Jo Mackiewicz’s “Assertions of Expertise in Online Product Reviews” gives a detailed illustration of how an online review can help others make informed decisions before purchasing a certain type of object or tool. These reviews are hosted on websites like Epinions and Yelp by people who are not experts but hold valuable knowledge that can inform others. What Mackiewicz finds particularly interesting is that individuals do this for attention, not for money or a sense of obligation. In order for these everyday citizens to articulate a message on one of these review sites, they must first establish their credibility.

 

Mackiewicz states that there are two primary ways to establish credibility, and that is through establishing trustworthiness and expertise. It is known that those who are trustworthy are often held to greater ethos, we know this from our justice system. Although expertise is important, one does not have to be an expert per se in order to have knowledge of a topic. All that matters is that those who post on review-like websites should post “valid assertions,” or evidence that supplies reason (p. 7).

 

Although one does not need to be an expert, it is incredibly important that the reviewer appears to have extensive knowledge in the subject. Mackiewicz offers a few ways of establishing this hidden online expertise.  

 

Specialized Terminology

 

Using terms that are specific to the topic at hand is an easy way to establish the reviewer belongs on the list of reviews for this product. The vocabulary used doesn’t have to be extensive, just using basic terminology shows that the reviewer is informed enough to cultivate an opinion.

 

Preconfiguration of Credibility

 

Establishing a reviewer’s title as “credible” using other reviewers input is a more common feature in the 21st century. Mackiewicz gives the example of Epinions and how reviewers can rank other’s reviews in terms of helpfulness, and once enough votes are accumulated, a reviewer can receive a title that explicitly articulates credibility. Using the opinions of other viewers, this is an easy way to see if a reviewer’s post is serving its purpose.

 

Assertion to Tell

 

In addition to other viewers confirming a reviewer’s credibility, the reviewer can assert their own credibility. This can be accomplished by providing a small blurb of background information articulating a reviewer’s level of knowledge about the topic. It is no shame to articulate a lack of knowledge about a topic, either, your opinion will still be posted; however, whether or not it is effective is another story. Something interesting Mackiewicz brought up was how most do this step already, therefore, most understand the importance of credibility and the limited ways you can establish that online.

 

Furthermore, there are categories within the category of assertions (p. 11). Within this category, there are three assertions:

 

1. Assertion of product-specific experience

2. Assertion of familiarity with related and relevant products

3. Assertions of a relevant role

 

The first is the Assertion of product-specific experience. This assertion is claimed when the reviewer has consistently worked with a product. This ranges from how long they have owned the product to how much experience they have with the product. The second assertion is called the Assertion of familiarity with related and relevant products. This assertion is made when a reviewer has purchased an earlier version of the current model being reviewed or has an understanding of the brand or category of products being reviewed. Finally, there is the Assertion of relevant roles. This assertion can be made in numerous situations: whether the reviewer has been trained to use the product or similar ones, whether the reviewer partakes in a hobby that relates to the object, whether the object is part of your job, if a friend has a formulated opinion, or if you are becoming an expert by conducting formal research on the product.

 

The article notes that, clearly, there are numerous ways to establish credibility in an online review. And many online users understand that this is a necessary step when articulating a review. The number of ways to articulate credibility reduce the possibility for false information or a “catfish” situation.

 

 

 

The shift from solely expert reviews to credible reviewers is a result of evolving technology. One that allows everyone to have their five seconds of fame and also allows for community-based learning. When I first read this section of the article, I assumed this analysis would be shallow and portray reviewers in a negative light; however, I found this analysis of how individuals establish their credibility very insightful and effective.

 

I didn’t fully understand the numerous ways of articulating credibility online, even though false credibility and fake profiles are a situation at large in my generation with the creation of social media outlets. I have always enjoyed giving feedback on reviews on clothing websites or Amazon. As silly as it sounds, I find that I also feel like I am providing a service to the world by indicating whether a review was helpful or not – something the article mentioned was an incentive for participating in reviews.

 

Additionally, I found the manner in which the article was separated to be straightforward and clearly visible. Having definitive heading and subheading format is crucial in articulating information in manageable pieces. I also understood the topic much more thoroughly when the article began with a narrative and example. I found that I was already analyzing the review before Mackiewicz even began the analysis. Just as the Van der Meij and Van der Meij piece stated, providing examples is an extremely effective way to articulate information and enhance the possibility of retaining the information.

 

Overall, I found Mackiewicz piece to be informative and well laid out. The information was easily understood and I understand establishing credibility online in an entirely new light.

 

References

 

Mackiewicz, J. “Assertions of Expertise in Online Product Reviews.” Journal of Business and Technical Communication Vol 24 (1). 2-28. (2009). September 22, 2016