Leadbeater talks about how online communities
could be used for meeting friends. But also makes us
vulnerable, because online communities could just as
easily be used to plan a terrorist attack.
• Finally he questions What is true? When Wikipedia
gets more traffic than Britanica or BBC.
An example of how collective intelligence works with a BitTorrent Client is that if
you wish to download a file you draw separate sections of the file from other
people in the world who have already downloaded it. This is called a Peer-To-
Peer system. The collective intelligence of users means that files of all types and
sizes can be accessed quickly and easily.
For example, wish download a demo of a certain game released from the
developer’s website, you can choose to download it with a BitTorrent Client. When
you’ve downloaded your file you start uploading it so that you can make separate
pieces available to other people who are downloading it.
When you’ve downloaded your file you start uploading it so that you can
make separate pieces available to other people who are downloading it. The
BitTorrent Client downloads separate sections of that demo from separate
users who have already downloaded it. In effect, the more people that are
uploading the file the quicker that you can download, this is because rather
than downloading one huge file from one location you get separate pieces
from different locations at the same time.
There is however a negative effect to the whole way in which this system works
as the creation of the Peer-To-Peer system has meant that copyrighted films,
music and games can easily be made available online and effectively
downloaded illegally from the Internet rather than purchased from a store
(whether that’d be a physical one or online store). This has also come under
strong criticism in the news due to artists, producers and developers losing
money from the sales of their products as they are available online for free.
Wikis are web pages that allow
anybody who is allowed to log into
them to change them. Wikipedia
allows users to share their
knowledge within an online
community. And gives users the
opportunity to change or amend
knowledge and information that
other users have uploaded. It
promotes online interaction and
the distribution of knowledge
between users. Resulting in a
form of collective intelligence.
It is a very popular website capable of gathering collective
intelligence. It has over 1 million articles and is almost 12 times
bigger than the print version of the Encyclopaedia Britannica, it has
replaced the need for an Encyclopaedia. Over 100,000 people all
over the world have contributed articles to the site and there have
been over 4 million edits from the contributors to articles. It is a
vital research tool for a large number of people all over the world.
However there have been reports of concerns with the level of
information quality provided by Wikipedia articles.
• There is reason for people to show disregard about
participatory media and collective intelligence. People can say
whatever they want without being regulated. One man, 38
year old Brian Chase once uploaded false information about
another man stating that he lived in the Soviet Union and
suggested that he was implicated in the assassinations of both
John and Robert Kennedy, which was very much untrue. This
information went undetected for 132 days before Wikipedia
users picked up on it and discovered who had written it,
showing not all information gathered in collective intelligence
can be trusted.
The central principle behind
the success of the giants born
in the Web 1.0era who have
survived to lead the Web 2.0
era appears to be this, that
they have embraced the
power of the web to harness
Harnessing Collective intelligence
‘Amazon has made a science of user engagement. They have
an order of magnitude more user reviews, invitations to
participate in varied ways on virtually every page--and even
more importantly, they use user activity to produce better
search results. ’ – Tim O’Reilly
Google's service is not a server--though it is
delivered by a massive collection of internet
servers--nor a browser--though it is
experienced by the user within the browser.’
– Tim O’Reilly
Thank You for listening