Captology and Microcrowd Influence

I learned a new word the other day, Captology, and it helps me define an area of thought of particular interest (thanks to my buddy Crosby!) I was talking with him about some of my recent posts covering geo-temporal and microcrowd concepts and he suggested that I check out a particular Stanford University website. According to the description on the Stanford University Persuasive Technology Lab website, the definition of Captology:

Captology is the study of computers as persuasive technologies. This includes the design, research, and analysis of interactive computing products created for the purpose of changing people’s attitudes or behaviors.

And they have a nifty Venn diagram that I’ve borrowed so you can visualize the concept.

At the moment I’m thinking of how captology interacts with microcrowds. Specifically microcrowds on Websites, Mobile Devices (iPhone), the desktop, in Virtual Reality (SL), and where this crosses over into in-person interactions with geo-temporal implications.

Definition of Microcrowd (s): noun. A group of people in which members are passive, active or aggressive participants. A Microcrowd member may influence other members with their participation.

Example: When I saw my acquaintance Justin Kan during a Citizen Agency party the other day, our discussion led me to consider some new thoughts about geo-temporal tracking. Justin has no idea, but the conversation and my active participation within a specific microcrowd of people altered some of my evolving thoughts around this type of tracking.

In addition to interacting with this example group in person, I also interact with many specific members online. Twitter, chat, email, blog comments and many more points of distributed contact form my networks within the microcrowds that I interact with. Blackberry and MacBook Pro are my primary connection tools, but within email the browser and other applications I also connect with asynchronous video (live: justin.tv recorded:viddler.com) and more.

I might log into the justin.tv website in order to “watch the content”, but because he lives in my city I might log in to see where he is, or to see if the party I’m going to is worth getting into a cab for (Justin tends to hit the same party scene I do so I can “preview reality”.) This seems like the ultimate in technology impacting me, influencing my decisions, yet this decision is also influenced by the wisdom of the microcrowds because if I didn’t travel a similar SF party circuit as Justin and could not “preview the party” then my party-going decision making would be influenced by other microcrowds. If I find out that the Extra Action Marching Band will be at the party, my passive participation in the microcrowd centered on this band would tip me towards attending the party, even without a “reality preview” through Justin.tv, because I love watching this band. Knowledge of their attendance tipped me into going. Once I’ve made this decision, I might Twitter or email about the party to get friends from my other microcrowds to attend. And so it spreads.

At the Citizen Agency party I might have learned something that changes important parts of my life, or I might learn somebody had a birthday. At a Giants baseball game I might be influenced to care more that someone had just hit a homerun, or I may learn that someone that I know had a heart attack. The information conveyed is not important to this particular post as I’m focused on how information waves spread through and among microcrowds. How the information is relayed and the influence applied from within the community and the technology that is in the hands of community members during the conveyance of the message is important, impacting persuasion and human behavior.

I’m participating in many microcrowds in many different ways; in blogs, with family, on social websites, at parties and general assembly events, on handheld devices, in school, on music and video players. Each touch point that I have with the technology tools or in face-to-face meetings will generally influence what I think about and how I perceive “it”.

This appears to be like memes moving virally towards a tipping point, but I believe it’s also analogous to neuron pathway development, influenced by the volume and type of connectivity and communication of participation.

This post has been languishing in my drafts folder for some time, so rather than sit on it longer, or draw any conclusions, I’m just going to put it out there for discussion … hopefully this spurs some new ideas for you.

Filed under Mashups, Microcrowds, Online Advertising, Tagclouds, Web 2.0, Web Marketing | Comments (2)