Toward a Theory of Socio-Tech nical Interactions

1. Toward a Theory of Socio-TechnicalInteractions • Course Portal: http://www.itu.dk/~rkva/2011-Spring-EB22 • Facebook: http://www.facebook.com/group.php?gid=133258548012 • Etherpad: http://ietherpad.com/7y3drhMCnq • Thursday, 10-Mar-2011 • EB22: Online Marketing: Lecture 17 • Auditorium 4, ITU, Copenhagen, Denmark

2. Participatory Turn of the Internet • Digital Natives vs. Digital Immigrants • Ubiquitous & Pervasive Computing • Digital Positivism • Civic Panopticon Trends

3. Phenomena Email Newsgroups Online Discussion Forums Web 2.0 Social Networking Sites Social Bookmarking Sites Social ContentSharing Sites Blogs, Microblogs, Wikisetc…

4. Understanding the Phenomena Neither SociologicalDeterminism TechnologicalDeterminism MutuallyConstitutive Potenially, Each Participant is Both User of the System Resource for OtherUsers of the System

5. Human Computer Interaction • Management Information Systems (MIS) • Computer Supported Cooperative Work (CSCW) • Labour Studies • Workplace Studies Information and Communications Technologies

6. Human Computer InteractionGerlach, J., & Kuo, F. (1991). Understanding human-computer interaction for information systems design. MIS Quarterly, 527-549.

7. Human Computer InteractionGerlach, J., & Kuo, F. (1991). Understanding human-computer interaction for information systems design. MIS Quarterly, 527-549.

8. “Management information systems (MIS) is a community of scholars interested in the development, use, and impact of information technology and systems in social and organizational settings (Zhang & Dillon, 2003).” HCI Studies in MIS are “‘‘concerned with the ways humans interact with information, technologies, and tasks, especially in business, managerial, organizational, and cultural contexts’’ (Zhang, Benbasat, Carey, Davis, Galletta, & Strong, 2002, p. 334). Management Information SystemsZhang, P., & Li, N. (2004). An assessment of human–computer interaction research in management information systems: topics and methods. Computers in Human Behavior, 20(2), 125-147.

9. Management Information Systems Zhang, P., & Li, N. (2004). An assessment of human–computer interaction research in management information systems: topics and methods. Computers in Human Behavior, 20(2), 125-147.

10. Management Information Systems Zhang, P., & Li, N. (2004). An assessment of human–computer interaction research in management information systems: topics and methods. Computers in Human Behavior, 20(2), 125-147.

11. CSCW studies "how collaborative activities and their coordination can be supported by means of computer systems.” CSCW “combines the understanding of the way people work in groups with the enabling technologies of computer networking, and associated hardware, software, services and techniques.” Computer Supported Cooperative Work Carstensen, P.H.; Schmidt, K. (1999). Computer Supported Cooperative Work: New Challenges to Systems DesignWilson, P. (1991). Computer Supported Cooperative Work: An Introduction. Kluwer Academic.

12. Awareness • Articulation Work • Appropriation Three Central Concerns of CSCW

13. CSCW Matrix

14. Computer Supported Cooperative Work Ackerman, M. (2000). The intellectual challenge of CSCW: The gap between social requirements and technical feasibility. Human-Computer Interaction, 15(2), 179-203.

15. Socio-Technical Systems Socio-technical systems involve individuals: (a) interacting with technologies, and (b) interacting with other individuals through technologies Socio-Technical Systems are not merely about Human Computer Interaction (HCI) – i.e., interacting with technology – it is also about technological intersubjectivity (TI) – i.e., interacting with people via technology

16. Socio-Technical Systems Interactingwith Technologies Appropriation of Affordances InteractingwithOthersThrough Technologies TechnologicalIntersubjectivity

17. So what?Implications for Online Marketing Focusshouldbeon the socio-technicalinteractionalrealm The zeitgeist is aboutlurking, leeching, asking, participating, contributing, sharing, mashing and so on Understand the compositionalpractices of online users’ interactionalaccomplishments Such an understandingcouldbecrucial to designing informative, entertaining, and effective online ads.

18. References Ackerman, M. (2000). The intellectual challenge of CSCW: The gap between social requirements and technical feasibility. Human-Computer Interaction, 15(2), 179-203. Barley, S. R., Dutton, W. H., Kiesler, S., Resnick, P., Kraut, R. E., & Yates, J. (2004). Does CSCW need organization theory? Proceedings of the 2004 ACM conference on Computer supported cooperative work, 122-124. Gerlach, J., & Kuo, F. (1991). Understanding human-computer interaction for information systems design. MIS Quarterly, 527-549. Grudin, J. (1988). Why CSCW applications fail: problems in the design and evaluation of organizational interfaces. Proceedings of the 1988 ACM conference on Computer-supported cooperative work, 85-93. Grudin, J. (2006). Human Factors, CHI, and MIS. Advances in Management Information Systems, 6, 402 - 421 . Vatrapu, R. (2009). Toward a Socio-Technical Theory of Culture. Paper presented at the Culture and Technologies for Social Interaction Workshop at the 12th IFIP TC13 Conference in Human-Computer Interaction (INTERACT 2009), Uppsala, Sweden, Available at http://lilt.ics.hawaii.edu/~vatrapu/docs/2009-INTERACT-SocioTechnical-Theory-of-Culture.pdf. Vatrapu, R. (2009). Toward a Theory of Socio-Technical Interactions in Technology Enhanced Learning Environments. In U. Cress, V. Dimitrova & M. Specht (Eds.), EC-TEL 2009, Lecture Notes in Computer Science (LNCS) 5794 (pp. 694-699). Berlin Heidelberg Springer-Verlag. Zhang, P., & Li, N. (2004). An assessment of human–computer interaction research in management information systems: topics and methods. Computers in Human Behavior, 20(2), 125-147.

19. Discussion