How to Govern Utopia

Dissertation title: How to govern Utopia The relationship between the Creative Industries and Social responsibility An exploration of a process leading to the design of a model for discovery and capture of contextual insight to support operations management and governance Recommendations for a social audit system and processes to track impact of intervention

Student name: William Wardlaw Rogers Year of study: 2008-2009 Course: MBA in Creative Industries management Unit: Unit 3.1 Individual Applied Research Project Student ID number: 0807875 University title: University for the Creative Arts at Rochester MBA Subject leader: Dr Martin Bouette Word Count: 17,548

University for the Creative Arts at Canterbury, Epsom, Farnham, Maidstone and Rochester 1

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Executive Summary

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The findings of this study have shown that there is a potential relationship between the Creative Industries and Social responsibility. Recommendations have been made for the design of a commercially feasible model for the support of operations management and governance. The exploration highlighted the process of discovery and capture of contextual insight as relevant operational activity for the Creative Industries to engage in.

A form of communications infrastructure that is placed in the ownership of the community (Community owned communications infrastructure) would enable stakeholder participation and increase the influence that stakeholders have on more traditional centralised decision making.

The capture of contextual insight was seen to have parallels with auditing and marketing processes and in the context of social responsibility it is proposed that the Creative Industries have involvement with the polling and survey of stakeholder perception of a proposed intervention. The representation of this perception is aligned with the design and structuring of communication items traditionally undertaken by creative companies.

This lead towards further investigation into the potential for the Creative Industries to act as a mediator for stakeholders and through a community owned communications infrastructure (COCI) generate greater informed consent between management and governance, with the hope of supporting successful intervention.

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The case study elicited a process for a na誰ve observer to use adapted ethnographic approaches to capture and begin to process narratives of good practice from a given context. This would support the tracking of impact from an intervention to support the analysis of its success against the perception of stakeholders.

The case study tested the rigging of a capture tool for contextual insight and its capacity to compile insights to inform the design of a model for touchpoints within a COCI system. The various challenges faced by the researcher as an instrument of capturing contextual insight and the various challenges faced by the process were considerable.

The major insight was the challenge of the identity projected onto a human interface or the low tech or ICT tools they were using, and the behavior required to use them. The design of touchpoints, and the choice of touchpoints co-opted into a COCI system must be carefully considered. The perception of the touchpoints by stakeholders will influence the success of the discovery and capture of contextual insight and thus the intervention.

This is likely to affect the capacity for na誰ve creative practitioners to act as na誰ve researchers as their behavior around the technologies will already be of a professional nature.

Although it was hoped that the Creative Industries would have a role in the implementation of the system, thus assisting in their integration into more social science research, it is more likely that they would have a role in the design of systems and the design or calibration of touchpoints to support social science research and the 4

integration of na誰ve observers into research studies, thus supporting the planning of interventions.

The social responsibility of the Creative Industries would be confined to its traditional role of communication, in this case in the structuring of narrative (MCKEE, ROBERT. 2007), but as advocated by this research study, qualitative methodology generates results that could be deemed appropriate for rapid induction into creative communication items and learning programmes. This can form more reflective practice by management and the governing body, and if such media were embedded in an accessible COCI it would support stakeholder participation.

The level of informed consent and systemic reflexivity of a Utopia supports effective decision making and governance and enables all stakeholders to better govern Utopia.

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Acknowledgements The research was a question seeking an answer.

The journey honored an echo; a projection from the potent real world application that is to come to pass.

In the reflective internal and external conversations throughout the quest: I have had bounding volunteers and reluctant passengers.

I thank those whose energy and focus and effort has distilled and concentrated my thought. I thank those weary travelers who are now to share the harvest of the journey.

The resilience of Poppies and glorious Lighthouses have drawn me on and lit the way.

Stay them well in place for those who follow and enhance the trail.

This search is over. The journey continues.

Join me to open the third chapter of True Story‌ now.

List of Figures 6

Figure 1 - The man made asset of Utopia Beach Hotel - Page 38 Figure 2 - Main natural asset of Red Sea coast line and coral reef within conservation zone - Page 38 Figure 3 - Remote location. Hotel surrounded by miles of undeveloped desert - Page 39 Figure 4 - Visual depiction of themes using Mindmeister - Page 62 Figure 5 - Zones and personnel map - Page 64 Figure 6 - The influence of non-traditionally recognised stakeholders - Page 66 Figure 7 - Results of stakeholder and resource audit, including recognition of knowledge assets - Page 68 Figure 8 - Diagrammatic representation and mapping by naïve researcher of the website - Page 70 Figure 9 - Checking in form - Page 73 Figure 10 - Customer feedback form - Page 75 Figure 11 - Review of facilities and service of the site by a tour operator - Page 77 Figure 12 - Identity and communication instruments - Page 80 Figure 13 - Identifying features - Page 83 Figure 14 - ‘You write, make problem for me’ - Page 84

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Figure 15 - Communication within the context - Page 86 Figure 16 - Accessible formats - Page 88 Figure 17 - ‘IT department does not want slack’ - Page 90 Figure 18 - ‘We create decision makers’ - Page 92 Figure 19 – Service assessment - Page 94 Figure 20 - Diffusion of knowledge and best practice across the system - Page 96 Figure 21 - The data capture process - Page 98 Figure 22 - Dashboard and control centre - Page 100 Figure 23 – Overview of integration of model into operational functions - Page 101 Figure 24 - Visual representation of how the system works - Page 104 All figures within the case study were created by the researcher

Contents

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1

INTRODUCTION

- Page 13

1.1

Overview and aim: Objectives and significance of the study - Page 13

1.2

Context of Research - Page 16

2

THEORETICAL BACKGROUND - Page 17

2.1

Parallels between the COCI approach and brand or reputation management

- Page 17 2.2

Stakeholder participation and support services for operational management and governance - Page 18

2.3

Remote and local collaboration - Page 20

2.4

Community development without contextual insight or a stakeholder group

lacking a capacity for self reflection - Page 21

2.5

Influence upon research of stakeholder participation - Page 21

2.5.1 Discovery process and the social audit – Setting parameters of Utopia - Page 22 2.6

Research planning and design and the setting of criteria - Page 24

2.6.1 Contextual insight and links to development criteria through idea generation - Page 24 2.7

Social metrics and analytics – Profiling as an operational process - Page 26 9

2.7.1 Processing and distribution of audit findings - Page 27 2.7.2 Benefits of an information repository pre-processed and produced for naive audience consumption - Page 28 2.8

Service design and social innovation - Page 29

2.9

Reflexive learning within management and governance systems and

processes - Page 31 2.10

Community consultation – the influence to communication of mediation

- Page 31 2.10.1 Informed consent and the relationship between participatory decision making and reflexive learning - Page 33 2.10.2 Successful community consultation - Communication with appropriate mediation - Page 35 3

METHODOLOGY - Page 36

3.1

Approach for Research: Methodology introduction - Page 36

3.2

Traditional qualitative and quantative methodology - Page 40

3.2.1 Advocating qualitative and narrative approaches for research of stakeholder perception of context - Page 41 3.3

Grounded theory and field studies - Page 42 10

3.3.1 Ethnographic observation - Mediated by ICT and media - Page 44 3.3.2 Coding through triangulating observation items for incidents - Page 44 3.3.3 Unstructured interview - Page 45 3.3.4 Proxemics - Page 46 3.4

Remote observation - Capture and processing of observation - Page 48

3.4.1 Expert systems and authority - Page 49 3.4.2 Researcher in the context – The influence of identity - Page 49 3.4.3 Remote or naïve researchers and non-expert systems - Crowdsourcing criteria and indicators - Page 52 3.5

Participatory qualitative approaches - Page 53

3.5.1 Participatory media and Participatory ethnography - Page 54 3.6

Observation of organically occuring communication during field research – The relationship to the commercial application of the tool - Page 54

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FINDINGS, ANALYSIS, DISCUSSION AND RECOMMEDATIONS - Page 60

4.1

Methodology Analysis - Final methodology for data capture – Reasoning for typology of data and capture criteria - Page 60

4.1.1 Format of the findings - Page 61 4.2

Findings - Page 62 11

4.7

The model of the process designed for discovery and capture of

observations - Page 98 5

CONCLUSION - Page 107

APPENDIX - Page 110 BIBLIOGRAPHY - Page 119

1 1.1

INTRODUCTION Overview and aim: Objectives and significance of the study 12

The approach to setting the aim and objectives of the study was to formulate a question. This question would be formed from observations of a current lack of ability to address, identify or even articulate a significant social problem. This would align with the researcher’s area of knowledge and their skillset.

When seeking to formulate this research question it was recognised that the preemptive concern of most community development interventions, government programme or organisational management strategy is to identify and articulate an issue within the society they are responsible for (LECOMPTE, M. D., & SCHENSUL, J. J. 1999).

Thus the question formulated became, how to design a model that could become a system for the discovery and capture of contextual insight. This would support better decision making and make for more informed intervention.

Due to the MBA course specialising in Creative Industries management, it was necessary to understand how the Creative Industries related to the proposed model or system. Thus an additional criterion was set to understand the relationship between the Creative Industries and how the model would support Creative Industries in expressing their social responsibility.

The title of the dissertation uses the term ‘Utopia’ as a non-descript term to imply a society, culture, community, organisation or any resource which an individual or organisation can take responsibility. This allows the study to identify how the parameters for a ‘Utopia’ and thus a society, and the corresponding responsibility are 13

established without assuming that an existing responsibility and its associated resources have been assigned relevantly.

A lack of literature revealed limited research around another general aim. This was the lack of individual or organisational capacity to set parameters for a Utopia. The researcher theorises that such capacity would lead to better understanding of a context and thus better contextual insight. This insight would also deliver a greater understanding of responsibility. This links the research to the concept of social responsibility.

The objectives of the study are to design a process model for the discovery and capture of contextual insight. This would inform the design of a system capable of supporting an individual, organisation and community in identifying their Utopia, either chosen or delegated, and recognising any mutual intent amongst stakeholders.

The belief pertaining to the process of establishing parameters is that once established then issues of resource management can be addressed and decisions made by appropriate stakeholders. This is particularly pertinent within issues of managing common resources, referred to within community contexts as ‘the commons’ (ETZIONI, A. 2004) . Lack of clarity around responsibility within community, governance and organisational management contexts are theorised to be sources of conflict around delineation of responsibility (ALLEN, D. 2003). The significance of a lack of clarity and definition of responsibility and tasks are that it may lead to disruption in implementation 14

of intervention. This caused either through uncertainty as to which stakeholder group the responsibility is held by or an assumption of leadership through inaccurately established parameters.

The governance of a Utopia is observed to occur through intervention, lead by stakeholder groups that are either seen to be responsible for the resource used or by those who seek to command and control such resources.

The configuration and ownership of the systems and processes that constitute communications infrastructure of a Utopia are believed to facilitate or inhibit access to certain key communication items. These items are; knowledge around responsibility, knowledge assets or information resources required for harnessing key resources.

(JASHAPARA, A. 2004) Therefore it is theorised that there is a relationship between the power structure of a Utopia and ownership and components of communications infrastructure (ARMISTEAD, L. 2004). Contributing to this theory are impressions that decision making occurs through such communications infrastructure and implicit or explicit responsibilities can be delegated or obscured. Thus leading to inaccurate representations of the Utopia to which a stakeholder group is entitled or for which they are responsible.

Representation of a Utopia can therefore be empowering or disempowering.

Professional experience of the researcher allowed identification of a capacity for many strands of the Creative Industries to represent communication items, and the potential

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role in establishment and consolidation of the structures through which communication occurs.

This role in representing information, knowledge and responsibility is to be explored within this study, with an objective of designing a commercially viable means of Creative Industries to express social responsibility and assume a role and responsibilities in governance of a Utopia (BEST, K. 2006).

1.2

Context of Research To raise awareness of the researcher as to the global context in which the

research study was being undertaken certain events were attended to gain an impression of what themes of research would apply to building a relevant model. These events also informed the criteria of research when building a pilot test rig and for incidents to observe at the site of the case study.

Through an event called We20 that explored issues of participatory democracy, awareness was raised around the role of social media in addressing complications of communication in decision making local and remote to a proposed intervention.

(COOKE, P. (1992) The researcher held a workshop at this event around the concept of ‘Community owned communications infrastructure’ later referred to as ‘COCI’. This concept was conceived through an earlier presentation, again delivered by the researcher, at the Open Knowledge Conference, this addressing the impact of open access to knowledge of various typologies. These are mentioned as informal sources for feedback and early shaping of the research proposal.

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The presentation and the workshop formulated a thematic strand to investigate the influence of authority imbued in a communication forum prioritising issues that are identified. It connected to overarching themes of power and communication.

See Appendix for (Analysis of We20 Event) In order to give overview of the various scales and complexity in typology of Utopia, the contexts and mechanisms for analysis were: •

Organisation or community contexts - Governance, development and change management

•

Intentional communities and values based initiatives or institutions that articulate intended actions through a manifesto, set of policy or mission and vision statement

•

The associated auditing, reporting and performance management mechanisms

2 THEORETICAL BACKGROUND 2.1 Parallels between the COCI approach and brand or reputation management Brand and reputation management of activity activated by organisations, community or international development agencies and national initiatives occurs largely through assessing perception of actions relative to intent.

Thus within the realms of social responsibility until recently the accountability of such actions were relatively subjective. This is partially due to the challenge of covering the dispersed potential and actual beneficiaries of stated actions and the stakeholders of the contexts.

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Traditionally auditing, reporting and performance management has been limited to contexts where stakeholders were less numerous or the audience required less academic validation and social science expertise allowing reporting to be open to journalistic polemic or subjective internal assessment.

Those who are better resourced can commission longtitudinal, longer term, more involved and resource intensive studies to compliment quantative studies. Quantative studies, although a less relevant metric have been adapted to be conducted by the naive researcher as it is a case of handling quantity of data rather than nuances and complexity. Those who are poorer resourced have been limited in their access to effective research methodology.

2.2

Stakeholder participation and support services for operational management and governance The wider mapping of stakeholders, through focus group or individual satisfaction

surveys that are more traditional mechanisms of perceptual research have been highly costly to design and conduct. The communication infrastructure required to distribute, recapture and induct such data for analysis has the additional benefit of supporting performance management and reflecting of impact to allow an entity to recalibrate intervention efforts.

This has traditionally occurred through communication agencies or national communication resources or consultancies, once again out of access to the poorer

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resourced. This has largely been in the form of national polling, surveys or costly market research via focus groups and observational methods (ABRAMS, B. 2000) Current technology has shifted that capacity towards those with access to information communication technology (ICT) and the event of internet and the resulting connectivity and communication infrastructure (HAGEL, J., & ARMSTRONG, A. 1997).

Social media tools, as discussed with reference to We20 have opened the properties of social auditing of this type to those who have connectivity to the relevant ICT. However the knowledge to apply such tools has remained elusive. (LI, C., & BERNOFF, J. 2008) The ‘Open Knowledge’ movement has opened such knowledge to these parties through such forums as ‘Wikipedia’ and more recently ‘Public Wikis’ which allow for integration of online collaborative discussion and publication of resulting documents.

Tools such a ‘Voice over internet protocol’ (VOIP) has allowed for remote discussion and allows for local discussion to become remotely accessible for both participation and accessing of results. (JACKSON, P. J. 1999) Thus the success of intervention, requiring the success of the mapping process required for auditing, especially for interventions in contexts of a low resource stake have begun to recognise the importance of stakeholder participation. This leads towards the use of a COCI type model, where tools and touchpoints owned by stakeholders outside of the direct private ownership of the intervening party become increasingly significant. The use of these tools and touchpoints requires either a claim to use of such tools of consent towards their use by the stakeholders..

2.3

Remote and local collaboration 19

Design principles of ‘Using Tried and Tested Components’ (UTATC) advocate innovation through synthesis of pre-existing components to innovate systems and processes to allow for new capacity.

The ‘Open Source’ movement enables access to code source that can allow programmers to take from a library and repository of templates and codes for components. The current ‘Source’ is now substantial enough to have allowed for a community of coders and programmers to state their social responsibility as ‘Information Communication Technology for Development’ (ICT4D).

Through involvement in ICT4D projects the author’s company True Story (TS) has a pre-existing partnership with One Village Foundation (OVF). This partnership sees TS supporting OVF in documenting and reporting upon an ecotourism exchange project between Taiwan based universities and Winneba University in Ghana, Africa.

See Appendix for (Description of One Village Foundation Initiative)

2.4

Community development without contextual insight or a stakeholder

group lacking a capacity for self reflection It is recognised by OVF and its academic and commercial partners that contextual insight has a commercial value and simultaneously has influence upon the success of the intervention undertaken by the initiative. (PHILLIMORE, J., & GOODSON, L. 2004). The learning programme instigated by OVF has elements whereby participants are encouraged to conduct their own evaluation on site and 20

capture contextual insight to reflect upon and allow insight for the remote partners and management to support the holistic service delivery (HOUSE, E. R., & HOWE, K. R. 1999).

The responsibility of TS is to support the aggregation such information and design narratives and structures to redistribute it in format compatible with the natural communication items of the recipient.

2.5

Influence upon research of stakeholder participation Reporting, accountability, performance management of a socially impactful

project and quality of experience were all aspects that grew into professional capacities of TS and were drawn into the proposal for this research study. (PINE, B. J., & GILMOUR, J. H. 1999) Insights gained during the design of a process for OVF by TS influenced the design of the process. These potential bias are accounted for and can be mitigated only to the extent that the researcher as instrument of research is reflexive enough to recognise their influence relative to analysis of incidents and actions during interview or observation. (DAVIES, C. A. 2008) The recognition and reflection upon consistent and unconscious bias is sought to be accounted for and improvement measures to be designed into the capture tool (EZZY, D. 2002).

The aim of developing an automated capture system is to find the balance between a human interface with the context and ICT mediation that would allow a remote management team to support interventions and provide analysis with appropriate levels of contextual analysis.

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Stakeholder participation can support a broader range of insight although simultaneously opens the research to questions of validity through the greater potential for researcher bias, and the associated bias in the use of any research instruments.

This is seen in the academic opinion around the use of Wikipedia as a tool for academic research. Thus the influence of stakeholder participation upon research must be addressed in the same way that individual researcher and instrument design bias is addressed.

2.5.1 Discovery process and the social audit – Setting parameters of Utopia There are issues of setting the parameters for an audit and mapping stakeholders to be addressed before crowdsourcing of insight and development indicators can occur. This issue is often bypassed through the commissioning party soliciting commission within a Utopia that has pre-set boundaries. Often these territorial boundaries are already exclusive of individuals or entire communities that are to be impacted by a proposed impact.

This does not allow for an excluded stakeholder to recognise their responsibility or to have the impact upon them acknowledged. Due to responsibility being articulated or dictated by an external party or through a subjective personal undertaking, this means that perception and campaigning for inclusion are the routes remaining for excluded parties. Such campaigning can cause tension and slow interventions.

(WALKER, P., HAMIL, M., & WILKES, I. 2000) One way to establish more accurate representations of responsibility are to seek 22

to demonstrate behavioural patterns within a Utopia. The conclusion of who holds responsibility to be drawn from where their behaviour influence private, public and the common resources, either through their consumption, reliance or commitment to maintenance.

The argument raised is around impressions of property and entitlement to them.

The complexity of attributing ownership and titles to property is demonstrated within land ownership of indigenous peoples (COWAN, J. 1992) and in the more contemporary context of intellectual property.

The challenge of the parameter setting, resource mapping, capture of data, data processing and intervention with informed consent, would be to mitigate risks of the entire system becoming automated. The result of which can be that human knowledge and tacit knowledge assets in the community are disregarded.

This can often occur when ICT systems are implemented, the automation of various industries and proceeding claim to ownership of the entire influenced resource set by the management and governance of the technology is demonstration of this. A more contemporary example aligned with the commercial application of COCI would be in the ‘Platform as a service’ market.

The terms and conditions of Facebook membership dictate ownership and rights to usage of all content passing through the system. This disregards the rights of the originator and opens the claim to ownership of data exchanged privately between members.

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2.6

Research planning and design and the setting of criteria The interests of this study are to avoid that result and to install ICT supported

touchpoints that would be accessible by as many of the stakeholders of a Utopia as possible. This would then allow responsibility for both beneficial and detrimental impacts to be attributed appropriately by an external auditor and validation power.

2.6.1 Contextual insight and links to development criteria through idea generation The hope is this would diffuse corruption of a centralised power base by providing insight into the decision making process for wider stakeholder groups, and a system to hold the deciding powers accountable.

The They Work for You platform established by MySociety is one example of this. In both this and their FixMyStreet platform they allow the capture of a need by users, they catalogue a request for addressing the need that is sent to local authorities and MPs and track responses. This does not directly track the social impact as there is a disparity between response and action; however it goes some way towards accountability.

In contexts with disparity between resource states of the general stakeholders and the management or governing body then the mass of capital and the perceived control of resources is often the reasoning by which authority is set and power wielded.

This authority and power is consolidated through stakeholders perceiving that management and governance are delivering the essential maintenance service for 24

infrastructure and exercising administrative capacity or contextual insight that it would be impossible for the general stakeholders to be responsible for.

In situations where this claim is inaccurate and the management or governance are not providing unique services to the Utopia then the community would be justified to seek solutions from other sources, and most importantly to question the management and governing body in their entitlement to common resources.

The My Society initiatives focus on the public sector, and the efficacy of public services. Assessment of the capacity to manage and apply resources for the benefit of community would require the community to participate in review of interventions under criteria of success that were generated by the community themselves. (CARTER, N., KLEIN, R., & DAY, P. 1992)

2.7 Social metrics and analytics – Profiling as an operational process The accountability for social impact that COCI proposes offers such a capacity.

The transparency implied by the process would allow assignation of resources to be redirected should an initiative prove to be corrupt or ineffective.

The community development and CSR movement has been in search of social metrics and analytics to ascertain the validity of donations and philanthropy. The concern being that such funds are being directed to ineffective service delivery agents.

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Recently the field of social venture capital has emerged. This is capital assigned to ventures of claiming social impact. The investment community is accustomed to clear metrics around financial return on investment. Clear analytics and social metrics would translate into a clear insight of the social impact of a venture.

The fields of social auditing and social return on investment (SROI) were explored through the research presenting at the Empact event on social impact and informed the design of the research study.

See Appendix for (Insight from Empact event) Socially responsible activity now occurs in a more competitive market. To validate the claim of social responsibility and to satisfy investors or consumer markets, the ventures are being asked to integrate an additional social audit system into their operational system or open to external validation.

This additional layer of mediation, even when executed by an external party can draw resource away from service delivery. To show the indicative effects of such an audit taking place the impact of a financial audit upon operational activity is cited.

2.7.1 Processing and distribution of audit findings AKVO are an organisation providing a form of profiling on behalf of water projects claiming social impact. They seek to provide a forum for display of the information that would constitute a profile at costs appropriate to initiatives in low resource states.

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The architecture of the information, its display structure and the design of the capture boxes are chosen to allow a uniformity of format convenient for the nonoperational audience seeking insight into social impact.

See Appendix for (Analysis of traditional communication between field projects and support services and investors) A potential inhibiting factor may be the rejection of this newer report format by investor groups. The likelihood of this is reduced as the mediating audit organisation works in closer conjunction with the investor groups and their traditional due diligence protocol.

COCI seeks to open this practice to other typology of community development intervention and the investor groups conducting management of their investment. The COCI model seeks to position itself as a mediating party with the system informed by stakeholder set development criteria and report formats deemed convenient by the end user. Thus the design of a structure and proforma architecture of the profile is better equipped to serve the interests of all stakeholders, both managing and delivery, of a given intervention.

With stakeholders involved via COCI in the building of development criteria the entire system is opened to higher levels of stakeholder participation.

2.7.2 Benefits of an information repository pre-processed and produced for naive audience consumption 27

The value of the reporting format holding a narrative quality is that it can be a forum for both the organisation generating the profile and other service delivery agents to view the impact of approaches by other organisations conducting community development.

This grants an industry overview previously inaccessible to organisations in low resource states. Feedback from remote parties on the efficacy of an intervention is better facilitated by qualitative and narrative approaches than the display of quantative and statistic based reporting as it is more accessible to naive non-expert audiences.

This opens the material to a larger crowd source.

The proposal is that this forms a reflexive capacity and thus greater contextual insight. For a remote field based initiative it allows better informed support service provision across a far broader context than simply their direct context of operations.

The information is offered in a format that is also conducive to forming learning programmes in narrative form for the training of field workers (CLEMENS, J. K., & WOLFF, M. 2000), and for the remote training of those due to attend a given context.

Media post production, of the sort that would be required to build such materials, has traditionally been inaccessible to the capacity of those in low resource states due to the cost of such services and the tools to conduct it. The pre-structured capture criteria embedded in touchpoints would reduce the level of post production required. The hope is to remove the need for it all together.

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With media generated from the field via the COCI in a relatively produced state it has potential application in more operational activity such as marketing processes and for production of awareness raising materials.

Information was captured that was aligned with validation requirements of a social audit. The Empact event and dealings with AKVO and OVF gave insight into what such information would be. Thus a media based audit via narrative of the context would be possible to track and validate social impact.

2.8

Service design and social innovation ‘Using tried and tested components’ (UTATC) design principles of aggregating

and calibrating certain configurations of existing components to innovate were proposed to build the COCI system. To deliver a model the first challenge was to identify the properties, functionality and form of the system and processes required to gain insight into a context.

Preliminary research informed the potential properties of a COCI. A COCI would seek to establish the processes of and enable capacity to: •

Touchpoints for human interaction with an ICT mediation system

•

Enable the community owning the COCI to understand how to map its own context

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•

Mapping and identification of stakeholders, knowledge assets, resources and associated responsibilities – inclusive of wider catergories such as pre-existing zones or territorial boundaries zones within the context

•

Capture of information in various media inclusive of social media

•

Aggregating and centralising of that media to a central processing point, both local to the context being assessed and another remote processing point

•

Redistribution of processed and analysed media, information and data for publication(both electronic and print – appropriate to the capacity and resources within the context) at the touchpoints established or co-opted in the community context

•

2.9

Mechanism for consentual decision making across the stakeholder group

Reflexive learning within management and governance systems and

processes The design criteria for reflective properties and processes of a COCI within management and governance systems are to: •

Improve insight into available resources

•

Make tacit knowledge assets more explicit

•

Clarify stakeholder responsibilities and map their location

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•

Establishing local touchpoints - People who can act as human interfaces for the capture and distribution communication and technology based access points to the ICT mediation system

•

Allow access to remote support

•

Appropriately install informed consent in decision making across the COCI

•

Ensure ownership of the content travelling through the COCI is retained by the community

•

Allow the choice of integrity level of the COCI to permit integration with other independent COCI. This allowing access for both parties to a common pool of processed data, media and information and also allowing access to the knowledge resources from both stakeholder maps

2.10

Community consultation – the influence to communication of mediation COCI can be viewed as a mediating mechanism in the same way that ICT is a

mediating mechanism between human interactions. Within any form of communication the effect of mediation is dependent upon the layers of interpretation that are installed (DIMBLEBY, R., & BURTON, G. 1985). Within a community consultation the necessity of a host to facilitate communication or a technology to support a forum, insists on a layer of interpretation.

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With the goal of a COCI to deliver distribution of information in as close to an original format as possible, the design criteria for the system and its processes are to avoid interpretation at all costs. The only inclusion of interpretation will be if it improves the capacity of the stakeholder to comprehend the impact of a proposed intervention, thereby enabling wider participation in management and governance through clarity around the impact of the decision making.

Although the COCI would be a mediation of the communication, it is a form of mediation that catalogues and transparently displays the heritage of communication items as they are processed and at each level of interpretation. Regardless of whether interpretation is undertaken by an ICT touchpoint, a human interface or a pre-existing process of the COCI system, a record will exist of the various iterations of the communication item.

This allows the recipient of a communication to track the item they have received back to its originator and offering greater transparency than traditional consultation. It displays what raw data was extracted and the original contextual insight which generated the processed communication they have received.

Should transparency improve clarity of decision making by management and governance and make reasoning explicit to stakeholders, then chances of recognising responsibility and the chances of participation in interventions would be improved.

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The COCI would also deliver far greater capacity for redistribution of knowledge of the impact of the intended intervention. This transparency of decision making criteria offers empathy to the process of management and governance of a Utopia.

The additional benefit of this to the managing and governing body would be greater guidance from stakeholders during decision making allowing assignation of resources to occur later than interventions guided by traditional consultation processes.

This increases chances for informed stakeholder consent, and less commitment to decisions upon narrow samples of community opinion.

2.10.1 Informed consent and the relationship between participatory decision making and reflexive learning The necessity of informed consent in the release and assignation of resources facilitates a greater level of participation of stakeholders in the process of intervention and its subsequent management and governance. This could support the integration of participation into the governance system of a Utopia.

This is a positivist model as in reality there are interventions for which consensus is incredibly complex to achieve. The intention is not to achieve total consensus but to allow decision making to be informed. In cases of time sensitive critical decision making, such as emergency response, COCI would enable polling of disparate stakeholders remotely and scale distances traditionally unachievable in low resource states.

No new commissioning of a consultation needs to take place, as information is 33

already recorded on the system as to evolving stakeholder perception of multiple intervention scenarios. This agile quality of the system allows for rapid reporting of perception of the necessary and time sensitive intervention (ATKINSON, S., & MOFFAT, J. 2005) As the intervention unfolds, the capacity for the COCI to induct non-uniform contextual insight capture tools into the system enables further agility in the discovery of information relative to scenarios where sections of a static communications infrastructure may traditionally be defunct. The use of blogging during the Tsunami was an adoption of the quality and the co-opting of indigenous mobile phones by FrontlineSMS marks an evolution of the approach.

The focus of this research study is in the lack of appropriate accountability to all stakeholders in the development and design of all interventions. Not just interventions with a set time frame but a lack of accountability in the design of systems and public services whose implementation is often claimed to be valid purely by the heritage of its existence, irrespective of account of its benefit or detriment to society.

The result of COCI could be decision making with deeper contextual insight and more informed stakeholders and a wider sense of consent in interventions, both time restricted and systemic, thus supporting a reduction in societal tension and conflict.

Thus the design of a COCI would constitute an ICT mediation system that would support remote qualitative assessment of a context and generate valuable narratives for insight into the impact of an intervention.

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2.10.2 Successful community consultation - Communication with appropriate mediation The use of accountability to influence decision making is has wide applications in the community development arena. When a party is held accountable for their actions then the impact of decisions made to the benefit or detriment of a Utopia can be tracked back to the originator. The process of tracking financial impact occurs through the auditing process and is validated by internal or external evaluation bodies. (SHADISH, W. R. 1995) As discussed earlier in the study, the tracking of social impact is beginning to be undertaken by similar internal or external bodies. The challenge however is that even with a report and account of the audit that demonstrates an impact and identifies the originator, the defining factor as to who that body is held accountable to depends upon the auditing party, or those advocating the assessment, having capacity to communicate with stakeholders and influence their perception.

Thus the communication infrastructure accessible to the auditor and advocate, and the capacity to structure and design influential communication items, becomes the deciding factor as to whether the audit influences decision making through accountability.

3

METHODOLOGY

3.1

Approach for Research: Methodology introduction

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The social responsibility of the Creative Industries in researching and planning interventions is proposed.

There follows a methodology for researching a case study to illicit the properties of such a model and a method for entering a context and identifying pre-existing components of a COCI. Recommendations are made as to the propriety of integration of the Creative Industries in the design of this model and their role as a vehicle for service delivery; including considerations for the commercial viability of such activity.

Although documented within the ‘Introduction’ and ‘Theoretical background’ the iterative process of articulating a pilot test rig of the COCI design through presentation, workshop and discussion at various events should be considered as part of the methodology.

These results are not accounted for within the findings of the loosely structured interviews, nor are they part of the observation as they did not occur within the parameters of the Egypt case study. However the influence of this the preliminary research is accounted for as a focused period of influence upon the researcher bias, and thus a noted development of the instrument of data capture.

The main area it poses challenge is in the adoption of grounded theory (CHARMAZ, K. 2008). It is not expected in the application of grounded theory that professional and personal empathy would never influence a research study. Grounded theory attempts to allow an unarticulated study focus to be grounded through initial encounters in the field, in this case Egypt.

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The early period of presenting and discussing the pilot test rigs of COCI verbally, both formally and informally, at various events focused the data extraction process whilst in the field.

This is not in accordance with pure grounded theory and should be considered as a conscious alteration to the approach that was necessary to harness the benefits of the researcher’s experience and insight without indulging excessive bias when designing the COCI test rig.

Utopia Beach hotel was set as the case study after the OVF initiative was unable to provide a practical site. Although the pre-existing partnership would seem to offer greater access to the site there were issues of re-entering a pre-existing relationship as an academic presence when prior discussions had been with the author holding an operational responsibility. This relates to later discussions of researcher identity.

Criteria for the case study site (YIN, R. K. 2009) were that it would be a community where there was no existing document of intent, there would be limited systems in place for the tracking of operations, there would be minimal communications infrastructure, the infrastructure that was available would not be owned by the community, management and governance of the site would take place by a central and hierarchical system and there would be limited participation by stakeholders in that side of activity.

The practical factors were the need for access to any operational documentation of everyday activity by management, access to management personnel and the

37

governing body, especially relative to the decision making process and finally that the community would be relatively remote.

Figure 1 - The man made asset of Utopia Beach Hotel

Figure 2 - Main natural asset of Red Sea coast line and coral reef within conservation zone

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Figure 3 - Remote location. Hotel surrounded by miles of undeveloped desert.

The final property of the case study site being remote was extremely important to the research study. Utopia Beach hotel is connected via road to other local hotels and it is a few hours from an airport allowing connection with much of Europe, and via Cairo to the international community. However the site is distinct from these other hotels with many miles of desert between them.

The reasoning for a remote site is that it allows insight into how impactful critical decision making can be in a remote context, especially those in a low resource state.

The hotel was enclosed and any resources flowing into and out of the case study site, aside from the minimal resources carried by guests, would be imported or exported from the site on instruction, based on the decision making of management.

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This would allow clear insight into how reliant stakeholders of the site were upon the appropriate decision making of management and governance, and the assignation of resource that occurred with it. Scarcity of certain resources would be the direct responsibility of management and such incidents would be clearly evident as no other means of obtaining resource by stakeholders would be easily available.

Were the COCI to be in place, it would be within the capacity of all stakeholders, through the touchpoints co-opted by the COCI, to report such issues and bring about the decisions to activate the import of the relevant resource.

The importing party would then be held accountable to all stakeholders as they are informed of when the resource would be arriving. The transparency of this process should lead to better communication throughout the system and thus appropriate intervention. Thus the ability to identify such incidents was important to the research.

3.2

Traditional qualitative and quantative methodology It was deemed early in research that although contextual insight can be fulfilled

through quantative, qualitative or a mixed research methodology. However qualitative approaches were deemed to require the most expertise and access to supportive resources (DENZIN, N. K. 2007).

Therefore it was assessed that gaining contextual insight through qualitative methods would be a greater challenge to the community development field, and management or governance bodies in lower resource states. It also held greater validity through the ability for qualitative approaches to capture stakeholder perception.

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As the formulation of a research question based on a social problem and organisational need was the aim of the research study the question was posed to design a method to enable lower resourced entities and even individuals to gain personal and community insight.

Thus the methodology must enable structured investigation of the necessary components of a model to capture qualitative insight and also must capture the facilitating and inhibiting factors for the use and establishment of a system designed from such components. Therefore a qualitative methodology was required to capture appropriate data to feed through the test rig.

A recommendation to improve the comprehensive properties of such a system would be adaptation towards supporting insight through quantative methodology; however this is not addressed within either the methodology or findings as it is beyond the scope of the study.

3.2.1 Advocating qualitative and narrative approaches for research of stakeholder perception of context Qualitative methodology holds a narrative quality in the format of its capture (ANDREWS, M., SQUIRE, C., & TAMBOUKOU, M. 2008). The system for COCI requires for consideration of the structure and design of the communication that would allow redistribution of the captured content with minimal processing. The closer to a preconstructed and narrative of reasonable production value that the captured information is, the less processing will required by the system.

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Thus for the purposes of testing the rig of the discovery and capture process of the COCI system, the criteria for research was identifying typology of incidents that best demonstrated typical items that would pass from stakeholders to the governing or managing body.

In the case of Egypt this required observation of the path taken by any account of tacit and explicit needs of the community. These may be constituted by verbal exchanges, documents or observations of behaviour within the Utopia (BIRDWHISTELL, R. L. 1970).

Observation was also made of items generated after decision making. These would be in the form of any residual information redistributed by the General Manager regarding which information informed their decision and the subset of instructions issued by the heads of relevant departments.

3.3

Grounded theory and field studies Grounded theory allows for different methods of coding to illicit insight into a

context. ‘Line-by-line’ coding suggests the analysis of each line of data captured and analysis thereof. Incidental coding suggests the less intricate approach of selection of specific incidents that gradually build towards a theory of relationship between the incidents.

As pure grounded theory would suggest that minimal structured criteria were applied when entering the research context, with some basic criteria already set by prior researcher insight into the properties of a COCI, then it was decided that line-by-line analysis would be unwieldy and draw the focus of the research away from the process 42

of data capture and the influence of the extraction tools, and more towards the content and data captured.

The testing of the integrity of the pilot COCI rig would not require enquiries of any more comprehensive a state than typical narratives based on incidents in the context.

The research designed would then have to demonstrate the capacity to generate examples of good practice learning items via the capture process. The belief being that these learning items could form a programme for behavioural change or training for stakeholders.

Such a learning programme would not be compiled, nor would the success of such a programme be proved through the research, however by the existence of potential components the approach would be partially validated.

Incidents were extracted from a triangulation of unstructured interviews, participant observation and the adapted mixed methods of ethnography and proxemics (HALL, E. T. 1974), inclusive of its semiotic strands (HALL, S. 2007). This would mean the test objective to produce learning items in narrative structure would incur minimal processing and interpretation of the raw data.

This would result in the generation of relevant narratives. The properties of reflection on incidents and narratives of good practice and the investment in learning programmes would constitute capacity building (JAMES, R. 1998). Also the improvement of services by recalibration of resources relative to the sourced needs and insight of stakeholders would represent a form of social innovation

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Such participatory management of private, public and common resources would demonstrate a role for COCI in the governance of Utopia and community development.

Within the context of the case study, the COCI would be shown to support the critical decision making of the General Manager.

3.3.1 Ethnographic observation - Mediated by ICT and media Data capture, through a qualitative methodology that held narrative properties, lead the literature review towards forms of ethnographic work (BRODY, H. 2002) (FETTERMAN, D. M. 2007).

Most service design and innovation models have variations on the stages of ‘Discovery’, ‘Insight’, ‘Generation’ and ‘Synthesis’. The discovery process and the insight cataloguing formats can have their design adapted to merge with many ethnographic practices (LECOMPTE, M. D., & SCHENSUL, J. J. 1999).

The methodology adopted sought to adapt the ethnographic discovery process and formulate an insight capture format that supported ease of capture by a social sciences naive individual or organisation (GREENWOOD, D. J., & LEVIN, M. 2007); also taking into consideration the likelihood of their being in a low resource state.

3.3.2 Coding through triangulating observation items for incidents The evolution and refinements of the discovery and insight sourcing process were logged through noting of incidents that incurred reflection. These reflections were upon the capacity for the capture instrument, being used at the occurrence of the incident, to translate the incident into a narrative. This would include reflections on the researcher, their bias and bias towards the researcher’s identity by the subjects of 44

observation. (RIESSMAN, C. K. 2008) To qualify as valid the items must be able to be structured for redistribution about a COCI and also be compiled into a learning programme. Invalid incidents were noted and dealt with in the same was as research that did not have fit or relevance to coding.

Much of the research and observation did not have fit and relevance to coding.

The undemonstrated findings of the study were required to generate triangulated incidents and will be alluded to as catalysts for discovery and innovation of the system and service design rather than fully documented.

The reflections are upon the incidents, and why the process used at that time lacked the capacity to manage and process it in the desired fashion. The process used may not even have been able to document or catalogue the incident in such a way as to support management or governance of a similar incident within any given context. At such a point the process would be refined and evolve to its next iteration to allow for induction of such typology of data.

3.3.3 Unstructured interview Due to the decision to code by incident rather than line by line it was recognised that fully structured interview would hold a level of detail irrelevant to the needs of the research study. (GILLHAM, B. 2007) The purpose of each interview was to navigate the researcher towards incidents which could then be processed through the COCI test rig. Thus the documentation of interviews was purely of the quotations that lead towards the recognitions of incidents and the proceeding phenomenon within the context. There are intentionally limited 45

transcripts within the results to ensure the content of interviews did not detract from focus on the process.

Although greater structure would be required to ensure a lack of bias in the data extracted from the case study by the researcher, any bias incurred through the lack of structure is accounted for in the analysis of the researcher as a capture instrument.

The analysis of subject response to the instrument of data capture, in this case the researcher, are for the aim of insight into what properties capture instruments and touchpoints of the COCI would need to possess and thus be designed into the model.

In the actual design of the COCI system, touchpoints will temper bias of and towards a capture instrument through the design of the structure for information capture.

To impose a structure upon the interview process would be to assign a format on the reporting and force into the system a level of expertise at the level of the capture instrument. This would go against the objective of the research study to deliver the capacity for a naive researcher to be the instrument for capture.

3.3.4 Proxemics Within the review of literature and commercial models of unobtrusive discovery and insight the process of ‘proxemics’ was identified. This was analysed for propriety within the context. (WEBB, E. J., CAMPBELL, D. T., SCHWARTZ, R. D., & SECHREST, L. 1966) However as literature was reviewed it was discovered that despite properties that allowed for remote observation of context and the behaviour contained within, it was academically invalidated.

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It was sought to adapt the useful qualities of the approach into the methodology.

Consideration was made at the case study site of locations that would allow overview of movements without influence upon behaviour. These observations to be taken either through media capture devices or first hand human orchestrated ethnographic practices.

The design challenge posed by the desire for unobtrusive behaviour tracking methods, lead to the approach of extracting pre-existing documents that logged activity and despatched instructions through the Utopia beach hotel management system.

However the other methods of unobtrusive observation, such as viewing from elevated sites and further distances, were deemed inappropriate as they required expert insight into the methodology and posed significant obstruction and a high learning curve for any naive users of the system. Thus were such approaches embedded into the usage of the COCI then naive users would be excluded from use without behavioural change through additional learning programmes and training.

As the intent was to deliver a COCI system that would serve minimal disruption and influence to existing management and governance methods of a Utopia and identify rather than create integral processes for the pre-existing system, other more complex properties of the proxemic approach were disregarded.

During the case study proxemics was held as a approach to inform the design of the system but alternatives delivering similar less comprehensive results were sought that could not be considered a pure implementation of proxemic work. The 47

contemporary narrative and semiotic adaptations of the work were reviewed but due to the disregard of the foundation of proxemics these were considered inadmissible to the methodological approach. (FLOCH, J.-M. 2001) See Appendix for (Peer identification and mapping of resources – Digital signage) Observing how management decisions were made as to which services and resources held continued value for those experiencing Utopia gave insight into how they undertook internal quality assessment (KELLEY, D. L. 1999). These processes were the equivalent of an intervention impact audit and these pre-existing mechanisms could be adapted to give capacity for conducting a perceptual analysis and enable a social audit via the tracking of needs and the perception of the management’s capacity to meet them.

3.4

Remote observation - Capture and processing of observation Other cases, such as OVF, AKVO (a water projects market place), Voluntary

Service Overseas (VSO) are examples of initiatives delivering remote support to management of interventions in a community development context. The approach designed seeks to prototype the systems and processes with the properties of COCI that would scale to be appropriate for operations of these cases, once again taking into consideration the lower resource states of such organisations and the contexts in which their interventions are implemented.

3.4.1 Expert systems and authority The methodology then must take into consideration the influence of capture tools required for digitising of narratives from the context. This is akin to the consideration of 48

other information management systems in structuring reports in an easily replicable format for batch capture and transmission (APPLEGATE, L. M., AUSTIN, R. D., MCFARLAN, F. W., & APPLEGATE, L. M. 2003). This being an issue of communication structure design.

The unique factor of such remote media capture is that whether used as monitoring or surveillance devices, or data input at touchpoints, or put in the hands of a human interface representing a touchpoint, such technologies and tools can influence the behaviour of subjects of the audit and of the observation.

3.4.2 Researcher in the context – The influence of identity A huge influence upon the success of the intervention in the context that the discovery process constitutes is what identity is projected upon the observer. Although the author has experience with media and participatory media, a conscious decision was made to opt for low technology methods of data capture. The reasoning was to mitigate the effect of identifying the observer of the context as a tourist. (DANN, G. 2002) Although more sophisticated media capture devices were available to the author, such items as digital still cameras, video cameras or a digital Dictaphone would project the identity of a tourist, or dependent on the sophistication of the technology, as a deliberate observer or even as obtrusive an identity as a media entity. To align with the intent of an unobtrusive methodology the decision was made to use as minimal and low tech capture tools as possible, those that could be easily carried into all extremities and the edges of the parameters of the Utopia. (PINK, S. 2007)

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Although the COCI system design intends to allow for integration more sophisticated and higher technology touchpoints, to avoid such complications during fieldwork the issues of integration are commented upon but would need further investigation to understand their actual influence.

The tools for ethnographic capture were a notepad, depicted in the methodology analysis and in the findings, a small pen, purchased at the hotel, and a disposable digital camera that was used largely during periods when the guests, staff, management and business owners within Utopia beach hotel would not observe the observer.

Despite measures to mitigate the influence of the identity of the observer by reducing the presence of capture tools upon which projections of identity could occur, there were other behaviours and items associated with the observer that were not accounted for in the methodology.

The influence of identity and how it manifest itself as a phenomenon and how it holds relevance in the design of the COCI and the chosen components are dealt with in the findings under methodology analysis.

Literature that provided insight into this phenomenon of the influence of identity was through approaches to market research and focus group literature (GOLDSMITH, E., & MANDER, J. 2001). These lessons were applied by treating Utopia beach hotel as a scaled up version of a focus group. The COCI is treated as the observer capturing perceptions and the stakeholders as participants in the focus group.

Other field work literature comments on the assimilation of the observer into the context. Specifically essays on the ethnicity of the observer relative to the participants 50

were consulted. (SMITH, C. D., & KORNBLUM, W. 1996) The major factor noted was that of language barriers as the researcher did not speak or read Arabic. This would always imbue a level of interpretation through any translating party.

The method to temper this was to seek other opinions and analysis on the incident, behaviour or phenomenon. This would allow triangulation towards a more accurate representation by the researcher. There is still risk that all parties consulted within the triangulation process would deliver a bias result. However as the intent was to test the efficacy of COCI in sourcing from a crowd, even bias perceptions, so long as they were a relevant representation of a perception across a broad majority of the stakeholders, would be an entirely appropriate insight.

An approach taken was to triangulate from different strata of the stakeholder groups within Utopia, for example, an opinion from staff, from guest and from management. It is acknowledged that to obtain consistency in this approach a more structured process was required but to hold accord with grounded theory then this consistency of approach was relaxed in favour of testing the rig of the holistic properties of the COCI rather than a singular aspect of the methodology.

All the considerations of identity relate to the importance of ownership of the COCI and related touchpoints, how organic and naturalistic the behaviours that lead to participation in capture and sourcing of insight and receipt of information that are part of the process of seeking consensus on development intervention.

As stated earlier in the study, if behavioural change has to occur to engage with 51

the COCI then both stakeholders may be deterred from engaging and management, governing bodies and those implementing, hosting, sustaining, sponsoring and investing in the process of integrating the system may opt for more convenient options.

(DARWIN, J., JOHNSON, P., & MCAULEY, J. 2002) The convenience of the design of the COCI model must extend to the design of forums for participation and how the touchpoints dictate behaviour to access them. The less format and structure of communication are dictated, the lower the necessity for ICT mediation will be. Thus the unobtrusive methodology seeks to identify to properties of a model for unobtrusive mediation within a Utopia.

3.4.3 Remote or na誰ve researchers and non-expert systems - Crowdsourcing criteria and indicators The design of the COCI system seeks to embed the capacity to crowdsource, or in this context generate insight from multiple stakeholders (SHIRKY, C. 2008). These are either expert authority remote from the context or naive stakeholders local to the context, whose contextual insight qualifies them for inclusion. These ideas can then be synthesised towards an intervention of which to inform and collaboratively plan a programme or continuing service. Once an appropriate level of consensus around an approach has been established, resource can be applied and the solution can be implemented.

With the intent to embed this capacity into the COCI, the main consideration for the field and when managing the context is not the generation of ideas, which could also be considered as the engagement of the community in participation, nor the sourcing of the synthesis criteria which will be generated by the community stakeholders, but to 52

focus on the relevant stages of ‘Discovery and Insight’ aspects of service design process.

3.5

Participatory qualitative approaches While it is noted that without engagement and participation of stakeholders the

process is unlikely to yield any better results than traditional community consultation, it is likely that chances of engagement and participation are improved due to the co-opting of pre-existing and readily used human and ICT touchpoints within the community. If these are discovered and recognised through processes similar to the field work, it is equivalent to connecting pre-existing forums within the community and aggregating their opinion.

The traditional consultation processes have sought to establish centralised ‘top down’ dictated forums, which individuals may not become aware of or resent the implication that they have to step outside their organic and natural mode of communication. This reduces the opportunities for naturalistic and convenient involvement.

3.5.1 Participatory media and Participatory ethnography The design of the discovery and insight process and identification of where that occurs naturally within the context would support management in adapting and co-

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opting pre-existing mechanisms of management and that of community communication infrastructure, formal and informal, into a COCI. Co-opting would reduce costs by reducing the number of new innovations and installations required into the existing system to allow for participation and generation of media relevant to stakeholder, whilst still enabling the properties and benefits sought for the concluding model.

3.6

Observation of organically occuring communication during field research

– The relationship to the commercial application of the tool The intent of the methodology is to allow for naturalistic and convenient engagement with the device. The intent for the field work is identification of touchpoints and behaviour that results in participation rather than total redesign of the system, social innovation or behavioural change.

‘Infrastructure as a service’ and ‘cloud computing’ are industry established terminology for infrastructure not in direct ownership of those using it. The capacity exists away from the hard drive of the computer but is accessible to those who pay for use. This is a situation of a traditionally owned product, in this case software, becoming accessible by a group under the management of a central body. This moves the software product towards being a utility, rented from a provider for conditional use.

This study uses ‘cloud infrastructure’ as a metaphor for the provision of infrastructure capacity without ownership by a single party of either content or channels that constitute the infrastructure.

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The COCI uses ‘cloud infrastructure’ principles and applies them to a mixed aggregate of analogue, non-ICT and human forums and channels for communication, and digital and ICT forums and channels for communication.

Aggregating multiple units appears less convenient a methodology than the purchase of a system to deliver similar properties. However, the context and industries that COCI is being designed for, and the intent of comprehensive coverage of as inclusive a stakeholder group as possible, implies the need to account for barriers to accessing certain typology of touchpoint and the inability to communicate through certain modalities or forums. Uniformity of touchpoint or language would result in the need for behaviour change, either adaptation towards use of a touchpoint, or a form of communication.

A proprietary solution is unlikely to account for the changing communication behaviours and needs of diverse stakeholder set. At best it may provide convenient access to identified stakeholders at their current level of development and with their current sets of communication modalities. This static system would not provide those implementing it with capacity to integrate innovations of technology or behaviour into the system.

The ability for COCI to map the context and allow stakeholders to do so independent of solicitation from the governing body and management is vital. Without this the approach would once again suffer from the failings of traditional community consultation whereby a static perception of the community would be addressed.

(KELSEY, C., & GRAY, H. R. 1986) Any influx of new stakeholders or sudden shifts of 55

opinion by initially consulted stakeholders could only be accounted for by management and the governing body were they to solicit another consultation.

Almost certainly the proprietary solution would not allow for aggregation of subsets of the initial stakeholder map or induction of new but already connected sets of stakeholders. This form of networking, whereby identification of existing communication typology and tools are sought, rather than the enforcement of one tool and one communication type is closer to user centric design.

Also the stakeholder group and contexts where the management and the governing body is in an extremely low resource state, the challenge of harnessing enough capital to take ownership of a whole infrastructure system would be virtually impossible were it not to co-opt volunteered resources from the community. The components of the system could be volunteered on the basis that the volunteering party would have continued use of the communication tool and touchpoint, would not have to alter behaviour significantly and would retain title of the tool, or submit it to use within the common resources of the Utopia.

This follows Open source principles and those of ‘Creative Commons’ whereby the originator of the code or developed application, the tool, submits ownership to the commons but is credited with creation, and still retains implicitly by having access to the commons, access to use of the tool.

Thus, although the use of low tech and highly accessible capture tools, such as the pen and paper, both readily available in the context of research, part of the consideration was the cost of the methodology. A low tech, low cost, high access 56

approach lends itself to implementation by the majority of stakeholders across the Utopia and thus increases the viability of COCI within community development where contexts of operation are often in low resource states.

There are barriers of literacy and skills of capture to be considered but using the ‘proforma’ document approach opens access to those who may be intimidated by deliberating their own approach. The results, findings and conclusion comment on how this property is carried across into the blueprint of a software and simplification for illiterate users of the COCI seeking to access the touchpoints were considered.

The literature review was undertaken through noting the use of ‘decision trees’ or other paper based visual depictions of paths from noting a need to suggestion of a solution or generation of ideas and criteria for synthesis of such ideas. The field research council had many such resources designed for the use of young children in the identification of various animal species.

Although a visual method was not used within the proforma process evolution, within the model and the commercial applications a complimentary technology of ‘Debategraph’ is highlighted. This allows for interaction around an argument map, articulating questions, issues and needs. These leading towards the generation of a approach to addressing them, with review of the validity of such approaches. This could be adapted for the design of intervention programmes and services of community development, management and governance.

This aspect was not however the focus of the fieldwork. It was considered outside the core issues of textual description of good practice within the context, the 57

communication process for informing stakeholders to seek consent considered accessible forms of structuring and designing the outbound decisions made upon the discovered insights (BANKS, M. 2007). With the focus of the case study work being on the earlier stages of discovery and insight these were secondary considerations.

Once the methodology has yielded findings as to the primary considerations of the case study then these insights can lead into the analysis of how a COCI system has relevance as a method for Creative Industries to express social responsibility. The theory being that the Creative Industries can, in a commercially viable fashion, involve itself in both the discovery and capture of insight stages.

Also, and perhaps with greater ease due to its similarity to traditional media models, have feasible engagement in the design of a structure for communication items and the redistribution of plans for intervention. This could occur in a variety of media, and through a variety of channels to touchpoints indigenous to the Utopia making knowledge and information accessible to previously excluded strata of stakeholders across the COCI. Creative Industries can also respond to the need for informing stakeholders of the final iteration of the intervention to be implemented after decision and assignment of resources by management or the governing body. This and prior communications are to be depicted to the comprehension of stakeholders, such that they can understand the Utopia that is developing, this communication being a form of a manifesto illustrating roles, responsibilities and even tasks. In traditional community consultation processes this is the Masterplan (KELSEY, C., & GRAY, H. R. 1985) document, within project management this is the GANT chart or the vision or mission statement for an 58

organisation.

The primary consideration of the Utopia Beach Hotel case study is to discover how to unobtrusively observe a context, with the identity of a naive participant in any given Utopia experience, yet still engage sufficiently to gain insight that would support reflection upon the efficacy of current services and the validity of current calibration of resources that are accessible to stakeholders and users.

These insights will inform the design of a COCI system to deliver such capacity to a Utopia. This would deliver an understanding as to how a model would embed the secondary considerations of communication that better support the expression of the social responsibility of the Creative Industries that the research study seeks to advocate.

4

FINDINGS, ANALYSIS, DISCUSSION AND RECOMMEDATIONS

4.1

Methodology Analysis - Final methodology for data capture – Reasoning

for typology of data and capture criteria

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Egypt was deemed as holding appropriate typology of incidents and thus data to test the rig for a COCI. Prior professional encounters with co-working communities such as The Hub and intentional communities such as Arcosanti gave insight into what preexisting components of a COCI may exist in a community environment. The mapping of challenging incidents was not the focus of such professional encounters by the author.

The typology of data to be captured during the case study was those that would be challenging to map and identify by a naive observer and those that could be adversely influenced by bias of observer. This would allow the calibration of a COCI that would ensure such incidents were captured by mediating ICT and media capture devices that would account for such bias.

Relevance of results were assessed by their ability to inform the design of a COCI system, ascertain its properties, grant insight into how it may be implemented, who it would be implemented by and the inhibiting and facilitating factors towards its success to achieving the research study objectives.

The co-working facilities and the Arcosanti contexts held communities without specified intent. (LECOMPTE, M. D., & SCHENSUL, J. J. 1999) The Utopia Beach Hotel service has a generalised intent of servicing its community however the findings logged are incidents that would lead to better articulating the intent and designing a support system that would continue to inform the innovation of the hotel’s service to provide relevance for the community it serves.

See Appendix for (Pilot Process) 60

4.1.1 Format of the findings Pages from the notebooks used to capture information from the field are depicted as scanned documents in the findings. This is to avoid interpretation and processing of the data. With the research study seeking to capture incidents in a media as organic and natural to their occurrence at the case study context these were deemed the best way to form insight into the format of records that may be generated organically at field research and community development intervention sites. There are also scanned documents that were in operational use at Utopia Beach Hotels. These demonstrate other organic formats of information capture that could be fed into a COCI touchpoint for processing.

To ensure the document is readerly after each media figure representing data from the field there follows a section of analysis. There is a summary of findings and a summary of the analysis from the findings at the end of the findings section.

4.2

Findings

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Figure 4 - Visual depiction of themes using Mindmeister This was undertaken prior to arriving at the case study site. This was used to ensure continued validity of the researchers capture of information and incidents to observe whilst in the field.

The graphic representation supported ease of navigation through intent for the dissertation. The process is a static representation of the intent for the dissertation and a manifesto for the result.

Although not a finding from the case study it was used as a tool to calibrate the capture criteria for the researcher. The graphic representation allowed a single view of 62

all intended themes without becoming a dictate and capture list for what must or should be captured. This manner of depicting the themes allowed for association with the themes but allowed flexibility to diverge from a linear list approach. Conducting research in a non-linear fashion yet still retaining a relatively structured approach was aligned with the grounded theory methodology. It kept research grounded in the context yet enabled divergence that was required to keep the tracking of incidents and impact process relatively intuitive.

This relates to the objective of the research study to discover a means of depicting development criteria without dictating the order in which interventions are implemented. As it is a more creative approach it also offers an opportunity for Creative Industries to involve themselves.

It does not go so far as to demonstrate timings to enable project management through such an approach as it is only a snapshot and would become a dictate for the order of implementation. The tool of Debategraph recognises a real time interactive approach to depicting information, and potentially development criteria, without losing the capacity to engage stakeholders that necessitates an agile mapping of perception of the interventions.

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Figure 5 - Zones and personnel map This document was a pre-existing document from the management system that identifies the zones of responsibility within the Utopia, also the roles of personnel implying certain responsibilities. The internal telephone directory example gives insight into a type of operational document from which to extract information to process into a stakeholder map.

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This also gives an example whereby users of the document have rebranded and renamed the roles of personnel to allow ease of navigation within the system. This ownership of a format of a document exerts a form of control over the communication infrastructure as this excludes the document from use of the tool by those stakeholders unfamilliar with the naming. Although an internal management document it shows that even mild levels of interpretation form exclusive barriers to participation in management and governance.

At the time of extraction the majority of personnel had limited access to mobile phones or walkie talkies and thus the internal phone system was a key communication tool.

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Figure 6 - The influence of non-traditionally recognised stakeholders The concept of widening stakeholders on the basis that any stakeholder who perceives they have an influence or is perceived to be influenced by a Utopia was one of the first theories considered by the researcher. To recognise a wider stakeholder group would recognise less traditional stakeholders and also allow them to be held accountable or be empowered through the process.

An interview was undertaken with a representative from the Egyptian Ministry of Tourism. This informed the researcher of a national branding campaign. ‘Treat this as your home’ implies a responsibility for both guests to country and Egyptian nationals.

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This supported the investigation of a wider stakeholder group than those directly influencing the hotel as managers, staff, associated businesses or guests.

Securing standards for amenities and services outside direct ownership is a challenge faced by any operation. This is particularly pertinent in a business model where much of the service experience and design is outsourced. Quality assurance of tour operators for guests travelling to Luxor is Government enforced.

See Appendix for (Egyptian Government policy upon Luxor tours) There are parallels between quality assurance, reputation management and brand management. They are actions taken to ensure quality and seek to assign responsibility. (WILLIAMS, C., & BUSWELL, J. 2003) However without direct ownership of a service control is limited. A COCI would seek to assist those navigating around a community and Utopia as to which services of an assurance of quality by other stakeholders.

The communication of such information offer assurance that other stakeholders have perceived and thus assessed the service to be of comparative quality with the core experience they have opted into. This allows management and a governing body the ability to offer services to navigate a COCI user around its Utopia and to a certain extent control the quality of the experience of a stakeholder.

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Figure 7 - Results of stakeholder and resource audit, including recognition of knowledge assets Thematic issues with influence upon Utopia are also marked on the map. The proximity to the centre of the page, where ‘UTOPIA’ is marked next to a small diagram, is indicative of stakeholder perception of the party or issues immediate influence and relavance to them. Once again this is not an accurate representation but offers an overview as to a mixed textual and graphic display option for a resource map.

The properties of the items on the map can be marked through the result and with elaboration on the properties comparitive services, thus pre-existing components for a COCI system can be logged simultaneous to the mapping exercise.

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Debategraph is offered as a supporting software service with greater clarity, greater collaborative functions, however currently it does require access to internet, or an advocate with such capacity, and for stakeholders wishing to capture their own view into the map to possess access to touchpoint to similar levels of sophistication. OVF offers to deliver such capacity to a Utopia through the capacity building within ecozones through their digital villages. ‘Participatory mapping’ approaches offer a low tech option, using resources available at the context of the mapping site. However these approaches are often delivered with collaboration between stakeholders and an expert mapping team.

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Figure 8 - Diagrammatic representation and mapping by na誰ve researcher of the website Without an aerial view of the sight this would be a typical input into the system to assist in participatory mapping of the territory.

The researcher realised that there was an aspect of architecture in the approach.

(HALL, M. R., HALL, E. T., & STOLLER, E. 1995). This recognised the relevance of proxemics as a methodology due to its recognition of behaviour within space and relationships and interactivity between parties being observed.

For qualitative insight into the context, and thus closer description of the incidents within were required. However this was not necessary for the testing of the COCI rig.

The depiction of incidents was only relevant for the understanding of narratives that would lead into good practice stories for redistribution in a learning programme to suggest behavioural change to demonstrate means to display social responsibility.

It is acknowledged though that the photographs taken and media captured offered a certain amount of depth to the narratives. This said, for the recontextualisation of narratives the level of specificity in the depiction of the context in which the incident occurs can limit the ease at which a viewer is able to engage with a story and achieve the desired intent.

This however is an argument about the efficacy of narrative and not within the scope of the research study. The influence of the format of the media in which contextual information and thus insight is captured is of high relevance and the observation is that the process, even in its final itteration with the scripting process used 70

to depict the context of the incidents, captured and thus conveyed extremely limited levels of complexity of the aesthetic of the context shaping the incident. (SHARMAN, C., CROSS, W., & VENNIS, D. 2002) As a recommendation, an approach from architectural thought could be used to support insight into its influence on behaviour. This still falls within the scope of the study as architecture being an element of the Creative Industries is delivered a role in exercising responsibility within the process and thus serve society through such function and this property of the COCI. To explore this phenomenon further, tests of impact of a behavioural change campaign and learning programme would be required. Impact of such campaign and programmes with and without complimentary media to enrich the learning programme.

This would support understanding of how an intervention and its management and governance can be supported through enrichment by media.

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Figure 9 - Checking in form This document is used by the front office to capture data of the rate for guest, consequently for assessing the number of guests in the hotel. This feeds into the central administrations insight into how many guests the hotel is currently responsible for serving, and when that responsibility will be relinquished. The room number and type

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denotes where in the map of Utopia that responsibility is sited and thus to which personnel the guest is responsible at times of interaction with the service.

The document is also a record of the guest having been at the hotel and serves as other details captured allow for their identification. The assignation of resource, their import into the Utopia and their export occur relative to such data and the identification documents are validation of the guest as a stakeholder of this Utopia. Such an identification process is essential as it informs the daily operational decision making of management and the governing body as to assignation of resources and the need for intervention.

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Figure 10 - Customer feedback form This is attached to the guest bill and paid at check out.

This pre-set form for feedback was part of the at the check out procedure from the hotel. Via this document, any feedback upon the efficacy of service by the hotel would be logged with an identifying document. This was not available to other guests, only to management. It would also not reach management unless expressly delivered or when a review of the complaints documentation was to occur. This limited the insight and reflective capacity of the management. Were such a process integrated into a COCI system at touchpoints more readily available to the guests then feedback would occur 74

closer to any incident and intervention measures could occur faster. The system would also be able to adapt in the duration of the guests stay at the hotel rather than upon the check out from the hotel.

In the broader context of residency of a community, the use of passports or identification documents, if used to support a stakeholder in accessing a feedback system with more direct access to management and governance of the stakeholder’s Utopia, would allow for better response times and more effective decision making around appropriate intervention.

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Figure 11 - Review of facilities and service of the site by a tour operator As a proposal the internal auditing procedures could be validated by an external body. In this case auditing could be undertaken by guests visiting the site and fed back to a remote support service. Guests could be handed such a check list in the same way as the research council distributes decision trees to support na誰ve researchers in conducting national research projects.

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This is a form of public consultation and crowdsourcing of insight into a context too broad to be feasibly covered by professionals or expert authorities. Without the nuances an expert researcher may extract the data may not be entirely representative but with appropriate design of the capture process and an expert system in place to mediate the discovery and insight capture process then research could be taken in such a way.

Certainly such procedues as accounting for yes or no questioning or the number of steps requires only such expertise as the capacity for basic nummeracy or to speak the language required to enquire and comprehend the reply.

This is open to corruption but with appropriate incentive by the support service and triangulating results, the accuracy can be vastly improved. The system should not be relied upon for total accuracy but rather for indicative results, or for definitive answers that can be garnered via a decision tree. Thus it can be used to identify circumstances of fraud or corruption of the internal auditing system.

Should an internal audit process be validated by consistency of triangulated results then this can enable less frequent external audits. The process of validation can occur through noting where results differ wildly between assessments, either internal or external. Such difference can be used to commission further study, in the same way that discrepency or inconsitencies of various sorts can trigger financial audits.

The issue of valid incentive is highly important as it is largely a volunteer activity but it has been seen, with such mechanisms as implimented by Dell in its customer feedback, that if stakeholders feel they are participating in the process of refining a 77

service they have used then loyalty to that service can be increased. The customer who may have given bad feedback, rather than constructive criticism can be retained through such validation of the importance of their perception. Dell own the communications infrastructure in which stakeholders feedback perceptions.

As retention of customers is becoming increasingly valuable in the hotel industry such a support service could provide value to a hotel. This was noted within feedback from the Around the corner initiative.

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Figure 12 - Identity and communication instruments The left of the page see logging of a suggested means to transcend language by using smiley faces as seen in customer satisfaction forms. This was decided as unsophisticated and more of a quantative method of study, unsuitable for the advocacy of qualitative methods that the research study was seeking to achieve.

One the right of the page the researcher refers to ‘Participant observer’ and then to ‘ROLE’ and ‘ID’ – this was the point within the study that it became clear that my introduction would be highly important. Due to the relatively small scale of the site any introduction could quite easily diffuse across the site. There was no way to make multiple introductions under slightly different guises. There needed to be a level of consistency to ensure suspicion was not raised.

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The researcher’s identity would by, the third day on site would be established as a friend to the General manager and a guest of the hotel. To reduce chances of a feeling of betrayal some introduction by the researcher would have to include such information. However, prior to demonstration that the researcher had access to higher management, was allowed access to priviliged information and on certain occasion, as will be outlined later, was given priviliged treatment, it was at the researcher’s perrogative as to whether to divulge such information were no direct question to be posed.

In the first two days it was decided to gather information as an observer towards whom no bias has been projected, the introduction was under the researcher’s nameand if asked about the notes taken they would be identified as doing a project on the hotel. If pressed further then information pertaining to the relationship between the hotel and the researcher would be divulged.

Within these days however the researcher was careful to avoid direct contact with higher management and any implication or association with priviliged behaviour or access in anyway. The intention was to be treated as a guest of the hotel. Due to the ethnicity of the researcher there were occasions when the researcher was identified as Egyptian or of Arab origin. Until verbal engagement began this did support an even less obtrusive presence as it seperated the researcher’s identity as guest from the other guests.

The impact upon the design of the COCI system of the incidents related to identity, was recognition that any human interface that supported other stakeholders in 80

accessing the system would need clarity of identity and a firmly stated role and set of responsibilities, if not tasks. The human interface would be an instrument of discovery and insight capture. The choice of a human interface would not be on the basis of their expertise but due to the aesthetic and interaction afforded to stakeholders who may be unfamiliar or uncomfortable with ICT tools serving as touchpoints capturing or distributing information.

Human interface’s would also be essential in low resource states, within contexts of with insufficient capacity to install and maintain ICT touchpoints. Some properties of the touchpoint would be as a navigation tool and guide through use of the touchpoint, an aggregating party for non-digitised information, and initial subsequent processing for induction into the system. Touchpoints could also conduct basic capture and act as advocate on behalf of a local stakeholder. This would only be to the extent of supporting introduction to ICT such as webcams or instructing stakeholders in input of the format they organic or naturalistically capture their insight of the context and the format and structure in which they document their discovery process.

The intention of all of these is the human interface gradually building the capacity of stakeholders and thus of the whole Utopia to use and sustain their own COCI. Thus better taking ownership.

Slowly as the use of COCI becomes more integral to the Utopia the human interface can be replaced by the learning programmes that offer a chance for the stakeholders and the system development to become self-reflective.

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Figure 13 - Identifying features The band with the name of the hotel were deemed obtrusive identity features.

This was removed after the first day.

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Figure 14 - ‘You write, make problem for me’ An incident whereby the identity of the researcher and their associations comprimised their objectivity was in a staff member making a complaint regarding the food. The researcher noted that the staff member ‘Wants me to pass on’ – meaning that they wanted the researcher to pass the comment to management.

This was where the researcher realised that the good practice examples were not seeking good practice examples for existing in the context but for the supporting of good practice amongst reflective practitioners in general, as all forms of reflective practice involve discovery and capture of contextual insight. This became a research theme.

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The social responsibility of the Creative Industries may be currently focused upon the design of communication items and redistribution of already garnered insight.

However, with realignment of resources and capacity and the adaptations to process, role and responsibility suggested in this research study then the Creative Industries can feasibly take on greater responsibilities that relate to task in the earlier phases within their commercial practice.

Also, rather than deploying the insight in a market research context that often lean towards commercial application of the information, the emerging markets of service design of public services, social innovation and design of behavioural change campaigns offer an abundance of opportunity to engage in more socially responsible activity without significant detriment to sustainability and with potential benefit to their current revenue model by drawing in new revenue streams from the named markets.

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Figure 15 - Communication within the context ‘KNOW YOUR GUEST’ refers to an observation during an interview whereby it was noted that staff were instructed to avoid communication with guests unless they were certain they were communicating in a manner that was familiar to the guest. Any use of communication that transcended language, that may require interpretation by the guest was discouraged. This was to avoid misunderstandings. ‘whereabouts of the staff..’ refers to the aforementioned lack of on person communication tool. This would mean that any individual seeking to communicate with another individual on site would have to rely on the knowledge of other staff as to their whereabouts.

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This reliance on human knowledge assets was endemic. Another demonstration was the insight that when ‘admin offices split’ such was the reliance on one particular aggregate of a type of knowledge there was no contingency that allowed for the location of documentation. In a paper based system the back up server seemed to be a member of staff. As a navigation tool this would be viable however with no additional person or reference system, index or key that allowed the knowledge of this staff member to be ‘backed up’ then in the absence of this member of staff the entire aggregation of knowledge and the administrative system was vulnerable.

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Figure 16 - Accessible formats ‘Revenue items in Arabic’ was observation that the accounting system logged revenue items in Arabic. The General Manager was unable to read Arabic and thus the system was once again vulnerable to the necessity for a translator and subject to levels of translation by a mediating party. Although the reduction of control through mediation is an objective of the COCI system, such unintentional and forced mediation is not designed and therefore no mitigation of the risk of bias of interpretation or corruption are installed.

‘In Egypt a system is not a system’ – ‘There is a system but you look for a system and it’s not there’ – ‘But look at the whole system and it is everywhere’

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This assessment by a staff member lead to the insight that the operatives of the system are immersed in operations without the capacity to reflect or overview the impacts of their actions. Without such overview, decision making would be limited to response to immediate demands by stakeholders with direct access to the General Manager, rather than clarity of insight into which decisions would be the most effective.

(GILL, J., & JOHNSON, P. 2002)

In the context of Utopia Beach Hotels often the direct access was as literal as those whose office or location of daily operations was closest or whomsoever found it appropriate to approach the office or briefing meetings.

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Figure 17 - ‘IT department does not want slack’ In interviews with the individual installing the IT system the system administrator expressed they had no desire to take on direct responsibility for the integrity of the content passing through the communications infrastructure that would result from the installation of ICT. A discussion was held regarding the potential use of open source.

This was regarded by the administrater as an additional responsibility. Despite their insight into administration of Linux and Unix based systems their preference was to have the content and the responsibility for it outsourced to another party.

It was conceeded by the administrator that this support service was equally likely to foul up, to be more expensive than having an internal system but due to their being a separate commercial entity would have better insurance and contingency measures for 89

loss of data. This was pertinent, particularly to security sensitive data and financial transactions.

The choice to defer responsibility is the desire to not take responsibility for the importance of ICT in the management and governance of ICT. If memebers of the ICT4D community were enabled to support COCI then it could be an opportunity to further reposition hotels within the community development context. However the cultural inhibititions of organisations in having Open Source systems to manage secure transactions would be a potential inhibiting factor.

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Figure 18 - ‘We create decision makers’ An individual from higher management stated that their attitude towards development of staff capaity was ‘Do what you need, just let me know’. This was noted as a trainer with insight into the concept of informed consent. Although this is the inverse of informed consent it was seen that once a party is informed that an action is taking place and has given consent then repurcussions relative to negative impacts of the action can be taken. ‘Take the decision even if it is wrong – If it’s wrong let me know and I’ll cover for you.’

The process was able to capture this incident and hold it for processing into an example communication for stakeholders of the system to demonstrate how accountability for actions and informed consent, rather than increasing animosity and 91

tensions within the Utopia, allowed the stakeholders the opportunity to communicate with the intervening party and gain insight into the reasoning. Without being informed and without consent a ‘wrong’ action may be deemed as malicious rather that management doing what was needed. This would empower decision making rather always constraining it.

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Figure 19 – Service assessment Thomas Cook ‘count the steps to breakfast’ to assess hotel for accessibility.

However an enquiry was made as to what informed a ‘..good number of steps and what is a bad number of steps..’.

Although this was a user centric decision the criteria was taken from health and safety considerations. The criteria was not questioned. Thomas Cook would decide whether the hotel was accessible to a potentially large number of potential guests on the basis of the number of steps. This incident was noted as an example of an external validator and an external assessment system directly impacting future interventions in the architecture of the hotel.

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As an operational practice, prices between the hotel and the tour operator remain confidential. However hotels in an associated context share the ‘AVERAGE’ pricing of the rooms. This is a demonstration of how sharing of knowledge can benefit a hotel.

The challenge to complete knowledge sharing is the capacity for a hotel to opt out of such practice. However if a hotel does not opt in, as some hotels in the area had not, then they were excluded from the list. This would pose a challenge to the excluded hotels as they would have little guide as to the variation in room pricing that would influence the choice of a guest to stay at their hotel. Such transparency or lack thereof was noted as an influencing factor on the success of a hotel.

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Figure 20 - Diffusion of knowledge and best practice across the system In recognition of the validity of the approach of memetic learning a trainer within the system assessed that member’s of staff who developed certain practices without training ‘Got it by learning from others’ This trainers approach to training was through apprentiship. They made distinction between the practive of ‘Data entry’ versus the concept of a ‘reservation clerk’. They stated, ‘Teaching the concept and the idea of reservation’ at the front office, rather than simply instructing them in the process.

In a situation of high versitility the flexibility enabled by understanding concept over function was preferred by this trainer. Incidents for personal reflection and analysis, 95

and therefore metaphors and analysis are appropriate as they aren’t perscriptive of approach. This advocates the development of training scenarios to enable nonoperational scenario planning.

Another capacity of the COCI approach is that it exposes the user of the resulting learning programme to narratives of potential incidents. This knowledge exchange rather than perscribed and contrived syllabus of fictional events is more aligned with memetic learning. As the incidents are compiled from stakeholder insight from the same or other COCI where the context is similar then knowledge sharing and getting the ‘learning from others’ is possible.

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4.7

The model of the process designed for discovery and capture of

observations

Figure 21 - The data capture process The figure illustrates a proforma structure and model for a naïve observer to capture information from the field.

The ‘#’ symbol heads each section and indicates the type of information captured beneath the heading. A description of what each ‘#’ relates to.

The information depicted below the line at the base of the page demarks any key insights pertaining to the form of information captured in the section related to the ‘#’ heading.

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‘#1’ indicates the section for general ‘CAPTURE’ of any incident or information that requires clarification or triangulation with other stakeholders from the context. ‘#2’ indicates the section for ‘STRUCTURE or PROCESS OBSERVATIONS’. This information is observations logged in the form of a script. The information below the line are such observations and incidents that would be valid for future processing into an incident, and then into a learning item for a learning programme and illustration of good practice within the context. ‘#3’ indicate the section for ‘PROCESS ANALYSIS or REFLECTION’ – This was the the section used after direct observation of the context. The researcher used this to observe how their own bias could have influenced the cataloging of the incident via a level of interpretation. #4 indicates the section for ‘PROPOSAL or ACTION’. The proposals were for improvements to the capture and observation process against the ‘#3’ and recognition through reflection that the instrument of capture may be incurring bias upon the observation of a type of incident. The actions were refinements to ‘#1’ or ‘#2’ of the model.

Through this structured approach to data extraction and observation, the instrument of capture could be calibrated relative to reflections that bias may have occurred. Also the capture column allows for the future triangulation with other stakeholders of any observations captured, thus mitigating the risk of bias information about observations being integrated into the good practice exemplars of contextual behavior.

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The transparent display of reflections on occurrence of potential bias towards captured incidents would inform the designers of touchpoints that such typology of incidents would be those that may be challenging for the COCI system to capture using a na誰ve or bias observer. This would allow them to mitigate this risk by installation of a touchpoint with better mediation such as those utilising ICT, mediation or a more expert researcher.

Figure 22 - Dashboard and control centre With such a dashboard being populated with the systemic points of failure in the Utopia this would support any stakeholder in accessing the system as though they were management or governing body. This allows a stakeholder to log their perceptions relative to other stakeholders development against the main criteria, also for the 99

development of mechanisms of the Utopia. These are not consolidated points for the integration into all COCI but exemplars for how concise the system needs to be and examples of development critieria illicited from the Utopia Beach Hotel context.

Figure 23 – Overview of integration of model into operational functions This is the model as presented to the General Manager. It documents the audit process and criteria for capture. It idenitifies where in the system the prioritising and decision making around where to assign resources takes place. It shows how situations and events, which are demarked elsewhere within the research study as incidents, in accordance with the vocabulary of grounded theory coding.

The regulator marks a simplistic set of instructions for the manager and governing body when using the system. It is a code of conduct: Firstly to control a 100

situation, listen and learn from it, open to further insight, voice potential options for addressing the situation and then to engage. This offers a more refelective learning system.

After reflection upon situations or events, the zone and area where they occurred are set as points to monitor. These are prioritised when investment in learning programmes occur.

Stories or narratives of the incidents are compiled upon situations that inccured reflection and a manifesto of good practice is established. This forms a strategic story and narrative. This strategic storytelling acts as a vision statement for a future state of the Utopia on which to seek informed consent. This is broad and narrow cast to stakeholders through a learning programme, for which the stories constitute syllabus criteria.

The strategic story is also broadcast as PR or advertising items. This being more of an information distribution service as feedback and consent is not directly sought on this element of the process. Only identified stakeholders are deliberately given access to the feedback channels of the COCI. Thus the system constitutes an advertising and management and strategic overview of the site as well as holding training capacity through the learning programme diffusing best practice across operational stakeholders.

Operational stakeholders are distinct from other stakeholders as they are not within direct employment of the service, despite being impacted by it. However the diffusing of best practice also seeks to influence behaviour and mark a societal change

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to ensure non-operational individuals within the Utopia take responsibility where they can.

Other applications of the tool are in profiling for social venture capital, a tool to be attached to analytic systems such as the social analytics tool Pulse. It also could apply to performance management of support services associated with Microfinance, Clean technology, social innovation, investment in social enterprise, international development, community development and personal informatics.

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Figure 24 - Visual representation of how the system works ‘i’ marks the point of information capture regarding the context, in this circumstance referred to as the ‘MARKET’. The choice of market was used to denote the capacity for the system to provide market insight as well as the more abstracted term of contextual insight. This gave a clearer line for the party viewing the presentation of the commercial application and benefits.

This ‘i’ is aggregated information delivered directly to a point of mutual access for the authority within the context. This can be taken as a form of market report of the like aggregated and then reformated by market research services such as Gmid, Mintel or Gallup. The format of the report however dictates the level of accesibility and how incisive the comment is by the mediating service whilst delivering the information with a percieved clarity will whilst also apply interpretation to raw data by parties often remote from the context. This can detract from the authorities insight into the context.

The model gives indication that simultaneous to access to information by the authority within the context, access is also granted by other stakeholders. These are both the executive parties delivering the service on the strategy delineated by the authoritative management and governing body, those constructing the ‘MANIFESTO’ referred to at the head of the diagram.

Despite traditional management or governance systems already allowing for the hotel reception, and the equivalent touchpoints of a given Utopia, to capture first hand information, traditionally overview of longtitudinal information from the context has been centralised away from touchpoints and not redistributed. This means that heritage, and 103

the longer term activity and subsequently the social impact of the service within the context, or to refer to the research study terminology, the Utopia, are accesible only to those within the exclusive band of the authority of the system.

The COCI seeks to redistribute this, this creating a flow in from capture touchpoints, processing by those with greatest processing capacity and then redistribution in formats and communication structures that are accessible to all stakeholders. This does pose a challenge to the exclusive access to information that the authority traditionally holds. This can affect power and thus revenue models and potentially income.

As a point for discussion the social impact of narratives and knowledge being transferred during these structures in appropriate channels make the social impact a valuable enough return to consider mixing the return on investment in installing the COCI. This due to the value of the information aggregated and the lowering of overheads for having to own the system components and payment of the expert researchers that market research services undertake. The promise of market engagement data, the value of which was validated with the OVF initiative, gives insight into how this would work in a developing world context.

Further research must be done to assess the direct comparisons in service capacity and validity of results generated. Results indicate that the quality of information delivers comparitive contextual insight to market research reports and to the researcher feeds into the conclusion that these are worth investigating as a model for the traditional operating functions and systems of marketing, advertising, management overview, 104

communications, service design and innovation, quality control, offering insight into customer or stakeholder satisfaction and many functions and properties of a traditional content management system, customer relationship management and intranets.

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CONCLUSION The findings support the theory that a model can be designed to integrate

the Creative Industries into a commercially viable system to support their expression of social responsibility by offering support services to operational management and governance of a Utopia.

The manifesto generating capacity of Debategraph would allow depiction of stakeholders, resources and the perception of decisions made by the governing body and management and their impact on the Utopia. This could also be applied as a market research tool as with OVF and applied to assess social needs and manage them, this being a form of community intranet.

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The level of ICT mediation would support local and remote management through certain touchpoints of the COCI being established with an internet access point to the system and its contents, thereby establishing another stakeholder remote from the context.

Tourism can work as the engagement tool and delivery mechanism to allow Creative industries to rebrand nations and strategically install COCI as mechanisms to run campaigns such as ‘Treat this like home’, the Egyptian national branding campaign.

As with ‘Around the corner’ that supported hotels with digital signage, such a mechanism can support travels to a country in navigating to internally perceived places of recommendations, and that have been approved by other visitors. This can also be a means of applying influence and encouraging behavioural change to organisations not exercising a wider social responsibility.

This would work by highlighting when an organisation had either, not committed to act in a socially responsible fashion relevant to its capacity, or was acting not in accordance with the responsibility they have expressed. Internal and external validation through the stakeholders that have access to the COCI would be available through the system and they could assess as to whether the governors and management of their Utopia are acting responsibly.

The social responsibility of most relevance, without entering into a moralistic debate, is the responsibility to uphold maintenance of common resources and failure to respond in discussion or action to suggestion for improvement from stakeholders.

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These properties are provided by the mechanisms of public accountability for politicians as discussed with the services of MySociety. In the broader scope of international development if community development occurs through COCI, and internal and external validation of social impact becomes a reality, then there is likely to be improved awareness of human impact upon the holistic Utopia of the planet, both the ecosystem and the treatment of the people.

Elements of the environmental movement highlight the term ‘steward’. This is used as an understanding that human beings have a stewardship of the planet and that its resources are in our ward. The recognition of our responsibility within the wider Utopia of planet Earth is the aim of the author.

It is hoped that the recommendations of this research study towards the establishment of COCI as a method of the Creative Industries expressing their social responsibility will bring greater insight and reflection to community development and the development of responsible human impact upon the planet. The incidents that could be taken into narratives through the COCI have the potential to integrate to form a wider learning programme for humanity to recognise its role as steward to Utopia.

To conclude that the majority of individuals believe that a strategy of managing the planet’s resources and its disempowered stakeholders as though entitled to totally consume its finite resources would not be true. The conclusion this researcher wishes to make is that the human community has intent to govern Utopia more responsibly and create a model of industry that can reflect on its good practice and continue to learn.

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APPENDIX Analysis of We20 Event The event demonstrated an early application of a COCI within the movements of e-governance, applied and participatory democracy. This was anecdotal evidence of the efficacy of a technology mediated approach to localised needs assessment amongst remote stakeholders to inform centralised decision making.

The We20 approach removed the responsibility of stakeholders undertaking the initial social needs assessment from decision making. It also removed them from the later resource assignation towards designed intervention programmes. The lack of continuance from the event, despite online documentation of the single event, meant that any later decisions were not made with informed consent of the originating parties.

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Although this approach demonstrated the efficacy of some properties of an envisioned COCI it was not a model easily integrated into existing management structures, nor was it viable to assess community development contexts.

Description of One Village Foundation Initiative Between the two project sites there is a disparity of technological resource base and communications infrastructure established available to project participants. The contextual surroundings of Winneba University are of lesser technological resources than the context of the Taiwanese universities and although the ICT4D community exists in Ghana it is often supported by remote project teams in more developed nations. The premise of such projects is to open access to knowledge, in the form of authorities on various subjects, and information resources without the need for costly travel. Travel also means that first hand exchange of knowledge is undertaken only by those participating in the travel.

The OVF ecotourism exchange model seeks not only to provide firsthand experience of an alternative culture for participants but also seeks to establish a channel of communication that will sustain a flow of knowledge and information between the two project sites and with the intention of that knowledge diffusing through the surrounding context and also becoming accessible to whomsoever accesses the information resources through the communication channel that may not have participated in the initiative.

The goal for the Winneba project site and largely of future implementations of the model, is to establish ‘eco-zones’ around ‘digital villages’. The digital villages are the 109

sites where ICT capacity is secured, through installing internet connectivity and assuring access to computers. The eco-zone is the area around the site where knowledge could then diffuse to in order to improve agricultural and other relevant insight to aid in the community supporting the local ecosystem.

Although this is demonstration of COCI established with the intent of providing value to a community and ecosystem, this study draws focus to the efficacy of the approach through which the project is managed remotely, this intervention’s influence on governance within the wider context and how ownership of communications infrastructure in these contexts influence power structures. This aspect of the initiative is insight to which TS is charged and thus the author can provide overview.

To give deeper insight into how the OVF project accounts for future sustainability and potential commercial viability, this is demonstrated through assessment of the size of market that would become available for use of ICT and also of ‘Netbooks’. Netbooks are internet ready computers of a cost more appropriate to the threshold of developing world markets.

OVF has secured other partners on the basis of the promise of insight into this market as well as appealing to secure CSR agendas of the larger technology companies in Taiwan, inclusive of Taiwan based Acer and Asus who have a strong international presence in the global Netbook market. This allows the project and universities to express their commitment to the growth of their nation’s economic standing.

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In order to additionally appeal to universities the ability for the projects to fulfil specific learning goals and also deliver a social impact is required. The assessment of the student’s experience combined with the necessity to report on the performance of the project relative to its intended social impact was the responsibility TS was given.

Analysis of traditional communication between field projects and support services and investors Traditionally the format for communicating information between the initiative and the investor has been dictated by the investor and structures of reporting that they are familiar with. In AKVO’s dealings with water projects the burden of processing information from the field and processing into a report format compatible with the investors dictate has detracted significantly from the resources they have available to deliver their essential services. The report structure has largely been text based and often after the report has been reviewed the findings are immediately redundant.

A shift has occurred in the potential sources of funding. Internet based fundsourcing systems like Kiva, which capture small amounts of funding from a wider range of online funders, have opened funding of organisations remote from the donor to

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an audience naive to both the reporting formats and the validity of development criteria that inform it.

This places demand on the institution aggregating the fund from the public to provide information in a format more familiar to a naive audience. This offers an opportunity for simplifying the procedure of information capture by field organisations, the level of processing required and to integrate auditing into the more regular operational requirements of generating and capture of marketing, PR and fund raising information. With such information structured and designed into communication items by the mediating organisations, as seen with AKVO, then the unique burden created by traditional investment institution mechanisms is lessened. So long as the new forms of information are adequate for the validation of operations in the field, the remote organisation adds an outsourced capacity to service delivery rather than adding to operational requirements.

The challenge posed is now towards the mediator conducting an audit process is to capture development criteria that impact is being validated against from the investing parties and to integrate those into the system via the design of the report format. This proforma structure offers the field based organisation the creation of a narrative of origin, method of delivery and impact through the uploading of organically generated materials. The processing and production of such materials into the appropriate format can be lead by the auditing organisation that due to their remote nature and the greater insight into the information consumption habits of the audience. This does add a layer of mediation to the field to investor system but the opportunity to avoid encumbrance for 112

the service delivery agent in the compilation of an unnatural and rapidly redundant information report format is a cost benefit analysis to be undertaken by that organisation.

Insight from the Empact Event The Empact event exposed the researcher to many different forms of social auditing tool, and means of accessing forms of SROI. The early decision to focus on qualitative methods to grant insight into the social impact of a venture, initiative, programme or project are deliberate and based on empathy with the operational management rather than pure avoidance of quantative measurement.

The profiling, auditing and assessment process provides insight into potential financial and social return on investment. The term investment is used to denote any resource flowing towards the venture, inclusive of donation or awards. Institutions and individuals are demanding more accountability relative to their investment. Although they have the desire to assess the projects the capacity to access remote projects has traditionally been limited.

Wide spread reporting of incidents of local corruption where donation has occurred, as occurred during in the Tsunami in India and cases of corruption that occurred during the CSR efforts in South Africa post-apartied, brought close scrutiny to activity that claimed social impact or social responsibility.

In 2009 there are a number of factors affecting the socially responsible marketplace. A greater number of organisations are making a claim of social 113

responsibility, and the economic situation has begun to limit the amount of disposable income for individuals to donate and the surplus available for larger organisations to deploy through CSR agendas

Peer identification and mapping of resources – Digital signage Whilst investigating parallel methods to achieve unobtrusive observation, with ethnographic narrative and semiotic qualities, an informal interview was undertaken with an initiative named ‘Around the corner’.

‘Around the corner’ operates in the hotel and travel sector and offers an ICT based system for installation within hotels to compliment digital signage systems.

This feedback influenced but did not articulate into a single criterion for the process design of the capture component of the COCI. It served as a focusing exercise upon the need for navigation around a context towards resources. The Around the corner initiative held similar qualities to an earlier TS involvement with a leisure industry initiative ‘Finding Ways’.

Both these initiatives gave validity to the need for a capacity for the leisure, travel and hotel industry to engage stakeholders, specifically guests, in the identification of

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resources valid to their specific needs. These initiatives held a review functionality to be conducted by peer users without direct influence of management.

The intent of this form of review is to allow assessment by stakeholders as to the value of the resources within the system. This is active within other peer review systems such as ‘Amazon’ or ‘Ebay’ that review both the products and also the service provided by peers. This gave credence to the research objective of identifying how touchpoints would hold the property and function of assessing the context for valuable consumable or knowledge assets.

This function would deliver a catalogue of services and associated resources deemed to have value for stakeholders. This would act as a perceptual map as to services and resources in use and those which management and governance hold responsibility for. Equally it would allow them to streamline their service offering by removing unused services that hold no value in delivering service to users.

Such a catalogue would influence decision making of management and governance about where to apply resources when developing the community. This is inclusive of decisions about which staff or stakeholder behaviour to invest in.

Equally it would incentivise performance management through service innovation of aspects of the Utopia that were reviewed and deemed a negative influence upon the experience of Utopia, inclusive of those outside direct ownership of the management.

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This insight was accounted for in the methodology by observing how management decisions were made as to which services and resources held value for those experiencing Utopia, this giving insight into quality assessment procedures.

Pilot Process A pilot of the process is now being applied through Ecoconnect. This service delivers support to the Cleantech sector, a disparate community of non-specific intent.

The mapping of its stakeholders seeks to articulate an intent and deliver from stakeholders a manifesto for mutual intervention in the development of the capacity of the community to produce the articulated result. The capacity for the community and Ecoconnect to reflect on its own efficacy and run internal audit of its social impact and grant an external validating body to assess its efforts are in line with the properties sought to be imbued at the case study site. This is mentioned to frame a commercial application for a COCI and thus give credence to the typology of data captured from the case study.

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Egyptian Government policy upon Luxor tours Cars must be registered a day in advance or they cannot enter the destination.

This avoids the proliferation of bad quality tours as tour operators will have registered and there is a line of accountability.

In the past this was not the case and this affected the reputation of not only the operators but the hotels and Egypt as a tourist destination. This incurred the intervention of the Government and its policy of registering cars and tour operators visiting Luxor.

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