And the winner is ……La La land……..you have to feel a little sorry for Warren Beatty and Faye Dunaway at this year’s Oscars, after all they only read out what was on the card, which is kind of what actors do. And I have to share some of the responsibility, it does seem as if my own profession played no small part in the mistake.

But what is it that makes 3,500 of the most well paid, successful people in their industry give up an evening to watch, on the whole other people receive an award. And why does anyone want an Oscar or the Academy Award of Merit to give its correct name, after all it’s only a 13.5-inch badge, and it’s not even gold.

Why do people want badges?

Perhaps we can answer this question by taking a closer look at gamification, the use of game based incentives in education of which I have written before. PBL (Points, badges and leader boards) is the term most often used to describe some of the elements within games that make them so compelling and worthy of further investigation.

Points and leader boards are perhaps self-explanatory but what is it about the badge, why do people like/want them? They are of course not new, teachers have awarded good students with a star for an excellent piece of work for years, the Scouts offer a whole range of badges when certain skills have been demonstrated, and those with qualifications will proudly display letters after their name as if in some way it mattered. The point is of course, it does.

Social psychologist and research scientist Judd Antin together with Elizabeth Churchill, collaborated on a paper called “Badges in Social Media: A Social Psychological Perspective” antin-churchill. There work helps shed some light on the value of badges.

The 5 Primary Functions of badges

Antin and Churchill suggested that badges could serve several individual and social functions depending on the nature of the activities that the badge rewarded and the application of the badge in a particular context.

1. Goal setting – desire is the first part, you have to want or need something. But then the best way of satisfying that desire is to make it into a goal, planning the smaller steps that will help you get there.  Wanting the badge is motivational.
2. Instruction – badges are instructive, showing the individual what is available and most valued. This may help direct learning and move students out of their silos as they see what else they might work towards. E.g. giving a badge for the student who attempts more questions might encourage others to do the same.
3. Reputation – badges are a physical means of storing experience, expertise and interest. In fact, some argue that badges will replace CV’s in the future as they are a more dynamic and current record of what an individual has achieved and a means of measuring their reputation.
4. Status/affirmation – badges advertise past achievements, and communicate accomplishments without you having to say anything. They are also a form of personal affirmation, confirming to yourself that you are successful. When studying becomes more challenging its possible self-doubt might creep in, maybe when you get to this point you might want to look at your past achievements, and a badge is a great way of storing past success.
5. Group identification – badges are clear indications that you belong to a certain group or club, you are the same as someone else and so will be accepted by them. Are you a qualified accountant, if so you must be the same as me. A classic example of social ranking.

Antin and Churchill go on to suggest that badges don’t work for everyone and more research should be undertaken in different contexts to explore the circumstances in which badges are the most effective. But on the whole badges offer an incredibly simple and motivational way of changing behaviors, and getting people to take action rather than not.

A unique badge

La La land will of course never get the ultimate badge, the Oscar, but in years to come it may achieve something far more important, a unique badge that is unlikely to be given to anyone else. The badge that everyone will remember who didn’t win the Oscar for best picture in 2017.