Sections of the book

Positioning (conflict) cards

Positioning (conflict) cards visualize positions and reciprocity of different subjects in a sole informational space and allow us to reflect upon this project in dynamic
“A cylinder from different positions can look both like a circle and as a rectangle”.
Read topic

Assuming that the basic statement is the thesis about the unity of informational space, we realize that different subjectivities can form an interrelated system to influence objects of reputation design.

And vise versa – activities (actions) of an object of reputation design have an impact on all subjectivities of the informational field.

However it’s important to understand that the “closer” (in a sense bearing coordinate system) the subject of informational space is to an object of design and the higher is his reputational potential, the more important is its influence on other objects.

To visualize interactions we can use the two-dimensional projection of subjectivities (in a coordinate system of material-spiritual and personal-universal) out of three-dimensional one, where the third axis is the level of subject’s reputational potential.

With the help of these cards you can both instantaneously capture the situation and create temporary projections (series of cards in the system past-present-future).

During the reputation design an object of design is situated in the center and all the key subjectivities (respondent groups) are located around it (but only subjectivities whose positions are corresponding with its reputational profile in a coordinate system of a projection in the capturing moment). While designing the situations (multilevel informational systems) every subjectivity is located in an appropriate for a fixation moment position in a coordinate system and the global goal (attractor) of the system is located in the center.

Practically this tool is used both for analysis and for design.

During the design process you create a set of cards that illustrates the change of situation in time (socially described past and expected future).

The core value of the tool is the opportunity to visualize (statically and dynamically) positional interactions of system’s subjectivities (more detailed description can be found in the chapter “Polyvariable planning”).

Positioning cards are the arrangement of subjectivities in a sole coordinate space. In the middle of a card there’s a certain attractor (“a guiding light” of this system) whose part can be played both by numeric parameters and by opinion of key respondent group.

For example for design of a commercial system (a market) it’s more common to use attractors, described in absolute (concrete economic indicators) or comparative (lot, leadership) characteristics. Descriptions of “an ideal social picture” and/or of specific social parameters of “a desired future” (expectations and requests) of voters (and/or electoral group) are most commonly used for social systems such as election campaign or political party activities.

Key subjectivities of a designed system are originally located in a three-dimensional coordinate system with its following plane projection (coordinate system: personal-global; material-spiritual).

Vertical axis is presented by energetic saturation of a subject, its reputational potential during projection is modeled by the size of subject’s sign (the more energy – the bigger they are of a sign).

Subject is located on a design (coordinate) plane based on analysis of dominant messages that are received also by the way of creating its reputational card (fig. 1).

Statement of dominant messages (in a recorded moment of time) is pointed out by the informational vector off to the side of an attractor.

Situation is modeled in dynamic the following way: action is split into measures. Mostly measures are as long as one cycle: passing and acquisition of information message by a system or by a key respondent group. In every measure messages from a subject to attractor are formulated, as well as the attractor’s response. Within this framework the position of the next card regarding an attractor in being changed (moved).

Conflict cards* are used to analyze/design the interactions of reputation subject’s in a sole social field. Simplified form of this card is a square with four key respondent groups in corners (power – global spiritual; business (joined parties of the market) – global material; consumers – personal material; opinion leaders (experts) – personal spiritual)** and object of reputation design in the centre.

There are key messages (what we want to communicate) that point out from an object of design towards every respondent group. And vice versa, respondent groups are pointed towards by their recorded (assumed, planned) perception   of reputation object. Across the perimeter of a card the opposite influence of one respondent group on the other (concerning an object of design) is pointed out (fig.2).

The design of a situation in dynamic is carried out in a way similar to positioning cards.

Cards allow us to formulate (focus out of basis) effective messages for respondent groups and to define interrelated influence of these messages on their positions (opinions) towards a design object.

You can create and fill in the cards in a following way:

  1. Research. The cards are filled in based on the results of a qualitative research inside respondent groups.
  2. Modeling. Experts (group of experts) identify themselves with a respondent group and describe the situation in their name.
  3. Projection. Publicly manifested messages of respondent groups are recorded in cards.

Combining these methods enhances the credibility of analysis and the effectiveness of design.

* These cards are called conflict because in the current moment our society is living in a paradigm of a competitive development. In a situation of working with systems of co-development these cards are called “synergetic”.

** Of course in this context the global concepts of “spiritual” and “global” have a very low status and should be described by such parameters as “knowledgeable” and “collective”