Wikiwashing refers to a set of actions developed by corporations that first and foremost offer services for information sharing and collaboration online in order to build, promote or direct attention towards an image of themselves connoted with the positive values associated with sharing and collaboration among peers (their users) or to associate its image with that of non-corporate entities such as Wikipedia or wiki technology in general; secondly, it refers to concealing or limiting access to its role as a commercial service and infrastructure provider—such as conditions of use, sharing data with governments, profit-making—in order to perform unethical and abusive practices in these areas.
The term ‘wikiwashing’ is proposed for several reasons in order to frame this set of activities. Firstly it includes a reference to wiki. On many occasions, Wikipedia or wiki technologies in general, and the positive values associated with them, have explicitly been used by corporations to "wash" (i.e. clean up), and thus make attractive, their image. Secondly, the term wiki equates with speed. The reactions of corporations to "wash" their image tend to be very fast and aggressive, in order to stop negative images of themselves spreading virally. Thirdly, wiki is also used to refer to the new economy as "Wikinomics" (Tapscott & Williams, 2007). Fourthly, it includes the notion of washing, referring to an act of keeping something "clean" of negative expressions or interest in the corporate image. Finally, and most importantly, wikiwashing is analogous with “whitewashing”.
The Unethics of Sharing: Wikiwashing
ReplyDeleteby Mayo Fuster Morell
http://www.i-r-i-e.net/inhalt/015/015-Morell.pdf
The term whitewashing initially (dating from 1591) referred to a cheap white painting technique used to give a clean appearance quickly. From 1800 on it began to be used in political contexts regarding the efforts made to appear beautiful on the outside without changing the inside (Encyclopaedia Britannica, 2003; Wikipedia, 2011). More recently, other terms have emerged to refer to specific forms of whitewashing. The most popular, “greenwashing”, is used to describe the practice of companies spinning their products and policies as environmentally friendly, or "green" (Green washing index, 2011).
ReplyDeleteAnother such term is “bluewash”, a term used to describe a partnership between the United Nations and a corporation which has agreed to abide by the United Nations Global Compact. Since there are no screening or enforcement mechanisms to ensure that the corporation adheres to those principles, the term makes reference to a public relations ploy designed to improve corporate image (Bruno & Karliner, 2000). “Pinkwashing” (from pink ribbon and whitewash) refers to the promotion of products (that increase pollution or are cancerous) by donating to a breast cancer charity (Landeman, 2008).
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