Mediated behavioural change in human-machine networks: Exploring network characteristics, trust and motivation

Abstract

Human-machine networks pervade much of contemporary life. Network change is the product of structural modifications and not just participant relations. Taking citizen participation as an example, engagement with relevant stakeholders reveals trust and motivation to be the major objectives for the whole network. Using a typology to describe network state based on multiple characteristic or dimensions, we can predict possible behavioural outcomes in the network. However, this has to be mediated via attitude change rather than material or reputational reward predicted by social exchange models. Motivation for the citizen participation network can only increase in line with enhanced trust. The focus for changing network dynamics, therefore, shifts to the dimensional changes needed to encourage increased trust. It turns out that the coordinated manipulation of multiple dimensions is needed to bring about the desired shift in attitude.