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Introduktion til medier og kommunikation

Introduktion til medier og kommunikation. 1. november Remix. RW vs RO culture. RW (read/write) culture vs. RO (read/only) culture RW culture in text: Usenet, blogs with comments RW culture in media: Remix. “Produsage”.

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Introduktion til medier og kommunikation

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  1. Introduktion til medier og kommunikation • 1. november • Remix

  2. RW vs RO culture • RW (read/write) culture vs. RO (read/only) culture • RW culture in text: Usenet, blogs with comments • RW culture in media: Remix

  3. “Produsage” • “terms such as ‘many minds’ (Sunstein, 2006) and similar notions such as ‘the wisdom of crowds’ (Kittur and Kraut, 2008; Surowiecki, 2004), ‘distributed collaboration’ (Shirky, 2008), ‘mass collaboration’ (Tapscott and Williams, 2006), ‘produsage’ (Bruns, 2008), ‘crowdsourcing’ (Howe, 2006), ‘Open Source Intelligence’ (Stalder and Hirsh, 2002) and ‘collaborative knowledge’ (Poe, 2006)” (Niederer & van Dijk 2010: 1370) Niederer, Sabine , & van Dijck, José (2010). Wisdom of the crowd or technicity of content? Wikipedia as a sociotechnical systemv. New Media & Society, 12(8), 1368-1387.

  4. Peer production as opposed to...

  5. Peer production • At the heart of the economic engine, of the world’s most advanced economies, we are beginning to notice a persistent and quite amazing phenomenon. A new model of production has taken root; one that should not be there, at least according to our most widely held beliefs about economic behavior (Benkler 2006 p. 59)

  6. Scientific management • 1880’erne: Frederick W. Taylor laver sine tidsstudier på amerikanske fabrikker • taylorisme • 1910’erne: Henry Ford skaber den rationelle industriproduktion (samlebånd, arbejdere som forbrugere) • fordisme

  7. Frederick Winslow Taylor • Ingeniør og konsulent (1856-1915) • Videnskabelig tilgang til ledelse – scientific management • Tids- og bevægelsesstudier • Overførelse af kompetence fra menige medarbejdere til ledere • Argumenterer for, at ledelse og medarbejdere har fælles interesse i at maksimere udbyttet ved at maksimere mængden af producerede varer Taylor, F. W. (1911). The Principles of Scientific Management. New York, London: Harper & Brothers.

  8. Henry Ford • Grundlagde Ford Motor Co. (1863-1947) • Selvlært mekaniker og tilhænger af welfare capitalism • Lancerede Ford T i 1908 til 825 $ (prisen faldt løbende og allerede i 1916 var den 360 $) - udgik af produktion i 1927 • Indførte samlebåndsproduktion i 1913 • Indførte 5 $ dagløn i 1914 • Indædt modstander af fagforeninger indtil 1941, hvor Ford indgik overenskomst med United Auto Workers (UAW)

  9. Samlebåndsarbejde • "Any customer can have a car painted any color that he wants so long as it is black"

  10. Effective, yet not market-based or managed • What we are seeing now is the emergence of more effective collective action practices that are decentralized but do not rely on either the price system or a managerial structure for coordination (Benkler p. 63)

  11. Managerial structure • Max Weber believed in a rigid, formalized structure known as a bureaucracy. The characteristics of a bureaucracy include: • A well-defined formal hierarchy and chain of command; • Management by rules and regulations; • Division of labor and work specialization; • Managers should maintain an impersonal relationship with employees; • Competence, not personality, is the basis for job appointment and • Formal written records. Weber, Max, Roth, Guenther, & Wittich, Claus. (1978). Economy and Society: an outline of interpretive sociology. Berkeley: University of California Press.

  12. Why markets? • “[P]eople use markets when the gains from doing so, net of transaction costs, exceed the gains from doing the same thing in a managed firm, net of the costs of organizing and managing a firm. Firms emerge when the opposite is true” (Benkler 2006 p. 59)

  13. Freedom to interact • It is the freedom to interact with resources and projects without seeking anyone’s permission that marks commons-based production generally, and it is also that freedom that underlies the particular efficiencies of peer production (Benkler p. 62)

  14. P2P not gift economy • P2P follows the adage: each contributes according to his capacities and willingness, and each takes according to his needs. There is no obligatory reciprocity involved • Psychic income: The subjective value of nonmonetary satisfaction gained from an activity is known as psychic income Bauwens, Michel. (2005). The Political Economy of Peer to Peer Production. CTheory.net, 1000 Days of Theory: td026.

  15. Four fundamental models

  16. Alan Page Fiske’s Relational Models Theory • People use just four fundamental models for organizing most aspects of sociality most of the time in all cultures. These models are • Communal Sharing, • Authority Ranking, • Equality Matching, and • Market Pricing • Money need not be the medium, and relationships need not be selfish, competitive, maximizing, or materialistic -- any of the four models may exhibit any of these features. Fiske, Alan Page (2004). Relational models theory 2.0. In Nick Haslam (Ed.), Relational Models Theory: A Contemporary Overview (pp. xv, 374 p.). Mahwah, NJ: Lawrence Erlbaum, ISBN: 0805839151. Bauwens, Michel (2005). The Political Economy of Peer to Peer Production. CTheory.net, 1000 Days of Theory: td026. Available from http://www.ctheory.net/articles.aspx?id=499.

  17. Authority Ranking • Authority Ranking (AR) people have asymmetric positions in a linear hierarchy in which subordinates defer, respect, and (perhaps) obey, while superiors take precedence and take pastoral responsibility for subordinates. • military hierarchies (AR in decisions, control, and many other matters), • ancestor worship (AR in offerings of filial piety and expectations of protection and enforcement of norms), • monotheistic religious moralities (AR for the definition of right and wrong by commandments or will of God), • social status systems such as class or ethnic rankings (AR with respect to social value of identities), and • rankings such as sports team standings (AR with respect to prestige).

  18. Equality Matching • In Equality Matching relationships people keep track of the balance or difference among participants and know what would be required to restore balance. Common manifestations are turn-taking, one-person one-vote elections, equal share distributions, and vengeance based on an-eye-for-an-eye, a-tooth-for-a-tooth. • sports and games (EM with respect to the rules, procedures, equipment and terrain), • baby-sitting co-ops (EM with respect to the exchange of child care), and • restitution in-kind (EM with respect to righting a wrong).

  19. Market Pricing • Market Pricing relationships are oriented to socially meaningful ratios or rates such as prices, wages,interest, rents, tithes, or cost-benefit analyses. MP relationships are not necessarily individualistic; a family may be the CS or AR unit running a business that operates in an MP mode with respect to other enterprises. • property that can be bought, sold, or treated as investment capital (land or objects as MP), • prostitution (sex as MP), • bureaucratic cost-effectiveness standards (resource allocation as MP), • utilitarian judgments about the greatest good for the greatest number, or standards of equity in judging entitlements in proportion to contributions (two forms of morality as MP), • estimates of expected kill ratios (aggression as MP).

  20. Communal Sharing • Communal Sharing (CS) is a relationship in which people treat some dyad or group as equivalent and undifferentiated with respect to the social domain in question • people using a commons (CS with respect to utilization of the particular resource), • people intensely in love (CS with respect to their social selves), • people who "ask not for whom the bell tolls, for it tolls for thee" (John Donne/Hemingway; CS with respect to shared suffering and common well-being), or • people who kill any member of an enemy group indiscriminately in retaliation for an attack (CS with respect to collective responsibility).

  21. Peer production

  22. Peer production of information • Utterance of a meaningful statement • Mapping utterances on a knowledge map, specifically with regards to • Relevance • Credibility • Distribution

  23. Peer-to-peer • P2P processes occur in distributed networks • P2P projects are characterized by equipotentiality or 'anti-credentialism.' This means that there is no a priori selection to participation • P2P projects are characterized by holoptism. Holoptism is the implied capacity and design of peer to peer processes that allows participants free access to all the information about the other participants; not in terms of privacy, but in terms of their existence and contributions (i.e. horizontal information) and access to the aims, metrics and documentation of the project as a whole (i.e. the vertical dimension)

  24. What makes hackers tick • A ”hacker” is a person who has gone past using his computer for survival (”I bring home the bread by programming”) to the next two stages. He (or, in theory but all too seldom in practice, she) uses his computer for his social ties – e-mail and the net are great ways to have a community. But to the hacker the computer is also entertainment. Not the games, not the pretty pictures on the net. The computer itself is entertainment. Torvalds, L. (2001). What Makes Hackers Tick? A.k.a. Linus' Law. In P. Himanen (Ed.), The Hacker Ethic and The Spirit Of the Information Age (p. 19). New York: Random House, ISBN: 0375505660.

  25. Ericsson’s vision

  26. The long tail

  27. The Long Tail • Small sites make up the bulk of the internet's content; narrow niches make up the bulk of the internet's possible applications. • Therefore: Leverage customer-self service and algorithmic data management to reach out to the entire web, to the edges and not just the center, to the long tail and not just the head.

  28. The long tail • Abundance, not scarcity (unlimited distribution, storage is free) • The 98 percent rule (at least one unit sold quarterly) • The Long Tail Blog: http://longtail.typepad.com/the_long_tail/ • The original 2004 Wired Long Tail article: http://www.wired.com/wired/archive/12.10/tail.html

  29. Five claims • The prevailing optimism with regard to peer production has been built on five claims: • Pursuing psychologically gratifying labor within peer production is an unqualified good; • Peer networks are an egalitarian and efficient means of producing information goods; • Peer production necessarily realizes ethical relationships between collaborators; • Peer production is equally suited to all domains of social activity; • Peer production is nonmarket and nonproprietary (Kreiss & al. 2011: 244) Kreiss, Daniel, Finn, Megan, & Turner, Fred. (2011). The limits of peer production: Some reminders from Max Weber for the network society. New Media & Society, 13(2), 243-259. doi: 10.1177/1461444810370951

  30. 1st claim • Pursuing psychologically gratifying labor within peer production is an unqualified good? • No distinction between work sphere and private sphere • Fairness in terms of equal treatment is undermined • Peer production a dead end career-wise?

  31. 2nd claim • Peer networks are an egalitarian and efficient means of producing information goods? • [C]redentialing actually undermines the power of class-based and purely social forms of capital (p. 250) • Also, [t]he credentialed educators at universities provide a base set of skills necessary for many forms of peer production (p. 251)

  32. 3rd claim • Peer production necessarily realizes ethical relationships between collaborators? • [Bureaucratic] regulations hold the whims of individual members in check (p. 251) • The absence of formal rules [in peer production] allows charismatic individuals to determine who is appointed or dismissed according to fiat (p. 252)

  33. 4th claim • Peer production is equally suited to all domains of social activity? • [P]eer networks simply cannot concentrate and consistently deploy the resources that bureaucracies can with their goal-oriented routines, professionalized staff, and stable operating procedures (p. 253)

  34. 5th claim • Peer production is nonmarket and nonproprietary? • [I]f networks ‘are indeed so wealth-generating, they will be co-opted into mainstream “industrial” ways of production. To paraphrase Steve Jobs, the corporate world may soon provide peer-production for the rest of us’ (p. 254) • [P]eer laborers pursuing granular tasks are alienated from the informational projects they are working toward and even often unaware as to whose ends they serve (p. 255)

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