enhancing the social web through augmented social cognition research

Image from: http://www.flickr.com/photos/ourcommon/480538715/

EnhancingtheSocialWebthroughAugmentedEnhancingtheSocialWebthroughAugmentedSocialCognitionresearchSocialCognitionresearch

EdH.Chi

PeterPirolli,LichanHong,BongwonSuh,GregorioConvertino,LesNelson,RowanNairn

AugmentedSocialCognitionAreaPaloAltoResearchCenter

Interns:TerrellRussell,BrynnEvans,BryanChan,KMRCstudentsAlumni:RalucaBudiu,BryanPendleton,NikiKittur,ToddMytkowicz

12008-11-07 Ed H. Chi ASC Overview

FOUNDINGVISIONFORPARCFOUNDINGVISIONFORPARC Boldstrategicinvestment

– Foundedbysemiconductors,software,systems– Xeroxin1970,recognitionofthecomingdigitalrevolution– Charteredtheorganizationtocreate“TheOfficeoftheFuture”– Challengedresearcherstobecomethe“architectsofinformation”

Uniquemulti‐disciplinaryculture– Physicists,electronicsengineers,computerscientists…theory&practice– Abletoseeproblemsandintegratesolutionsfrommultipleperspectives

2008-11-07 2Ed H. Chi ASC Overview

14 years of work in foraging and sensemaking InformationScent

– WUFIS/IUNIS(Basicscentmodelingalgorithms)[CHI2000,2001]

– Bloodhound(Simulationofwebnavigation)[CHI2003]– LumberJack(Loganalysisofuserneeds)[CHI2002]

InformationForaging– ScentTrails[TOCHI2003]– ScentIndex[CHI2004]– ScentHighlight[IUI2005]– Visualforagingofhighlightedtext[HCII]

Sensemaking– VisualizationofWebEcologies[CHI98]– VisualizationSpreadsheets[Infovis97,Infovis99]

WhatisWeb2.0?WhatisWeb2.0?WhatisAugmentedSocialCognition?WhatisAugmentedSocialCognition?

Andhowaretheyrelated?

WhatisWikipedia?WhatisWikipedia?

“Wikipedia is the best thing ever. Anyone in the world can writeanything they want about any subject, so you know you’re getting the

best possible information.”– Steve Carell, The Office

WikipediaWikipedia

High‐endofthecollaborationspectrumHigh‐endofthecollaborationspectrum

Groupsutilizesystemstomakesenseandsharecomplextopicsandmaterials.

Wikipedia(socialstatus) Slashdot(karmapoints) WikiHow.com Lostpedia.com

MiddleofthespectrumMiddleofthespectrum

Systemsthatevolvestructuresthatcanbeusedtoorganizeinformation.

Del.icio.us Flickr YouTube Friendster

LightweightsocialprocessesLightweightsocialprocesses

Countingvotes– Awaytoincreasesignal‐to‐noiseratio– Informationfaddishness

Examples:– Digg.com– Mostbookmarkeditemsondel.icio.us

– Estimatingtheweightofanoxortemperatureofaroom

– Thetruevalueofastock

– PageRankorHub/Authorityalgorithms

AwaytothinkaboutthesesystemsAwaytothinkaboutthesesystems

Voting systems Collaborative Co-Creation

Col. Information Structures

Heavier collaboration

Digg.comWikipedia

Slashdot

eHow.com

Del.icio.us

IBM dogearPageRank

Flickr

LayersofModelsNeededLayersofModelsNeeded

Voting systems Collaborative Co-Creation

Col. Information Structures

Heavier collaboration

Digg.comWikipedia

Slashdot

eHow.com

Del.icio.us

IBM dogearPageRank

Flickr

Understanding ofmicro-economics

• of foraging [PARC]

• Personal vs. group[Huberman, Adamic]

• Wisdom of Crowd[Surowieki]

• Information cascades[Anderson and Holt]

Understanding ofconflicts andcoordination

• Wikipedia coordinationcosts [PARC]

• Invisible Colleges [Sandstrom]• Interference effects [Pirolli]• Co-laboratories [Olson and

Olson]• Community networks / Col.

Problem solving [Carroll]

Understanding of infoand social networks

• Tag network analysis [PARC,Golder, Yahoo]

• Structural holes (info brokerage)[Burt]

• Network constraints andstructure [various]

• Semantic of semiotic structures /words [IR, LSA]

ResearchVisionResearchVision

AugmentedSocialAugmentedSocialCognitionCognition Cognition:theabilitytoremember,think,andreason;thefacultyof

knowing. SocialCognition:theabilityofagrouptoremember,think,and

reason;theconstructionofknowledgestructuresbyagroup.– (notquitethesameasinthebranchofpsychologythatstudiesthe

cognitiveprocessesinvolvedinsocialinteraction,thoughincluded)

AugmentedSocialCognition:Supportedbysystems,theenhancementoftheabilityofagrouptoremember,think,andreason;thesystem‐supportedconstructionofknowledgestructuresbyagroup.

Citation:Chi,IEEEComputer,Sept2008

UnderstandinganewareaUnderstandinganewarea……

2008-11-07 13

Characteriza*on Models

PrototypesEvalua*ons

Ed H. Chi ASC Overview

2008-11-07 15

Conflict/CoordinationEffectsinWikipediaConflict/CoordinationEffectsinWikipedia[[KitturKitturetal.,CHI2007]etal.,CHI2007]

2001 2002 2003 2004 2005 2006

tal edits

Article

Article Talk

User Talk

Maintenance

(joint work with Niki Kittur, Bongwon Suh, Bryan Pendleton)(joint work with Niki Kittur, Bongwon Suh, Bryan Pendleton)

ConflictinConflictinWikipediaWikipedia Conflictisgrowingatthegloballevel,andwehave

someideaaboutwhereitis. ButwhatdefinesconflictinsideWikipedia? Buildacharacterizationmodelofarticleconflict

– Identifymetricsrelevanttoconflict– Automaticallyidentifyhigh‐conflictarticles

MeasureofcontroversyMeasureofcontroversy “Controversial”tag

Use#revisionstaggedcontroversial

PagemetricsPagemetrics Possiblemetricsforidentifyingconflictinarticles

Metric type Page TypeRevisions (#) Article, talk, article/talkPage length Article, talk, article/talk

Unique editors Article, talk, article/talkUnique editors / revisions Article, talkLinks from other articles Article, talk

Links to other articles Article, talkAnonymous edits (#, %) Article, talk

Administrator edits (#, %) Article, talkMinor edits (#, %) Article, talk

Reverts (#, by uniqueeditors) Article

Performance:Cross‐validationPerformance:Cross‐validation 5xcross‐validation,R2=0.897

0 1000 2000 3000 4000 5000 6000 7000 8000 9000 10000

Predicted controversial revisions

Actual contro

ial re

Performance:Cross‐validationPerformance:Cross‐validation 5xcross‐validation,R2=0.897

0 1000 2000 3000 4000 5000 6000 7000 8000 9000 10000

Predicted controversial revisions

Actual contro

ial re

DeterminantsofconflictDeterminantsofconflict

Revisions(talk) Minoredits(talk) Uniqueeditors(talk) Revisions(article) Uniqueeditors(article) Anonymousedits(talk) Anonymousedits(article)

Highly weighted features of conflict model:

SurplusofAttentionSurplusofAttention[[ShirkyShirky]]

2008-11-07 Ed H. Chi ASC Overview 22

source: xkcd

RevertRevertGraphGraph[[SuhSuhetal.,IEEEVAST2007]etal.,IEEEVAST2007]

ResearchGoal– Howcanweidentifypointofviewsbetweenusers?– Grouppeopleshareacommonpointofview

Usingrevertasproxyfordisagreementbetweenusers– Revertedits:3,711,638 6.3%oftotaledits– Duetovandalism:577,643 0.99%oftotaledits(15.6%ofreverts)

Forcedirectedlayout– Node:user,Edge:revertrelationship

OpinionsonOpinionsonDokdo/TakeshimaDokdo/Takeshima

Group A

Group B Group C

Group D

Number of users in user group A B C Total

Users with Korean point of view 10 6 0 16

Users with Japanese point of view 1 8 7 16

Neutral or Unidentified 7 3 6 172008-11-07 24Ed H. Chi ASC Overview

MediatorPattern‐TerriSchiavoMediatorPattern‐TerriSchiavo

Mediators

Sympathetic to parents

Sympathetic to husband

Anonymous(vandals/spammers)

UsingInformationTheorytoModelSocialTaggingUsingInformationTheorytoModelSocialTagging[EdH.Chi,Todd[EdH.Chi,ToddMytkowiczMytkowicz,ACMHypertext2008],ACMHypertext2008]

TopicsConcepts

Users Documents

T1…TnEncodingDecoding

H(Tag)showssaturationintagusageH(Tag)showssaturationintagusage

H(Doc|Tag),browsabilityH(Doc|Tag),browsability

Raiseinavg.tagperbookmarkRaiseinavg.tagperbookmark(noteparallelthedevelopmentinincreasing#ofquerywords)(noteparallelthedevelopmentinincreasing#ofquerywords)

II((DocDoc;;TagTag)MutualInformation)MutualInformation

Source: Hypertext 2008 study on del.icio.us (Chi & Mytkowicz)

UnderstandinganewareaUnderstandinganewarea……

2008-11-07 31

LivingLaboratory:LivingLaboratory:PrototypingSocialApplicationsonthePrototypingSocialApplicationsontheInternetInternet

CreateaLivingLaboratoryasaplatformtodevelop,test,andmarketinnovations

WikiDashboardWikiDashboard::SocialTransparencyforWikipediaSocialTransparencyforWikipedia

JointworkwithBongwonSuh,AniketKittur,BryanPendleton

BongwonSuh,EdH.Chi,AniketKittur,BryanA.Pendleton.LiftingtheVeil:ImprovingAccountabilityandSocialTransparencyinWikipediawithWikiDashboard.InProceedingsoftheACMConferenceonHuman‐factorsinComputingSystems(CHI2008).ACMPress,2008.Florence,Italy.

RisksinUsingWikipediaRisksinUsingWikipedia[Denningetal.2005][Denningetal.2005]

Factualaccuracy Motivesofeditors Uncertainexpertise Volatility Spottycoverage Unproven/non‐independentsource

SocialDashboardSocialDashboard Socialtranslucentforeffectivecommunicationandcollaboration

[EricksonandKellogg2002]– Makesociallysignificantinformationvisibleandsalient– Supportawarenessoftherulesandconstraints– Accountabilityforactions

Wikiscanbeaprimecandidate– Everyeditisloggedandretrievable– WikiScanner.com:analyzeanonymousIPedits– WikiRage.com:topedits

HillaryClintonHillaryClinton

TopEditor‐WastedTimeRTopEditor‐WastedTimeR

SubprimeMortgageCrisisSubprimeMortgageCrisis

WikiDashboardWikiDashboard

Surfacinghiddensocialcontexttousers Forreaders

– Anyincidentsinthepaste.g.Asuddenburstofedits?– Whoarethetopeditors?– Whatistheirmotivation/pointofviews/expertise/topicsof

interest?– Helpthemjudgingthequality/trustworthiness/usefulnessofan

article.

Forwriters– Measureexpertise/contribution/reputation– Motivatethemtobemoreactive/responsible(?)

MrTaggy.comMrTaggy.com::socialsearchwithtagssocialsearchwithtags

JointworkwithRowanNairn,LawrenceLee,PeterLai,LichanHong

2008-11-07 41

TipsHelp

Tricks

Tutorial

Tutorials

Reference

Semantic Similarity Graph

TagSearchTagSearchhttphttp:/://mrtaggy.com/mrtaggy.com

SparTag.usSparTag.us::SocialParagraph‐levelTaggingSocialParagraph‐levelTagging

JointworkwithLichanHong,RalucaBudiu,LesNelson,PeterPirolli

LichanHong,EdH.Chi,RalucaBudiu,PeterPirolli,andLesNelson.SparTag.us:ALowCostTaggingSystemforForagingofWebContent.InProceedingsoftheAdvanced

VisualInterface(AVI2008),(toappear).ACMPress,2008.

LoweringParticipation/InteractionLoweringParticipation/InteractionCostsCosts Interactioncosts

determinenumberofpeoplewhoparticipate

Surplusofattention&motivationatsmalltransactioncosts

Therefore… Importanttokeep

interactioncostslow

Cost of participation#

for “

SparTag.usSparTag.us

In situ tagging while reading– No new window– Clicking vs typing

Tagging + highlighting

ParagraphTaggingParagraphTagging

Intuition:sub‐docnuggetsuseful– Entities,facts,concepts,paragraphs

Annotationsattachedtoparagraphs Portableacrosspagesandothercontents(e.g.

Worddocuments)– Dynamicpages– Duplicatecontent

Example:DuplicateContentExample:DuplicateContent

MyReadingNotebookMyReadingNotebook

SocialSharingSocialSharing

friendfriend’’s tagss tags

my tagsmy tags

my highlightsmy highlights friendfriend’’s highlightss highlights

ImportanceIndicatorImportanceIndicator

recallrecall first-visitfirst-visit

TwoSidesofTaggingTwoSidesofTagging

Encoding Retrieval

h>p://edge.org

“scienceresearchcogni*on”

h>p://www.ted.com/index.php/speakers

“videopeopletalkstechnology”

AugmentedSocialCognitionquestions:AugmentedSocialCognitionquestions:

Crowdsourcing[collaborativeco‐creation]– IsthereawisdomofthecrowdinWikipedia?– Howdoesconflictdrivecontentcreation?

CollectiveIntelligence[folksonomy]– Aresocialtagscollectivelygatheredusefulfororganizationofalarge

documentcollection?

CollectiveAveraging[socialattention]– Doesvotingsystemsidentifythebestqualityandmostinteresting

informationforthatcommunity?

ParticipationArchitecture[interaction]– Doesloweringtheinteractioncostbarrierincreaseparticipation

productively?

Expertisefinding[socialnetworking]– Doesgettingexpertsthroughsocialnetworkgetsyoutobetterquality

informationsooner?

TheTeamTheTeam

Image from: http://www.flickr.com/photos/ourcommon/480538715/

AugmentedSocialCognition:AugmentedSocialCognition:FromSocialForagingtoSocialSensemakingFromSocialForagingtoSocialSensemaking

ResearchVision:Understandhowsocialcomputingsystemscanenhancetheabilityofagroupofpeopletoremember,think,andreason.

LivingLaboratory:Createapplicationsthatharnesscollectiveintelligencetoimproveknowledgecapture,transfer,anddiscovery.

http://asc‐parc.blogspot.comhttp://www.edchi.netechi@parc.com

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