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Tiberius Brastaviceanu

P2P Foundation » Blog Archive » Ethical Marketing in Age of Horizontal Social... - 0 views

  • the development of marketing is sensible to its environment and is hence already self-limiting itself according to the previously mentioned legal and social framework
  • neuromarketing
  • explore new inner dynamics of marketing, new directions in the field of possibilities offered by the current organology and its articulations between techniques and social organization in order to influence and shape marketing as an associative force – in opposition to its current dissociative force – in the larger psychic, social and technic organology
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  • find new ways of efficiency
  • arbitration between efficiency and care
  • a global thinking of the problem
  • Fighting the attention and desire resource shortage: stoping to use advertisement?
  • The question is rather here to think the moderation of the psychopower
  • empower transindividuation, i.e. to make sure that an economic activity creates more possibilities of individuation than it tend to destroy by attempting to capture attention and canalize motivation in a funnel. Empower transindividuation would imply to empowering actors of their own lifestyle, winning back the savoir-vivre prescribing production
  • Should marketing stop using psychopower?
  • marketing ethics guidelines
  • transactions are more likely to be morally defensible if both parties enter it freely and fully informed
  • the goal of marketing should be to increase the likelihood and frequency of free and informed transactions in the marketplace
  • putting freedom as a criteria of morality
  • the industrial use of pycho- and neuropower tend to fall under the category of barriers to freedom
  • neurotechniques – to capture the attention
  • psychotechniques – to attempt to create motivation
  • Most people think commercials are a small price to pay for these benefits
  • advertising
  • denying the schemes of addiction and the fact that we are becoming through the objects of attentions
  • right to avoid attention capture by advertising
  • progress made in cognitive sciences proving that
  • reward system being abnormally stimulated
  • Advertisements exploit
  • vulnerability and reinforce their overconsumption behaviors
  • “if food advertising on TV were banned, significant reductions in the prevalence of childhood obesity are possible.” (Veerman et al. 2009)
  • What is at stake falls to be much more complex than the sole Freedom of Speech invoked for the advertiser
  • liberty of non-reception
  • would mean to guaranty every citizen the right to choose where and when he wants to access the advertising information
  • Change in the industrial and commercial paradigm
  • Economy of contribution and peer production
  • An economy of contribution means that users of a service are contributing to the production of these services.
  • example
  • is open-source software that are contributively build by potentially hundreds of developers organized in communities
  • minimize the gap between the producer and consumer
  • blur the frontier between professionals and amateurs
  • The Copernican revolution of the Vendor Relationship Management paradigm
  • change in the commercial paradigm, described as an Intention Economy i.e. the opposite of the Attention Economy
  • consumers are charged to express and discuss their intention
  • with businesses rather than the usual paradigm in which businesses where fighting for a piece of canalized motivation
  • Implementing such a system would nevertheless imply that marketing departments dispose of a system in which they could value their supplies and where they could be easily found by customers. Doc Searls promotes his answer to this issue: the Vendor Relationship Management system.
  • the belief that free customers are more valuable than captive ones — to themselves, to vendors, and to the larger economy.
  • To be free
  • 1. Customers must enter relationships with vendors as independent actors.
  • 2. Customers must be the points of integration for their own data.
  • 3. Customers must have control of data they generate and gather. This means they must be able to share data selectively and voluntarily.
  • 4. Customers must be able to assert their own terms of engagement.
  • 5. Customers must be free to express their demands and intentions outside of any one company’s control.
  • This is a profoundly game-changing approach
  • big data that is the rush for consumers’ information potentially leading to the same dead-end of attention destruction and affective saturation than the former offline paradigm
  • VRM system working as a marketplace
  • the goal of marketing should be to increase the likelihood and frequency of free and informed transactions in the marketplace
  • less imperfect and less biased information in a cultural context overvaluing transparency, and a bigger atomicity due to the hereafter introduced trend for re-localized peer production.
  • 3.2.2.3 VRM and externalization of the socialization process
  • Promoting the end of advertisement
  • means to find a new way to make the information circulate, what was the primary goal of advertisement
  • Until there is no alternative to massive advertisement campaign for the information circulation, it is indeed hard to ask entrepreneurs and managers to get rid of those successors of propaganda: such a transition process necessarily imply adaptation costs from the producer and the consumer side, and possible competitive disadvantage against competitors still maximizing profit through advertisement means
  • But the internet transformation of the general organology offers new way to think information circuits and potentially constitute an opportunity to externalize the socialization process of products that is to empower citizen-consumers organized in communities
  • Empowering groups of citizen doesn’t annihilate the risks of mis-use or counterproductive interest-taker behaviors but a well-designed system of trust between peers could minimize this risk by creating a dependency to what social capital other peers give you, as it is happening in the sharing economy: the credibility of a contributive peer would be guaranteed through what the P2P Foundation calls Feedback systems and peer-police
  • a strong structuration of products characteristics, allowing customers to personalize their choices according to their desire and constraints: such a “VRM+” system
  • Marketing would then be the art of being as high as possible in this ranking, as it is happening in SEO for search engines, but in this context of criteria explosion, marketing would then be the disciple of listening to customers’ wishes and aspiration needing an attention, in order to kick in the production or to adapt the following series.
  • 3.2.2.4 Toward a possible equi-power
  • Such a system would tremendously re-configure the balance of power and tend toward a form of equi-power i.e. a social organization in which abuses of a “big” would be the potential object of a ranking sanction by the peers
  • self-regulative function
  • a form of economic Darwinism would let to conscious organization the right to curve their path toward a durable configuration in accordance with the social ecosystem.
  • the idea of equi-power is a form of homogenization of the social matter, in which the distortions in the balance of power would be compensated by the gathering of small forces sharing a common interest
  • Such a sanction systems, if successfully implemented, would make value-destructing businesses progressively decline and hopefully bankrupt,
  • long-term valuable strategic choice
  • long term satisfyingly high ranking
  • It would be utopic to think that the “being cool” marketing
  • would disappear, but marketers would have to make those two objectives compose together.
  • This social capital contagion is nevertheless a tool that would need to be controlled in its form of violence by extensive testings and iterations with forms of protections for the smallest peers, that is to say to keep this form of social violence to institutionalized, classic forms of businesses, clearly beyond the line of what should be acceptable in the global village.
  • the goal is here to create an artificial form of majority that is a self-censuring responsible behavior of corporations
Kurt Laitner

Value Accounting System - P2P Foundation - 0 views

  • are not exchanging anything among themselves
    • Kurt Laitner
       
      Not sure this is true in all cases or even in this one
  • A value creation process that requires more than one individual can be based on following 3 arrangements
  • stigmergic coordination
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  • collaboration
  • cooperation,
  • The problem is that this economic dependency is not symmetrical
  • All labor is transferred into fluid equity through a value accounting system, which grants ownership to the participant member to a percentage of the future revenue generated for the lifetime of the product created
  • risk is shared among all contributors
  • based on contributions
    • Kurt Laitner
       
      and RISK, and...
  • anyone can add value
  • decentralized in terms of allocation of resources
  • horizontal governance system
    • Kurt Laitner
       
      not necessarily
  • A prearrangement on revenue is impossible in this context
  • impossible to do time management
  • no one can force anyone else to work more
  • the value equation embodies positive and negative (intrinsic) incentives
  • contains parameters to incentivise periodic and frequent contributions
  • quality of execution
  • priority level of tasks.
Kurt Laitner

What do we need corporations for and how does Valve's management structure fit into tod... - 0 views

  • Valve’s management model; one in which there are no bosses, no delegation, no commands, no attempt by anyone to tell someone what to do
  • Every social order, including that of ants and bees, must allocate its scarce resources between different productive activities and processes, as well as establish patterns of distribution among individuals and groups of output collectively produced.
  • the allocation of resources, as well as the distribution of the produce, is based on a decentralised mechanism functioning by means of price signals:
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  • Interestingly, however, there is one last bastion of economic activity that proved remarkably resistant to the triumph of the market: firms, companies and, later, corporations. Think about it: market-societies, or capitalism, are synonymous with firms, companies, corporations. And yet, quite paradoxically, firms can be thought of as market-free zones. Within their realm, firms (like societies) allocate scarce resources (between different productive activities and processes). Nevertheless they do so by means of some non-price, more often than not hierarchical, mechanism!
  • they are the last remaining vestiges of pre-capitalist organisation within… capitalism
  • The miracle of the market, according to Hayek, was that it managed to signal to each what activity is best for herself and for society as a whole without first aggregating all the disparate and local pieces of knowledge that lived in the minds and subconscious of each consumer, each designer, each producer. How does this signalling happen? Hayek’s answer (borrowed from Smith) was devastatingly simple: through the movement of prices
  • The idea of spontaneous order comes from the Scottish Enlightenment, and in particular David Hume who, famously, argued against Thomas Hobbes’ assumption that, without some Leviathan ruling over us (keeping us “all in awe”), we would end up in a hideous State of Nature in which life would be “nasty, brutish and short”
  • Hume’s counter-argument was that, in the absence of a system of centralised command, conventions emerge that minimise conflict and organise social activities (including production) in a manner that is most conducive to the Good Life
  • Hayek’s argument was predicated upon the premise that knowledge is always ‘local’ and all attempts to aggregate it are bound to fail. The world, in his eyes, is too complex for its essence to be distilled in some central node; e.g. the state.
  • The idea here is that, through this ever-evolving process, people’s capacities, talents and ideas are given the best chance possible to develop and produce synergies that promote the Common Good. It is as if an invisible hand guides Valve’s individual members to decisions that both unleash each person’s potential and serve the company’s collective interest (which does not necessarily coincide with profit maximisation).
  • Valve differs in that it insists that its employees allocate 100% of their time on projects of their choosing
  • In contrast, Smith and Hayek concentrate their analysis on a single passion: the passion for profit-making
  • Hume also believed in a variety of signals, as opposed to Hayek’s exclusive reliance on price signalling
  • One which, instead of price signals, is based on the signals Valve employees emit to one another by selecting how to allocate their labour time, a decision that is bound up with where to wheel their tables to (i.e. whom to work with and on what)
  • He pointed out simply and convincingly that the cost of subcontracting a good or service, through some market, may be much larger than the cost of producing that good or service internally. He attributed this difference to transactions costs and explained that they were due to the costs of bargaining (with contractors), of enforcing incomplete contracts (whose incompleteness is due to the fact that some activities and qualities cannot be fully described in a written contract), of imperfect monitoring and asymmetrically distributed information, of keeping trade secrets… secret, etc. In short, contractual obligations can never be perfectly stipulated or enforced, especially when information is scarce and unequally distributed, and this gives rise to transaction costs which can become debilitating unless joint production takes place within the hierarchically structured firm. Optimal corporation size corresponds, in Coase’s scheme of things, to a ‘point’ where the net marginal cost of contracting out a service or good (including transaction costs) tends to zero 
  • As Coase et al explained in the previous section, the whole point about a corporation is that its internal organisation cannot turn on price signals (for if it could, it would not exist as a corporation but would, instead, contract out all the goods and services internally produced)
  • Each employee chooses (a) her partners (or team with which she wants to work) and (b) how much time she wants to devote to various competing projects. In making this decision, each Valve employee takes into account not only the attractiveness of projects and teams competing for their time but, also, the decisions of others.
  • Hume thought that humans are prone to all sorts of incommensurable passions (e.g. the passion for a video game, the passion for chocolate, the passion for social justice) the pursuit of which leads to many different types of conventions that, eventually, make up our jointly produced spontaneous order
  • Valve is, at least in one way, more radical than a traditional co-operative firm. Co-ops are companies whose ownership is shared equally among its members. Nonetheless, co-ops are usually hierarchical organisations. Democratic perhaps, but hierarchical nonetheless. Managers may be selected through some democratic or consultative process involving members but, once selected, they delegate and command their ‘underlings’ in a manner not at all dissimilar to a standard corporation. At Valve, by contrast, each person manages herself while teams operate on the basis of voluntarism, with collective activities regulated and coordinated spontaneously via the operations of the time allocation-based spontaneous order mechanism described above.
  • In contrast, co-ops and Valve feature peer-based systems for determining the distribution of a firm’s surplus among employees.
  • There is one important aspect of Valve that I did not focus on: the link between its horizontal management structure and its ‘vertical’ ownership structure. Valve is a private company owned mostly by few individuals. In that sense, it is an enlightened oligarchy: an oligarchy in that it is owned by a few and enlightened in that those few are not using their property rights to boss people around. The question arises: what happens to the alternative spontaneous order within Valve if some or all of the owners decide to sell up?
Tiberius Brastaviceanu

How Peer to Peer Communities will change the World - 0 views

  • role of p2p movement
  • historical role
  • horizontalisation of human relationships
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  • allowing the free aggregation of individuals around shared values or common value creation
  • a huge sociological shift
  • new life forms, social practices and human institutions
  • emergent communities of practice are developing new social practices that are informed by the p2p paradigm
  • ethical revolution
  • openness
  • participation
  • inclusivity
  • cooperation
  • commons
  • the open content industry in the U.S. to reach one sixth of GDP.
  • political expressions
  • the movement has two wings
  • constructive
  • building new tools and practices
  • resistance to neoliberalism
  • we are at a stage of emergence
  • difficulty of implementing full p2p solutions in the current dominant system
  • At this stage, there is a co-dependency between peer producers creating value, and for-profit firms ‘capturing that value’, but they both need each other.
  • Peer producers need a business ecology to insure the social reproduction of their system and financial sustainability of its participants, and capital needs the positive externalities of social cooperation which flow from p2p collaboration.
  • peer producing communities should create their own ‘mission-oriented’ social businesses, so that the surplus value remains with the value creators, i.e. the commoners themselves, but this is hardly happening now.
  • Instead what we see is a mutual accomodation between netarchical capital on one side, and peer production communities on the other.
  • the horizontal meets the vertical
  • mostly hybrid ‘diagonal’ adaptations
  • For peer producers the question becomes, if we cannot create our own fully autonomous institutions, how can we adapt while maintaining maximum autonomy and sustainability as a commons and as a community.
  • Why p2p have failed to create successful alternatives in some areas?
  • In commons-oriented peer production, where people aggegrate around a common object which requires deep cooperation, they usually have their own infrastructures of cooperation and a ecology combining community, a for-benefit association managing the infrastructure, and for-profit companies operating on the market place; in the sharing economy, where individuals merely share their own expressions, third party platforms are the norm. It is clear that for-profit companies have different priorities, and want to enclose value so that it can be sold on the marketplace. This in fact the class struggle of the p2p era, the struggle between communities and corporations around various issues because of partly differential interests.
  • Even commercially controlled platforms are being used for a massive horizontalisation and self-aggregation of human relationships, and communities, including political and radical groups are effectively using them to mobilize. What’s important is not just to focus on the limitations and intentions of the platform owners, but to use whatever we can to strengthen the autonomy of peer communities.
  • requires a clever adaptation
  • use for our own benefit
  • The fact today is that capital is still capable of marshaling vast financial and material resources, so that it can create,
  • platforms that can easily and quickly offer services, creating network effects
  • without network effects, there is no ‘there’ there, just an empty potential platform.
  • p2p activists should work on both fronts
  • using mainstream platforms for spreading their ideas and culture and reach greater numbers of people, while also developing their own autonomous media ecologies, that can operate independently, and the latter is an engagement for the ‘long haul’, i.e. the slow construction of an alternative lifeworld.
  • The commons and p2p are really just different aspects of the same phenomena; the commons is the object that p2p dynamics are building; and p2p takes place wherever there are commons.
  • So both p2p and the commons, as they create abundant (digital) or sufficient (material) value for the commoners, at the same time create opportunities to create added value for the marketplace. There is no domain that is excluded from p2p, no field that can say, “we wouldn’t be stronger by opening up to participation and community dynamics”. And there is no p2p community that can say, we are in the long term fully sustainable within the present system, without extra resources coming from the market sector.
  • One trend is the distribution of current infrastructures and practices, i.e. introducing crowdsourcing, crowdfunding, social lending, digital currencies, in order to achieve wider participation in current practices. That is a good thing, but not sufficient. All the things that I mention above, move to a distributed infrastructure, but do not change the fundamental logic of what they are doing.
  • we are talking about the distribution of capitalism, not about a deeper change in the logic of our economy.
  • No matter how good you are, no matter how much capital you have to hire the best people, you cannot compete with the innovative potential of open global communities.
  • the p2p dynamics
  • the new networked culture
  • the opposite is also happening, as we outlined above, more and more commons-oriented value communities are creating their own entrepreneurial coalitions. Of course, some type of companies, because of their monopoly positions and legacy systems, may have a very difficult time undergoing that adaptation, in which case new players will appear that can do it more effectively.
  • the corporate form is unable to deal with ecological and sustainability issues, because its very DNA, the legal obligation to enrich the shareholders, makes its strive to lower input costs,  and ignore externalities.
  • we need new corporate structures, a new type of market entity, for which profit is a means, but not an end, dedicated to a ‘benefit‘, a ‘mission’, or the sustenance of a particular community and/or commons.
  • abundance destroys scarcity and therefore markets
  • open design community
  • will inherently design for sustainability
  • for inclusion
  • conceive more distributed forms of manufacturing
  • entrepreneurs attaching themselves to open design projects start working from an entirely different space, even if they still use the classic corporate form. Prevent the sharing of sustainability designs through IP monopolies is also in my view unethical and allowing such patents should be a minimalist option, not a maximalist one.
  • The high road scenario proposes an enlightened government that ‘enables and empowers’ social production and value creation and allows a much smoother transition to p2p models; the low road scenario is one in which no structural reforms take place, the global situation descends into various forms of chaos, and p2p becomes a survival and resilience tactic in extremely difficult social, political and economic circumstances.
  • accelerated end of capitalism
  • Making sure that we get a better alternative is actually the historical task of the p2p movement. In other words, it depends on us!
  • I don’t really think in terms of technological breakthroughs, because the essential one, globally networked collective intelligence enabled by the internetworks, is already behind us; that is the major change, all other technological breakthroughs will be informed by this new social reality of the horizontalisation of our civilisation. The important thing now is to defend and extend our communication and organisation rights, against a concerted attempt to turn back the clock. While the latter is really an impossibility, this does not mean that the attempts by governments and large corporations cannot create great harm and difficulties. We need p2p technology to enable the global solution finding and implementation of the systemic crises we are facing.
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