Social Software: why people can’t relate to politics: didn’t know where to start, wouldn’t have an affect on their own. BBC moving toward facilitating conversations. Started by studying a small group with distinct single focus, find crusaders, work with first-timers. Process: looked at people in their environments (same gates, obstacles, opportunities, roadblocks), create 5-stage development model as knowledge structure (slides not working) to triangulate in on issue, quick response to feedback: location of issue, organization of parties, multiple ways in. 2nd stage: deciding whether to campaign or not. Diff between emerging technologies and emerging applications. Here, it’s about applying simple tech to real life. 1. Discovering, 2 Deciding if they want to commit a huge part of their life to change something. What’s the cost? What feedback do they need? 3. Iterative: researching, organizing, strategizing, recruiting; 3/4. acting/planning. 5. three main choices: campaign, change the world, stall or drop off.
Discovering: awareness, learning, developing concern: civic info (how-to, resources, need to change and how things work). Using all BBC media for hooks in. Q: imposing BBC’s bias? MJ: no, trying to be as fair and balanced, people identify their own problems. Mechanisms: local notice board, testing water w/ simplified prods, search for people locally w/ same concerns, start conversations (Terry Winograd and Fernando Flores: their envt was too structured), “shipbuilding” (not like a place where people hang out).
Planning: compiling folder of useful info and related issues, email journal, feeds and links; focus on task not membership. Tools with hooks to databases and resources to support group routines and technology. Moderation, call an editor, peer review.
Acting: folder goes live, groups in other areas discover work and links, support develops, broadcast media coverage possible. Retiring, use of Creative Commons license to publishers, make people mentors (A virtuous circle).
Different tools for different scales of activity: dialog/conversation, buddy list/circle of friends, communities of interest, strangers in the aggregate. Graph w/ small number of people interested in large number of interests, etc. Local action groups. Personality considerations (connectors, mavens, salespeople) mapped to tools (sales: initiatives, connectors: start pages, noticeboards, messaging, etc.) Pilot phase: Oct 2003. Lots of work required to make things simple. Some things won’t work at first, rapid iteration and improvement. Long way to go, can’t be simple enough (real world is complicated enough).
Q: BBC’s objective and fairness limits spectrum of debate. JC: who we’re not doing this on news, this is a distinct service. “This is not the BBC speaking.” Q; need for lots of handholding, how will you deal with this? JC: we don’t know yet. Need to work out how much work there is.
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