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April 25, 2003
bbc ican
props to Matt and James for persevering with technical problems
BBCi ican
Matt Jones & James Cronin
BBC just has to make peoples lives better - not make money.
Lowest turn out in general election - did qual and quant study to find out what people are interesteed in. People weren't lazy or ambivilent, but parties getting closer and closer.
People expected same consumer power with the Governemnt. Wanted a different typ of representation to sending an MP to parliament.
How can digital help?
Databank of information, connect individuals and show they can make change happen.
Supplement real life - make real world easier, rather than a different world.
Came to a hard stop.
Ethnography - to figure out what is going on in real life. "deep hanging out" - what people do is very different to what they tell you.
15 people at differnet stages of interfacing with local or national gvt.
4 types -
sympathisers - never done anything, little knowledge of how gvt works, on edge of tipping into doing something. Find triggers to engage them.
first timers - starting to do something, but can't get enough traction to get things done. Normally their local environment that prompted them to do something. Tends to be single issue.
local - care about all issues in locality
crusaders - passionate about a single issue, take it nationally or internationally, don't always think about consequences
address mainly sympathisers and first timers
looked at the process -
same gates and decision points, obsticles and opportunities. Tried to identify pain points, and throw design and technology to address these.
1. discovering
build up body of evidence about what they have in their head - nagging doubt about something. Triangulating the issue.
Design a knowledge structure that allows people to collaborate on issues that may be the same thing. Structure initially designed by library scientists, but designed to respond to feedback very quickly.
Provide multiple ways into an issue.
2. Deciding (whether to campaign or not)
Knowing that you're not on your own
Consumer environment - what will it cost to capaign (time/money/effort)
local noticeboard - centred on locality or town. Shows aggregation of what people in your area care about. Flag issues - not committing to do anything about it.
Looked at last 20, 30 years of work on "social software". Winograd and Flores, 1988, - conversation for action.
1+2 are very very long...
3 + 4. planning + acting
(normally 2 years)
a cycle with a decision point - continue as was, change the campaign, or initiate new campaign on new issue
3. planning
compile a folder of information you find useful - you cna then invite people into using the folder.
Tools with hooks - not completely of this system e.g. email to journal, feeds for existing websites.
tried and tested case studies - editorial effort to pump prime the system.
Moderation - a positive spin - "call an editor" to look at stuff you were thinking of putting out there. Doesn't take content away from you - like letters page in a newspaper.
4. acting
Folder goes live as a window on the group's activity. Start to connect across locality (especially with issues that aren't localised - gm foods). Many different spins on the same topic.
5. retiring
Action dies.
Content produced can by put under any cc licence the user chooses.
TOOLS
Different tools for different scales of activity
dialogue / conversatyion
buddy list / circle of friends
communities of interest
strangers in the aggregate
People realise that their issue has several federated issues, can gather speed and size.
Tried working with stopesso (not in bbc time ;) ) to geocode information and people, create localised mailing lists...
different tools for different types of people
((see slide))
trials start Oct 2003 - one reporter per area (6). Broadcast media primed to follow it.
Real world is complicated enough ((pic of a desk)) [how do you get letters etc. into the system?]
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