"This research is timely as we see algorithmic systems taking an increasingly central role in governing social values. By analyzing the mechanisms behind digital status, we aim to provide the empirical evidence needed to ensure that digital transformation does not come at the cost of social fairness. Our goal is to offer actionable insights for different stakeholders, including policymakers, platform developers and fellow academics,” says Lutz.
Professor Christoph Lutz will lead the four year project.
As digital platforms increasingly mediate professional and social life, "digital status" has become a critical resource. From LinkedIn endorsements and Uber ratings to blue checkmarks, these markers can dictate access to opportunities. The project seeks to understand how these digital signals are interpreted by various social groups and converted into real-world advantages, such as career progression and social capital.
A key focus of the research is the role of generative AI. The project will investigate how AI models interpret individual status and whether these technologies reinforce existing social biases or create new forms of exclusion.
Ground-breaking research
The funding was granted through the Norwegian Research Council’s prestigious FRIPRO scheme, which supports ground-breaking research of the highest international quality. Over the next four years, Professor Lutz and an international team of collaborators will explore how digital hierarchies are formed and the consequences they hold for modern society.
The project represents a significant international effort, involving partners from the University of Zurich, Leiden University, the University of Lausanne, Leipzig University and HEC Paris.
"Securing FRIPRO funding is a significant achievement that shows the excellence of our faculty. This project addresses fundamental questions regarding technology and society. The work will contribute directly to our mission of delivering research-based knowledge that helps build a more sustainable and inclusive economy,” says President of BI Norwegian Business School Karen Spens.
Facts
- Project Title: DISTINCT (Digital Status and Its Social and Technological Construction).
- Principal Investigator: Professor Christoph Lutz, BI Norwegian Business School.
- Funding: 12 million NOK from the Research Council of Norway (FRIPRO).
- Total Budget: 13.6 million NOK.
- Duration: Summer 2026 – Summer 2030.
- Societal Contribution: The project supports UN Sustainable Development Goal 10 (Reduced Inequalities) by providing recommendations for fairer digital platform design and regulations.