All of us are smarter than any one of us (Brown, 2009, Levy, 1997). Understanding this is the key to unlocking the innovative power of any individual or group (Brown, 2009). The concept of ‘collective knowledge’ (Flew, 2008, Levy, 1997) refers to the capacity of networked computers to exponentially enhance the pool of social knowledge and contributions enabled by social networks (Flew, 2008, Levy, 1997). This concept was discussed in class in relation to the ‘20 key new media concepts’ (Flew, 2008).
Collaboration across interdisciplinary boundaries thrives on the Internet (Brown, 2009) and as such the concept of collective intelligence flourishes where a profusion of new participants join online. In this context, one case study from OpenIDEO, (A) Food Revolution is examined in order to explain how the concept of collective intelligence works. Food Revolution calls for new methods to educate children to make healthier food choices at school. The case is subject to the collaborative innovation decision-making process of openIDEO.com, an online platform for creative collectives (OpenIDEO, 2010). It mobilises creative minds on a global scale (Granovetter, 1973, OpenIDEO, 2010, Watts, 2003); it attracts and inspires individuals to develop innovative solutions for the greater social good within and beyond IDEO’s network, while attaining recognition for their achievements (OpenIDEO, 2010). This collaborative initiative further facilitates the strategies: inspiration, conception, evaluation and monitoring of problem-solving activities (Sternberg, 1986), and extends to create global communities.
To date, creative collectives on OpenIDEO have contributed:
One of the paramount reasons why OpenIDEO chooses to utilise collective intelligence is due to the collaborative nature of its concept; its multiplier effect on the outcome; its pool of intercultural and cross-functional participants; its shared consensus; and, the limited capital resources needed.
On the one hand, Maher (2010) observes that collective intelligence accommodates an inclusive process, in which participants extend into a broader community to participate in the knowledge process with the aim to fulfil a common social goal. On the other hand, communities are the grassroots of network societies and societies at large. OpenIDEO’s global community fosters a shared belief, knowledge, inspiration and sense of moving forward. People join the network because of its attractiveness, subsequently updating their information and ideas, both synchronously and asynchronously (Gros, 2008).
In examining OpenIDEO’s online platform, it is clear that the use of collective intelligence produces merit in participants’ work. It is a resourceful, economical concept of gaining the freshest and brightest ideas without directly paying the contributors; participants and receivers inspire and share the recognition. Moreover, collective intelligence is advantageous to investigate whether an idea or specific knowledge has cultural ‘significance’ to prevail in culture and/or get picked up by the crowds. It exemplifies the needs of societies at large.
While an immediate threat relating to the concept does not come to mind, I acknowledge that it might diminish individuality and proprietary knowledge advancement. There may be a slight chance that participants’ values and beliefs clash within the network, after which they might withdraw from it in the end (Watts, 2010).
References:
Brown, T. 2009. Change by design: how design thinking transforms organizations and inspires innovation, New York, Harper Collins Publishers.
Flew, T. 2008. New Media: An introduction, Oxford, Oxford University Press.
Granovetter, M. S. 1973. The Strength of Weak Ties. American Journal of Sociology, 78 1360-1380.
Gros, C. 2008. Complex and Adaptive Dynamical Systems, Berlin, Springer-Verlag.
Kooren, K. 2010. Creative & Interactive Media. Creative & Interactive Media [Online]. Available from: http://creativemedia-kk.blogspot.com/ [Accessed 9 August 2010].
Levy, P. 1997. Collective Intelligence: Mankind's Emerging World in Cyberspace, New York Plenum Trade.
Maher, M. L. Year. Motivation and Collective Intelligence: Design Lessons In: Collective Intelligence 14 April 2010 University of Sydney.
Openideo. 2010. Introduction to OpenIDEO [Online]. New York: openIDEO. Available: http://openideo.com/ [Accessed 15 August 2010].
Sternberg, R. J. 1986. Intelligence Applied, New York, Harcourt Brace Jovanovich Publishers.
Watts, D. J., Anthony, D., Kotz, D., Et Al 2010. Complex Systems Symposium: Session One Panel Dartmouth: Thayer School of Engineering; YouTube.
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