A butler is part of your personal surrounding – a person you can trust. If information and communication technology (ICT) shall become a virtual butler, trust is needed. But - trust has many meanings. Very often the focus is put on a cognitive model of trust. According to our studies, in healthcare and tourism this definition has to be broadened. People should not (only) be seen as rational problem solvers nor should human action be described as a chain of sequential and hierarchical step-by-step decisions. Emotional and social aspects have to be considered, too. Trust should be seen as integral part of interpersonal relationships that are shaped by cultural conditions. Referring to Goffman’s frame analysis, we will discuss if and how ICT, especially the virtual butler, can be framed in a way that trust is possible.
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- Framing the Invisible – The Social Background of Trust
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