Discussions about incentives to participate are increasingly common, but they are as shallow as most conversations nowadays about the subject of “feedback loops”. And very little reflection is actually dedicated to questions such as why, when and how people participate.

This is why this talk by Judd Antin, User Experience Researcher at Facebook, is one of the best I’ve heard lately. He goes a step further than making commonsensical assumptions, and examines the issue of motivations to participate in a more critical and systematic manner. When it comes to technology mediated processes, Judd is actually one of the few people looking seriously at the issue of incentives/motivations to participate.

In the talk Judd begins by arguing that “(…) the foundations of motivation in the age of social media, they are kind of the same as the foundations of motivation before the age of social media.” I cannot help but agree and sympathize with the statement. It is particularly annoying to  hear on a daily basis claims suggesting that individual and social processes are fundamentally altered by technologies, and “how new” this field is. “I don’t fool myself into thinking that this is a brand new world”, remarks Judd. Too bad so many are fooling themselves these days.

Judd’s take on incentives to participate is particularly sobering for some cheerleaders of gamification,  highlighting the limits of instrumental rewards and the need to focus on issues such as group identification, efficacy and – importantly – simplicity.

Finally, and on a more anecdotal note, it is interesting to see how some issues are similar across different spaces. At some point Judd points out that the “dislike” button is one of the features most requested by Facebook users. In a similar vein, one of the most requested features for e-Petitions platforms is the possibility to sign “against” a petition.

In both cases, these requests have been largely ignored. My feeling is that the implications for these choices of design for collective action are far from neutral, and these are issues that we should be looking at more closely.

In any case, Judd’s talk is great, and so are his articles: you can find a list of his most recent ones below.