A virtual ethnographic
approach to knowledge
sharing on Food52
International Master in Digital Library Learning (DILL)
Leo...
Summary
Motivation
Theoretical foundation
Problem
Methodology
Results – Analysis
Final Remarks

2
Motivation
User centered studies focused in social networks may
help us to:
Optimize content and design strategy
Increas...
Research problem
Understanding user’s behavior to acquire what is not
explicitly shown in the recipes.
Observe two level...
Food52 as the object of analysis

5
Theoretical framework
Cognition as a socially distributed feature (Borghi &
Cimatti, 2010).
Tacit knowledge (Polanyi, 19...
Chance seeking characteristics

7
Methodology
Participant observation inspired by ethnographic
studies
Data collection - Fieldwork
Archived thread
Obser...
Map of analysis

9
Examples of analysis

10
Final considerations

11
Leonéia Evangelista
Erasmus Mundus International Master in Digital Library Learning (DILL)
E-mail: leoneia.evangelista@gma...
References
Ohsawa, Y., & McBurney, P. (Eds.). (2003). Chance
Discovery. Berlin: Springer.
Polanyi, M. (1966). The Tacit ...
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presentation at QQML 2013

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I prepared these slides to present my master thesis at the 5th Qualitative and Quantitative Methods in Libraries International Conference (QQML2013) - See more at: http://www.allc.org/news-events/cfp-qqml-2013-5th-qualitative-and-quantitative-methods-libraries-international-conferenc#sthash.XnWoB1TA.dpuf

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  • To summarize, I had the objective in this work to study user behavior on the community Food52. I had special attention to the attempts of the flow of knowledge sharing that are associated with experience (and so had a strong tacit foundation). I studied the following theories: distributed knowledge, tacit knowledge concept, and social dimension of knowledge sharing using chance seeking theory. It was used a participant observation method that once combined with the just mentioned theoretical framework brought up interesting results. I’ll try to express my conclusion based on this results on the next slide.
  • My research problem lies on the study of user bahavior to understand the fluxe of knowledge sharing on the community. We can think of these dynamics in two orders, one is about the individual direct action to share/reach knowledge, other is about the sharing of experiences that indirectly affects (helps) the group and creates a sense of community. How would be these process understood framed by the chance seeking theory?
  • Description of food52Food52 is social network for people interested in the cooking activity. Users can participate by adding their personal recipes to the website. Furthermore, the users have a profile with their collections of added and saved recipes, and they can further participate by commenting and posting on their forum called Hotline.
  • Key points to stress:The essence of this concept says that human cognition lies not only within the individual but alsoCognitive processes may be distributed across the members of a social groupArtifacts are considered as resources and facilitators of the human cognition.Tacit knowledge as a dimension of knowledge and not as a separated type of it. Highly connected to experiences – The part of knowledge that cannot be communicated. Ex?Chance= an unanticipated event (an opportunity for action) which has a strategic value to pursue one’s goal.Chance seeking= the recognition of strategic value of unanticipated events. Also, the amplification of this unpredictable opportunities.It is not a linear process. Rather it recreates itself where one cycle provides opportunities to a new one.
  • To clarify a bit the chance seeking process we may have a look at its characteristics. adaptiveness = a forward looking activity, it's projected onto future possibilities of finding something resembling that which one cannot tell;open-endedness = we don’t know what we are heading to; regards the experimental aspect of this activity.antifragility = gain from mistakes;situatedness =we try to make use whatever comes in handy to get the best out of the context that is inserted .distributedness = epistemic process is massively supported by external resources such as tools, people and environment.With this connected circles I want to express that they overlap in many cases, and that chance seeking is the summ up of them. Docility = openness to receive knowledge / information as well share it with others.Leap of faith= “effort to discover what cannot be told”, one has to bring his / her confidence as the main ingredient for experiencing something new and bridge the gap impose by the unknown.
  • I believe that studies in this matter have a deep relation with the context it is given and the perspective from it is being analyzed. The recognition of these aspects led to a incorporation of a interpretative naturalistic method to guide the study.The concept of on-line ethnography is an appropriation that comes from the field of anthropology, and its main objective consists in studying on-line communities for the understanding of its dynamics, behaviors and interactions During the data collection I have selected discussions according to its relevance to the knowledge sharing. It has been paid a special attention to the user trying to get what is not explicitly explained in the recipes. When analysing I have used an analytical coding strategy where I interpreted the content and lebeled it. I used a bottom-up approach In which categories emerged from my data.
  • This is a macro demonstration of my finds, here we can see all labels I found and their location according to my interpretation considering the theoretical framework as a map. There are a lot of data, so it is not possible to talk about everything.
  • Like in a zoom at each chance seeking characteristic I took one label that has particular connection with each of the aspects to exemplify my analysis.
  • We may stress that chance seeking is a explorative activity that allow users to explore what cannot be straight forward communicated by the content of a recipe. Part of the content on Food52 is users' experience. Users become chance-seekers when they in a indirect way share their tacit knowledge.That is visible in:1) attempting to mutually help themselves by sharing one's own personal experience;2)  explicitly help others by making an additional effort to show explain what cannot be told.Experiencesthat we could describe in terms of chance-seeking. In this community the possibility to explore future chances have a high value for learning and it is what differentiate this it from other sources of this type of information. So, Food52 can be described not as a repository of recipes, but rather as a sense-making community. To finalize, I believe that we should hope for the creation of informational environments that stimulate this type of dynamics among the users, independent of the subject that is being explored.
  • presentation at QQML 2013

    1. 1. A virtual ethnographic approach to knowledge sharing on Food52 International Master in Digital Library Learning (DILL) Leonéia Evangelista: leoneia.evangelista@gmail.com Supervisor: Dr. Emanuele Bardone
    2. 2. Summary Motivation Theoretical foundation Problem Methodology Results – Analysis Final Remarks 2
    3. 3. Motivation User centered studies focused in social networks may help us to: Optimize content and design strategy Increase of user engagement Especially in this work: Limits of communication How to develop environments with affordances that increase possibilities of knowledge sharing. 3
    4. 4. Research problem Understanding user’s behavior to acquire what is not explicitly shown in the recipes. Observe two levels of actions: one regarding the group, and another concerning the individual attitudes to learn and share.  Can these actions be interpreted in terms of chance seeking? How? 4
    5. 5. Food52 as the object of analysis 5
    6. 6. Theoretical framework Cognition as a socially distributed feature (Borghi & Cimatti, 2010). Tacit knowledge (Polanyi, 1966) Chance (Ohsawa & McBurney, 2003) and chance seeking theory (Bardone, 2013) 6
    7. 7. Chance seeking characteristics 7
    8. 8. Methodology Participant observation inspired by ethnographic studies Data collection - Fieldwork Archived thread Observations in Hotline Fieldnotes: including the reasoning of my own experience Data Analysis = Analytical coding 8
    9. 9. Map of analysis 9
    10. 10. Examples of analysis 10
    11. 11. Final considerations 11
    12. 12. Leonéia Evangelista Erasmus Mundus International Master in Digital Library Learning (DILL) E-mail: leoneia.evangelista@gmail.com Supervisor: Dr. Emanuele Bardone THANK YOU! 12
    13. 13. References Ohsawa, Y., & McBurney, P. (Eds.). (2003). Chance Discovery. Berlin: Springer. Polanyi, M. (1966). The Tacit Dimension. London: Routledge & Kegan Paul Salomon, Gavriel (1997). Distributed cognitions: Psychological and educational considerations. Cambridge University Press. Bardone, E. (2011). Seeking Chances. From Biased Rationality to Distributed Cognition. BerlinHeidelberg: Springer. 13

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