1. Knowledge Acquisition via Facebook.
Learning Facts and Concepts about
intercultural communication.
Mag. Dr. Tanja Jadin, Denise Mauss BSc MA
Cross-Cultural Conference, 8.5. 2013, Steyr

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Learning with Facebook?
Cross-Cultural Conference, 8.5.2013, Steyr
And helps to learn facts and concepts?
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Background
Social Web-Based Learning:
 emphasize communication,
 Collaboration
 Exchanging information
 Small learning content
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Research Question
If and how could the use of a social web-based learning scenario
support knowledge acquisition?
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Facebook Course about
Intercultural Communication
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 Cultural Dimensions of Geert Hofstedes and Fons Trompenaars
 Cultural standards according to Alexander Thomas
 Stereotypes
 Schulz von Thun’s square of culture and development

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Learning Scenario
Conducting a learning scenario followed by an
evaluation:
Medium: Facebook Group
Learning Scenario based on predifened learning goals
Participants: 19 students (15-30 years old)
Duration: 3 weeks, daily Posts (incl. Easter holiday)
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Course process
 Moderator posts daily information about the topic
intercultural communication
 Format: Texts, Videos, Images
 Participants are being asked to answer Questions /
exchange personal experiences
 Participants can answer by posting comments
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Example
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Learning Scenario| Setting
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Pre-Questionnaire
Facebook
Class
Post-Questionnaire
Comparison of
Knowledge
1 Week
1 Weeks
3 Weeks
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Categories of the Knowledge
Acquisition Test
 General knowledge about intercultural
communication
 Stereotyping and its effects
 Cultural dimensions of Trompenaars and Hofstede
 Cultural standards according to Alexander Thomas
 Schulz von Thun’s square of culture and
development
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Results: Knowledge Acquisition
 Analysis via Wilcoxon Test:
Z(N = 16) =-3.519, p < .05
 highly significant increase from M = 4.5 (SD = 1.5)
to M = 11.8 (SD = 5.5) of 29.5 possible points
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Results: Evaluation
Cross-Cultural Conference, 8.5.2013, Steyr
Average rating grouped by categories
5 =“Very positive“ / 4 = „Rather positive“ / 3 = “Partly positive“ / 2 = „Rather
negative“ / 1 = „Very negative“
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Conclusio
 Knowledge can be transfered by using Facebook
 Learning scenario was constantly rated well by the
participants
 Complementary use of Facebook in higher
educational could be imagined
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Critical Points
 Which role should the Instructor take?
 Profoundness of Contents: very basic
 Poor structuring of contents
 Flexible class times
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Social Media Learning Guidline
 Be aware of what you share! Don‘t share critical
information.
 Moderate the group!
 Engage participants!
 Share and discuss experiences.
 Post micro content. (short messages)
 Use different kind of media (Text, Pictures, Videos)
 Reflect your learning goals!
 Reflect the learning scenario at all!!! (how long,
who…)
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Thank You!
Mag. Dr. Tanja Jadin
Department Communication and Knowledge Media
University of Applied Sciences Upper Austria
tanja.jadin@fh-hagenberg.at
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