hcde 501 weekly presentation
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21-Oct-2014 -
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Transcript of hcde 501 weekly presentation
WEEK 6 PRESENTATION Sara DeGruttola | Jacqueline Keh | Puja Parakh | Tony Santos
The Article
Applying Common Identity and Common Bond eory to Design of Online Communities Yuqing Ren, Robert Kraut* & Sara Kiesler
*Robert Kraut was the author of last week’s reading, “Applying Social Psychological eory to the Problems of Group Work”
The Journal
Organization Studies (OS)
Publishes peer-reviewed, top quality theoretical and empirical research. e journal’s aim is to publish research promoting the understanding of organizing in and between societies. is article was published in March 2007.
The Authors
Authors have a common interest in understanding the increasing reliance upon groups to get work done with the use of information technologies to support collaboration
Yuquin Ren
Bob Kraut
Sara Kiesler
Research came out of Carnegie Mellon University’s HCII
Designing Online Communities
Online Communities are groups, voluntary associations, organizations and communities.
Dependent on members’ voluntary contributions and repeated visits
Unlike formal work organizations, cannot generally rely upon members to show up and work
Online communities need to be designed to encourage commitment and contributions from members
Attaching to an Online Community
Look at two different ways to develop commitment to online communities – by becoming attached to the community as a whole or by becoming attached to individual members. e authors use two theories to understand and predict important outcomes in online communities.
Common Identity & Common Bond
Images: h*p://www.plantsciences.ucdavis.edu/
Common Identity eory To be attached to a group as a whole
• National Rifle Association • Open Source Software
Folks feel more attached to their group as a whole and enjoy the association
Common Bond eory To be attached to a group on an individual level
• BFFs in your book club • Who’s online in your chat list in IM
Folks feel more attached at an individual level – if your friends leave the club, you will too
Motivation
Understand how design choices influence members’ commitment and contribution to online communities. eories taken from an off-line context and applying them to an online context.
Causes of Common Identity-based Attachments
• Social Categorization Objective, subjective or random criteria
• Interdependence
Joint task, purpose, fate, or reward • Intergroup Comparisons
In-group/out-group designation
Causes of Bond-based Attachments • Social Interaction with Others
Frequency
• Personal Knowledge of Others Personal information and self-disclosure
• Interpersonal Attraction to Others rough Similarity
Preferences, attitudes and values
Behavioral Outcomes: Cohesion, Commitment & Evaluation
Identity-based Attachments Bond-based Attachments
Both increase group cohesion Both result in positive self-group evaluation
Both increase positive feelings toward the group Both increase likelihood of remaining in the group
Behavioral Outcomes: Content of Discussion
Identity-based Attachments: Off-topic discussion is discouraged
Bond-based Attachments: Off-topic discussion is considered acceptable
Behavioral Outcomes: Social Loafing
Identity-based Attachments: Responsibility likely to be shared or assumed
Members compensate for slackers/lurkers
Bond-based Attachments: Less obligation for responsibility More tolerant of slackers/lurkers
Behavioral Outcomes: Group Norms
Identity-based Attachments: Non-conforming
Bond-based Attachments: Conforming
Behavioral Outcomes: Response to Newcomers
Identity-based Attachments: More welcoming, accepting
Bond-based Attachments: More exclusive
Obstacles to newcomers
Behavioral Outcomes: Reciprocity
Identity-based Attachments: Prone to generalized reciprocity (community)
Bond-based Attachments: Prone to direct reciprocity (dyadic)
Behavioral Outcomes: Group Robustness
Identity-based Attachments: Less robust to off-topic discussion Less resilient to member turnover
Bond-based Attachments: More robust against off-topic and
Less resilient toturnover
Implications for Design
What is your online community’s goal? • Identity-based • Bond-based • Dual-purpose
Design Dimensions
• Newcomer socialization • Discussion moderation • Community size • Role of core members • Community goals
Newcomer Socialization
• Challenge: How to recruit new members without disrupting the ongoing community – Getting newbies up-to-speed
Discussion Moderation
• Challenge: Keep it real or keep it together? – Should off-topic conversations be allowed?
Community Size
• Challenge: How to get more people without losing them. – Managing membership turnover
Role of Core Members
• Challenge: How to get participation from peripheral members without intimidation by the core group – Growing the participating community
Community Goals
• Challenge: How to keep subgroups in-line with the overall community goals – Supporting subgroups within the community
Ren et. al. and Kraut
Computing as a group activity not a solitary one
Ren et. al. and Kraut
Social psychology as an important influence on design decisions in group oriented systems
Ren et. al. and Kraut
Mostly uncharted territory.
Social Psychology and HCI/HCDE
Computing is becoming more group focused, thanks to the internet
Social Psychology and HCI/HCDE
Groups are becoming more distributed thanks to faster internet connections and cheaper
telecommunications platforms
Social Psychology and HCI/HCDE
Social Psychological theories, like Common Identity and Common Bond, already tell us a lot
about how people act in groups
Social Psychology and HCI/HCDE
Future research needs to test these theories at “web scale”
Social Psychology and HCI/HCDE
Future research needs to test design processes informed by these theories