Challenging trust in the digital age - SMBW - 03/04/2019

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CHALLENGING TRUST IN
THE DIGITAL AGE
3 April 2019
Eastern Mediterranean University
Mustafa Afşin Ersoy Salonu Hall, Cyprus

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1. Context and paradigm shift
2. Trust issues online
3. Building and protecting trust online
4. Challenges ahead and conclusion
5. Q&A
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Context and paradigm shift

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3.8M Searches
1M Logging in
347K Scrolling
1.4M Swipes
481K Tweets
41,6M Messages sent
2.1M Snaps
Real time? Visit internetlivestats.com/one-second
An Internet minute in 2019
SOURCE: VISUAL CAPITALIST

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Datafication
modern technological trend turning many
aspects of our life into data
SOURCE: WIKIPEDIA, THE DIGITIZATION OF THE WORLD FROM EDGE TO CORE - SEAGATE (IDC, NOVEMBER 2018)

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« The world is being shaped in large part by two long-time trends: first,
our lives are increasingly dematerialized, consisting of consuming
and generating information online, both at work and at home. Second,
AI is getting ever smarter. »
~François Chollet, Google engineer
« We’ve just touched the beginning of the data revolution. The data
of today is created mostly by people and the data of the future is
created by machines, and it creates massive amounts of data. »
~Brian Krzanich, former Intel CEO
SOURCES: TWITTER (21 MARCH 2018), WEB SUMMIT (9 NOVEMBER 2017)

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BIG DATA
We create data faster than we have the
ability to make sense of it. improvements in
processing techniques will make sense of
today’s data tomorrow.

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Activity Mobility
+
Conversational web Smartphone
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Accessibility
Price ▼ + Broadband ▲
+
Where the paradigm shift lies

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ACCESSIBILITY ACTIVITY MOBILITY

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ACCESSIBILITY ACTIVITY MOBILITY

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Technological innovation
social innovation
SOURCE: ERIC BEINHOCKER (OXFORD UNIVERSITY)

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TOP
▼
DOWN
Knowledge retention
Centralised
Authority-based
FLAT ►
Shared knowledge
Distributed
People-based
Past Present
Faith in a few Trust at scale
through peersthrough institutions

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Paradigm shift: trust at scale
SOURCE: AIRBNB

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SOURCE: 2017 EDELMAN TRUST BAROMETER

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→
Taken on peers
In the hands of the masses
Transparent
Shift
Taken on faith
In the hands of a few
Behind closed doors
Taken on neighbours
In the hands of the tribe
Transparent
DMLG
SOURCE: WHO CAN YOU TRUST?: HOW TECHNOLOGY BROUGHT US TOGETHER AND WHY IT MIGHT DRIVE US APART (RACHEL BOTSMAN, 2017)
.....
........
......
......
...
...
...
...
........
...............
Local Institutional Distributed→

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Trust and influence now lie more with
individuals than they do with institutions.
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Your most valuable asset? Attention.
You can give time without attention,
not reverse.

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Surveillance capitalism: the business
model whereby users trade personal
information for services instead of
paying for them.

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SOURCE: SOCIALCOOLING.COM

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segmentation
attention collection
A RACE FOR
ATTENTION
business model of
so-called free online
platforms
conception
selection
promotion
innovation
completion
captology
UI (User Interface)
UX (User Experience)
user-related data
user profiling
user targeting
advertising
profit
new features and products
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retention

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segmentation
A RACE FOR
ATTENTION
business model of
platforms
conception
selection
promotion
innovation
completion
notifications,
reminders,
emails, etc
red notifications, 24-hour
disabling limit, never-ending
scrolling, autoplay video,
sent/received/seen, etc
engagement/time spent
likes, comments, shares,
hover-overs, clicks, voice, facial,
text and call logs, GPS, etc
inferred data
liked pages, places visited,
language spoken
adsFacebook's 2018 net income: $22b
audio messages,
video calls,
cryptocurrency, etc
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2 4
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retention
3

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A RACE FOR
ATTENTION
business model of
platforms
platform time leads to data collection
data collection leads to profiling
profiling leads to targeting
targeting leads to advertising
advertising leads to money making
money making leads to innovation
innovation leads to design thinking
captology leads to platform time
segmentation
selection
promotioncompletion
innovation
conception
design thinking leads to captology
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2
3
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retention

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attention
A RACE FOR
ATTENTION
business model of
platforms
segmentation
selection
promotioncompletion
innovation
conception 1
2
3
4
5
6
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retention
collection
for
to
UI (User Interface)
advertising
profit

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« for every article about Facebook's creepy stalker
behavior, thousands of other companies are
breathing a collective sigh of relief that it's
Facebook and not them in the spotlight. Because
while Facebook is one of the biggest players in this
space, there are thousands of other companies that
spy on and manipulate us for profit. »
Not just about Facebook…
Bruce Schneier, security expert
SOURCE: FACEBOOK AND CAMBRIDGE ANALYTICA (SCHNEIER.COM/BLOG, 29 MARCH 2018)

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Addiction
Polarisation
Manipulation
Social media issues
Business model
Cause (unintended) consequences

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Addiction
captology + nudge theory (attention economy)
Polarisation
filter bubbles exacerbating post-truth and
Dunning-Kruger effect
Manipulation
fake news, astroturfing, bots
Social media issues

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Addiction
Polarisation
Manipulation

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Captology: study of computers as persuasive
technologies. This includes the design, research, ethics
and analysis of interactive computing products
(computers, mobile phones, websites, wireless
technologies, mobile applications, video games, etc.)
created for the purpose of changing people’s attitudes
or behaviors. BJ Fogg derived the term captology in
1996 from an acronym: Computers As Persuasive
Technologies = CAPT.
SOURCE: CAPTOLOGY.STANFORD.EDU

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Nudge theory: concept in behavioral science, political
theory and behavioral economics which proposes
positive reinforcement and indirect suggestions as ways
to influence the behavior and decision making of
groups or individuals.
SOURCE: WIKIPEDIA

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Captology
persuasion computers
web sites
mobile phone apps
video games
desktop software
smart environments
electronic exercise gear
virtual reality
behavior change
attitude change
motivation
change in worldview
compliance
Captology

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Captology
persuasion computers
web sites
mobile phone apps
video games
desktop software
smart environments
electronic exercise gear
virtual reality
behavior change
attitude change
motivation
change in worldview
compliance
Captology
nudging

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● Cognitive ease nudge
e.g. convenience vs privacy trade-off
● Scarcity and loss aversion nudge
e.g. « only x left »
● Social proof nudge
leveraging crowd following
● Authority nudge
subtle references to authority as a nudge
SOURCE: ENGINESS

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Let’s talk notification nudge

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impulsive system
inhibition system
Every time you see a notification, your brain tells you that checking it out will
release dopamine, so you want to know what this notification is about. Your
brain once understood that the notification had released dopamine, so it
learned and wants to recreate this association.
Your inhibition system is the one that makes you give up
checking that notification out.
accelerator (affected)
brake (intact)
In case of addiction,
the impulsive
system becomes
very sensitive.
Translation: your car
can accelerate
without you
controlling it.
SOURCE: USBEK & RICA INTERVIEW WITH OFIR TUREL (15 APRIL 2018)

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« The thought process that went into building these applications, Facebook
being the first of them to really understand it, that thought process was all
about: “How do we consume as much of your time and conscious attention
as possible?” And that means that we need to sort of give you a little dopamine
hit every once in a while, because someone liked or commented on a photo or a
post or whatever. And that's gonna get you to contribute more content, and
that's gonna get you more likes and comments. It’s a social-validation
feedback loop. It’s exactly the kind of thing that a hacker like myself would
come up with, because you're exploiting a vulnerability in human psychology. I
think that the inventors, creators —it's me, it's Mark [Zuckerberg], it's Kevin
Systrom at Instagram, it's all of these people— understood this, consciously,
and we did it anyway. »
Sean Parker, former Facebook president
Axios, 8 November 2017
SOURCE: SEAN PARKER UNLOADS ON FACEBOOK: “GOD ONLY KNOWS WHAT IT'S DOING TO OUR CHILDREN'S BRAINS” (AXIOS, 9 NOVEMBER 2017)

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Skinner pigeon experiment

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● Messages from
closed ones
● Invitation email
● Private Facebook
event invitation
● No notification
● Work email
● Invoice email
Like Skinner’s pigeon, you do not know whether there are new notifications
(grains) nor, if there is any, whether the latter are satisfying. You have to
check them out. It is like playing with a slot machine to find out.
F5
your laptop or smartphone
Sometimes you win... Sometimes you lose

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impulsive system
inhibition system
In severe addictions, such as cocaine addiction, these two
systems progress in the opposite direction
The accelerator is
very sensitive
The brake does
not work
brake (damaged)
SOURCE: USBEK & RICA INTERVIEW WITH OFIR TUREL (15 APRIL 2018)
accelerator (affected)

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Social media addiction: impulsive system affected but inhibition
system intact. The good news is: the impulsive system can be
repaired with appropriate means.
Cocaine addiction: both impulsive and inhibition systems affected.
Inhibition system damaged.
SOURCE: USBEK & RICA INTERVIEW WITH OFIR TUREL, PHD (15 APRIL 2018)
Difference between cocaine and
social media addictions?

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SOURCE: INTER MENTAL - POSSIBLE TECH-INDUCED COGNITIVE-BEHAVIOURAL DISORDERS (INFORMATION IS BEAUTIFUL)

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Addiction
Polarisation
Manipulation

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Filter bubble: state of intellectual isolation that
allegedly can result from personalized searches when
a website algorithm selectively guesses what
information a user would like to see based on
information about the user, such as location, past
click-behavior and search history. As a result, users
become separated from information that disagrees
with their viewpoints, effectively isolating them in
their own cultural or ideological bubbles.
SOURCE: WIKIPEDIA

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Should a privately-owned algorithm-based news feed
decide what we see and what we don’t, influencing de
facto our worldviews, for the sake of user engagement?
A question of free will
Stairs Escalator
?

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2016
SOURCE: OXFORD DICTIONARIES, WORD OF THE YEAR 2016
relating to or denoting circumstances in
which objective facts are less influential in
shaping public opinion than appeals to
emotion and personal belief
Post-truth

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SOURCE: THE DEATH OF FACEBOOK | HOW SOCIAL MEDIA RIPPED APART A GENERATION (YOUTUBE, COLDFUSION, 15 NOVEMBER 2018)
Dunning–Kruger effect: cognitive bias in which people
mistakenly assess their cognitive ability as greater than it is.
Opinion polarisation on social media

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Addiction
Polarisation
Manipulation

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FALSE CONNECTION
SATIRE & PARODY
FALSE CONTEXT
MISLEADING CONTENT IMPOSTER CONTENT
MANIPULATED CONTENT
FABRICATED CONTENT
(e.g. Clickbait. When
headlines don’t
support the content)
When genuine
content is shared
with false contextual
information
When genuine
information or imagery is
manipulated to deceive
SOURCE: FIRST DRAFT MEDIA (VIA WEBER SHANDWICK)
Fake news - Scale of intent
No intention to
cause harm but
has potential to
fool
Misleading use of
information to frame
an issue or individual
When genuine
sources are
impersonated
New content, that is
100% false, designed
to deceive and do
harm

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FALSE CONNECTION
SATIRE & PARODY
FALSE CONTEXT
MISLEADING CONTENT IMPOSTER CONTENT
MANIPULATED CONTENT
FABRICATED CONTENT
SOURCES: VICE, TWITTER, THE VERGE, LAST WEEK TONIGHT, TWITTER, YOUTUBE, ETF NEWS
Scale of intent

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Astroturfing: the deceptive practice of
presenting an orchestrated marketing
or public relations campaign in the
guise of unsolicited comments from
members of the public.
SOURCE: GOOGLE

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*Facebook has deleted 2,8 billion fake accounts in one year
(October 2017 - September 2018)
SOURCES: WIKIPEDIA, « FACEBOOK REMOVED OVER 1.5 BILLION FAKE ACCOUNTS IN THE LAST SIX MONTHS » (ENGADGET, 15 NOV. 2018)
Bot*: software application that runs
automated tasks (scripts) over the Internet.

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Building and protecting
trust online

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« Then you have folks who say, “Quit your social media now; it’s bad for
you.” That feels irresponsible in another way — there are clearly billions of
people who aren’t going to quit social media in part because it’s become
a critical communications tech. It’s core to how they interact with the
world. For a lot of work and play, it’s essential these days.
So what I want to say make it better. We’re not putting this genie back
in the bottle. There’s a lot of stuff from it that’s turned out to be good.
There’s no one seriously proposing we’re going to turn all of this off.
The interesting question is what are the real problems and how do we
address them and make them better? How would you mitigate those
harmful effects? What are the positive effects we want out of it? »
SOURCE: IS OUR CONSTANT USE OF DIGITAL TECHNOLOGIES AFFECTING OUR BRAIN HEALTH? WE ASKED 11 EXPERTS. (VOX, 26 FEBRUARY 2019)
~Ethan Zuckerman, director of the Center for Civic Media at MIT

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Governments
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CompaniesCitizens
Building trust online
through
responsibility and
accountability
SOURCE: CONTRACTFORTHEWEB.ORG

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Governments
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● Ensure everyone can connect
to the internet
CompaniesCitizens
● Keep all of the internet
available, all of the time
● Respect people’s fundamental
right to privacy

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« From what I’ve learned, I believe we
need new regulation in four areas:
harmful content, election integrity,
privacy and data portability. »
~Mark Zuckerberg
SOURCE: FOUR IDEAS TO REGULATE THE INTERNET (FACEBOOK NEWSROOM, 30 MARCH 2019)

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Governments
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CompaniesCitizens
● Make the internet affordable
and accessible to everyone
● Respect consumers’ privacy
and personal data
● Develop technologies that
support the best in humanity
and challenge the worst

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A RACE FOR
ATTENTION
business model of
platforms
for
to
segmentation
selection
promotioncompletion
innovation
conception 1
2
3
4
5
6
78
9
retention
« Two myths currently limit our collective
imagination: the myth that advertising is the
only possible business model for online
companies, and the myth that it’s too late to
change the way platforms operate. On both
points, we need to be a little more creative. »
Tim Berners-Lee, founder of the World Wide Web
SOURCE: THE WEB CAN BE WEAPONISED – AND WE CAN'T COUNT ON BIG TECH TO STOP IT (THE GUARDIAN, 12 MARCH 2018)

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● Oneweb.world (Softbank Group)
● Internet.org (Facebook)
● A̶q̶u̶i̶l̶a̶ ̶d̶r̶o̶n̶e̶, Athena satellite
● Loon.co (Google)
● Spacex.com (Starlink)
● Earthnow.com (Airbus, Softbank Group, Bill Gates, Greg
Wyler/OneWeb)
Connectivity projects

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SOURCE: HUMANETECH.COM

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Governments
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CompaniesCitizens
● Be creators and collaborators
on the web
● Build strong communities that
respect civil discourse and
human dignity
● Fight for the web

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Value is shifting from knowledge stocks to knowledge
flows. As the world speeds up, stocks of knowledge
depreciate at a faster rate.
Abandon stocks, embrace flows
SOURCES: THANK YOU FOR BEING LATE: AN OPTIMIST'S GUIDE TO THRIVING IN THE AGE OF ACCELERATIONS (THOMAS FRIEDMAN, 2016), THE SKILLS REVOLUTION (MANPOWERGROUP, 2017)
The difference now is the life cycle of skills is shorter than
ever and change is happening at an unprecedented scale

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« But you can't just tap flows one time. You have to
contribute to them as well to really be "in the flow." "We
can't participate effectively in flows of knowledge—at least
not for long—without contributing knowledge of our own,"
the authors* note. "This occurs because participants in
these knowledge flows don't want free riding 'takers';
they want to develop relationships with people and
institutions that can contribute knowledge of their own." »
SOURCE: THANK YOU FOR BEING LATE: AN OPTIMIST'S GUIDE TO THRIVING IN THE AGE OF ACCELERATIONS (THOMAS FRIEDMAN, 2016)
*Authors Hagel, Seely Brown, and Davidson in a Harvard Business Review essay entitled "Abandon Stocks, Embrace Flows."

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« Content builds relationships. Relationships
are built on trust. Trust drives revenue. »
~Andrew Davis, marketing keynote speaker and best-selling author
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SOURCE: BIGGER SUCCESS. LESS CONTENT (ANDREW DAVIS, UBA TRENDS DAY 2017)

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1. Remember: it’s all about value creation. Most folks only care about
what you have to give them they like. Don’t expect a win-win with
most of them.
2. Attention span is (super) short, do less better.
3. 80/20? self-promotion s*cks: keep it entertaining, inspirational or
informative.
4. Plan well what polarises broad attention (industry-related or public).
5. Recurrences foster loyalty.
6. No posting is better than pointless rigid calendar posting.
7. Invest in content that proved to have legs first (organic vs paid).
8. Know your goals: awareness is not conversion.
15 best practices for content management

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5. Recurrences foster loyalty.
6. No posting is better than pointless rigid calendar posting.
7. Invest in content that proved to have legs first (organic vs paid).
8. Know your goals: awareness is not conversion.
9. Please algorithms, work natively.
10. Content is king, context is queen.
11. Conversation > like: seek engagement, not followers.
12. Don’t do hashtags on LinkedIn like you do on Instagram. Use the
right communication codes (and follow up, change comes fast).
13. Feedback matters (both positive and negative), don’t ignore it.
14. Be swift and reactive, but pay attention to blunders on the go.
15. Social media is owned, you own your website. Back up!
15 best practices for content management

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SOURCE: FUTURE OF JOBS REPORT (WORLD ECONOMIC FORUM, JANUARY 2016)

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« The problem of fake news isn’t solved by hoping for a
referee but rather because we as participants, we as
citizens, we as users of these services help each other. We
talk and we share and we point out what is fake. We point
out what is true. The answer to bad speech is not
censorship. The answer to bad speech is more speech.
We have to exercise and spread the idea that critical
thinking matters now more than ever, given the fact that
lies seem to be getting very popular. »
~Edward Snowden
SOURCE: #ASKSNOWDEN Q&A HOSTED BY @JACK (PERISCOPE, 13 DECEMBER 2016)

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Governments
DMLG
Companies
Protecting trust
online through
digital identity
Citizens

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Your digital identity?
The set of information about you online.
People only?
A company or a bot may also have a
digital identity.

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« By 2025 we can expect total fusion of online
and offline life in many parts of the world …
The online world will influence even more of
our daily activities over the next five decades,
and most aspects of civilised life will be deeply
linked to it, in one way or another. »
~Patrick Dixon
SOURCE: THE FUTURE OF ALMOST EVERYTHING: THE GLOBAL CHANGES THAT WILL AFFECT EVERY BUSINESS AND ALL OUR LIVES (PATRICK DIXON, 2015)

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« We are neither online nor offline, but onlife. »
~Luciano Floridi, Oxford Internet Institute, University of Oxford
SOURCE: THE ONLIFE MANIFESTO (LUCIANO FLORIDI, 2015)

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Plan and manage your digital identity

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Manage permissions
● Google: myaccount.google.com
● Facebook: facebook.com/settings
● LinkedIn: linkedin.com/settings
● Twitter: twitter.com/settings
Secure your accounts
● haveibeenpwned.com + passwordsgenerator.net
● Google Authenticator or two-step verification
Download and back up your data
● Google: takeout.google.com
● Facebook: bit.ly/fb-member-data
● LinkedIn: bit.ly/lk-member-data
● Twitter: bit.ly/tw-member-data
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Steps you can take on immediately (1/3)

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Audit your digital footprint
● Google: incognito window, google.com, “name surname”
● Facebook: www.facebook.com/[username]/allactivity,
www.stalkscan.com
● LinkedIn: “name surname”, « Content » tab
● Twitter: “name surname” or @username
Dig deeper: inteltechniques.com

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Cleaning your digital footprint, three ways:
1. Direct access and deletion;
2. Contact with webmaster for deletion request;
3. Options 1 and 2 failed → dereferencing request to
Google (≠ deletion): bit.ly/Googleoff
Monitor your digital footprint
● Google Alerts (google.com/alerts)
● Mention (mention.com)

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Challenges ahead and
conclusion

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One deepfake video
of Scarlett
Johansson has been
watched on a major
porn site more than
1.5 million times.
SOURCE: SCARLETT JOHANSSON ON FAKE AI-GENERATED SEX VIDEOS: ‘NOTHING CAN STOP SOMEONE FROM CUTTING AND PASTING MY IMAGE’ (THE WASHINGTON POST, 31 DECEMBER 2018)

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SOURCE: FAKE NEWS 2.0: AI WILL SOON BE ABLE TO MIMIC ANY HUMAN VOICE (WIRED, 8 JANUARY 2018)

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What reaction from
governing bodies if social
media is hit with a wave of
explosive, realistic-looking
viral videos whose
authenticity can't be
confirmed? ?

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from 1998 from 2004
Digital identity impacting
influence and trust.
from 2020 (CN)
?
SEARCH SOCIAL SCORING?
+ +

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SOURCE: SILICON VALLEY POWERED AMERICAN TECH DOMINANCE—NOW IT HAS A CHALLENGER (THE WALL STREET JOURNAL, 12 APRIL 2018)

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How would Chinese
leadership influence Western
social norms if China was to
lead technological innovation
tomorrow?
?

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How do you balance the
investigatory power of the
state with the right to privacy
in the digital age?
?

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« The anonymity offered by the Internet should
continue to encourage freedom of expression in
areas where voices may be stifled, but it must not
enable criminals or terrorists to avoid prosecution.
We therefore need to find effective legal
cooperation methods to lift anonymity and find
electronic evidence where this exists. »
SOURCE: FRENCH REPUBLIC - OFFICIAL SPEECHES AND STATEMENTS OF NOVEMBER 15, 2018

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How do you define and
crack down on hate speech
while preserving freedom of
expression online?
?

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SOURCE: WHO KNOWS WHAT ABOUT ME? A CHILDREN’S COMMISSIONER REPORT INTO THE COLLECTION AND SHARING OF CHILDREN’S DATA (NOVEMBER 2018)

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Could data about a child’s
language development and early
educational performance at age
four play some role in their
university application outcomes?
SOURCE: WHO KNOWS WHAT ABOUT ME? A CHILDREN’S COMMISSIONER REPORT INTO THE COLLECTION AND SHARING OF CHILDREN’S DATA (NOVEMBER 2018)
?

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● Hyperconnected world with growing influence of digital on
everyday life.
● Institutional trust challenged by digital; tension vertical/horizontal
- institutional/distributed trust.
● Trust issues online exacerbated by business model of online
platforms: addiction, polarisation, manipulation.
● Triple responsibility: governments, companies and citizens.
● Fast-changing world: importance of proactivity rather than
reactivity to meet future challenges and anticipate potential risks
posed by emerging technologies.
Key take-aways

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The future of digital identity?
bit.ly/future-digital-identity-190319

Download slides at
bit.ly/smbw19-dmlg

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@Denys_MLG
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Thank you, and let’s connect!

Challenging trust in the digital age - SMBW - 03/04/2019

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Challenging trust in the digital age - SMBW - 03/04/2019