Tuesday, June 03, 2008

Wine Talk: Cosmopolitanism with a Human Face

Draft. Do not quote. Presented at the Third International Conference on Philosophy and Wine. Pollenzo, Italy 30-31 May 2008.

As a Milanese living abroad since 1992, I have always been sensitive to the different weights different cultures give to various topics in conversation: when I moved to Paris for example, I was a little shocked at the beginning by the predominance of talk about food and wine at dinners, a kind of conversation that was proscribed at the almost “protestant” tables of the Milanese bourgeoisie. I was even more shocked in discovering that food was becoming a topic of conversation among academic friends and colleagues in countries such as England, United States and Australia. Some academic workshops started to change “style” by the late Nineties: while travelling around I had the impression that in many occasions local organizers were slowly replacing Spartan meals at the university refectories and cafeterias by more interesting dinners in local restaurants, thus transforming the severity of the intellectual trip in a richer human and cultural experience of discovery of new tastes. Food and wine were becoming an international topic of intellectual conversation, as music and art were since longtime: they were dramatically changing their position and legitimacy in the hierarchy of discourse in a way that other intimate and everyday life topics were not (talking about children and styles of hairdressing for example – were, and are, still in the realm of private life). Food and wine have joined the realm of “high-culture”: culinary traditions have been recognised by the UNESCO as part of the cultural “immaterial patrimony of the humanity”[1], quite an odd recognition for the most animal, natural and material among human behaviours. A conference such as the one we are attending these days here in the temple of the Slow Food cultural movement, is an example of this positional change.

Of course, this is just anecdotical, and my proposal here is not to provide a serious sociological explanation of what made the transition of food talk from the slums of private pleasures and urges to the glories of the academic high-tables possible. Rather, I will try to argue that the new role of food talk, and, in particular, of wine talk, in our contemporary culture is due to a special relation that the new wine industry was able to entertain with a certain image of cosmopolitanism that has entered our global culture and with what is acknowledged as “civilized conversation” in this culture. As if the wine world was able to suggest a landscape of reconciliation between the inevitable globalization of the means of production and markets and an intimate need for anchoring our identity in local traditions and legacies.

In the last two decades, globalization has taken place. On the one hand, it has realized an ancient Marxist nightmare, that is, that the imperatives of capitalist production inevitably would have led the bourgeoisie to “nestle everywhere, settle everywhere, and establish connections everywhere.”[2] On the other hand, it has simultaneously realized a Marxist dream, that is, that the instruments of “capitalist exploitation” - new technologies that increased possibilities for human interaction across borders - would have provided in the end the necessary infrastructure for a cosmopolitan future civilization. Globalization thus concentrates all our deep and contradictory fears and hopes. Global, deterritorialized, liberal trading imposes acceleration on the standardization and rationalization of forms of production and exchange. For an item (and I am referring here to all sort of items or goods, a medication, a cultural product like a book, a scientific result, etc.) to go “global” it has to undertake a series of transformations that make it suitable for entering a reliable and efficient chain of production and transmission that sustains its diffusion around the world. This seems to lead to an inevitable uniformity of goods and to a growing dominance of common rational standards of production to the detriment of variety and cultural diversity. The frightening face of the global world thus presents itself as a desert landscape, a flatland of conformism in which all interesting differences will rapidly vanish away. But, as I said, this goes together with positive hopes, such as that the interconnectedness of the global world is creating new forms of conversations and trustful interactions among different people sharing common concerns and values while keeping different standpoints and perspectives.

The two faces of globalization solicit two very different forms of trust (or, sometimes, distrust): the first one is a trust in the reliability of the techno-scientific mode of production and transmission that makes globalization possible: it is a form of trust that is based on the technical expertise of producers and in the rational design of the means of distribution as well as the respect of the standards. It is a trust that comes out of a loss of control: we cannot control anymore all the steps that go from the production of an item to its delivery to us. So we need some reasons to be confident in the reliability of the process that selects and filters what we come up to buy, to eat or to even to know. It’s an impersonal trust more on the credibility of the reliable and rational design of social institutions and processes that on people. The second is a form of trust that comes out of the interconnectedness of the world that makes new encounters and conversations possible: it is a trust based on our relations with others and on an optimistic stance towards the opportunity we have today to share common values and conversations even with people whom we do not clearly share norms and customs.

The food and wine industry are especially concerned with this tension. Eating and drinking make us part of a food chain that starts somewhere under the land and terminates into our stomachs. This makes us dramatically vulnerable to other people’s decisions and choices. As Michael Pollan rightly points out in his last book, The Omnivore’s Dilemma[3], one of the most natural human activity, that of preparing and consuming meals every day, doesn’t rely anymore on our spontaneous capacities of choosing what to eat, but on a complex system of trust relationships that involve experts, marketing strategies, dietary advisors and policy makers. Food industry has obscured the natural connection we have with our bodies and our territory. But, on the other hand, the possibility today of sharing at a global level our eating and drinking experiences, as well as our fears about the risks of the spreading of a technocratic alimentary industry, has given to many of us the access to a new form of sharing our tastes at a new level, and – I argue - to get rid of some of our “unreal loyalties” to our cultural niches and folklore and take part into a broader conversation which nonetheless is deeply entrenched in local identities and cultural temperaments. Global networks such as for example Terra Madre, a Slow-Food initiative whose aim is to preserve, encourage, and support sustainable food production methods by allowing small local producers all around the world to gather and share their savoir-faire, are an example of these new conversations that require an effort of adaptation to a new sense of community for those who participate. It is a community that shares values about food production methods, which should be based on attention to territory and those distinctive qualities that have permitted the land to retain its fertility over centuries of use. This vision is in direct opposition to pursuing a globalized marketplace, with the systematic goal of increasing profit and productivity. Yet, it is thanks to global network that this initiative can thrive and to the capacity of its members to adapt to the conversational standards of this network. On a more modest note, even a very personal example, such as the blog that Noga Arikha and I write at www.tuttipiatti.blogspot.com is an instance of the articulation of very personal experience and sense of what a good meal is within a global network, the blogs, that allows us to share our local dinners in Paris and New York between us and with people around the world.

Food and wine have thus exacerbated this contrast between forms of trust. The hypothesis that I would like to advance in a very informal way, more as an attempt to find a cultural interpretation of a phenomenon than to provide an explanation for it, is that the rise of food and wine talk in our worldly conversations lies in the particular way that at least a fraction of this production has succeeded in articulating our trust in reliable, new ways of production and circulation of goods and our will to take part into cosmopolitan conversations, where no one is expected to converge on a single mode of life, but only to share some common tastes and manners without abjuring to local allegiances and perspectives.

But let’s try to argue for this in a more concrete manner through a brief excursus on the globalization of wine markets since 1990. Globalization of wine markets means many different things. On the one hand, the mastery of new agricultural techniques by many producers and the rapid diffusion of innovations such as drip irrigation, new trellis systems and techniques, grape chilling etc, started to modify the way of production of many European producers, thus enhancing the quality of their products and the possibility of market expansion. The decade 1990-2000 was a prosperous era for European winemakers. On the other hand, during the same decade, Argentina, Australia, Canada, Chile, New Zealand, South Africa and the United States started to impose themselves as real competitors to the European monopoly of wine production, export and consumption. If we take the export, between 1988 and 1999, this New World group’s combined share of global wine exports grew from 3 to 16 per cent in value terms. When intra-European Union (EU) trade is excluded, Europe’s decline in dominance is even more dramatic: from 91 per cent to 66 per cent, while the New World’s share grows from 8 to 31 per cent. And of the world’s top ten wine exporters, which account for 90 per cent of the value of international wine trade, half are in Western Europe and the other half are New World suppliers. Rates of consumption modified also radically within the same period. Just as an example, while France and Italy were facing a decrease of consumption of – 16% and – 8% respectively, due to a change in preventive health policies in both countries, Australia, United States and China saw a growth of consumption respectively of + 32%, + 43% and + 115 %.[4] New producers were relying often on much bigger vineyards, thus allowing more important economies of scale and a better ability to negotiate with mass market retailers.

Globalization of wine was perceived by European producers as a shock and, by most of them as a “bad thing”. An industry that had for centuries relied on local savoir-faire and national regulations and norms that institutionalised and reinforced the status-quo (appellation system, etc) was facing a competition with “strangers” who did not necessarily share the same conception of control on wine. Indeed, if some general rules and principles are shared by almost all producers, like the definition of wine or the control over the use of chemical products, others are ignored (like the use of transgenic rootstocks (porte-greffe) or the control on irrigation). More generally, world-wine was perceived as a standardized product, a challenge to the colourful personalities and local and temporal (year by year) varieties of wine typical of the traditional production. For example, it has been claimed at lenght that red world-wine has standardized its taste in order to comply with the following international “taste-profile”:

  • Wine should have a very dark color-the darker, the better;
  • It should have very ripe, fruity flavors;
  • It should have a minimum of 14° alcohol; even more alcohol is okay;
  • The wine's tannins should be very soft;
  • The wine's acidity level should be low;
  • The wine should be voluptuous, or velvety, on the palate;
  • Most of the wine's flavor should be on the front of the palate[5].

But from the perspective of the emergent markets, wine globalization was perceived on a more positive note as a form of democratization of taste. Robert Parker, the internationally acclaimed “taste-pundit” in the world of wine, whose 100 points-based system of wine rating has revolutionized the wine market, presents himself as the advocate of a new class of wine consumers liberated from the inferiority complex towards the Old World. And indeed, the fact that so many people joined the pleasures of wine taste around the world made the market of wine less elitist. Also, if we take countries such as South Africa or Argentina and Chile, their presence on the international scene of wine world and the new image that these countries associated with their production was really connected to the process of democratization that these countries had undertaken and the willingness to give an image of themselves as “civilized” interlocutors on the international scene.

Still, it is true that wine taste today is partly due to the separation, so common in all food industry today, between the “taste-design” process, that is conceived and designed by experts (like the famous or infamous Austrialian flying winemakers that zip around the world, jumping from one season to the next, and taking advantage of the rotation of the globe to spread their expertise and grow the same wine everywhere) and the local characteristics of different soils and plants’ varieties. As the international taste was an abstraction, the outcome of a “cold” process of refining a flavour to please an abstract entity, the “ideal” palate of a generic consumer that could be located anywhere in the globe.

To put it roughly, the tension between the Old World and the New World of wine can be framed as a tension on two opposite interpretations of the role that two key concepts, democratization and civilization were playing in the globalization of wine market. While the Old World was perceiving the democratization of wine taste as an inevitable loss in “civilization”, the price to pay to give access to the many to the civilised pleasures, the New World was perceiving the same phenomenon as a step towards a new global civilization, which challenged an imperial view of civilisation of wine taste imposed by Europe.

The two attitudes were both plausible: civilization is an intrinsically normative concept: it refers to a human cultural patrimony that is potentially valuable for all humankind. But this patrimony is culturally situated: it stems from a particular nation, with its territories and cities. According to Norbert Elias[6] the concept of civilization (civilisation in French) refers ambiguously in the European Renaissance to the cultural, political, scientific accomplishments of a society and the behaviours and attitudes of its members (the good manners, the taste preferences of the “civilized” man). Even if the German term kultur refers to a more limited portion of the civilising process, that is, its intellectual, artistic and religious accomplishments, the term “cultivated” (kultiviert in German) refers also to the civilized manners: being cultivated refers to a form of people’s conduct or behaviour. As Elias says “it describes a social quality of people, their housing, their manners, their speech, their clothing”[7] Global civilization, if distinguished from imperialism and colonialism (that is, the imposing rules, manners and norms of life that stem from a centre of power) thus sounds as an oxymoron: either you are well mannered and national, or you are global, may be more democratic, but uncivilised.

Even the idea of a cosmopolitan citizenship, that has been so fashionable these years in order to try to find a way out to these contradictions[8], has raised some doubts, as it evokes an “unpleasant posture of superiority toward the putative provincial. You imagine a Comme des Garçons-clad sophisticate with platinum frequent-flyer card regarding, with kindly condescension, a ruddy-faced farmer in workman’s overalls”[9]

Yet, what I want to argue as a conclusion, is that the rise of world-wine contributed and contributes to a more suitable conception of cosmopolitanism “with a human face” that is necessary to build a new global culture without erasing the local standpoints. The globalized taste of the wines from the emergent market had a huge impact on the taste of wine even in the Old World, and it is hard to argue that this was just to the detriment of local traditions. Local traditions, if they do not want to become pure folklore, have to evolve even if sometimes this means to pay a price to its own identity and accepting that others, “the strangers” or the “uncivilized” may teach something new to you. Standardized worldwine tastes have something to teach to local traditions, at least by making them aware of an update of how the manners and needs of people around the world are evolving.

And as the rise of world-wine grows, its discrimination becomes more fine-grained: styles of worldwine start to develop, insisting on the notion of terroir and matching grapes and winemaking styles to particular locations. Californian producers, which started with a very simplified system of wine denomination, that included on the label just the name of the producer and the variant of grape, have started since already 10 years to put on their labels the name of local renowned vineyards now associated to a grape variety, such as Zinfandel in Dry-Creek Valley and Pinot Noir in Carneros. Differentiation of areas and vineyards is still ongoing, rankings and evaluations are multiplying. Instead of the desert landscape of an uniform wine, the globalized wine is becoming part of a global “civilizing” process in which conversations multiply and help to make explicit some common concerns for quality and respect of the difference. Wine has entered its cosmopolitan face, as many other products have, but this doesn’t coincide with a loss of identity and quality. There is no room anymore for a local standpoint of view, because the simple contact with global phenomena has irreducibly changed our way of perceiving our own identity and locality. Wine-talk is part of an attempt to construct a valuable shared culture (or civilisation) of taste, a cosmopolitanism with a human face that reinforces both kinds of trust: trust in the respect of the processes and trust in people who attach to these processes the richness and value of their local perspective. What kind of talk wine talk is that makes it so suitable for cosmopolitan conversations? It is mainly a sharing of different rankings, a meta-normative talk about what is good and bad. Exchanging rankings, that is, evaluated information, is one of the central ingredient of a new, emergent global culture. One could see the whole networked culture made possible by the Web as a giant network of ranking and rating systems in which information is valued as long as it has been already filtered by other people. In an informationally-dense but normatively uncertain environment as the global society, exchanging rankings becomes a crucial step towards the construction of a common culture. That is how culture grows, how traditions are created. A cultural tradition is, to begin with, a labelling system of insiders and outsiders, of who stays on and who is lost in the magma of the past. Wine talk is a talk that helps to establish new, exchangeable ranking of taste, thus providing a common ground to negotiate a new, shared cultural identity.



[1] Cf. http://portal.unesco.org/culture

[2] K. Marx (1848) Manifesto

[3] Cf. M. Pollan (2006) The Omnivore’s Dilemma, A Natural History of Four Meals, Pengouin.

[4] Cf. Report of European Commission 2006 : Vin. Economie du secteur, Direction générale de l’Agriculture, February 2006.

[5] Ed McCarthy, “The Case Against Globalization of Wine”, Wine Review Online.com

[6] N. Elias (1994) The Civilizing Process : Sociogenetics and Psychogenetics, Blackwell, Oxford.

[7] Cf. ibidem. p. 6.

[8] See for example A. Appiah (2006) Cosmopolitanism: Ethics in a World of Strangers, W. W. Norton, New York, who contrasts the notion of “cosmopolitanism” to that of “globalization” and “multiculturalism”.

[9] Cf. Appiah, cit., p. xiii.

Tuesday, May 20, 2008

Designing Wisdom Through the Web: The Passion of Ranking















Draft. Do not Quote. Presented at the workshop on Collective Wisdom, Collège de France, Paris 22-23 May 2008.

Let me start with a rather trivial remark: Design matters. This triviality is rich of consequences for collective wisdom. This is the central claim I would like to defend through this paper. No matter how many people are involved in the production of a collective outcome – a decision, an action, a cognitive achievement etc. – the way in which their interactions are designed, what they may know and not know of each other, how they access the collective procedure, what path their actions follows and how it merges with the actions of others, affects the content of the outcome. Of course this is well known by policy makers, constitution writers and all those who participate into the institutional design of a democratic system, or any other system of rules that has to take into account the point of view of the many. But the claim may appear less evident – or at least in need of a more articulate justification - when it deals with the design of knowledge and the epistemic practices on the Web. That is because the Web has been mainly seen as a disruptive technology whose immediate effect was to blow up all the existing legitimate procedures of knowledge access, thus “empowering” its users with a new intellectual freedom, the liberty to produce, access and distribute content in a totally unregulated way. Still, methods of tapping into the wisdom of the crowds on the Web are many and much more clearly differentiated that it is usually acknowledged. In his book on the Wisdom of Crowds – probably the only shared piece of collective wisdom that we are able to attribute to each other as a background reading in this very interdisciplinary conference – James Surowiecki writes about the different designs for capturing collective wisdom: “in the end there is nothing about a futures market that makes it inherently smarter than, say, Google. These are all attempts to tap into the wisdom of the crowd, and that’s the reason they work”. Yet, sometimes the devil is in the details and the way in which the wisdom of crowds is captured makes a huge difference on its outcome and its impact on our cognitive life. The design question that is thus central when dealing with these systems is: How can people and computers be connected so that—collectively—they act more intelligently than any individuals, groups, or computers?

In this paper I will try to go through the details of some of the collective wisdom systems that are nowadays used on the Web. I will provide a brief “technical” description of the design that underlies each of them. Then, I will argue that these systems work because of their very special way of articulating (1) individual choices and collectively-filtered preferences on one hand and (2) human actions and computer processes on the other. I will then conclude by some epistemological remarks about the role of ranking in our epistemic practices, arguing that the success of the Web as an epistemic practice is due to its capacity to provide not so much a potentially infinite system of information storage, but a giant network of ranking and rating systems in which information is valued as long as it has been already filtered by other people. My modest epistemological prediction is that the Information Age is being replaced by a Reputation Age in which the reputation of an item – that is how others value and rate the item - is the only way we have to extract information about it. I see this passion of ranking in collective wisdom as such a central feature that I’m tempted to add it as a condition in the very illuminating list of conditions that James Surowiecki imposes on the characterisation of a wise crowd, that is:

  1. diversity of opinion (each person should have some private information)
  2. independence (people’s opinions are not determined by others)
  3. decentralization (people are able to draw on local knowledge)
  4. aggregation (presence of mechanisms that turn individual judgements in collective decisions)

  1. presence of a rating device (each person should be able to produce a rating hierarchy, rely on past ranking systems and make – at least in some circumstances – his or her rating available to other persons)

I think that this last condition is particularly useful to understand the processes of collective intelligence that the Internet has made possible, although it is not limited to the Internet phenomenon. Of course, this opens the epistemological question of the epistemic value of these rankings, that it, to what extent their production and use by a group changes the ratio between truths and falsities produced by that group and, individually, how an awareness of rankings should affect a person’s beliefs. After all, rankings introduce a bias in judgement and the epistemic superiority of a biased judgement is in need of justification. Moreover, these rankings are the result of collective human registered activities with artificial devices. The control of the heuristics and techniques that underlie this dynamics of information may be out of sight or incomprehensible for the users who find themselves in the very vulnerable position of relying on external sources of information through a dynamic, machine-based channel of communication whose heuristics and biases are not under their control. For example, that companies used to pay to be included in search engines or gain a “preferred placement” was unknown to 60% of users[1] until the American Federal Trade Corporation wrote in 2002 a public recommendation asking to search engines companies to disclose paid link policies and clearly mark advertisements to avoid users’ confusion.

The epistemic status of these collectively produced rankings thus opens a series of epistemological questions:

1. Why do people trust these rankings and should they?

2. Why should we assume that the collective filtering of preferences produces wiser results on the Web?

3. What are the heuristics and biases of the aggregating systems on the Web that people should be aware of?

These questions include a descriptive as well as a normative perspective on the social epistemology of collective wisdom systems. A socio-epistemological approach to these questions - as the one I endorse - should try to elucidate both perspectives. Although this paper will explore more the descriptive side of the question, by showing the design of collective wisdom systems with their respective biases, let me introduce these examples by some general epistemological reflections that suggest also a possible line of answer to the normative issues. In my view, in an information-dense environment, where sources are in constant competition to get attention and the option of the direct verification of the information is simply not available at reasonable costs, evaluation and rankings are epistemic tools and cognitive practices that provide an inevitable shortcut to information. This is especially striking in contemporary informationally-overloaded societies, but I think it is a permanent feature of any extraction of information from a corpus of knowledge. There is no ideal knowledge that we can adjudicate without the access to previous evaluations and adjudications of others. And my modest epistemological prediction is that the higher is the uncertainty on the content of information, the stronger is the weight of the opinions of others in order to establish the quality of this content. This doesn’t make us more gullible. Our epistemic responsibility in dealing with these reputational devices is to be aware of the biases that the design of each of these devices incorporates, either for technical reasons or for sociological or institutional reasons. A detailed presentation of what sort of aggregation of individual choices the Internet makes available should be thus accompanied by an analysis of the possible biases that each of these systems carries in its design.

1. Collective intelligence out of individual choices

People - and other intelligent agents - often think better in groups and sometimes think in ways which would be simply impossible for isolated individuals. The Internet is surely an example of this. That is why the rise of the Internet created from the onset huge expectations about a possible “overcoming” of thought processes at the individual level, towards an emergence of a new – more powerful – form of technologically-mediated intelligence. A plethora of images and metaphors of the Internet as a super-intelligent agent thus invaded the literature on media studies – such as the Internet as an extended mind, a distributed digital consciousness, a higher-order intelligent being, etc…

Yet, the collective processes that make Internet such a powerful cognitive media are precisely an example of “collective intelligence” in the intended meaning of this workshop, that is, a mean of aggregation of individual choices and preferences. What Internet made possible though – and this was indeed spectacular - was a brand new form of aggregation that simply didn’t exist before its invention and diffusion around the world. In this sense, it provided a new tool for aggregating individual behaviours that may serve as a basis for rethinking other forms of institutions whose survival depends on combining in the appropriate way the views of the many.

1.1. The Internet and the Web

As I said in the introduction, the salient aspect of this new form of aggregation is a special way of articulating individual choices and collectively-filtered preferences through the technology of the Internet and, especially, of the World Wide Web. In this sense, it is useful to distinguish from the onset between the Internet as a networking phenomenon and the Web as a specific technology made possible by the existence of this new network. The Internet is a network whose beginnings go back to the Sixties, when American scientists at AT&T, Rand and MIT and the Defense Communication Agency started to think of an alternative model of transmitting information through a network. In the classical telephone system, when you call New York from your apartment in Paris, a circuit is open between you and the New York destination – roughly a copper line which physically connects the two destinations. The idea was thus to develop an alternative – “packet-switching” technology, by digitalizing conversations – that is – translating waves into bits, then chopping the result into packets which could flow independently through a network while giving the impression of a real-time connection on the other end. In the early Seventies the first decentralised network, Arpanet, was put in use that was able to transfer a message by spreading its chunks through the network and then reconstructing it at the end. By the mid Seventies, the first important application on the network, the mail, was created. What made this net such a powerful tool was its decentralised way of growing: Internet is a network of networks, which uses pre-existing wires (like telephone networks) to make computers communicate through a number of protocols (things like: IP/TCP) that are not proprietary: each new user can connect to the network by using these protocols. Each invention of an application, a mail system, a system of transfer of video, a digital phone system, can use the same protocols. Internet protocols are “commons”[2], and that was a boost to the growth of the network and the creativity of the applications using it. This is a crucial for the wisdom of the net. Without the political choice to keep these protocols free, the net would not have grown in a decentralised manner and the collaborative knowledge practices that it has realized would not have been possible. The World Wide Web, which is a much more recent invention, maintained the same philosophy of open protocols compatible with the Internet (like HTTP –hypertext transfer protocol or HTML- hypertext markup language). The Web is a service which operates through the Internet, a set of protocols and conventions that allows “pages” (i.e. a particular format of information that makes easy to write and read content) to be easily linked to each other, by the technique of hyperlink. It’s a visualization protocol that makes the display of information very simple. The growth of the Web is not the same thing as the growth of Internet. What made the Web grow so fast is that the creating a hyperlink doesn’t require any technical competence. The Web is an illustration of how an Internet application may flourish thanks to the openness of the protocols. And it is true that impact of IT on collective intelligence are due mostly to the Web.

1.2. The Web, collective memory and meta-memory

What makes the aggregation of individual preferences so special through the Web? For the history of culture, the Web is a major revolution on the storage, dissemination and retrieving of information. The major cultural revolutions in the history of culture have had an impact on the distribution of memory. The Web is one such revolution. Let’s see in what sense. The Web has often been compared to the invention of writing or printing. Both comparisons are valid. Writing, introduced at the end of the 4th millennium BCE in Mesopotamia, is an external memory device that makes possible the reorganization of intellectual life and the structuring of thoughts, neither of which are possible in oral cultures. With the introduction of writing, one part of our cognition “leaves” the brain to be distributed among external supports. The visual representation of a society’s knowledge makes it possible to both reorganize the knowledge in a more useful, more ‘logical’, way by using, for example, lists, tables, or genealogical trees, and to solidify it from one generation to the next. What’s more, the birth of “managerial” casts who oversee cultural memory, such as scribes, astrologists, and librarians, makes possible the organization of meta-memory, that is, the set of processes for accessing and recovering cultural memory.

Printing, introduced to our culture at the end of the 15th century, redistributes cultural memory, changing the configuration of the “informational pyramid” in the diffusion of knowledge. In what sense is the Web revolution comparable to the invention of writing and printing? In line with these two earlier revolutions, the Web increases the efficiency of recording, recovering, reproducing and distributing cultural memory. Like writing, the Web is an external memory device, although different in that it’s “active” in contrast to the passive nature of writing. Like printing, the Web is a device for redistributing the cultural memory in a population, although importantly different since it crucially modifies the costs and time of distribution. But unlike writing and printing, the Web presents a radical change in the conditions for accessing and recovering cultural memory with the introduction of new devices for managing meta-memory, i.e., the processes for accessing and recovering memory. Culture, to a large extent, consists in the conception, organization and institutionalization of an efficient meta-memory, i.e. a system of rules, practices and representations that allow us to usefully orient ourselves in the collective memory. A good part of our scholastic education consists in internalizing systems of meta-memory, classifications of style, rankings, etc.. chosen by our particular culture. For example, it’s important to know the basics of rhetoric in order to rapidly “classify” a line of verse as belonging to a certain style, and hence to a certain period, so as to be able to thus efficiently locate it from within the corpus of Italian literature. Meta-memory thus doesn’t serve only a cognitive function – to retrieve information from a corpus – but a social and epistemic function to provide an organization for this information in terms of various systems of classifications that embody the value of the “cultural lore” of that corpus. The way we retrieve information is an epistemic activity which allows us to access through the retrieving filters, how the culture autorities on a piece of information have classified and ranked it within that corpus. With the advent of technologies that automate the functions of accessing and recovering memory, such as search engines and knowledge management systems, meta-memory also becomes part of external memory: a cognitive function, central to the cultural organization of human societies, has become automated—another “piece” of cognition thus leaves our brain in order to be materialized through external supports. Returning to the example above, if I have in mind a line of poetic verse, say “Guido, i’vorrei...” but can recall neither the author nor the period, and am unable to classify the style, these days I can simply write the line of verse in the text window of a search engine and look at the results. The highly improbable combination of words in a line of verse makes possible a sufficiently relevant selection of information that yields among the first results the poem from which the line is taken (my search for this line using Google yielded 654 responses, the first ten of which contained the complete text from the poem in Dante’s Rime).

How is this meta-memory designed through the Web technology? What is unique on the Web is that the actions of the users leave a track on the system that is immediately reusable by it, like the trails that snails leave on the ground, which reveal to other snails the path they are following. The combination of the tracks of the different patterns of use may be easily displayed in a rank that informs and influence future preferences and actions of the users. The corpus of knowledge available on the Web – built and maintained by the individual behaviours of the users – is automatically filtered by systems that aggregate these behaviours in a ranking and make it available as filtered information to new, individual users. I will analyse different classes of meta-memory devices. These systems, although they both provide a selection of information that informs and influences users’ behaviour, are designed in a different way, a difference is worth taking notice of.

2. Collaborative filtering: wisdom out of algorithms

2.1. Knowledge Management Systems

Collaborative filtering is a way of making predictions about the preferences of a users based on the pattern of behaviour of many other users. It is mainly used for commercial purposes in web applications for e-business, although it has been extended to other domains. A well-known example of a system of collaborative filtering which I assume we are all familiar with, is Amazon.com : Amazon.com is a Web application, a knowledge management system which keeps track of users’ interactions with the systems and is designed to display correlations between patterns of activities in a way that informs users about other users’ preferences. The best known feature of this system is the one which associates different items to buy: “Customers who buy X buy also Y”. The originality of these systems is that the matching between X and Y is in a sense bottom-up (although the design of the appropriate thresholds of activities above which this correlation emerges are fixed by the information architecture of the system). The association between James Surowiecki’s book and Ian Ayer’s book Super Crunchers that you can find on the Amazon’s page for The Wisdom of Crowds has been produced automatically by an algorithm that aggregates the preferences of the users and makes the correlation emerge. This is a unique feature of these interactive systems, in which new categories are created by automatically transforming human actions into visible rankings. The collective wisdom of the system is due to a division of cognitive labour between the algorithms which compose and visualize the information, and the users who interact with the system. The classifications and rankings that are thus created aren’t based on previous cultural knowledge of habits and customs of users, but on the emergence of significant patterns of aggregated preferences through the individual interactions with the system. Of course, biases are possible within the system: the weights associated to each item to make it emerge are fixed in such a way that some items have more chances to be recommended that others. But given that the system is alimented by the repeated actions of the users, a too biased recommendation that couples items that users won’t buy together will not be replicated enough times to stabilize within the system.

2.2. PageRank

Another class of systems that realize meta-memory functions through artificial devices are search engines. As we all know by experience, search engines have been a major transformation of our epistemic practices and a profound cognitive revolution. The most remarkable innovation of these tools is due to the discovery of the structure of the Web at the beginning of this century[3]. The structure of the Web is that of a social network, and contains a lot of information about its users’ preferences and habits. The search engines of second generation, like Google, are able to exploit this structure in order to gain information about how knowledge is distributed throughout the world. Basically, the PageRank algorithm interprets a link from a page A to page B as a vote that page A expresses towards page B. But we’re not in democracy on the Web and votes do not have all the same weight. Votes that come from certain sites – called “hubs”- have much more weight than others, and reflect in a sense hierarchies of reputation that exist outside the Web. Roughly, a link from my homepage to Professor Elster’s page, weighs much less than a link to my page from that of Professor Elster. The Web is an “aristocratic” network – an expression that is used by the social network theorists – that is, a network in which “rich get richer” and the more links you receive the higher is the probability that you will receive even more. This disparity of weights creates a “reputational landscape” that informs the result of a query. The PageRank algorithm is nourished by the local knowledge and preferences of each individual user and it influences them by displaying a ranking of results that are interpreted as a hierarchy of relevance. Note that this system is NOT a knowledge management system: the PageRank algorithm doesn’t know anything about the particular pattern of activities of each individual: it doesn’t know how many times you and I go to the JSTOR website and doesn’t combine our navigation paths together. A “click” from a page to another is an opaque information for PageRank, whereas a link between two pages contains a lot of information about users’ knowledge that the system is able to extract. Still, the two systems are comparable from the point of view of the design of collective intelligence: neither requires any cooperation between agents in order to create a shared system of ranking. The “collaborative” aspect of the collective filtering is more in the hands of machines than of human agents[4]. The system exploits the information that human agents either unintentionally leave on the website by interacting with it (KM systems) or actively produce by putting a link from one page to another (search-engines): the result is collective, but the motivation is individual.

Biases of search engines have been a major subject of discussions, controversy and collective fears these years. As I’ve mentioned above, the refinement of the second-generation search engines such as Google has allowed at least to explicitly mark paid inclusions and preferred placements, but this needed a political intervention. Also, the “Mathiew effect” of aristocratic networks is notorious, and the risk of these tools is to give prominence to already powerful sites at the expense of others. The awareness of these biases should imply a refinement on the search practices also: for example, the more improbable is the string of keywords, the more relevant is the filtered result. Novices and learners should be instructed with even simple principles that make them less vulnerable to these biases.

3. Reputation systems: wisdom out of status anxiety

The collaborative filtering of information may require sometimes a more active participation to a community than what is needed in the examples above. In his work on Information Politics on the Web the sociologist Richard Rogers classifies web dynamics as “voluntaristic” or “non-voluntaristic” according to the respective role of human and machines in providing information feed-back for the users. Reputation systems are an example of a more “voluntaristic” web application than the ones seen above. A reputation system is a special kind of collaborative filtering algorithm that determines ratings for a collection of agents based on the opinions that these agents hold about each other. A reputation system collects, distributes, and aggregates feedback about participants’ past behaviour.

The best known and probably simplest reputation system of large impact on the Web is the system of auction sales at www.eBay.com . eBay allows commercial interactions among more than 125 millions of people around the world. People are buyers and sellers. Buyers place a bid on an item. If their bid is successful, they make the commercial transaction, then both (buyers and sellers) leave a feedback about the quality of that transaction. The different feedbacks are then aggregated by the system in a very simple feedback profile, where positive feedbacks and negative feedbacks plus some comments are displayed to the users. The reputation of the agent is thus a useful information in order to decide to pursue the transaction. Reputation has in this case a real, measurable, commercial value: in a market with a fragmented offer and very low information available on each offer, reputation becomes a crucial information in order to trust the seller. Sellers on eBay know very well the value of their good reputation in such a special business environment (no physical encounters, no chance to see and touch the item, vagueness about the normative framework of the transaction – if for example it is realized through two different countries, etc.), so there is a number of transactions at a very low cost whose objective is just to gain one more positive evaluation. The system creates a collective result forcing cooperation, that is, asking users to leave an evaluation at the end of the transaction and sanctioning them if they don’t comply. Without this active participation of the users, the system will be useless. Still, it is a special form of collaborative behaviour that doesn’t require any commitment to cooperation as a value. Non-cooperative users are sanctioned to different degrees: they can be negatively evaluated not only if the transaction isn’t good, but also if they do not participate into the evaluation process. Breaking the rules of e-bay may lead to the exclusion from the community. The design of wisdom thus comprises an active participation from the users for fear to be ostracized by the community (which would be seen as a loss of business opportunities). Biases are clearly possible here also. People invest in cheap transactions whose only aim is to gain reputational points. This is a bias one should be aware of and easily check: if a seller offers too many cheap items, he too concerned with his public image to be considered reliable.

Some reputational features are used also by non-commercial systems such as www.flickr.com. Flickr is a collaborative platform to share photos. For each picture, you can visualise how many users have added it among their favourite pictures and who they are.

Reputation systems differ from other systems of measurement of reputation that use citation analysis, like for example the Science Citation Index. These systems are in a sense reputation-based, given that they use scientometric techniques to measure the impact of a publication in terms of the number of citations in other publications. But they don’t require any active participation of the agents in order to obtain the measure of reputation.

4. Collaborative, open systems: wisdom out of cooperation

The collaborative filtering on the Web may be even more voluntaristic and human-based than the previous examples, while still necessitating a Web support to realize an intelligent outcome. Two are the most discussed cases of collaborative systems that owe their success to active human cooperation in filtering and revising the information made available: the Open Source communities of software development, like Linux, and the collective open content projects such as Wikipedia. In both cases, the filtering process is completely human-made: code or content is made available to a community which can filter it by correcting, editing of erasing it according to personal or shared standards of quality. I would say that these are communities of amateurs instead of experts, that is, people who love what they do and decide to share their knowledge for the sake of the community. Collective wisdom is thus created by individual human efforts that are aggregated in a common enterprise in which some norms of cooperation are shared.

I won’t discuss biases on Wikipedia: it is such a large topic that it could be the subject of another paper. Let me just mention that Larry Sanger, one of its founders, is promoting an alternative project, www.citizendum.org which endorses a policy of accreditation of its authors. Self-promotion, ideology, targeted attacks on reputation may of course act as biases in the selection of entries. But the fear of Wikipedia as a dangerous place of tendentious information has been disconfirmed by facts: thanks to its large size, Wikipedia is hugely differentiated in its topics and views, and it has been shown that its reliability is no less than that of the Encyclopedia Britannica[5].

Recommender systems: wisdom out of connoisseurship

Another class of systems is based on recommendations of connoisseurs in a particular domain. One of my favourite examples of wisdom created out of recommendations is the Music Genoma Project at www.pandora.com a sort of Web-based radio that works by aggregating thousands of descriptions and classifications of pieces of music produced by connoisseurs and matches these descriptions with the “tastes” of listeners (as they describe them). Then it broadcasts a selection of music pieces that correspond to what the listeners like to hear. And it works! Imagine how good would be to have a similar system that selects papers for you on the basis of recommendations of experts that match your tastes! Some recommender systems collect information from users by actively asking them to rate a number of items, or to express a preference between two items, or to create a list of items that they like. The system then compares the data to similar data collected from other users and displays the recommendation. It is basically a collaborative filtering technique with a more active component: people are asked to express their preferences, instead of just inferring their preferences from their behaviour, which makes a huge difference: it is well known in psychology that we are not so good in introspection and sometimes we consciously express preferences that are incoherent with our behaviour: If asked, I may express a preference for classical music, while if I keep a record of how many times I do listen to classical music compared other genres of music in a week, I realize that my preferences are quite different).

Conclusions

This long list of examples of Web tools for producing collective wisdom illustrates how fine-grained can be the choice of the design for aggregating individual choices and preferences. The differences in design that I have underlined end up in deep differences in the kind of collective communities that are generated by the IT. Sometimes the community is absent, as in the case of the Google users, who cannot be defined as a “community” in any interesting normative sense, sometimes the community is normatively demanding, as in the case of eBay, in which participation in the filtering process is needed for the survival of the community. If the new collective production of knowledge that the Web – and in particular the Web 2.0 – makes possible should serve as a laboratory for designing “better” collective procedures for the production of knowledge or of wise decisions, these differences should be taken into account.

But let me come back in the end with a more epistemological claim about what kind of knowledge is produced by these new tools. As I said at the beginning, these tools work insofar as they provide access to rankings of information, labelling procedures and evaluations. Even Wikipedia, which doesn’t display any explicit rating device, works on the following principle: if an entry has survived on the site – that is, it has not been erased by other wikipedians – it is worth reading it. This can be a too weak evaluative tool, and, as I said, discussion goes on these days on the opportunity to introduce more structured filtering devices on Wikipedia[6], but it is my opinion that the survival or even egalitarian projects like Wikipedia depends on their capacity to incorporate a ranking: the label Wikipedia in itself works already as a reputational cue that orients the choices of the users. Without the reputation of the label, the success of the project would be much more limited.

As I said at the beginning, the Web is not only a powerful reservoir of all sort of labelled and unlabelled information, but it is also a powerful reputational tool that introduces ranks, rating systems, weights and biases in the landscape of knowledge. Even in this information-dense world, knowledge without evaluation would be a sad desert landscape in which people would be stunned in front of an enormous and mute mass of information, as Bouvard et Pécuchet, the two heroes of Flaubert's famous novel, who decided to retire and to go through every known discipline without, in the end, being able to learn anything. An efficient knowledge system will inevitably grow by generating a variety of evaluative tools: that is how culture grows, how traditions are created. A cultural tradition is to begin with a labelling system of insiders and outsiders, of who stays on and who is lost in the magma of the past. The good news is that in the Web era this inevitable evaluation is made through new, collective tools that challenge the received views and develop and improve an innovative and democratic way of selection of knowledge. But there's no escape from the creation of a "canonical"—even if tentative and rapidly evolving—corpus of knowledge.

References

A. Clark (2003) Natural Born Cyborgs, Oxford University Press.

L. Lessig (2001) The Future of Ideas, Vintage, New York

G. Origgi (2007) “Wine epistemology: The role of reputation and rating systems in the world of wine”, in B. Smith (ed.) Questions of Taste, Oxford University Press.

G. Origgi (2007) « Un certain regard. Pour une épistémologie de la réputation », presented at the workshop La réputation, Fondazione Olivetti, Rome, April 2007.

G. Origgi (2008) Qu’est-ce que la confiance, VRIN, Paris.

R. Rogers (2004) Information Politics of the Web, MIT Press

L. Sanger (2007) “Who says we know: On the new Politics of knowledge” at www.edge.org

Taraborelli, D. (2008) “How the Web is changing the way we trust”, in: K. Waelbers, A. Briggle, P. Brey (Eds.), Current Issues in Computing and Philosophy, IOS Press, Amsterdam, 2008.

P. Thagard (2001). Internet epistemology: Contributions of new information technologies to scientific research. In K. Crowley, C. D. Schunn, and T. Okada, (Eds.) Designing for science: Implications from professional, instructional, and everyday science.Mawah, NJ: Erlbaum, 465-485.


[1] Princeton Survey Research Associates, “A Matter of Trust: What Users Want from Websites”, Princeton, January 2002, at: http://www.consumerWebwatch.com/news/report1.pdf . The case is reported in R. Rogers (2004) Information Politics on the Web, MIT Press.

[2] Cf. on this point, L. Lessig (2001) The Fututre of Ideas, Vintage, New York.

[3] Kleinberg, J. (2001) “The Structure of the Web”, Science.

[4] Knowledge management systems like Amazon.com have some collaborative filtering features that need cooperation, like writing a review of a book or ranking a book with the five stars ranking system, but these aren’t essential to the functioning of the collaborative filtering process.

[5] Cf. “Internet Encyclopedias go head to head” Nature, 438, 15 December 2005.

[6] See. L. Sanger «”Who says we know. On the new politics of knowledge” on line at www.edge.org and my reply to him, G. Origgi “Why reputation matters”

Saturday, April 26, 2008

LiquidPublication call for job


'LiquidPublication' Post-doctoral researcher
Innovating the Scientific Knowledge Object Lifecycle
Institut Jean Nicod (CNRS, EHSS, ENS), Paris
-under the responsibility of Gloria Origgi and Roberto Casati
Candidates are invited to submit an application (in English) including a detailed curriculum vitae, a list of publications, a statement of interest, and two letters of recommendation. The application should be sent directly both to Gloria Origgi at origgi@ehess.fr and to Roberto Casati at casati@ehess.fr .


We are seeking to recruit a post-doctoral researcher as part of an international project entitled LiquidPublication. Funded by the European Commission, the project will bring together a highly interdisciplinary team of researchers and experts in order to explore how ICT and the lessons learned from software engineering and the social Web can be applied to provide a radical paradigm shift in the way scientific knowledge is created, disseminated, evaluated, and maintained. The goal to exploit the novel technologies to enable a transition of the “scientific paper” from its traditional “solid” form, (i.e., a crystallization in space and time of a scientific knowledge artifact) to a Liquid Publication (or LiquidPub for short), that can take multiple shapes, evolves continuously in time, and is enriched by multiple sources. We call these new, dynamic objects, Scientific Knowledge Objects (SKO). More details on the project and its partners are available at: http://project.liquidpub.org/

Keywords: social epistemology, web epistemology, scientific evaluation, information design, social simulation, human-computer interaction

The post-doctoral researcher will be based in Paris, at the Institut Nicod (Ecole Normale Supérieure and Ecole des Hautes Etudes en Sciences Sociales,
www.institutnicod.org ) and will have the opportunity to (1) work in an interdisciplinary team, (2) learn to manage an international research project (3) present research plans and findings to specialist audiences at project workshops and conferences, and (4) disseminate their research in a wide range of project publications.

The core expert consortium on the project includes Project Coordinator, Professor Fabio Casati (Department of Computer Science, University of Trento), the Spanish National Research Council, the academic publishing house Springer Science, the University of Fribourg and the CNRS in Paris.

The post will start in late May 2008. Candidates are welcome to submit their applications from now on. Applications will be accepted until the position is fulfilled. The position will be initially for 12 months. The project will continue thereafter for a further 24 months and post-holders will be eligible to apply for continuing post-doctoral research positions. During the first 24 months, research will mainly be based at the Institut Jean Nicod (CNRS, EHESS, ENS) in Paris, France. The researcher will be required to develop a programme of research under the supervision of Gloria Origgi and Roberto Casati (CNRS) on "Defining Processes and Roles of Scientific Knowledge Objects (SKO)", that is, understanding the mutual interaction between different actors in the creation of a liquid document: authors, collaborators, readers, evaluators, publishers, and designing a prototype version of SKO and its related plug-ins. The candidate will be also involved in research on copyright policies and will be encouraged to explore already existing solutions on the Web 2.0 to diffuse and evaluate academic research.

The post-doctoral researcher should fill the following requirements:
    A background in epistemology, web-studies, media studies, information design, human-computer interaction. An interest and experience in web-based design and evaluation of knowledge. An interest and experience in the Web 2.0 social tools Some programming skills for Web development (PhP, SQL)
Doctoral degrees must be completed before appointment to the post.
Candidates should be effective team players and independent researchers who can work to deadline and who are able to communicate effectively across disciplines.

Fluent spoken and written English is essential.
The salary is €2000 per month (net). French social security and retirement benefits will apply.

Candidates are invited to submit an application (in English) including a detailed curriculum vitae, a list of publications, a statement of interest, and two letters of recommendation. The application should be sent directly both to Gloria Origgi at
origgi@ehess.fr and to Roberto Casati at casati@ehess.fr .
The successful candidate will be given ample leeway. Our objective is to create a leading group in web epistemology, and SKOs, and thereby to make sure that our candidate will establish her or himself as a leading figure in the domain. We will be thus flexible in redefining assignments during the life of the project.

The candidate is expected to contribute to the scientific and the management aspects of the project.

1. Participate in the research and design process:
-Writing up a state of the art on evaluation policies and software (in the early months)
-Contributing to the definition of SKO roles and the information design of the SKO prototype
- Contributing to the software development of the SKO prototype
-Producing two scientific papers per year in international peer-reviewed journals), on themes defined in coordination with the principal investigators.
-Tracking the relevant communities (such as Bp3 and Researchblogging): search for relevant communities, follow up of activities, production of periodic executive summaries.
-Participate in the creation of guidelines for SKOs (copyright design, etc.).

2. Management
-Effectively managing the project on behalf on the Institut Nicod, under the direction of the principal investigators, including: implementing project policies, keeping in touch with the coordinator, producing reports, ensuring the timely production of deliverables for WPs, liaising the CNRS and the European Commission, organizing meetings, keeping track of knowledge (e.g. by contributing to the project website and blog).
-Providing creative solutions for making the LiquidPublication community members interact in an efficient way, and for outreaching to other communities.

For enquiries, email Gloria Origgi
origgi@ehess.fr.

A pdf copy of this call can be retrived here.

Sunday, April 13, 2008

Dan Sperber's Templeton Research Lecture. The causes of religion

Dan's First Templeton Lecture on Religion, Nashville, April 2008. Bravo Dan.

A Vision of Students Today

What university is and what will be. This video has been made by some American students in Anthropology. And they are perfectly right. We are maintaining a higher educational system that has no more contact with reality. Ex-catedra classes are useless nowadays. Students would gain much more from a serious and personalized supervision by their teachers while working with collaborative tools through Internet. We are informationally overloaded today: students do not need teachers to get information: they need them as guides, as connoisseurs who can transmit a talent in browsing the corpus of knowledge and selecting what is worth studying.

We are maintaining disciplinary boundaries whose only interest is to reproduce a cast of academics who will feel comfortably established in each particular discipline. We are maintaining a mode of scientific production that is old, based on the XIX century model that fitted Prussian universities, in which the scientist was seen as a public officer whose productive constraints were determined by societal needs, while we all know today that the impact of a single result can change the course of science, given the speed at which it will be diffused through Internet. We all know that many research programs are hopeless today, that entire departments could just shut their doors without any serious cultural loss (apart from the feeling of loss that some people resent each time an "endangered species" disappears, but it is true: most disciplines are endangered species and they would naturally and rapidly disappear if they weren't kept alive by the old-fashioned academic structure).

There is a lot of mutual connivance in the Academy today, that creates an incredible inertia: people prefer to stick to traditional modes of production of knowledge because they are comfortable with them, even of they know very well that they are sub-optimal for students and for the advancement of research in general. The appeal to normative standards of truth and scientific quality are still used to defend a system whose only beneficiaries are those who produce it.


Wednesday, April 02, 2008

Qu'est-ce que la confiance?







My book on Trust is now out in French.

Mon livre sur
Qu'est-ce que la confiance? est paru chez VRIN, Paris.




Description:
Vrin, « Chemins Philosophiques ». 128 p., 11 × 18 cm. ISBN : 978-2-7116-1870-5.
Concept-clé pour comprendre notre action sociale et morale, la confiance reste cependant l’une des notions les plus difficiles à traiter de la philosophie et des sciences sociales. La confiance est un état cognitif et motivationnel complexe, un mélange de rationalité, de sentiments et d’engagement. Faire confiance implique donner aux autres un certain pouvoir sur nous-mêmes et accepter la vulnérabilité que cela comporte. Ce volume analyse cette notion sous ses différentes dimensions : sa dimension morale, affective, épistémique et politique, en posant des questions de fond : Avons-nous des devoirs de confiance? Face à un médecin, avons-nous vraiment le choix de faire confiance? Faut-il faire confiance à ceux qui nous gouvernent?