David De Roure
 @dder


Social Machines
and how to study them
DIRECTOR, OXFORD E-RESEARCH CENTRE
Social	Machines	Defini/on	TBL	
Pip Willcox
Empowered Citizens
Studying Social Machines
Scholarly Social Machines
Social Platforms
Internet of Things
Sociam GO!
Four	quadrants	
More	people	
More	machines	
HPC	
	
	
Conven/onal	
Computa/on		
Social	
Machines	
	
	
Social	
Networks	
Science	2.0	
Big	Data	
Computa/onal	
methods	
Ci/zen	
Science	
Machine	Learning	Scien/fic	Compu/ng	
Cybersecurity	
AUTOMATION
Nigel	Shadbolt	et	al
Empowered Citizens
https://twitter.com/CR_UK/status/446223117841494016/
Some people's smartphones
had autocorrected the word
"BEAT" to instead read
"BEAR".
"Thank you for choosing an
adorable polar bear," the
reply from the WWF said.
"We will call you today to set
up your adoption."
http://www.bbc.com/news/technology-26723457
“Yet	Wikipedia	and	its	stated	ambi/on	to	“compile	the	sum	of	all	
human	knowledge”	are	in	trouble.	The	volunteer	workforce	that	
built	the	project’s	flagship,	the	English-language	Wikipedia—and	
must	defend	it	against	vandalism,	hoaxes,	and	manipula/on—
has	shrunk	by	more	than	a	third	since	2007	and	is	s/ll	shrinking…		
The	main	source	of	those	problems	is	not	mysterious.	The	loose	
collec/ve	running	the	site	today,	es/mated	to	be	90	percent	
male,	operates	a	crushing	bureaucracy	with	an	o]en	abrasive	
atmosphere	that	deters	newcomers	who	might	increase	
par/cipa/on	in	Wikipedia	and	broaden	its	coverage…”	
	http://www.technologyreview.com/featuredstory/520446/the-decline-of-wikipedia/
Gradus[n_] :=
Plus @@ (Flatten[Table[#1, {#2}] & @@@ FactorInteger[n]] - 1) + 1
a(n) = A001414(n) - A001222(n) + 1
where
A001414 = sum of primes dividing n (with repetition)
A001222 = Number of prime divisors of n counted with multiplicity
https://oeis.org/A275314
https://chordify.net
Studying Social Machines
SOCIAM: The Theory and Practice of Social Machines is funded by the UK Engineering and Physical Sciences Research Council
(EPSRC) under grant number EPJ017728/1 and comprises the Universities of Southampton, Oxford and Edinburgh. See sociam.org
Ecosystem
Perspective
•  We see a community of
living, hybrid organisms,
rather than a set of
machines which happen to
have humans amongst
their components
•  Their successes and
failures inform the design
and construction of their
offspring and successors
time
Social Machine instances
 @dder
Social	Media	Triangle	
social media
data and
analytics
social media for
engagement with
research
social media
as a subject
of research
Sam McGregor
The Web
Observatory
Tiropanis, T., Hall, W., Shadbolt, N., De Roure, D.,
Contractor, N. and Hendler, J. 2013. The Web Science
Observatory, IEEE Intelligent Systems 28(2) pp 100–104.
Observer of
one social
machine
Observers using third
party observatory
Observer of
multiple social
machines
Human
participants in
Social
Machine
Human participants in
multiple Social Machines
Observer of Social
Machine infrastructure
1	
4	
2	
3	
5	
6	
SM
SM
SM
Social Machine
Observing Social
Machines
7	
@dder
By Ségolène Tarte, David De Roure
and Pip Willcox
Working out the Plot
The Role of Stories in
Social Machines
Tarte, S.M., De Roure, D. and Willcox, P. 2014. Working out the Plot: the Role of
Stories in Social Machines. SOCM2014: The Theory and Practice of Social
Machines, Seoul, Korea, International World Wide Web Conferences pp. 909–914
STORYTELLING AS A STETHOSCOPE
FOR SOCIAL MACHINES
1.  Sociality through storytelling potential
and realization
2.  Sustainability through reactivity and
interactivity
3.  Emergence through collaborative
authorship and mixed authority
Zooniverse	is	a	highly	
storified	Social	Machine	
Facebook	doesn’t	allow	
for	improvisa/on	
Wikipedia	assigns	
authority	rights	rigidly	
http://ora.ox.ac.uk/objects/ora:8033
Pip Willcox
Tarte, S. Willcox, P., Glaser, H. and De Roure, D. 2015. Archetypal Narratives in Social
Machines: Approaching Sociality through Prosopography. ACM Web Science 2015.
SégolèneTarte
The Macroscope
Max Van Cleek
Social Machines of
Scholarship
Scholarly
Machines
EcosystemDavid De Roure, JCDL 2013
https://www.force11.org
Richard O’Bierne
Pip Willcox
Thanks to Graham Klyne for assistance
in capturing and encoding the First Folio
provenance
Pip Willcox
The Printing and Proof-Reading of the First
Folio of Shakespeare by Hinman makes
the case for compositors A to E
http://collation.folger.edu/2016/03/fallen-type/
http://internetshakespeare.uvic.ca/doc/JC_TextIntro/section/1/
Pip Willcox
Normal Science – computer science is a
puzzle-solving activity under our current
paradigm, inspired by great achievements. 
Successful social machines, like Wikipedia, are
the anomaly. They do not yield to standard
techniques despite attempts to extend those
techniques and fit social machines in as
machines. cf Newtonian mechanics.
Kuhn cycle
We are in the period of crisis, where the failure of established
methods permits us to experiment with new methods to crack
the anomaly. We experiment with social machines as an
underpinning model.
If successful, social machines become the new paradigm and
scientific revolution has occurred. This is evidenced by the
papers and books that train the next generation. 
De Roure, D. 2014. The
Emerging Paradigm of Social
Machines, Digital
Enlightenment Yearbook 2014
227 K. O’Hara et al. (Eds.)
IOS Press, 2014. pp 227-234.
https://linkedresearch.org
Social Platforms
Smart	Society	vision	
21/03/2017	 www.smart-society-project.eu	 36	
Convergence	of	the	
physical	and	the	
digital	
Convergence	of	
people	and	
machines	
New	forms	of	
collec/vity	
People,	devices	and	algorithms,	connected	by	pla6orms,	realising	
individual	goals	while	addressing	collec9ve	challenges
21/03/2017	 www.smart-society-project.eu	 37
21/03/2017	 www.smart-society-project.eu	 38	
Equitable,	flourishing	and	
sustainable	Smart	Pla6orms	
Respect	for	
human	
agency	
Support	
diverse	
interests	
Equitable	
management	
of	value	
Community	
Accountability	and	Transparency	
Privacy	
Safety	
Empowerment	features
Summary:	Aim	and	scope	
21/03/2017	 www.smart-society-project.eu	 39	
Support	diverse	communi/es	
Exchange	of	services	within	stable	
ecosystems	of	value	co-produc/on	
Solve	problems	and	create	
employment	
Preserving	human	agency	
Suppor/ng	diverse	interests	
Appor/oning	benefits	fairly	
The	social	charter	provides	the	healthiness	condi9on	for	the	ins/tu/onal	
arrangements	of	Smart	Collec/ves
Living in the
Internet of Things
New Forms of Data
▶ Internet data, derived from social
media and other online interactions
(including data gathered by
connected people and devices, eg
mobile devices, wearable
technology, Internet of Things)
▶ Tracking data, monitoring the
movement of people and objects
(including GPS/geolocation data,
traffic and other transport sensor
data, CCTV images etc)
▶ Satellite and aerial imagery (eg
Google Earth, Landsat, infrared,
radar mapping etc) http://www.oecd.org/sti/sci-tech/new-data-for-
understanding-the-human-condition.htm
Seizing the tiger by the tail
▶  The Internet of Things
describes a world in which
everyday objects are
connected to a network so that
data can be shared
▶  But it is really as much about
people as the inanimate object
▶  It is impossible to anticipate
all the social changes that
could be created by connecting
billions of devices
https://www.gov.uk/government/publications/internet-of-things-blackett-review
Cyber	Risk	Assessment	for	Coupled	Systems	
David	De	Roure,	University	of	Oxford
www.petrashub.org
There is no such thing as a closed system
Humans are creative and subversive
The Rise of the Bots A Swarm of Drones
Accidents happen (in the lab, bin)
Holding machines to account Software vulnerability
Where are the throttle points?
@dder
Normal	Accidents	
Small	events	cascade	through	
the	system,	with	catastrophic	
consequences,	when:	
•  The	system	is	complex	
•  The	system	is	/ghtly	coupled	
•  The	system	has	catastrophic	
poten/al	
doi:10.1016/B0-08-043076-7/04509-5
Sociam GO!
And	the	
Social	Machines	of	
David	De	Roure	
With	Jim	Hendler,	Max	Van	Kleek,	
Dominic	Difranzo,	and	Pip	Willcox
evolve
power up
Collecting
Training
Grinding
Pokéstop
Backpack
Pokédex
Gym
Candy
Stardust
Poké Ball
egg incubator
revive
catch
Free to play, but
pay for more
balls, incubators,
etc.
•  An exergame (and cultural heritage app) with massive
takeup
–  A behavioural intervention 
–  Leads to real-world social interactions (also see Death Tracker)
•  What is it about the design pattern that makes it so
successful?
–  Appeals to collector instinct
–  Appeals to gaming/training instinct
–  “The pokes are quite cute” cf soft toys
•  Compare with
–  Zooniverse, e.g. Galaxy Zoo, Snapshot Serengeti (gotta catch
‘em all)
–  Linked in (seriously!)
•  Do we create games in our own image?
In the Beginning, There Is the Designer
The Designer Creates an Experience
The Experience Takes Place in a Venue
The Experience Rises Out of a Game
The Game Consists of Elements
The Elements Support a Theme
The Game Begins with an Idea
The Game Improves through Iteration
The Game Is Made for a Player
The Experience Is in the Player’s Mind
The Player’s Mind Is Driven by the
Player’s Motivation
Some Elements Are Game Mechanics
Game Mechanics Must Be in Balance
Game Mechanics Support Puzzles
Players Play Games through an Interface
Experiences Can Be Judged by Their
Interest Curves
One Kind of Experience Is the Story
Story and Game Structures Can Be
Artfully Merged with Indirect Control

Stories and Games Take Place in Worlds
Worlds Contain Characters
Worlds Contain Spaces
The Look and Feel of a World Is Defined
by Its Aesthetics
Some Games Are Played with Other
Players
The Designer Usually Works with a Team
The Team Sometimes Communicates
through Documents
Good Games Are Created through
Playtesting
The Team Builds a Game with
Technology
Your Game Will Probably Have a Client
The Designer Gives the Client a Pitch
The Designer and Client Want the Game
to Make a Profit
Games Transform Their Players
Designers Have Certain Responsibilities
Each Designer Has a Purpose
Closing thoughts
Social	machines	provide	a	lens	onto	human-
machine	networks	at	scale	
We	need	abstrac/ons	and	theory	as	our	
sociotechnical	systems	become	larger	scale,	
more	complex,	more	coupled	and	more	
automated	
Don’t	underes/mate	rapid	and	unan/cipated	
assembly,	and	the	crea/ve	and	subversive	
powers	of	humans.	And	machines.
Nigel Shadbolt
David De Roure
Tim Berners-Lee
Ursula Martin
Grant Miller
Jason Nurse
Petar Radanliev
Ségolène Tarte
Max Van Kleek
Pip Willcox
Wendy Hall
Luc Moreau
Leslie Carr
Kieron O'Hara
Aastha Madaan
Elena Simperl
Ramine Tinati
Thanassis Tiropanis
Dave Robertson
Peter Buneman
Stuart Anderson
Amy Guy
David Murray-Rust
Claudia Pagliari
Michael Rovatsos
david.deroure@oerc.ox.ac.uk
@dder
Supported by SOCIAM: The Theory and Practice of Social Machines, funded by the UK Engineering and Physical
Sciences Research Council (EPSRC) under grant number EP/J017728/1, also Cyber Security of the Internet of Things
EP/N02334X/1, and Smart Society: Hybrid and Diversity-Aware Collective Adaptive Systems: When People Meet
Machines to Build a Smarter Society, funded under the European Commission FP7-ICT FET Proactive Initiative:
Fundamentals of Collective Adaptive Systems (FOCAS), Project Reference 600854.

Social Machines and how to study them