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

Naver

Heavier collaboration

Digg.comWikipedia

Slashdot

eHow.com

Del.icio.us

IBM dogearPageRank

Flickr


LayersofModelsNeededLayersofModelsNeeded

Voting systems Collaborative Co-Creation

Col. Information Structures

Naver

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]

60%

65%

70%

75%

80%

85%

90%

95%

100%

2001 2002 2003 2004 2005 2006

Perc

enta

ge o

f to

tal edits

Article

User

Article Talk

User Talk

Other

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

0 1000 2000 3000 4000 5000 6000 7000 8000 9000 10000

Predicted controversial revisions

Actual contro

vers

ial re

vis

ions


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

Tags

T1…TnEncodingDecoding

Noise


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

Guide

Web

Howto

TipsHelp

Tools

Tip

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#

Peop

le w

illin

g to

pro

duce

for “

free

”


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

50

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://[email protected]


Enhancing the Social Web through Augmented Social Cognition Research

Technology

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