1 Ravi Vatrapu Toward a Theory of Socio-Technical Interactions Course Portal: Facebook: Etherpad: Thursday, 10-Mar-2011 EB22: Online Marketing: Lecture 17 Auditorium 4, ITU, Copenhagen, Denmark

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

P HENOMENA   Newsgroups  Online Discussion Forums  Web 2.0  Social Networking Sites  Social Bookmarking Sites  Social Content Sharing Sites  Blogs, Microblogs, Wikis etc… 3

U NDERSTANDING THE P HENOMENA  Neither  Sociological Determinism  Technological Determinism  Mutually Constitutive  Potenially, Each Participant is Both  User of the System  Resource for Other Users of the System 4

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

Human Computer Interaction Gerlach, J., & Kuo, F. (1991). Understanding human-computer interaction for information systems design. MIS Quarterly,

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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), “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 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),

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Computer Supported Cooperative Work Carstensen, P.H.; Schmidt, K. (1999). Computer Supported Cooperative Work: New Challenges to Systems Design Wilson, P. (1991). Computer Supported Cooperative Work: An Introduction. Kluwer Academic. 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.”

Three Central Concerns of CSCW 12  Awareness  Articulation Work  Appropriation

CSCW Matrix 13

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),

S OCIO -T ECHNICAL S YSTEMS  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 15

S OCIO -T ECHNICAL S YSTEMS  Interacting with Technologies  Appropriation of Affordances  Interacting with Others Through Technologies  Technological Intersubjectivity 16

S O WHAT ? I MPLICATIONS FOR O NLINE M ARKETING  Focus should be on the socio-technical interactional realm  The zeitgeist is about lurking, leeching, asking, participating, contributing, sharing, mashing and so on  Understand the compositional practices of online users’ interactional accomplishments  Such an understanding could be crucial to designing informative, entertaining, and effective online ads. 17

R EFERENCES Ackerman, M. (2000). The intellectual challenge of CSCW: The gap between social requirements and technical feasibility. Human-Computer Interaction, 15(2), 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, Gerlach, J., & Kuo, F. (1991). Understanding human-computer interaction for information systems design. MIS Quarterly, 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, Grudin, J. (2006). Human Factors, CHI, and MIS. Advances in Management Information Systems, 6, 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 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 ). 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),

Discussion 19