Posted by Robert Benjamin on August 15, 1998 at 14:48:21:

In Reply to: Intranet design to induce a new culture in which Knowledge can thrive posted by Hans on August 14, 1998 at 16:05:56:

Hans

You're the second person to raise a very interesting question in the last week. The question seems to be asking to which extent a technology can serve as a driver of human behavior (culture)? The assumption that technology, to whit intranet, has the ability to manipulate more than a closed culture is, in my opinion, questionable. Whether or not it is desirable to appoint such a technology as a cultural driver is another question altogether. The quest for finding technologies to manipulate markets is one I share, provided it is within the freedom of KM principles e.g. trust, collaboration, knowledge sharing, non-cubicle information management, value add etc. Some interactive technologies have achieved this dubious honor to a certain degree e.g. telephones, personal computers, and a few more. A change in communication methods occurred, and probably not a change in communication culture itself. We still adhere to phone etiquette and netiquette. Social behavior probably won't be altered, unless a new cult (closed culture) can be established. At scale (intranet) the question would be the long-term effectiveness, and consequences, of such a manipulation, even if it was measurably achievable? For example, would the person "forget" the learned behavior as soon as they are not on the intranet? Let me pose a few more thoughts. If a definition of technology includes both man and machine (product of man), then what are we really seeking? A way to manipulate people into "our" way of thinking and doing? If it isn't on a concensus basis, that such "manipulation" is being affected, then it could be reasoned that the individual's freedom-of-choice, those intranet-related employees, have been denied them. As such, it should be seen as tantamount to denying employees their human rights. Technology (as a product of man), implying technology is equal to man, does not have the "right" to unwittingly manipulate the behavior of another person, especially if the person being manipulated is encouraged to display behavior of trust in the organization or social grouping/s. I think such an infringement of trust would consitute a non Knowledge management principle. Second wave organizational thinking. However, if we could "force" such a change, what would we ultimately change? Just our method of control? Does changing a method of group control guarantee a change in culture? Perhaps, or perhaps not.

May I remind you of the subliminal indoctrination done via television, in the U.S., in the late ?60's, and its consequent banning as a method of "cultural control". Another reminder might be the law suit against Microsoft for allegedly "manipulating" computer user markets. I don't think such technologies will be tolerated in the long term. People have the ability to just "switch off" to messages they prefer not to see or hear. Though, as an afterthought, the task at hand would've been a lot simpler if we could just simply "take" people and "indotrinate" them into company culture, like some companies try to do via introductory programs. We would've had to do a lot less thinking as knowledge workers, wouldn't we?

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Follow Ups:

• Re: Intranet design to induce a new culture in which Knowledge can thrive Hans Koenig 11:23:51 8/18/98 (6)
  • Re: Intranet design to induce a new culture in which Knowledge can thrive Robert Benjamin 04:38:12 8/20/98 (5)
    • Re: Intranet design to induce a new culture in which Knowledge can thrive Jules Delambre 17:31:31 9/10/98 (4)
      • On Effectiveness of 'Sales Hype' vs 'Marketing Concept' Dr. Yogesh Malhotra 08:15:46 9/12/98 (0)
      • On Effectiveness of 'Sales Hype' vs 'Marketing Concept' Dr. Yogesh Malhotra 08:11:20 9/12/98 (0)
      • Re: Intranet design to induce a new culture in which Knowledge can thrive Robert Benjamin 10:11:08 9/11/98 (0)
      • Re: Intranet design to induce a new culture in which Knowledge can thrive Robert Benjamin 10:04:31 9/11/98 (0)

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