Digitification: Why the World Community Needs a New Term

For many people, the process of assessing one person to another is negative and can be defined as objectification, due to subjective perception and social attitudes. But in society, there is still a need to assess the attributes of the subject and therefore, in order to separate a bad assessment from a good one and not cause a public outcry, it is necessary to introduce a new term digitification, which carries a neutral connotation and does not violate people's personal boundaries. Such a term will make it possible to separate the concepts of objectification and digitification, not to confuse them and not to ascribe to each other inappropriate characteristics. Digitification is the process of assessing the attributes of a certain person on a voluntary basis by another person or artificial intelligence, based on objective criteria created for a particular rating system. Moreover, rating systems are different and have different functions, and therefore the rating system must be correctly selected in order to be more accurate and effective. Various online services and trading platforms have their own rating systems, their business is successful and relationships with customers are well established. Moreover, there is a whole state in the world in which the rating system is an integral part of society and it also shows good results. This article was created with the aim of introducing a new term digitification into everyday life that can change the course of human thinking for the better and open up new possibilities in the field of measurement systems through ratings and reviews.

goods and services, 6 and both TV and movie industries are commonly accused of normalizing the sexual objectification of women.
The first mentions of the objectification of women appeared quite a long time ago.
For example, in the French Enlightenment there was a debate whether a woman's breasts were merely a sensual enticement or rather a natural gift.
In Alexandre Guillaume Mouslier de Moissy's 1771 play The True Mother (La Vraie Mère), the main character reproaches her husband for treating her as an object for his sexual gratification: "Are your senses so gross as to look on these breasts -the respectable treasures of nature -as merely an embellishment, destined to ornament the chest of women?" 7 Issues of SO first became problematic in the 1970s by feminist groups. Since then, it has been argued that the phenomenon of female SO has increased dramatically since its problematization in all levels of life, and has resulted in negative consequences for women, especially in the political sphere. However, a rising form of new third-wave feminist groups have also taken the increased objectification of women as an opportunity to use the female body as a mode of power. 8 Male SO also implies that men are seen primarily as an object of sexual desire, but not as a person in general. Psychologist Harold Lyon suggests that men's liberation is a necessary step toward women's liberation. 9 Instances where men may be viewed as sex objects by women include advertisements, music videos, films, television shows, beefcake calendars, women's magazines, male strip shows, and clothed female/nude male (CFNM) events. 10 Women purchase and consume pornography as well as men.
Within gay male communities, men are often objectified by other men. 11 Discussing negative effects of objectification is met with considerable resistance in the community. The sexual objectification of men of color may force them to play specific roles in sexual encounters that are not necessarily of their own choosing. 12 Research suggests that the psychological effects of objectification on men are similar to those of women, leading to negative body image among men. 13 Male bodies as well as female bodies have become objectified, and even more than they were before. But it is worth noting the fact that this objectification is not so widespread due to the well-established view of society on the objectification of women.
Male sexual objectification has been found in 37% of advertisements featuring men's body parts to showcase a product. 14 Male and female sexual objectification have common similarities. For example, male objectification also leads men to body shame, eating disorders, and the pursuit of excellence.
You can often see that male actors who appear in various TV shows or movies and series are in excellent physical shape and have "perfect" bodies. As a rule, such men win the main roles, and therefore the hearts of the fans. When society is subjected to men who do not have ideal bodies, we typically see them as the comic relief. A man out of shape in the lead role is rare. Leanne Dawson writes that "There are temporal, cultural and geographical 'norms' of gender and other aspects of identity, which are often incorrectly considered to be inherent or natural." 15 In the media, sexual objectification has been used as a way to sell products to the general public. 16 SO has been used as a marketing strategy for several decades, according to the Journal of Advertising. This strategy is used to sell products that make men look and feel attractive and desirable to women. It is argued that such a strategy helps to sell successfully while gaining public attention. The magazine also states that explicit ads are more effective in marketing than implicit ads.
Summarizing all of the above, the following conclusions can be drawn: 1. Objectification is a term that carries a negative character and, of course, has a negative impact on entire groups of society 2. Objectification refers to different groups of society and is based on gender inequality 3. In most cases, sexual objectification is directed at the female sex, but male sexual objectification also takes place 4. SO causes problems with both physical and psychological health, as well as complexes, low self-esteem, feelings of inferiority and fears of oneself, the opposite sex or society as a whole 5. The process of objectification is violent and cannot be controlled. Such a process takes place without any permission, because it is a subjective opinion of a person, and therefore it is very difficult to eradicate it.

Why the world community needs a new term digitification and what distinguishes it from the terms existed before
The modern world, as everyone knows, is full of surprises and changes. Time in this world is running out at an incredible speed, and at the same time society and its views are changing as well. And if a couple of centuries ago, modern global problems did not even exist or did not seem so global, now they are widely publicized and even cause public discord. This is about the problems of gender inequality, discrimination against certain groups of society and the problems of their perception by other groups. Objectification is one of such problems as described above.
The main task of this paper is to prove that, in parallel with the negative aspects of objectification, there are also positive ones, which, unfortunately, are lost among erroneous opinions and misconceptions about the concepts of beauty and its assessment. Exactly for these purposes a new term that contains a neutral connotation and does not defile any social groups and their views should appear in the modern world, along with the terms objectification, gender inequality, sexism, beautification and digitalization.
The new term is called digitification. This word does not exist as a term and is absent in dictionaries, and therefore can be used to form a new concept.
Digitification should be characterized as an assessment of the qualities of a subject based on objective criteria. As a rule these criteria are already embedded in the rating system itself and can be specific questions or a clearly formulated scale for assessing attributes.
Unlike objectification, in the process of digitification the subject himself is not objectified. Instead of that, his qualities, properties and roles are objectified.
For example, the driving skills of a taxi driver, or the quality of the work of a consultant in a store. Such qualities can be the ability of a football player to make an assist or the skill of a chef to bring meat to medium rare.
The process of digitification can be used to measure, rate and therefore change these qualities. Or even improve them in order to become better or to provide someone with high quality services.
Also, unlike objectification, digitification is not a derogatory process in relation to the subject, on condition of voluntary consent. Voluntary consent can be expressed both orally and in writing. The terms of use, employment contract and any other document that is voluntarily signed by a person can be considered as a written consent.
Digitification can be done by other subjects, algorithms and artificial intelligence.

Why do people need a rating system?
Sites like Yelp and TripAdvisor grew out of the rating systems of the last century.
These include Michelin guides that first started rating restaurants in the 1920s, film grading that also began in the 1920s and hotel star rating systems that got going in the 1950s. Initially, these and many other ratings were based on an objective list of criteria and were even conducted by experts in their fields, unlike modern ones.
But both the first ratings and their modern analogs have one similarity -they were all aimed to provide customers with useful product or service information that they needed.
The development of ratings has become a whole industry with the advent of the Internet and social networks, and now almost anyone can become a critic of anything, for example business, beauty services, books, hotels, cafes and restaurants and, of course, taxi drivers.
These rating systems serve two both customers and businesses at the same time.
They also give "the crowd" tremendous influence. It starts getting scary while realising that any user has power over a business. For instance 1 low rating is too much for an Uber driver, so he or even his profile can be deactivated immediately.
For every star lost on Yelp, the restaurant's revenue drops by 5-10%, and if only one star remains, the restaurant owner can pack up his belongings because the restaurant is likely to be bankrupt.
Ratings are not just an assessment nowadays, this is a certain lifestyle when you choose and buy all kinds of products according to ratings and reviews. It is impossible to imagine the modern world without both online and offline ratings everywhere. And the more successful the business, the higher its score, which means the higher the client's confidence in the business or service.

Rating scale and its characteristics
For this paper, it is also very important to understand the issue of the rating scale.

What it is, what it is used for and what types of it are.
A rating scale is a set of categories designed to elicit information about a quantitative or a qualitative attribute. 17 In this case, the attribute is various characteristics of the subject that needs to be assessed. For example, speaking of a plumber or an electrician, the attributes are the speed and quality of his work. For a nail artist, in addition to quality and speed, an attribute may be the ability to draw something on nails well. The examples are rather exaggerated, but quite clear and understandable. A rating scale is a method that requires the rater to assign a value, sometimes numeric, to the rated object, as a measure of some rated attribute.
Rating scales can be different. Here is their classification: Most websites allow their users to take part in the voting only once, though there are such exceptions as Ratings.net, which allows users to rate products in relation to several qualities.
There is one more rating system such as a binary rating system. It is simple and many users advocate binary rating over a scale rating because it is less ambiguous.
Common social scores such as "like" and "follow" should be considered a form of binary rating (with like vs no like). However, using "like" and "follow" can only be used to rank items, but it is not enough for users to compare items with.
In general, a binary rating system is suitable for sites that do not require complex review such as Reddit, Stack Overflow to simply separate good quality contents from the content pool. In terms of user experience, binary rating is easy to capture because it has less options and it's unambiguous. It can be a challenge to display the binary ratings in a visually appealing way but it is certainly possible.
Overall, binary rating is more user friendly when it comes to capturing and interpreting the feedback, however average users are not too used to seeing binary ratings especially on an online product marketplace. 5 and 10-point rating system can be found everywhere. It is a good and clear rating scale that's being used by popular marketplace sites apps. Because this system is so common,it is intuitive to average users in terms of how they interpret and cast the ratings. Visually, it is easy for users to scan and compare a list of ratings at once.
Lastly, scale rating is extremely powerful and flexible because you can obtain feedback with great detail by increasing the number of scale level.
Thus, it becomes obvious that the more detailed the rating scale, the more detailed the rating and the result as a whole. The binary scoring system is simple, but at the same time primitive. It is very abstract and therefore not accurate. The 10-point rating system is much more accurate and qualitative, so the services that use it receive much more accurate data and a much more objective rating.

Uber and Lyft as an unconscious integration of digitalization in the modern world
Perhaps the first thing that comes to mind in the context of digitalization is Uber, which has taken over the world and has become the world's largest service for finding, calling and paying for a taxi.
Uber has both a driver and a rider rating system. The Uber driver rating system allows passengers to rate their experiences and give feedback since the launch of an application in the United States and Canada. The Uber rider rating system is an extension of that. It gives drivers the ability to rate their own experiences in the driver app and warn or recommend passengers to future drivers.
Uber rider ratings use a 5 point rating scale in the form of stars. Uber driver has the same number of stars as the driver ratings. Оbviously 5 is the highest score and 1 is the minimum score. Every time you take a trip in an Uber, you give the driver a score, and in return, they do the same for you.
Usually Uber drivers are offered to consider 3 factors when rating passengers: 1. Short wait times 2. Courtesy

Safety
Everything is clear with the rating system and its scale. But there is the main question that is interesting within the framework of the study, but which the average user does not think about, taking the rating system in the mobile application as something commonplace: why does Uber have rider ratings?
The point is that Uber manages its people with algorithms, and ratings are a disciplinary method. With the help of the rating system, drivers and passengers can rate each other on a five-point scale after each trip, and it is worth noting how this system works: it works in both directions. Echoing Sauder and Espeland's (2009) Foucauldian analysis of law school rankings, Uber's rating system enables remote platform surveillance by transforming categorical differences among drivers into numerical, user-generated ratings that can be easily circulated. 18 Each driver is a separate case that can be individually assessed, complained and even punished with the help of the assessment.
Ratings evince the idea that drivers' performance during each ride is comparable in accordance with "community guidelines". In its "community guidelines," Uber equates a high rating with "good" and "professional" services. What is more, Uber ratings define certain standards, such as showing friendliness and offering certain amenities to passengers. Those who do not conform to the standard implicit in ratings risk being punished.
In the 2015 Federal Trade Commission workshop on the sharing economy, Uber made explicit its design rationale for the rating system: This rating system does three critical things: 1. Incentivizes high quality service 2. Establishes accountability 3. Promotes courteous conduct, and helps to mitigate the discrimination that is all too common in traditional for-hire transportation 19 Uber believes that continuous monitoring is beneficial for both the passenger and the driver, as the assessment allows both parties to behave appropriately and prevent unpleasant incidents. In the event of a breach of conduct, either party may be held liable. In this way, the rating system promotes "a safe and respectful work environment for drivers". 20 Simply put, Uber has ratings for both riders and drivers as part of the company's mission to be safe and respectful to all. This is their policy and they adhere to it, improving algorithms and criteria so that the assessment is as accurate and objective as possible. The mutual rating system ensures the rider's safety as they can report unsafe drivers, while rider ratings help protect other drivers from disrespectful, dangerous, or unpredictable riders. If your score is too low, you might have to wait longer or even be removed from the Uber platform.
There is another world's largest transportation company which is called Lyft. Its mission is "To improve people's lives with the world's best transportation." Uber and Lyft work the same way. Lyft as well as Uber offers passengers to rate their drivers from 1 to 5 stars after each trip has been completed. A driver is also allowed to rank their passengers. In addition to the rating, riders are allowed to leave feedback for the drivers.
There are many purposes for using a rating system. Rating scales allow the researcher to measure the opinions and behaviors of respondents in a quantitative manner. The number system is used universally as a method of measurement. It is simple to use and almost all cultures around the world are familiar with the standard number system and have seen a 1-10 rating scale before.

Thus, it is worth paying attention to two very important factors:
-Digitalization in the form of an Uber or Lyft rating system in their mobile applications is a peaceful way to make the life of a consumer and a person providing services better and safer -The process of exchanging and getting ratings between a consumer and a service provider is voluntary, because when applying for a job or getting an application to the phone, employees sign a contract, and users accept the Terms of Use. A person is assessed only by his certain attributes, namely as a driver with his driving skills or as a passenger with his dignified behavior.
The person in this case is not objectified -The aforementioned services use a non-binary scoring system to make the score as accurate as possible, and therefore objective Therefore, it is a priori incorrect to say that the process of digitalization in the form of ratings is negative. Such ratings are a personal and voluntary choice of everyone. That is why digitification term is necessary, because it accurately describes the entire process of evaluating oneself as a client or a user, without affecting the process of objectification.
Digitalization and online shopping platform represented by eBay as an example Transport companies are and will be popular with people all over the world, despite the frequency of use. Someone needs a taxi a couple of times a month, when they go to their friends for a glass of wine, and then cannot use their car or do not want to use public transport. Some people take a taxi on weekends to get from the bar to their home safely, quickly and comfortably. And someone uses a taxi every day, moving around the city from one business meeting to another.
Transport companies are definitely in demand, but there is something that is in demand even much more and among almost the entire population of our planet.
These are stores.
We all buy groceries and household goods, a little less often we buy clothes, shoes and accessories, and even less often we do large household purchases. And in the modern world, when almost every person has the Internet, we order all of the above products online without leaving our home, while automatically and almost unconsciously assessing the quality of service from the good itself to delivery. One of such online shopping platforms is eBay.
An eBay star rating and feedback score indicate both a seller's experience and their level of customer service. It represents how high your sales are and how much positive feedback you have received. 21 Every time a seller earns feedback, they can gain or lose points: 1. The user earns 1 point for each positive rating 2. The user loses 1 point for every negative rating such digitalization does not carry a negative intent, but on the contrary, it is created in order to make the life of citizens safe, accessible and equal for everyone. 26 As it is said in Planning Outline for the Construction of a Social Credit System It is done so that any intruder (whether it is a citizen who doesn't repay the loan or runs the red light) would be sincerely ashamed to commit such an act next time, but it is necessary everyone knows about this violation.
The main idea is -it is not ashamed to steal something. It's a shame if everyone knows about it. This is the Chinese mentality and the Social Credit System is based on it.
The life of Chinese citizens before and after the Social Credit System is contrasted.
There is no doubt that it has both advantages and disadvantages, but from a global point of view, the lives of citizens and many aspects of society have improved with the SoCS implementation. For clarity and accuracy, it is better to turn to social research. For example, as it is said in the research of Mercator Institute of China Studies -the Social Credit System is able to ensure stability.
Indeed, China is a country with a fairly stable lifestyle. It is possible to observe here a constant growth in the production of goods and the development of the service market, due to which the standard of living is steadily increasing. China is the most powerful economy in the world. The education in this country is high quality, but at the same time affordable. And there are numerous legends about Chinese medicine.
The SoCS was even rapidly deployed to track and sanction violations of pandemic prevention measures, to stabilise prices and to later stimulate the safe and orderly return to the workplace. In various cities, citizens that attempted to evade quarantine, refused to have their temperature taken at checkpoints, or intentionally concealed their travel history to hard-hit areas were added to the blacklist. 27 China as a country with its political regime and total submission is a big myth and delusion, and if you delve into this issue and thoroughly study the material part, you can understand that life in China is not at all the TV series "Black Mirror", where in one of episodes, the main character from vainly tries to earn points from friends, acquaintances, strangers passing by and even the store staff. This rating is subjective and based on personal perception. It carries no value, but only complicates life. While in the United States, Europe, Russia or any other countries the mass rating system is only gaining momentum and is gradually being implemented into many spheres of society with the advent of technology, the PRC is practicing the Social Credit System approach throughout the country en masse, and, most importantly, successfully, making life for Chinese people better every day. Sincerity culture breeds mutual respect and objectivity in their country, and therefore sets a good example for those who consider digitalization to be something negative.
As well as digitalization in the PRC, the concept of digitification should be created in our modern world in order to make some things easier and more objective for everyone, as well as not to think stereotypically and primitively, guided by the rules of "good" and "bad". Digitification is not just the opposite of objectification.
It is a deeper concept, created to refute the negative connotation of the word objectification and to bring to the world the idea that rating systems can have positive meaning and intention.

Services for appearance assessment
Today, anything can be evaluated, and this does not necessarily have a negative connotation. For example, there are several services on the Internet to assess attractiveness. Maybe some people will say that such services generate an objectification process in our society. But what is bad about the service for assessing one's appearance on a voluntary basis? The user independently comes to this service, provides his data, and accepts the cookie policy, as well as uploads a photo and accepts the terms of use. A person is interested in how attractive he is in the opinion of artificial intelligence. And if for the first user it is an opportunity to have fun, then for the second user it is an important aspect associated with, for example, professional activities.
For instance, a model will be seriously interested in assessing her appearance, because the better her makeup or hairstyle, the more chances she has to be cast and get a job. Or there is another example: a person is looking for a job and wants to make a good impression on the employer not only with his skills and abilities, but also with a presentable appearance. Why is it bad to choose the best photo using such a service? What kind of objectification is here?
One of these services is called photofeeler. This service helps users find out what impression their photos make. The opinion about the photo is based on the ratings of the customers of the service.
Before starting testing, the user must choose for what purposes he plans to use the photo: for dating, for business, or he will post the photo on social networks. Based on this, the frame will be evaluated according to different parameters. So, the opinion about the photo for the social network will be formed on the basis of how much other Photofeeler users consider the person in the photo to be cheerful, sincere and self-confident.
A chart is generated based on the scores of ten customers. It reflects the impression that photo creates.

Credit Score in the United States
Speaking about countries that have their own rating system, one cannot fail to mention the United States with its Credit Score.
A credit score is a number that provides a comparative estimate of an individual's creditworthiness based on an analysis of their credit report. 28 Lenders, such as banks and credit card companies, use credit scores to evaluate the risk of lending money to consumers. Lenders contend that widespread use of credit scores has made credit more widely available and less expensive for many consumers. 29 Under the Wall Street reform bill passed in 2010, a consumer is entitled to receive a free report of the specific credit score used if they are denied a loan, credit card or insurance due to their credit score. 30 For the first time, scorecards appeared and began to be implemented by the United States in the 1940s. The points were put on the card by the credit expert based on his own experience, and about 10 characteristics were used for the assessment. In 1941, the first research paper on credit score was published by David Durand. 29 "Report to the Congress on credit scoring and its effects on the availability and affordability of credit". consumer credit history database collected from three of the largest national bureaus: Experian, Equifax, and TransUnion.
The following aspects are taken into account: the quality of credit history, the presence and size of current debts, the duration of relations with creditors, the ratio of the number of applications submitted and issued loans, the types of loans issued.
Thus, the United States also has its own kind of rating system that rates borrowers in the field of lending. Such a system has been successfully operating in the USA for several decades and shows high quality of work. This once again confirms the effectiveness of rating systems.

Conclusion
In this article, both theoretical and practical materials are presented, so it is possible to see what a rating system and a rating scale are, what they are for and how they are used. Also in this work, assessment mechanisms for various online services and even the whole country are described, in order to show that the rating system does not carry any negative connotations. On the contrary it was created in order to provide people with the most reliable and accurate information, protect them and those who are around them, make their life comfortable and, finally, provide them with objective and useful information.
In such conditions of the modern world, where everything is a subject to assessment and discussion, it is necessary to understand and be able to separate the "good" from the "bad" and the "negative" from the "positiv". So, if people have already learned how to rate goods from an online store using a binary, 5 or 10 point rating system, then there is still no idea for some of them how to evaluate human qualities. Moreover, a specific concept for such an assessment has not yet existed, and therefore this work provides clear arguments why the world community needs a new term which is called digitification and how it will affect people's lives.
It is easy to rate something, but it is difficult to rate somebody. It is incorrect to rate a person in general, based on one thing only. It is also incorrect to rate a person based on someone's subjective perception only. For example, a woman cannot be regarded as an object of sexual desires just because the length of her skirt or dress does not correspond to generally accepted standards or personal perception. This is the process of objectification. People often do not know how to rate each other, and if they want to do it, they do not take into account many human qualities and characteristics, and therefore they materialize the object of assessment, reducing this process to something primitive and subjective.
The task of the new term digitification is to show that the assessment process is not always bad and does not always lead to objectification, because digitification is a voluntary assessment of the qualities of a subject based on objective criteria. From this, three key aspects can be distinguished:

Assessment of qualities
In the process of digitification, a person clearly understands that he is not evaluating another person, but his qualities and skills. Such an assessment process is voluntary, since a person himself decides to evaluate some of his attributes or allows another person or artificial intelligence to do it. And, finally, the assessment is based on objective criteria, previously created for a particular rating system.
For the new term digitification and its features, a full-fledged chapter is highlighted in this work, which gives a clear definition of the term and its characteristics.
The introduction of a new term into everyday life can change the human perception of assessment for the better, open up new opportunities in the field of rating systems and services, and therefore improve people's lives, as it was defined earlier.