Talk during AMEE 2012 PCW 25

1. PCW 25
Veterinary collaboration
in the age of Web2.0

2. Program:
Round of introductions
What is NOVICE? How can ViEW use it?
Online-Moderation
Lunch
Social media: Wikis and Facebook

3. 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

4. Online Moderation
Theoretical background and practical hints
Jan Ehlers
Competence Centre for E-Learning, Didactics and Educational Research in Veterinary Medicine

5. Types of communication
Face to face Synchronous
Written
Mail Asynchronous
Chat/Messenger Synchronous
Discussion board Asynchronous
Audio
Telephone Synchronous
Skype Synchronous
Video Synchronous

6. Model of mass communication (MALETZKE 1963)

7. 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)

8. Real and virtual opinion leaders (MERTEN 1988)
Real opinion
leader
Opinions
Medium
with virtual
opinion
leader (V) Receiver of Autonomous Receiver of
opinions of opinion opinions of real
virtual opinion making opinion leaders
leaders

9. What kind of roles/jobs do you
have as a moderator in a social
network/discussion group?

10. Roles of moderators
 Pedagogical  Organisator
 Social  Animator/Motivator
 Management  Content expert
 Technical  Transfer expert

11. 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)

12. FEASP model (ASTLEITNER 2001)
Fear
Envy
Anger
Sympathy
Pleasure

13. 5-step model of e-moderation (SALMON 2001)

14. 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

15. 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

16. Uses and Gratifications Approach (PALMGREEN 1084)
Beliefs
Wanted Use Gratifi-
gratifi- of cations
cations media received
Evaluations
 Affective: relaxation, amusement
 Cognitive: information, knowledge
 Integrative: identification, acknowledgement
 Interactive: friendship, „social“ relationships
=> Response-time

17. CAVE!!
 Flaming and lurking
 Generalisations
 Spiral of silence
 Nettiquette

18. 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

19. §
Legal issues
 Questions of patient owners
 Complaints
 Evidence based medicine
 Objectivity vs. advertisement

20. Online moderation in NOVICE

21. Roles

22. Jobs moderators
• Start and bring forward discussions and
groups
• Tell administrators about spam/problems
• Compliance with house rules

23. Get visible as a moderator: Profile

24. Get visible as a moderator: In the group

25. Actions
• See what´s happening (dashboard, river,
notifications)
• Start discussions (own postings)
• Comment/Like
• Edit
• Warn per message
• Inform administrator

26. Postings

27. What admins can do…

28. 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

29. 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?