Digital platforms are a key player in the digital economy as they allow the creation of bilateral or multilateral markets or organizations, creating spaces where social relations are articulated and new forms of belonging, relationship and identification with communities.In this context, the generation of trust or good reputation online is essential.The individual, business or institutional behavior translates into a fingerprint composed of stars, thumbs up and comments in an environment of overexposure to which it is difficult to avoid since, the lack of participation in collaborative economy platforms or in social networks, generates an informative void and, therefore, an absence of tests for reliability .The manufacture of digital trust is the issue that deals with the book "Confident and reliable", written by Liliana Arroyo, David Murillo and E sther del Val , which provides important keys to understand this phenomenon and use it to create wealth and contribute to the common good.
In the text, published by the ESADE Institute of Social Innovation, the authors imagine dystopic scenarios in which majority digital platforms standardize the conception of who is reliable or not .In fact, as We already wrote in nobbot, this idea has already been put into practice in China through a program that scores citizens with a score called Social Credit System.The points obtained in this test have already had consequences: the Chinese government is withdrawing permits to some citizens.
Realizing the chilling hypothesis of the authors of "Confident and reliable", the rules of this test are dictated by the government, and audited by the two companies that today traffic 100% of Chinese social networks : Alibaba Group and Tencent Holdings .Arroyo, Murillo and del Val point out in their study that constant valuation and potential classifications can lead to a sort of dictatorship of the reputation in the digital economy, in which we are reinforcing good behaviors or simply rewarding the ability to look good before the established system.It does not seem, therefore, a coincidence that this system is It has been implemented in a political regime like the Chinese.
Faced with the "reputational dictatorship" that can be used in such large digital platforms, researchers point out that "it is essential to consider that these are not exclusively for profit, but also seek the common good. Given their capacity for mass attraction, they are already powerful rivals of the states in the expansion of certain social values, and they are displacing the traditional media in the generation of opinion currents."
"The platforms, websites, applications and other formats on which the social innovations of the digital economy are based are defining and measuring directly what elements are the ones that must be taken into account to decide if someone or something is trusted.It is not a banal decision to choose between putting stars or putting comments and ratings, "the authors warn.
Therefore, if the most successful platforms in the digital economy «are going to be the new voice that structures the visions about how we stand and interact in the digital world, precisely because of the implications and responsibility that this role entails It is necessary to discuss the role of venture capital in its financing and the values it carries.In a context in which the winner takes everything, the asymmetries of power increase and, in the end, people who participate in that network may end up being servants or victims of a specific and possibly interested vision on how society should respond to specific needs, "Anaden.
A digital credential based on the reputation generated from the behavior can be translated into opportunities, given the distrust that arouse Internet-mediated relationships.As explained in the study, Traity has developed an algorithm that is already being used as an alternative to economic solvency testing , for example, to access a house.After several phases of improving its definition of online reputation, Traity is aware that such reputation implies the handling of sensitive and critical information, since it can put at risk fundamental rights such as the right to privacy. Traity shows how technical capacity should go hand in hand with ethics and address basic and real needs.
With its governance system distributed in the environment of the digital economy, trends such as platform cooperativism, companies based on communities of interest or b Corps, propose an alternative to the usual platform model."These are models of adoption and expansion aligned with bottom-up participation patterns, which are born from the bases and are far from classical vertical logic (for example, FoodCloud in Ireland and the United Kingdom).They also appear business models that minimize the use of personal data and, therefore, that protect a lot of user privacy (this is the case, for example, of the DuckDuckgo search engine) ", explain the authors of" Confident and reliable ".
Cases like those of playGround and Comoodle stand out is this text as proof of how trust is a collective value and has an increasingly important dimension in the digital economy. Comoodle is the story of the reconstruction of the social fabric and institutional trust in an English region from the creation of a digital platform for an existing community but fragmented in the physical plane.
For its part, PlayGround is a purely digital initiative-originally, it was a blog-that flows into the physical world.This blog has generated an international community of millions of followers through a magazine nested on Facebook that raises global debates and challenges that concern young millennials.In 2017, they are expanding their action model and, in addition to raising awareness, they are preparing to channel social action.“In short, while Comoodle aims to boost face-to-face through digital as a more efficient way to connect resources and needs, PlayGround aims to influence the physical world by linking ideas and actions born in the digital plane."
"Confident and trustworthy" concludes with the idea that "the reliability of our digital, personal, business or institutional identity is in the hands of those with whom we interact, share, buy, sell or exchange.The same happens with brands or products: the information we emit is overshadowed by the reputation that others build us.And this eclipse, when it occurs in the digital plane, becomes public, in real time and permanent ".
Therefore, eye with our fingerprint and, as noted in an old police series of the eighties, "be careful out there" , being that " outside "the inside of the digital world, our world.
Personal brand on the Internet: A brake on innovation?
Download of the study Confident and reliable.The manufacture of trust in the digital age.
Photography: Pixabay
digital economy and dystopia
In the text, published by the ESADE Institute of Social Innovation, the authors imagine dystopic scenarios in which majority digital platforms standardize the conception of who is reliable or not .In fact, as We already wrote in nobbot, this idea has already been put into practice in China through a program that scores citizens with a score called Social Credit System.The points obtained in this test have already had consequences: the Chinese government is withdrawing permits to some citizens.
Realizing the chilling hypothesis of the authors of "Confident and reliable", the rules of this test are dictated by the government, and audited by the two companies that today traffic 100% of Chinese social networks : Alibaba Group and Tencent Holdings .Arroyo, Murillo and del Val point out in their study that constant valuation and potential classifications can lead to a sort of dictatorship of the reputation in the digital economy, in which we are reinforcing good behaviors or simply rewarding the ability to look good before the established system.It does not seem, therefore, a coincidence that this system is It has been implemented in a political regime like the Chinese.
digital platforms for the common good
Faced with the "reputational dictatorship" that can be used in such large digital platforms, researchers point out that "it is essential to consider that these are not exclusively for profit, but also seek the common good. Given their capacity for mass attraction, they are already powerful rivals of the states in the expansion of certain social values, and they are displacing the traditional media in the generation of opinion currents."
"The platforms, websites, applications and other formats on which the social innovations of the digital economy are based are defining and measuring directly what elements are the ones that must be taken into account to decide if someone or something is trusted.It is not a banal decision to choose between putting stars or putting comments and ratings, "the authors warn.
Therefore, if the most successful platforms in the digital economy «are going to be the new voice that structures the visions about how we stand and interact in the digital world, precisely because of the implications and responsibility that this role entails It is necessary to discuss the role of venture capital in its financing and the values it carries.In a context in which the winner takes everything, the asymmetries of power increase and, in the end, people who participate in that network may end up being servants or victims of a specific and possibly interested vision on how society should respond to specific needs, "Anaden.
algorithms and economic solvency
A digital credential based on the reputation generated from the behavior can be translated into opportunities, given the distrust that arouse Internet-mediated relationships.As explained in the study, Traity has developed an algorithm that is already being used as an alternative to economic solvency testing , for example, to access a house.After several phases of improving its definition of online reputation, Traity is aware that such reputation implies the handling of sensitive and critical information, since it can put at risk fundamental rights such as the right to privacy. Traity shows how technical capacity should go hand in hand with ethics and address basic and real needs.
alternatives to massive platforms
With its governance system distributed in the environment of the digital economy, trends such as platform cooperativism, companies based on communities of interest or b Corps, propose an alternative to the usual platform model."These are models of adoption and expansion aligned with bottom-up participation patterns, which are born from the bases and are far from classical vertical logic (for example, FoodCloud in Ireland and the United Kingdom).They also appear business models that minimize the use of personal data and, therefore, that protect a lot of user privacy (this is the case, for example, of the DuckDuckgo search engine) ", explain the authors of" Confident and reliable ".
playground and comoodle
Cases like those of playGround and Comoodle stand out is this text as proof of how trust is a collective value and has an increasingly important dimension in the digital economy. Comoodle is the story of the reconstruction of the social fabric and institutional trust in an English region from the creation of a digital platform for an existing community but fragmented in the physical plane.
For its part, PlayGround is a purely digital initiative-originally, it was a blog-that flows into the physical world.This blog has generated an international community of millions of followers through a magazine nested on Facebook that raises global debates and challenges that concern young millennials.In 2017, they are expanding their action model and, in addition to raising awareness, they are preparing to channel social action.“In short, while Comoodle aims to boost face-to-face through digital as a more efficient way to connect resources and needs, PlayGround aims to influence the physical world by linking ideas and actions born in the digital plane."
"Confident and trustworthy" concludes with the idea that "the reliability of our digital, personal, business or institutional identity is in the hands of those with whom we interact, share, buy, sell or exchange.The same happens with brands or products: the information we emit is overshadowed by the reputation that others build us.And this eclipse, when it occurs in the digital plane, becomes public, in real time and permanent ".
Therefore, eye with our fingerprint and, as noted in an old police series of the eighties, "be careful out there" , being that " outside "the inside of the digital world, our world.
Personal brand on the Internet: A brake on innovation?
Download of the study Confident and reliable.The manufacture of trust in the digital age.
Photography: Pixabay
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