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) 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
What kind of roles/jobs do youhave as a moderator in a social network/discussion group?
Roles of moderators Pedagogical Organisator Social Animator/Motivator Management Content expert Technical 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
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) 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
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
Group workOn the sheet you will find 6 situations that couldhappen to you as a moderator of a group in asocial network. Please read them and choose 1-2to 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?