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Dana Rotman, Jennifer Preece, Yurong He, Allison Druin
The 7th iConference, February 9, 2012, Toronto
http://xkcd.com/256/
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http://xkcd.com/802/
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Rethinking ethnography on large Rethinking ethnography on large scale online environments: scale online environments:
Boegh @ Flickr
johncooke @ Flickr
> 600 papers from ACM Digital > 600 papers from ACM Digital Library. Library. Interviews with researchers.Interviews with researchers.
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Large scale online environments Large scale online environments offer us various types of data, offer us various types of data, providing us with an providing us with an unprecedented intimate portrayal unprecedented intimate portrayal of users and behaviorsof users and behaviors
Distinctive personal data
Structural data
Activity logs
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What can ethnography help us understand ? What can ethnography help us understand ?
Neeravbhatt @ Flickr
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The stages of ethnography The stages of ethnography
1920-1930Cultural anthropology
1980 - presentEthnography in HCI
1990 - presentVirtual ethnography
1960-1980Political, cultural interpretation
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Ethnography of large scale online environments – Ethnography of large scale online environments – the challengesthe challenges
BenSoark @ Flicker
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Size and scopeSize and scope9
Unit of analysis and the long tailUnit of analysis and the long tail
2008 California Academy of Sciences @ EOL
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Interface structureInterface structure
3liz4 @ Flickr
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Interface and content Interface and content instability instability
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Content changeContent change13
EthicsEthics
Carrie Sloan @ Flickr
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15 years ago15 years ago TodayToday
Size and ScopeSize and ScopeSmall settings, limited number of users (hundreds)
Vast distributed networks, unlimited number of users (hundreds of millions)
Unit of AnalysisUnit of Analysis
Selection of entry point relatively easy; User behavior relatively homogenous; heterogeneous behavior salient
Selection of entry point affected by the size of the field; The “long-tail” highlights extremely well connected users
Interface StructureInterface Structure Relatively simpleMulti layered structure of ties and content
Interface stability Interface stability Infrequent and slow changes Rapid changes to the tool, interface, and content
EthicsEthicsBudding understanding of online research implications.
Distributed user populations are subject to different ethics oversight policies
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Some thoughts about solutionsSome thoughts about solutions
@ Flickr
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Borrowing from multi-sited ethnographyBorrowing from multi-sited ethnography
revger @ Flickr
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Using structural analysis Using structural analysis 18
Combining ethnography with natural language processingCombining ethnography with natural language processing
s m johnson @ Flickr
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Anthropologists! Anthropologists! 20
Thank You!
[email protected]@umd.edu
[email protected]@umiacs.umd.edu
Supported by NSF EAGER grant # 109993
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