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ViralVCD
- 1. ViralVCD Tracing Information-Diffusion Paths with Low Cost Media in Developing Communities Nithya Sambasivan, UC , Irvine Ed Cutrell, Microsoft Research India Kentaro Toyama, UC, Berkeley
- 2. The problem • ICT4D projects assess need, relevance, and scope for development – Often community-centered • Study technology penetration /use in a community • Understand key players and dynamics of diffusion • Surveys and interviews limited by lack of in-situ monitoring • Experience sampling and probes fail to scale in communities
- 3. Enter ViralVCD • A low-cost, rapid data elicitation technique for low- income contexts • Employs physical media and mobile phone questionnaires • Gathers data that is: – Social: networks underpinning diffusion – Technological: ownership, access, and usage – Developmental: assessment of baseline • Combines probes and snowball sampling – Contextualized in technology use – Caters to local practices
- 4. The site • Preliminary ethnographic study in 2 slums in Bangalore, India (female domestic workers) • Total: 7 slums in deployment • In collaboration with NGOs • Topics for conversation: healthcare and education • 30 / 64 households owned a DVD player
- 5. The process Participatory Screenings Mobile call-in Diffusion videos + VCDs contest
- 6. Participatory videos • Useful and interesting content – 13 minutes at most – Showcase local practices to other communities – But a lens into its own diffusion • Observation of a subset of social networks – Interested in “development”
- 7. Nutritive cooking Conducted a cooking contest •Openly competitive
- 8. Nutritive cooking •Local knowledge •Taste and nutrition as criteria
- 9. Childhood education •Role play between two non-literate women
- 10. Dissemination •Screenings, 2-3 VCDs per person
- 11. Call-in contest •Missed calls, researcher calls back ப ோன் ண்ணுங்க! ಫೋನ್ ಮಾಡಿ! 98411 21111
- 14. Call-in contest • We determined – Unique identifier / photo – Socio-economic profile and baseline – Source of VCD (person received from) – Unique content-related question • Correct answers – Utilitarian incentive (bed sheets or utensils) – Varied experimental conditions to test effects • They then pass the VCD to someone else – Contest ended in a week
- 15. Results • Gave 131 VCDs to 64 attendees • Call response: 31.25% (50 unique callers)
- 16. Social insights Micro-level • Two forms of diffusion – Peer-to-peer (A→B→C) – Actor-driven (A→ (B and C)). Macro-level • Diffusion reflected social solidarity • Helped understand relationships in an ecology
- 17. Technological insights • Understand in-situ usage • 50% of callers had proximate access (neighborhood access) • All mobile, except for 4 pay phones • Strong correlation between owing mobiles and DVD players
- 18. Developmental insights • Development extensions • Contest at the end necessitated viewing of videos • No difference in diffusion across income levels
- 19. Opportunities • Provided a direct interview opportunity • Identify key players in communities • Assess the socio-technical makeup of the setting. • Across income levels, with appropriate incentive • Medium technological penetration may be sufficient • Identify and recruit peers of the same stratum, possibly across communities.
- 20. Conclusion • Avoided additional infrastructure • Helped us understand – Social networks – Technological access and ownership – Developmental baseline • Could use other pervasive technologies – Cassettes or notebooks • More broadly applicable to CHI
- 21. OK ta-ta bye-bye! Please refer to the paper for a lengthier discussion of method and results.