The Crowd as Source: Collective Intelligence
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These slides were created for the course: Comm 350R Social Media Dr. Matthew J. Kushin Department of Communication Utah Valley University For more on the course see: http://profkushinsocial.wordpress.com For more about the professor, see: http://profkushin.wordpress.com or @mjkushin on Twitter
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The Crowd as Source: Collective Intelligence
- 1. Social Media CourseDr. Matthew J. Kushin Assistant Professor Department of Communication Utah Valley University profkushin.wordpress.com mkushin@uvu.edu @mjkushin
- 2. The Crowd As Source: Collective intelligence Dr. Matthew J. Kushin Course: profkushinsocial.wordpress.com
- 3. “Marketplace of Ideas” The merit of an idea is tested in the competition of the market
- 4. Origins of Marketplace of Ideas John Milton (17th century) freedom of expression Assumes: People are Rational Individual has ability to reason what is good/bad, right/wrong, true/false We reason best when we have open access to the range of ideas
- 5. Origins of Marketplace of Ideas John Stuart Mill On Liberty (1859) Shouldn’t suppress opinions A lot of wrong ideas needed to arrive at the correct one People should be allowed to air false opinions If a new opinion is right individuals can adopt it If it is wrong, they see further reason why the old opinion is right
- 6. Pizza What’s the best pizza in town? What company in the Utah Valley has the best idea – the best method – for making pizza?
- 7. John Milton continued Arguments: “self righting process” the person with the better idea will win out. Interference is not needed The truth (right/wrong, best way of doing something) will emerge from competing ideas
- 10. Marketplace of Ideas Weakness: Cost of entry – What it costs to get your idea heard in the marketplace of ideas
- 11. Mass media v. Social media Operated by a few Operated by many Social media overcomes the cost of entry In its purest form: ability of ALL (with access) to contribute their opinions
- 12. Could we create our own pizza?
- 14. Collective Intelligence Social media – ability to pool knowledge of many people Voluntary Open More contributors = greater collective intelligence
- 15. Competing media Mainstream media relies on Expert knowledge Professional journalists Sources’ credibility & authority Politicians, government officials, lawyers, doctors, law enforcement Social media relies on Collective intelligence in an openmarketplace of ideas
- 16. Concept summary Marketplace of Ideas Everyone with something to contribute may Humans are rational The “truth” will emerge from these contributions Collective Intelligence Combined knowledge when many people contribute Social Media Collective intelligence in an open marketplace of ideas
- 17. Experiment Activity Purpose: Test whether collective intelligence in an open marketplace of ideas (social media) can compete with expert knowledge (mainstream media) at determining the truth Problem: What is the true measurement?
- 18. Experiment Activity Expert knowledge Carpenter Tool: Collective Intelligence Measurement estimates of the class The average of the class equals the consensus Tool: ? ?
- 19. Instructions Each student: 1) Figure out how you could measure the height of a classroom chair using something available to you now Use an object as a reference Example: How does the object’s measurement relate to your height? In Pairs: 1) Discuss each member’s idea for measuring object 2) Settle on how group will measure object 3) Measure object
- 20. Crowdsourcing
- 21. “A PROBLEM SHARED, IS A PROBLEM SOLVED” -unknown
- 22. Crowdsourcing If we have collective intelligence (CI) CI occurs in online spaces E.g., Twitter, Wikipedia, Facebook Then How can we tap this mass brain and use it for our benefit?
- 23. Crowdsourcing is just that! Funneling collective intelligence to solve a problem
- 24. How do we leverage individuals in the media industries? Can we leverage them for the collective good?
- 25. Well – some general examples may help us think about that!
- 26. In Action Company has problem needs solved Broadcast problem online to a base of users Crowd asked to submit solutions Best solutions win reward Company owns solutions & profits from them
- 27. Corporate Benefits: Low cost or free labor Low risk Unlimited pool of talent
- 28. Effect Consumer becomes involved in the cycle of production, producing the product he/she is then sold.
- 29. Crowdsourcing Example 1 Users vote on best designs Threadless prints winning shirts User t-shirt designs submitted to Threadless Shirts are sold back to Users
- 31. Goal: Create a buzz online about product via contest and enthusiasm among brand loyalists.Doritos Crowdsourced Won 2009 Superbowl – Best Ad, beat out Anheiser Busch
- 32. Be On Time Online! Next class’s: won’t be a normal lecture At normal class time next class be online for a VERY TIMELY assignment Will be posted under announcements. I encourage you to do the Module material “learning” section prior to next class
Editor's Notes
- Does this concept work?Are individuals rationale? Or do we sometimes make decisions based on emotion? Do we really take into consideration all the possible ways of doing things? Or do we have our biases? Milton: Speaking against against censorship in 17th century EnglandIdea is: What company has the best idea – the best method – for making pizza.We could decide ourselves if we expose ourselves to all the pizza in town. Then asked that place how they cook their pizza. In our mind, that’d be the best way to make pizza around town.In effect, we can weigh our options: What’s the best pizza in the Utah Valley? Ex: Idea is: What company has the best idea – the best method – for making pizza.We could decide ourselves if we expose ourselves to all the pizza in town. Then asked that place how they cook their pizza. In our mind, that’d be the best way to make pizza around town.
- Don’t do “wood v. brick” example.What if the majority of people agree 1 thing, and they’re wrong?John Stuart Mill also had a concept “tyranny of the majority” Even in self-ruling society, the ruling majority exercises authority over a minorityHarm principle – your freedom goes so far as it doesn’t cause harm to othersEnglandOn Liberty – foundation for much democratic political thought today. State should have limited control over peopleIndividuals should be free to live how they choose
- We could decide ourselves if we expose ourselves to all the pizza in town. Then asked that place how they cook their pizza. In our mind, that’d be the best way to make pizza around town.They’d likely do the best business too
- If a friend asks us each what’s the best pizza & you & I argue about the best pizza – theoretically the person with the better idea will win out. Our friend can determine which is best.
- DO DISCUSSION QUESTIONS:Does this concept work?What are problems with this ideal of marketplace of ideas?2) Are individuals rationale? Or do we sometimes make decisions based on emotion? 3) Do we really take into consideration all the possible ways of doing things? Or do we have our biases? 4) What if the majority of people agree 1 thing, and they’re wrong?John Stuart Mill also had a concept “tyranny of the majority” Even in self-ruling society, the ruling majority exercises authority over a minorityHarm principle – your freedom goes so far as it doesn’t cause harm to othersWould Mill say the media should give access to ALL opinions?
- We’re not satisfied with the pizza options. We want to create our own – but each of us knows little about pizza making. Together we maybe could do it.
- Let’s say you have this open marketplace – in spirit of Mill & those guys – that is open to everyone.In fact, you can make it smart. You can tap into it. That’s what social media is like.Standing on a stone doesn’t let us see very far.But when we have a lot of stones, we can stack them up and see further.
- And so, there is a need to get more trained journalists, etc., onto social media to deal with some of the falsities, etc.
- I greatly enjoyed talking with you all today.Go get some pizza -
- Is this exploitation?Is capitalism “out of ideas”?
- Negative – Chevy ads: consumers make mockery ads criticizing Tahoe’s low gas mileage & climate changeDorritos ad contest – 2 brothers – 2009 Superbowl – Best Ad, beat out Anheiser Busch .