ON COLLECTIVE INTELLIGENCE IN THE CYBERSPACE OF DIGITAL MEDIA
Journal Title: Marketing Identity - Year 2018, Vol 6, Issue 1
Abstract
The term of collective intelligence is linked with P. Lévy, who was the first to address it in connection with the rise of digital media and communication in cyberspace. Lévy understands collective intelligence as a universally distributed intelligence in cyberspace, leading to more effective mobilisation of skills and knowledge. Collective intelligence contributes to changes in our present culture, including marketing communication – which uses its principles such as communication and cooperation between knowledge operators, knowledge management and similar. However, collective intelligence may also fall into collective (mass) stupidity, it is therefore important to learn it and cultivate especially the ability to communicate and cooperate with the others and look for information and process it correctly.
Authors and Affiliations
Slavomír Gálik, Sabína Gáliková Tolnaiová
Keywords
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