웹의 [자발성과 다양성] 대 [책임성과 신뢰성]을 부여할 수 있는 '기술과 정책'의 참여 모델에 관한 발표

KISDI 자문 회의
주제 발표
웹의 ‘자발성과 다양성’ 대 ‘책임성과 신뢰성’을
부여할 수 있는
‘기술과 정책’의 참여 모형에 관한 발표

Calm technology

Ph. D. Kang, Jang Mook
Email : redsea@sejong.ac.kr
발표일 : 6월 23일 오후 4시-6시

1. 현 정부 사이트는 정책불신, 재미없다 등 정책 참여가 이루어지지 않음.
2. 국민과 정부가 웹을 통해 소통하지 못하고 구체적 실행방법도 제시되지 못함.
3. ‘정책공감’ 등 기존 블로그를 활용하거나 포털 민간 사이트와 연계된 방식 등.
최근 기사에서 트위터를 이용한 연동을 강조함.
촛불이후 이명박대통령 미니홈피 활동 중단 상태, 트위터 참여의사 밝힘)

1. 소셜 네트워크를 형성하여 참여를 이루는 메커니즘 부재.
2. 이를 위해 기술적 정책적 관점을 특정 매체, 신기술 중심에서 ‘관계’로 전향.
3. ‘항의’, ‘불신’ 등 감정적 표현이 난무한 참여를 줄임.
4. 진정한 ‘인간’ 관계의 신뢰 형성이 가능한 소통 공간으로 승화.
5. 신뢰성, 책임성을 기반으로 참여의 자발성과 다양성 확보.
6. 기술적 요소와 사회적 요소의 긴밀하게 결합되는 참여 구조.

Kang, Jang Mook
mooknc@gmail.com
JUNE. 2009.
Blog : http://blog.ohmynews.com/UCnam/category/10203

웹에서 신뢰는 어떻게 형성되는가?

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
익명성 vs. 실명성
OpenID vs. 주민등록번호
선출판후검열 vs. 선검열후출판

새로운 매체인가? 관계인가?
지금 정부는 „관계‟를 이해하고 „SocialSphere‟를 생성하는가?
The Twittersphere

Say hello in 140 characters

Barack Obama embraces Twitter

관계-쇼셜 네트워크 서비스-참여

Evolution of Platforms + Successful Platform Monopolists

• IBM = Big Iron (1970s-1990s) • Google = Search Act II (2000-curr.)
• Intel = Integrated Circuit (1980's-curr.) • PayPal = Online Payments (2000-curr.)
• Microsoft = Desktop (1990's - mid 2000‟s) • Apple = iTunes + iPod (2003-curr.)
• Cisco = Network (1990's-curr.) • YouTube = Online Video (2006-curr.)

• AOL = Email + Gated Internet (1992- • Friendster = Social Networks vI (2002-2004)
2001) • LinkedIn = Prof. Social Networks (2003-curr.)
• Yahoo = Search Act I (1994-2000) • MySpace = Social Networks v2 (2005-2007)
• Amazon = Books/New Goods (1995-curr.) • Facebook = Social Networks v3 (2007-curr.)
• eBay = Used Goods (1995-2004) • Twitter = Social Networks v3.5 (2008-?)
• Craigslist = Classifieds (1998-curr.)
Social Networks: Facebook, MySpace, LinkedIn, Twitter, Orkut, hi5, Friendster, etc

Cohesive social networks foster information diffusion
Sparse Social Network Cohesive Social Network

• The more cohesive a social network is the better
information can diffuse through it
• Hence, the more cohesive intrafirm social networ
ks are the more informed a firm‟s members are (
e.g., Reagens & McEvily 2003)

Central positions within social networks foster information brokering

Low Control High Control
• Under network configurations where inform
A
A ation flows are more likely to be controlled
, information brokering is also more likely t
o occur
B M D
• Hence, individuals with decision making po
M B D

wer are more likely to drive knowledge tran
C C
sformation the more central they are in intr
afirm social networks

Hence, different configurations of intrafirm social networks support different typ
es of knowledge integration

Firm Knowledge Assimilation Capabilities
Low Assimilation Capabilities/Low High Assimilation Capabilities/Low
Transformation Capabilities Transformation Capabilities

A Mechanism: Fragmentation A Mechanism: Convergence
• Knowledge is becoming dis • Knowledge is converging to
persed ward a common base

M B D • Firm-level absorptive capaci M B D • Firm-level potential absorpti
ty is relatively low ve capacity is relatively high

C C

Low Assimilation Capabilities / High High Assimilation Capabilities/High
Transformation Capabilities Transformation Capabilities

A
Mechanism: Recombination A
Mechanism: Generation
• Knowledge is being recombin • Knowledge is frequently exchan
ed by managers ged and generated

B M D
• Firm-level realized absorptive B M D
• Firm-level absorptive capacity is
capacity is relatively high relatively high

C C

Intra-Firm Manager Intra-Firm Network Member
M C
(e.g., group leader, division head) (e.g., employee)
Firm Knowledge Transformation Capabilities

소셜 네트워크 휠

Mediabistro.com 인용

The Social Media Participation Ladder
…..classifies people according Publish a blog
Publish your own Web pages
to how they participate using Creators Upload video you created
Upload audio/music you created
social technologies. Write articles or stories and post them

Post ratings/reviews of products/services
Comment on someone else’s blog
Critics
Contribute to online forums
Contribute to/edit articles in a wiki

Use RSS feeds
Collectors Add “tags” to Web pages or photos
“Vote” for Web sites online

Maintain profile on a social networking site
Joiners
Visit social networking sites

Read blogs
Watch video from other users
Spectators Listen to podcasts
Read online forums
Read customer ratings/reviews

Inactives None of the above

Groups include people participating in at least
one of the activities monthly.

Nod-Hub-Connector

Ethan Hein, „Creative Networking Topics,‟ http://www.flickr.com/photos/ethanhein/2865939493(사이트 방문:2009.01.02)
Ethan Hein, „Visilink,‟ http://www.flickr.com/photos/ethanhein/2860943467/in/photostream(사이트 방문:2009.01.02)
Arenamontanus, „Wordchain network for Lojban 5-letter words,‟ http://www.flickr.com/photos/arenamontanus/352130655/in/photostream(사이트 방문:2009.01.02)

Social Intelligence Metrics
Activity • Web Analytics

Tone • Sentiment

• Spread over time,
Velocity • URLs, Trackbacks Phase 2

Attention • Duration on site

Participatio • Comments, trackbac
n ks

Qualitativ • Comments, what did
e they say, what did
attributes they mean

Semantic Social Networks
• SSN, describes the notion of integrated and
merged social networks.
[Stephen Downes, 2004]:
– “Network resources are expressed in XML or
RDF, such as descriptions of persons
(authors, readers, critics)
– References to those descriptions employed in RDF or
XML files describing resources.”
• potential solution for merging and integration of
information
– The Friend-of-a-Friend (FOAF) Project
[Dumbill, 2002]

Foaf: A framework ,a vocabulary and an
ontology
• FOAF is “a framework for representing
information about people and their social
connections”. Golbeck‟s definition
• The FOAF Vocabulary [Brickley, Miller, 2004]
contains terms for describing and depicting
personal information (such as name, surname
and email address), membership in groups and
social connections
• FOAF is represented as an ontology, using
RDF and OWL

Sample Foaf profile
<foaf:Person rdf:ID="me">
<foaf:name>Nima Dokoohaki</foaf:name>
<foaf:title>Mr</foaf:title>
<foaf:givenname>Nima</foaf:givenname>
<foaf:family_name>Dokoohaki</foaf:family_name>
<foaf:depiction rdf:resource=
"http://nimadokoohaki.googlepages.com/nimatbana.JPG"/>
<foaf:workplaceHomepage
rdf:resource="http://nimadokoohaki.googlepages.com"/>
<foaf:schoolHomepage rdf:resource="http://www.imit.kth.se"/>
<foaf:knows>
<foaf:Person>
<foaf:name>Victor Duran Levin</foaf:name>
</foaf:Person>
</foaf:knows>
</foaf:Person>

Ontology definition
• a structure capturing semantic knowledge
about a certain domain by describing relevant
concepts and relations between them

• a graph / network structure consisting from:
– A set of concepts (vertices in a graph);
– A set of relationships connecting concepts
(directed edges in a graph);
– A set of instances assigned to a particular
concepts

Semantic Web Ontology languages

• RDF: the Resource Description Framework (RDF)
and RDF Schema
– is essentially a data modeling language
– RDF is graph-based, but usually serialized as XML.
– it consists of triples: subject, predicate, object.
• DAML+OIL: Defense Advanced Research Projects
Agency (DARPA) Agent Markup Language (DAML)
+ Ontology Inference Layer (OIL)
– Fairly comparable to OWL
• OWL: Web Ontology Language (OWL)
– the most expressive of the ontology languages
– provides mechanisms for creating all the components of
an ontology

관계로 재편되는 매체
How brands currently use Facebook

관계기반의 상호인증 모델링

밥과 엘리스의 신뢰 관계

<foaf:Person rdf:ID="Alice"/>
<foaf:Person rdf:ID="Bob"/>
<Relationship rdf:ID="Relationship_Alice_Bob">
<hasTrustee rdf:resource="#Bob"/>
<hasTruster rdf:resource="#Alice"/>
<hasMainProperties>
<MainProperties rdf:ID="MainProperties_Alice_Bob">
<Subject rdf:datatype="&xsd;string">Driving</Subject>
<Value rdf:datatype="&xsd;float">0.95</Value>
</MainProperties>
</hasMainProperties>
<hasAuxiliaryProperties>
<AuxiliaryProperties rdf:ID="AuxiliaryProperties_Alice_Bob">
<ContextType rdf:datatype="&xsd;string">
Social Network
</ContextType>
</AuxiliaryProperties>
</hasAuxiliaryProperties>
</Relationship>

Community developed services

Most interesting is the fact that it‟s the twitter community that have pushed new features and produc
ts through the public API. Hundreds of new products and services have been developed. Purely by t
he community and twitter have become a great tool for research.

Social Networking & Mobile Internet
„This development is encouraging for the future of the mobile internet,‟ commented Hill.
„Social networking is taking the mobile internet out of the early adapter demographic and
Into the mainstream.‟ source : comSocre M: Metrics

Intelligent Domain Applications and Services

Trust Security and Identity

Reasoning and Proof Inference Engine

Higher Semantics DAML+OIL,OWL

Semantics RDF/RDF Schema

Structure XML Schema

Syntax Data XML

Domain NameSpace
Adopted from “The Semantic Web: A Guide to the Future of XML, Web
Services, and Knowledge Management” – Daconta et al., 2003

Calm Social Network Service
And/Or Benefits:
Software
“Wisdom of Crowds”
that gets smarter the
Collaboration
more people use it
Blind Data Sharing
e Community
co u
ntr se c om
ibu r out
tio Intentions increasing
ns Gestures
dee mass of hard to
pen Personal Data
ing Shared Data recreate data
net
wor Secret Formula
ke
ffec
t collective
intelligence Fabric of Web
realized
Web Site network
potential

http://www.socialmediatoday.com/ 2009.06.방문

사례 1: Sun Microsystems
Lesson: Social media is a culture of transparency
and honesty that must be embraced, leading by
example is one of the best ways to introduce it to a
company. Few things are better than a CEO that Jonathan Schwartz‟s blog
blogs or uses twitter.

Also on
CEO Other
Transparency
Blog Social
Networks

Positive
&
400,000 Negative Facebook
hits Comments
Twitter
per Transparency
month Trickles down Network
(2006) •Employees Of Blogs
•Customers
•Partners

사례 2: 별다방
Starbucks
Lesson: Thinking
My Starbucks Idea.”
of ways to build
your company are
great, but directly
asking your
consumers what Custom
they want, is better. Tailored Customer
Acting on that Site Lead
information and Strategy
doing it publicly is
key to the success
of this campaign.

Customer Strengthen
Feedback Corporate
Message

사례 3: 컴케스트
Comcast
@Comcast cares

Add title text
Target Real Time Customer Service
The
Problem Handle Customer Complaints

Change speed of delivery

Allow customers to solve problems

Lesson: Being active on Twitter is great but tracking and
seeing who‟s mentioning you, is the next step. Social media
allows for the possibility of great customer service, and with
it, better brand loyalty

사례 4: Blendtec
YouTube Video Marketing

Add text title
Various Attention Getting Videos

Proving the point about the products
6.8
2.7 MM
Customer participation in marketing
MM
2.5
0.7
MM
MM
www.willitblend.com
http://www.youtube.com/watch?v=qg1ckCkm8YI

Lesson: Social media marketing doesn‟t always need to cost
a lot of money. Creating funny, original video and leveraging
an already large user base can be used to increase sales.
Add text title

사례 5: IBM
IBM

Power Loyalty
Network of Executive To &
Blogs Participation Employees Commitment

created an entire network.

Lesson: Having a CEO that blogs is great, but increase the
number ofAdd text title
blogs and you increase the number of
connections. Leveraging your employees to write about
what they love conveys the corporate dedication to the
industry.

사례 6: Zappos
Zappos

Empower Communication Employees
To Share
Engaging
Insights
Continued Interesting Thru Web
Customer Trust Contact
Interaction Consistency
With Routine Empower
Personnel

Zappos
www.zappos.com Relationship

Lesson: Take a CEO that twitters, add in a great personality
and you have a recipe for social success. Ingraining social
media into the culture of a corporation means that every
consumer interaction is personal.

사례Toyota
7: 도요타
Being a Second Life
Event
Hall
Mall Museum resident, the possibilities of
this seem fairly limited. We are
used to living where we want
(or where we can afford
Possibility Park Music rent), “razzing” whatever car
we want (if we own it), using
whatever transportation we
want (you can‟t think of
Garage Homes
anything that we can‟t drive!)
Belonging

Toyota Metapolis

사례 8: Facebook platform과 오픈 ID
Pros Cons
Allows third party apps to take Dependent upon Facebook’s
advantage of pre-existing social continuing good will/good fortune
graph, creating a quasi-open – what if it goes bust or falls out of
social graph favour?

Massive user base Requirement to build upon
Facebook fundamentally limits
Provides an excellent user application possibilities
experience
Facebook graph can never be as
Provides a fairly capable API ubiquitous as an open social graph
encompassing all social network
Ad revenue earned is app users, everywhere
developers’ to keep

Encourages viral app adoption
through news feed and directory

Extended OpenID

• Extended OpenID (xOpenID) is a develop
ment of OpenID which could be the best v
ehicle to achieve an open social graph
• It is OpenID which also holds information o
n social relationships
• If we are serious about the future of social
networking, surely relationship data is just
as important as email and real name is tod
ay when using a web app

How xOpenID could work
• xOpenID contains:
– Personal ID data (such as email, real name et
c)
– Database of other xOpenIDs and the user‟s re
lationship to them (probably via an XFN attrib
ute)
• Each user automatically maintains their ow
n „master‟ list of contacts on xOpenID whic
h can then become contacts on a given so
cial networking site, depending on user ch
oice and relationship to user

xOpenID use case

Person Y
Person Y is added as a
accepts, provides
Person X adds person Y contact on X‟s xOpenID
relationship data that they
as friend on Facebook with relationship data and
went to university
vice versa
together

Y‟s xOpenID queries X‟s Y‟s xOpenID does not query
xOpenID and finds that X person Z‟s xOpenID, because
Person Y joins MySpace is also a member of person Z is person Y‟s
MySpace. Added as a boss, and a connection on
friend on MySpace LinkedIn

Advantages of the xOpenID approach

• Builds on pre-existing standards (OpenID and XFN)
• Achieves a good balance between centralisation (one place
which can be queried for a user) and decentralisation (no o
ne person can have a monopoly over the social graph)
• No reliance on direct inter-social network exchange of data
, so no scope for a network to, for example, block a particul
ar rival yet still accept imported data.
• A user is able to maintain multiple xOpenIDs (as many user
s do now with OpenID) by interconnecting them with the “m
e” XFN attribute
• Also solves the social networking fatigue problem (via Ope
nID) of having to enter personal identity information into ev
ery new social network

Open social networking

Widgets, XML, ‘make public’
xOpenID, XFN option, APIs etc

Relationship and identit Social netw
UGC
y data ork

Trust networks of small size
Increasing the length of the network structure,
Network contains 20 nodes and 34 edges)

Trust /
Cooking Alice

0.76

Distrust / 0.46
Dishwashing

Bob 0.96 Clara

Trust / Drivin
g

Distrust / Teachin
0.80 g
David

Increasing the width of the network structure,
(Network contains 28 nodes and 54 edges)

Alice

Bob Clara

David

Trust networks of larger size
Alice Social
Network

Bob Clara

David
Frida

Business
Network

Eric Ginger

Henrik

Hybrid Networks - Connected networks of different contexts; a social and a
business network. Example Hybrid networks, contain 8 people and 12 relations. 8
links are interconnections (local), and 4 links are acting as glue connecting two
networks (foreign). Network contains 48 nodes and 92 edges.

Trust networks of larger size

A J
a
B

B C I K

D L

N
F

M O E G

P H

Meshed networks –Motivated from real-world network
formations, complex, combined networks of different sizes and different
contexts. Partial or fully connected meshed networks. In sample, A partial
meshed network made-up of two connected hybrid networks; This network
contains 16 people and 26 relations. (Network contains 98 nodes and 198 edges)

참여의 정책적 아키텍쳐

집단에 의해 생산되는 콘텐츠를 관리하는
어플리케이션 참조한 정책 구현

Than Q
redsea@sejong.ac.kr

The followings were made to supplement
my shabby presentation.
When you need anything,
please e-mail me at this address at any time.

References
1장 : Hellogroup, „Thomas Petersen Twitter’,
http://www.slideshare.net/hellogroup/2009-06-08-thomas-petersen-twitter, 2009년 06월 방문.
3장 : hellogroup,„2009 06 08 Thomas Petersen Twitter‟,
http://www.slideshare.net/hellogroup/2009-06-08-thomas-petersen-twitter, 2009년 06월 방문.
4장 : Geeks On A Plane, „Overview of US Platforms & Social Networking(Startonomics Tokyo, June 2009)‟,
http://www.slideshare.net/GeeksOnaPlane/overview-of-us-platforms-social-networking-startonomics-tokyo-june-2009-1566007, 2009년 06월 방문
7-8장, 19장 :Thomas Langenberg, „Information Sharing in Social Networks’, 2006.
http://www.slideshare.net/tlangenberg/information-sharing-in-social-networks-phd-thesis-thomas-langenberg, 2009년 06월 방문.
10장 : Josh Bernoff, „Social Technographics defined‟, forrester, 2007.
http://www.slideshare.net/jbernoff/social-technographics-explained, 2009년 06월 방문.
23장 : “The Semantic Web: A Guide to the Future of XML, Web Services, and Knowledge Management” – Daconta et al., 2003
24장 : http://www.socialmediatoday.com/, 2009년 06월 방문.
32-37장 : Huw, „Open Social Networking‟, 2007, http://www.slideshare.net/huw/open-social-networking, 2009년 06월 방문.
12-20장, 38-40장 :
Nima dokoohaki, ’Modeling and Representing Trust Relations in Semantic Web-Driven Social Networks: An Ontological Analysis‟,
Royal Institute of Technology, Stockholm, June 2007, http://www.slideshare.net/nimadokoohaki/master-thesis-defense, 2009년 06월 방문.

41장-나머지 : D. Allemang, J. Hendler, Semantic Web for the Working Ontologist, Morgan Kaufmann, 2008,
G. Antoniou, F. van Harmelen, A Semantic Web Primer(2nd Edition), MIT Press, 2008
http://profs.info.uaic.ro/~busaco/ 2009년 06월 방문.

웹의 [자발성과 다양성] 대 [책임성과 신뢰성]을 부여할 수 있는 '기술과 정책'의 참여 모델에 관한 발표

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웹의 [자발성과 다양성] 대 [책임성과 신뢰성]을 부여할 수 있는 '기술과 정책'의 참여 모델에 관한 발표