PCW 25

Veterinary collaboration in the age of Web2.0

Program:Round of introductionsWhat is NOVICE? How can ViEW use it? Online-Moderation

LunchSocial media: Wikis and Facebook

Warm-up

• Who are you?• Where are you from?• How do you use social media and web

2.0?• What is your facebook, novice,

twitter ... nickname

Online ModerationTheoretical background and practical hints

Jan EhlersCompetence Centre for E-Learning, Didactics and Educational Research in Veterinary Medicine

Types of communication

Face to faceWritten

MailChat/MessengerDiscussion board

AudioTelephoneSkypeVideo

Synchronous

AsynchronousSynchronousAsynchronous

SynchronousSynchronousSynchronous

Model of mass communication (MALETZKE 1963)

Model of mass communication (MALETZKE 1963)

Own interpretation of information No non-verbal information CAVE: rumour and gossip „Sleeper-effect“ (disconnection of message and author)

Cognitive dissonance (selective/selected cognition)

Real and virtual opinion leaders (MERTEN 1988)

Receiver of opinions of

virtual opinion leaders

Medium with virtual

opinion leader (V) Autonomous

opinion making

Real opinion leader

Opinions

Receiver of opinions of real opinion leaders

What kind of roles/jobs do you have as a moderator in a social

network/discussion group?

Roles of moderators

Pedagogical

Social

Management

Technical

Organisator

Animator/Motivator

Content expert

Transfer expert

Competencies

Understanding of online-communication processes (development of trust)

Technical skills and knowledge (tools, helpdesk)

Ability to communicate online(striking the right note)

Know-how (e.g. about content of group)

Personality (self-confidence, no craving for recognition)

FEASP model (ASTLEITNER 2001)

Fear

Envy

Anger

Sympathy

Pleasure

5-step model of e-moderation (SALMON 2001)

Questions as tools of moderation

Open and closed questions

Clarifying recapitulations

Questions for concretion

Conducive questions (to results, problems)

Questions activating resources or abilities (who could help here?)

Clarifying and collecting emotions

Tools of moderation

Summaries

Reminding of forgotten topics

Stay on topic (off-topic vs. coherence)

Job: moderation not content

The shorter the postings of moderators, the more the participants will post

Uses and Gratifications Approach (PALMGREEN 1084)

Affective: relaxation, amusement Cognitive: information, knowledge Integrative: identification, acknowledgement Interactive: friendship, „social“ relationships=> Response-time

Beliefs

Evaluations

Wanted gratifi-cations

Useof

media

Gratifi-cations

received

CAVE!!

Flaming and lurking

Generalisations

Spiral of silence

Nettiquette

Theories

SIDE: Social Identity and Deindividuation (Anonymity and identifiability) REICHER, SPEARS und POSTMES 1995

Messaging threshold approach (Additional expenses of online-communication, cost-benefit-calculus) REID, MALINEK, STOTT und EVANS 1996

Media Richness Theory (Richness of media avoids ambiguity) DAFT und LENGEL 1986

§Legal issues

Questions of patient owners

Complaints

Evidence based medicine

Objectivity vs. advertisement 

Online moderation in NOVICE

Roles

Jobs moderators

• Start and bring forward discussions and groups

• Tell administrators about spam/problems

• Compliance with house rules

Get visible as a moderator: Profile

Get visible as a moderator: In the group

Actions

• See what´s happening (dashboard, river, notifications)

• Start discussions (own postings)

• Comment/Like

• Edit

• Warn per message

• Inform administrator

Postings

What admins can do…

Group work

On the sheet you will find 6 situations that could happen to you as a moderator of a group in a social network. Please read them and choose 1-2 to discuss and solve in the group:

• Privacy• Intellectual property rights• Silent agreement (spiral of silence)• Commercial interests• Lurking/inactivity• Flaming

Round of conclusions

• How could web 2.0 technologies enhance the veterinary community in the future?

• What will you do/change tomorrow regarding social networks/web2.0?