trust in online communities
DESCRIPTION
Presentation at the 2008 OECD ministerial meeting on The Future of the Internet EconomyTRANSCRIPT
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Trust in online communities
Dr Ian Brown
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Outline
Examples of online communities Policy goals Mechanisms for increasing trust Policy levers
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Social networks worldwide
Source: Le Monde, 15/5/08
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World of Warcraft
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Second Life
Source: Second Life News, 27/9/07
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MMO worlds active users
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
9,000,000
World of WarcraftHabbo HotelRunescapeClub PenguinWebkinzGaia OnlineGuild WorldsLineageSecond LifePuzzle Pirates
Data compiled by Omni Media Group, June 2007
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Medical communities
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Policy goals
Building social capital by strengthening networks of emotional and practical support
Reduce geographical barriers to participation in society
Reduce harm to young people
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Reducing the rural divide
Source: OFCOM Communications Market Report 2008
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Reducing harm to young people
Source: Tanya Byron (2008) Safer Children in a Digital World p.64
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Safety guidelines for young users
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Designing in trust Provide mechanisms to verify information,
provide non-verbal cues and link mutual acquaintances (Green, 2007)
Increase temporal, social and institutional embeddedness (Reigelsberger, Sasse & McCarthy, 2007)
Increase understanding (education, experimentation, openness), control and restitution (Lacohee, Phippen & Furnell, 2006)
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Reputation mechanisms
Ranking systems How much community members like interacting with this person, on average
Rating systems How long and how much this person has participated in the community
Collaborative filtering
How well your activities and interests match up with those of this person
Implicit peer-based How often this person interacts with one or more of your friends
Explicit peer-based How much your friends like interacting with this person, on average
Jensen, Davies & Farnham (2002)
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Facebook examples
Socially embedded
Institutionally embedded
Shared interests
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Losing control of personal data
Binary nature of “friend” (Boyd, 2004)
Over-permissive defaults, esp. with networks
Application access to personal data (incl. friends)
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Policy levers
Maximise competition to drive up quality of community sites - mandate interoperability for dominant players
Use privacy law to ensure user control over personal information and hence trust in communities
Encourage codes of conduct on takedown, safety advice and filtering
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References Boyd DM (2004) Friendster and publicly articulated social
networking. Computer-Human Interaction ‘04, pp. 1279-1282 Green MC (2007) Trust and social interaction on the Internet. In
Joinson et al. (eds) The Oxford Handbook of Internet Psychology pp.43-52
Jensen C, Davies J, Farnham S (2002) Finding Others Online: Reputation Systems for Social Online Spaces. Computer-Human Interaction ‘02, 4(1) p.449
Lacohee H, Phippen AD, Furnell SM (2006) Risk and Restitution: Assessing how users establish online trust. Computers & Security 25(7) pp.486-493
Riegelsberger J, Sasse MA, McCarthy JD (2007) Trust in mediated interactions. In Joinson et al. (eds) The Oxford Handbook of Internet Psychology pp.53-70