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Workplace & OrganizationsMore shows in this subject heading:

Knowledge Ecologies


Aired November 21 and 22, 1998

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This is Internet On The Air. I'm Joan Silvi. Making the most of Internet communications. Details in a moment.

Funding Credit: Internet On The Air is a production of the University of Michigan School of Information and Michigan radio, made possible by a grant from the W.K. Kellogg Foundation.

Sending e-mail to your boss is as easy as clicking a button. But for an organization, the success of electronic communication may depend more on social factors than technological ones.

John Seely Brown is Chief Scientist at Xerox and Paul Duguid is a historian at the University of California-Berkeley. Together, they have written a number of landmark papers on the influence of new technologies in organizations.

Brown and Duguid say social context plays a key role in determining an organization's ability to act on new knowledge. People who work together closely or read the same magazines are likely to interpret new ideas in similar ways. On the other hand, people often underestimate the challenge of transferring new ideas across social groups.

Brown says this phenomenon helps explain one of Xerox's most famous mistakes. Xerox researchers first developed the computer mouse and the point and click interface. But because they had little contact with what was then a relatively obscure group of computer hobbyists, they overlooked the technology's potential to revolutionize the computer industry. A visitor to the Xerox lab, Steven Jobs, made the connection and went on to make millions with the Apple Macintosh.

Today, Brown says Xerox is set up to encourage closer working relationships between researchers and marketing trend spotters. Strategies for promoting meaningful Internet communications include connecting groups with similar interests working at a distance and paying close attention to social factors in the design of new interfaces.

To learn more about Brown and Duguid's work and hear an excerpts from an interview with John Seely Brown visit our Web site at www.iota.org. For Internet On The Air, I'm Joan Silvi.


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The Interview


Use the RealAudio Player to listen in as IOTA talks with John Seely Brown.

This IOTA interview took place in May 1998.

How do you define knowledge ecology?

The simplest idea about knowledge ecology is to step back and honor the power of diversity underlying knowledge creation. And how we are coming out of a world of specialists to where now we need to explore the white space between disciplines ...We then develop the whole notion of a community of practice and how new knowledge has a major tacit component to it. You can look at every piece of new knowledge as having a tacit and an explicit component. The explicit component goes quickly over the Net. The tacit component lies more in the shared practices. That's where the trust in the knowledge really comes from...So now we're looking at an ecology of communities of practice and how knowledge moves within the community first and then starts to jump across related communities and then finally can break out completely to brand new communities where the warrants for that knowledge are more explicit and less in the intangibles that led to the creation of the knowledge in the first place."

What role do brokers play in moving new knowledge across boundaries?

What role does the relationship between the physical and the virtual environment play in a successful community?

"What we're really looking at is some of the dialectical interaction between the physical and the virtual. Claiming that the virtual doesn't do as much work as you might think unless it emerges out of the shared physical social communities, like the Well. Or if it started purely virtually, at points it has to be reinforced by coming back together again in physical social space. So we're looking at more of a balance between the physical and the virtual..."

How can these understandings be used to facilitate the transfer of knowledge?

How can the Internet open up new niches?

"...The flip side of this is how do you use the Web to leverage the small efforts of the many as opposed to the large efforts of the few...The fact that for example, senior citizens today could become incredibly powerful mentors to kids in school because they talk about being resource limited in the school system...What would it mean to be able to wire all the senior citizens of Michigan together creating more meaning in their lives. But then to use that network community to be able to be a resource to kids in the school system. So you now have a double win. You have the fact that the senior citizens are engaging in networking themselves...and the kids are getting so very interesting wisdom about how to step back and be prepared for a lot of changes in life. And so here is a simple way that the Web transforms the resource model for education...It's a beautiful example of going beyond the reach model of the Internet to a reach and reciprocity model."

How do you go about designing a good system?

How have your attempts at Xerox to bring market development specialists and researchers closer together worked?

In an attempt to distill knowledge from the tech rep community, Xerox has set up a process similar to academic peer review. How has that worked?

What role does reciprocity and social capital play in the exchange of knowledge?

Who influenced your thinking in your knowledge ecologies paper (Annalee Saxenian)?



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Last Updated November 2, 1998