DIGITAL RETORIK E07

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DIGITAL RETORIK E07 Troværdighed og Tillid 2
JONAS HEIDE SMITHSMITH_at_ITU.DK
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KOMMENTARER TIL TEKSTERNE? Cosley, D., Lam, S.
K., Albert, I., Konstan, J. A., Riedl, J.
(2003). Is Seeing Believing? How recommender
system interfaces affect users opinions. Paper
presented at the Proceedings of the conference on
Human factors in computing systems, Ft.
Lauderdale, Florida. Jensen, C., Farnham, S.,
Drucker, S., Kollock, P. (2000, 1-6 April). The
effect of communication modality on cooperation
in online environments. Paper presented at the
SIGCHI conference on Human factors in computing
systems, The Hague, The Netherlands. Pollach, I.
(2005). Corporate self-presentation on the WWW.
Corporate Communications An International
Journal, 10(4), 285-301. Stewart, K. J. (2003).
Trust Transfer on the World Wide Web.
Organization Science, 14(1), 5-17.
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Pollach 2005 Introduction Corporate web sites
have become powerful tools for promoting
corporate identities and building relationships
with audiences (Topalian, 2003). Web sites as
public relations tools have been the subject of
many studies in the past few years. Content
analyses of corporate web sites have been
conducted by Ho (1997), Ghose and Dou (1998),
Perry and Bodkin (2000), Okazaki and Rivas
(2002), and Robbins and Stylianou (2003). Recent
studies on web site communication have also
focused on how web sites are used to build
relationships with stakeholders (Kent et al.,
2003), how companies present themselves as
socially responsible corporate citizens on the
world wide web (WWW) (Pollach, 2003), how they
use their web sites to disclose financial
information (Marston, 2003), and how they
accommodate the information needs of journalists
(Callison, 2003). This paper first explores the
nature of the medium and its implications for
message design on corporate web sites and then
presents the findings of a study on how companies
present themselves in the About Us sections of
their web sites with a view to enhancing their
public images.
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Pollach 2005 The sample companies largely
neglect opportunities for dialogue and
interaction. The absence of interactive features
indicates that companies need to do more to
engage readers in a dialogue with the company,
e.g. by asking them to register with the site or
letting them customise their views of the
company's web site according to their needs and
interests.
Argument
BELÆGFå interaktive features
PÅSTANDFirmaerne forsømmer muligheder for dialog
HJEMMEL (implicit)?
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KORT MUNDTLIG EVALUERING Tænk over 3 gode ting
og 3 dårlige ting
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DAGSORDEN AT UNDERSØGE TROVÆRDIGHED SELVFREMSTILL
INGKOLLABORATIV FILTRERING TILLID OG
BÅNDBREDDE EVALUERING
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QUICKnDIRTY UNDERSØGELSESDESIGN 2 og 2 Hvordan
ville I besvare følgende opgave (gerne flere
muligheder) Undersøg troværdigheden af ITUs
website

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UNDERSØGELSES-METODER
Ideel modtager
Afsender
TekstSerie af tegn
Producerer på baggrund af forventet afkodning
Tolker på baggrund af opfattelse af afsender mv.
Reel modtager

Afspejling af afsender
Afspejling af afsenders opfattelse af modtager
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UNDERSØGELSES-METODER
Fænomen
Observer-bar effekt
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UNDERSØGELSES-METODER
Selv-rapport
Fænomen
Observer-bar effekt
Tillid
Risiko-betinget adfærd
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Er mennesker troværdige dommere over
troværdighed? Erving Goffman Impression
management Pierre Bourdieu Méconnaisance Robert
Trivers Bedste måde at overbevise andre er ved
at overbevise sig selv Thomas Hobbes when
taking a journey some man arms himself, and
seeks to go well accompanied when going to sleep
he locks his doors Does he not there as much
accuse mankind by his actions, as I do by my
words?
Selv-rapport
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DAGSORDEN AT UNDERSØGE TROVÆRDIGHED SELVFREMSTILL
INGKOLLABORATIV FILTRERING TILLID OG
BÅNDBREDDE EVALUERING
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http//www.fona.dk/default.aspx?m2i52
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DAGSORDEN AT UNDERSØGE TROVÆRDIGHED SELVFREMSTILL
INGKOLLABORATIV FILTRERING TILLID OG
BÅNDBREDDE EVALUERING
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Recommendation Forsøger at vurdere hvad en bruger
er interesseret i Indsamler data om brugeren -
Eksplicit Brugeren ranker genstande - Implicit
Analyse af brugerens adfærd (f.eks. tidligere
køb), sammenligning med andre brugere
Kollaborativ filtrering Systemer som baserer
anbefalinger på ligheder mellem (mange)
brugere F.eks. Find brugere med samme
rating-tendenser F.eks. Find relationer mellem
objekter (f.eks. Amazon)
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TILLIDSPROBLEM
Age of Empires II
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BRUGERRANKING
I visse systemer er tillid mellem brugere
væsentlig (f.eks. Age of Empires, ebay,
LinkedIn) Værdien af ranking som signal afhænger
af konkurrence-forholdet mellem
brugerne Alternativet til eksplicit ranking er
tolkning af adfærd
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DAGSORDEN AT UNDERSØGE TROVÆRDIGHED SELVFREMSTILL
INGKOLLABORATIV FILTRERING TILLID OG
BÅNDBREDDE EVALUERING
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TILLID OG BÅNDBREDDE
Tegn-kontrol korrelerer negativt med tillid
A blush may reveal a lie and cause
great embarrassment at the moment, but in
circumstances that require trust there can be
great advantage in being known to be a
blusher. - Frank, R.H. Passions Within Reason -
The Strategic Role of the Emotions. W. W. Norton
Company, New York, 1988.
Face-to-face
Telefon
Tekst
TILLID
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TILLID OG BÅNDBREDDE
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TILLID OG BÅNDBREDDE
Signaler kan sjældent i praksis styres
fuldstændigt I forsøget på at modellere
modtageren tillægges diskrete cues stor vægt
Herring, S.C. Gender and Democracy in
Computer-Mediated Communication. in Kling, R. ed.
Computerization and Controversy Value Conflicts
and Social Choices, Academic Press, San Diego,
1996.
Tolkning
Egenskab
Signal
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IMPLIKATIONER FOR DESIGN? Støj kan skabe
tillid Tredjepartsvurderinger er
værdifulde Fralæggelse af kontrol kan være
nyttigt
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DAGSORDEN AT UNDERSØGE TROVÆRDIGHED SELVFREMSTILL
INGKOLLABORATIV FILTRERING TILLID OG
BÅNDBREDDE EVALUERING