1 Social division of ICT work: the role of local experts in supporting ICT adoption and use JAMES...
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1 Social division of ICT work: the role of local experts in supporting ICT adoption and use JAMES STEWART RCSS UNIVERSITY OF EDINBURGH EASST/4S, Paris 2004
1 Social division of ICT work: the role of local experts in supporting ICT adoption and use JAMES STEWART RCSS UNIVERSITY OF EDINBURGH EASST/4S, Paris
1 Social division of ICT work: the role of local experts in
supporting ICT adoption and use JAMES STEWART RCSS UNIVERSITY OF
EDINBURGH EASST/4S, Paris 2004
Slide 2
2 Local Experts Local experts Informal economy Whole life space
Cross boundaries of home work, community Exchange, gift giving,
borrowing, advice, skills, knowledge. Familiar relationships in
extended networks
Slide 3
3 Questions What are local experts Why do they exist? What do
they provide, to whom and how? How do they become local experts?
How and where do they get their knowledge What is it like to be
one? What position do they have in a community and in social
networks? What role do they have in translating and creating
knowledge and practice
Slide 4
4 The social network and personal influence in ICT
Domestication Social dimension of use and diffusion of technologies
Diffusion of Innovations Roleand mechanisms of social networks
Organisation and Family studies Division of labour,
responsibilities, power, decision making processes. Role of Change
Agents
Slide 5
5 Use of the Social network Wellman a number of roles for the
network, as: Havens;Band-Aids; ladders; levers (Wellman, Carrington
et al., 1988). Network in adoption of innovations: Information
gathering Reduction in uncertainty (subjective opinions)
Relationships and positions within the network centrality,
periphery Opinion leaders v. marginals Weak ties and strong ties
(Granovetter)
Slide 6
6 Social Influence Reference groups and primary groups Personal
Influence Comparison with others in structures Word of Mouth vast
and powerful network of neighbours exchanging product information
(Whyte, 1954)
Slide 7
7 Obtaining information & Resolving uncertainty Weak ties -
Strong ties (Granovetter) Weak - for information search, and strong
ties relational proximity for referral - more trust. subjective
opinions, thus reducing community uncertainty (Rogers, 1995) Weak
ties - bridge to larger community Cohesion and Structure Cohesion -
close ties important for early adopters Structural equivalence for
later adopters (Burt 1997) The networks people use for information,
and those that they are influenced by (conformity) are often
different Gatignon and Robertson (1985)
Slide 8
8 Opinion leaders 1950s Katz, Lazersfeld (1955) The power of
opinion leadership in the kind of face-to-face influence situations
which we are concern [with]... finds expression in informal
persuasion and friendly influence, which probably does not derive
from wealth or high position but from casual everyday contact with
peers
Slide 9
9 Innovators as marginals Innovators may have no one in their
network to refer to so they have to look outside. This can be
related to the concept of weak ties, and to anthropological concept
of the marginal one who transcends cultures and is critical for
dissemination of innovations (Barnett, 1953).
Slide 10
10 Opinion leaders and Information brokers (Burt, 1999).
reconciles the idea of the opinion leader at the centre of a social
group with the idea of the innovator as someone of the margins of a
social network, or with many weak links to other networks.
important role for information and opinion brokers, individuals
with strong links to other social networks or other external
information sources that brings ideas in, but not necessary someone
who has a particular influence within a social group.
Slide 11
11 Local experts and IT Rogers Silicon valley (1985) Murdoch et
al ZX 81 (1992) Network and local experts necessary to get through
early stages of adoption
Slide 12
12 Study 4 networks, 4 key informants 1 year study of adoption
of ICTs, and knowledge and attitude evolution Networks across work,
home, school, friends. Range of ICTs and other products Coping
strategies Adopters and non-adopters
Slide 13
13 Informal Economy Great deal of exchange in everyday life
Informal Economy to obtain goods, service, skills, advice etc To
avoid obtaining, learning, using new ICTs
Slide 14
14 Coping with adoption and use Many people obliged to adopt
ICTs Much innovation and technical knowledge appears obscure and
difficult to understand Adoption, Use and Upgrading etc is not
easy. Mix of formal and informal learning Everyone knows others
using and adopting Everyone knows a local expert
Slide 15
15 A LOCAL EXPERT: MAURICE (Group 3) Maurice is an IT
professional. He works as a commercial teacher He reads lots of
computer magazines, and uses the Internet for research. He does not
have close contacts with others doing similar work to himself. He
is a local expert in computers, and is confident with technology.
In his immediate family Maurice is the computer expert, and is
responsible for the machines. His wife and children turn to him for
help with IT, as does his father in law. His wifes friends know him
as a computer guy, a definition that seems to set him in a class
apart. His wife Ruth has long resisted using computers herself, and
living with him, she is able to off-load any responsibility: he
does the typing for her, he organises the childrens computer, he
runs the family e-mail system etc. He is thus a great resource of
knowledge, service, organisation, and enthusiasm. He also helps his
father in law with his computer, his mother in law thinks he must
think they are a bit stupid, and praises his patience with her
husband. He has some contact with others with similar interest
though his work and local trade groups, but much of his knowledge
comes from the media, books and hands- on experience
Slide 16
16 Local Experts Relative experts Key knowledge is of others,
not technical knowledge Equipment and skills as well as knowledge
Mediate knowledge, translate ideas, support practice. Act as
bridges Take on responsibility for ICTs in division of labour and
knowledge
Slide 17
17 The gadget freak He's one of these sort of people who gets
everything when it comes out. He's got a huge long like screen and
three video recorders and got cable and he's got all the surround
sound and everything. [Amanda2 G1 : 124 - 124 ]
Slide 18
18 School children Valerie: if they have the basic skills and
can come and ask for help if they need it or they go and ask other
children in the class who they know more than they do and that's
quite acceptable. James: Sort of class experts? Valerie: Yes James:
Is that people who've got them at home or? Valerie: Usually it is,
or some who are just a bit more confidant is usually the case.
[Valerie 2 G1 : 433 - 440 ]
Slide 19
19 Not always who you think You see Ive got a colleague whos a
whiz on the computer. As she says she wasnt that bright school so
she got to do typing, so she types at a phenomenal speed and
therefore she does all the time tabling on the computer. She and I
are both doing this management training together. I think Im going
to learn so much from her. She took me the whole way through, you
know, sending emails and stuff and this new course [Ruth, Group 3
interview 1]
Slide 20
20 Becoming a Local expert Just having the knowledge is not
enough, it becomes salient to the group when others start wanting
to know, and needing to know about new ICTs Their expertise is
activated by others in the network when they start to show an
interest in the technology for other reasons, such as problems with
adoption and use or the desire to form an opinion. This activation
can include asking advice, help, asking for services, equipment
etc
Slide 21
21 Relative Expert I mean I know more than him so I'm the
closest contact, I'm no expert, but I know enough to get over some
of the problems that he has but not all obviously... I built his
computer. I gave, when I bought my own one I said that I'd sell him
my old one.... Andy 1 G2 : 715 715
Slide 22
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Slide 23
23 Whats so special about ICT experts The rapid change in the
field, which means their expertise has to develop continuously, and
its increasing relevance to many people in different areas of life,
Easy to become an expert Wide spread demand Slow development of
formal channels
Slide 24
24 What do they do? To inform and demonstrate to others in
their networks Translate and explain public demonstrations, and new
ideas To provide ICT services and take on responsibility To support
the adoption process To support the learning process To solve
problems
Slide 25
25 Inform and demonstrate Casual conversation Specific
questions Demonstration of use and of uses A gatekeeper and
interpreter of external expertise which they can evaluate in the
light of the knowledge they have of those they aid in their local
network.
Slide 26
26 Take responsibility Local division of responsibility,
skills, time, labour NO, I just use it [the computer] for what I
need it for. I don't wonder about its workings, or anything else.
if I need something, if I am not sure about something, I will ask
Ian or one of the girls, and they will keep me right. Is your
husband more into knowing? He is pretty good on them. So I just
forget promptly. [Fiona1 G1 : 355 - 365 ] Voluntary, negotiated,
imposed
Slide 27
27 Support for the Adoption Process Search, decision making,
purchase and set-up Ran out of money, and because I felt confident,
Alec gave me a hand to plug in the pieces, I felt that I could do
that, before I couldn't, I didn't feel confident enough to buy the
pieces, it would have to be the full pack from Dell, so that was
part of the decision was made for me, part of it was that I could
get it cheap enough to do it that way, and I had the confidence in
myself and Alex... [Andy 1 G2 : 363 - 363 ] The only place you can
go for advice is Mac people who are few and far between and you
don't ask suppliers of Macs what's the best thing to do because
they just want to sell it to you. Trevor group 2 interview 2 Bridge
to professionals
Slide 28
28 Support the Learning Process. On hand for questions Easily
approachable complement formal learning Help with advanced
functions and uses Help with upgrades
Slide 29
29 Solving Problems When I'm screaming laugh. When the hair's
getting torn out. I don't know, just despair. Well it depends, I
mean if it's a problem that, usually the problems I'll think well
I'm sure Alex will know, or Noel'll know, 'cos they're pretty, you
know, or they'll know where to direct me. But if it's something at
home I'll, it'll be a couple of weeks before, you know, trying
things out before I sort of ask Alex, please can you come down,
this is driving me nuts. Yeah, when it's driving me nuts stage, if
that's an answer laugh.... [Andy 1 G2 : 655 - 655 ]
Slide 30
30 Advantages of Local Experts Economic benefits, Type of
personalised local knowledge they provide, flexible, convenient and
trusted relationship with the expert. Everyday expert
Slide 31
31 Easily available I get on well enough with Maurice, chiefly
because I see very little of him. I had problems with the computer
a couple of months back and I phoned him up. He said "No, there's
no way I can explain over the phone, I'll come down". Which he did
do, when it was convenient, not instantly, I didn't want him to do
that. But he came down and fixed it. Yes, we get on. But we've
never ever had any paratactic time together, it's not like you
sometimes see where father in law and some in law go down to the
pub and leave the women to it, we're not in that business at all.
[John 1 Gr3 : 103 - 103 ] I was having a bit of a problem with the
printer picking up messages, so I just telephoned to Andy and he
sorted me out in like five minutes. If I need, if I got into any
problems I'd just phone him up basically. [Nigel2 G2 : 93 - 93
]
Slide 32
32 Everyday conversations Terry: Well he will be because we're
going round to see them on Saturday and I'll be very interested to
find out from Maurice how his business is doing so inevitably talk
will be centred roundabout IT and what people's views are about it
because it's very crucial to Maurice's business. I would imagine
that I'm a potential customer so he, for his own interest he would
certainly want to know what our views are about it and until we're
linked up onto the Internet he's not going to get any business out
of us or any people like us.
Slide 33
33 The trouble with local experts He's [his brother in Law] an
amateur, but he knows a great deal, he's got great pals in
Eastbourne. Eddie gets a down-load from him and any problems he
just phones him up. I try and do the same thing with Eddie, but the
snag is that I am so delayed, retarded and he's so advanced, that
half the time he can't understand what the hell I'm talking about.
However, he does a percentage of time say, you don't do that, you
do this. [John 2 G3 : 46 - 46 ]
Slide 34
34 Trouble with local experts Not professional Wrong or bad
information/advice Make technology more complicated Nerds present
bad image of technology Strain on a relationship I don't like to
think that I'm getting myself into that state where every second
day I'm on the phone worrying somebody about a problem. I do like
to solve them myself and only when I'm really pushed will I ask for
assistance.) [Nigel 1 G2 : 125 - 125 ]
Slide 35
35 What do they know? Knowledge related to the technology and
industry: They have technical expertise or know how. They know how
to apply technology. They know about products and services. They
have knowledge about the market, standards and new innovations.
Know who and where to go for purchase, advice, learning locally.
Knowledge related to themselves and those they help: They know
about the learning process. They know about the people they are
advising. They know the experience of those they are helping. They
know from personal experience (They have been there). They know the
problems of adopting and using. Experts are more confident with
technologies
Slide 36
36 How do they know this? Self -learning Often Struggle as
isolated individuals Participating in technology networks Bridging
communities Being on the edge, marginal
Slide 37
37 Being a Local expert All acknowledge role Often a surprise
and a struggle Reluctance I've done my bit of helping people for
nothing. If someone asks me to do something I ask what money is
involved in it
Slide 38
38 Local expert as identity The role of local expert can then
become a vital part of their identity for others. When Andy visits
his brother in law, or friend Trevor they speak about computers, to
the annoyance of the others around them. The same with Maurice and
John his father in law: no longer are they only family relations,
but their relationship includes computers
Slide 39
39 Gender and age More Men than women Men tend to occupy
technology positions More women becoming local experts, especially
for other women Are either better local experts?
Slide 40
40 Social influence and structure Often individualistic, and
cosmopolitan - common traits of early adopters or innovators Rather
than being at the centre of a network, opinion leaders are actually
on the edge of several networks, and act as a bridge between them.
This gives them their social capital that also gives them status
within the group on matters where expertise on matters outside a
network are important.
Slide 41
41 The Bridge v. Opinion Leader While the computer expert may
be the opinion leader when it comes to making choices about buying
a computer, for all other activities and opinions they have little
power. Provide expertise in cohesive relationships, but not
necessarily equivalence influence (e.g. husband and wife). May
actually provide contrary demonstration. They can provide evidence
of equivalence.
Slide 42
42 The expert can also act as a demonstrator to other people
who share similar values, resources or lifestyle (equivalents) in
the network, showing that it can be relevant to their lives, that
they can learn it and deal with new technology. Contrary to this,
some people may see their local expert as being rather different to
themselves (e.g. young v. old, rich/ less well off, technical
mind/non- technical person) and therefore not examples to follow.
Instead the expert is a source of practical knowledge and
information, and maybe of role models outside the network.
Slide 43
43 Conclusions Relative expert, Trusted, everyday, warm experts
Help with local network learning, adopting, coping with or not
adopting IT Knowledge, skills and equipment Innovators (use,
adoption etc) Not necessarily opinion leader, just one input into
domestication process. Key to widespread diffusion of ICTs
Slide 44
44 Conclusion 2 Translate Technology Ideas Practice Public
proofs are incomprehensible and distant Make them relevant and
practical Spectrum of experts Network of networks follows and
promotes diffusion, and innovation across society. Could be central
to overcoming the problem of exclusion from new ICT use.