Presentation
The Culture of Connectivism
Rad Tollett
Connections Planner
GSD&M/Idea City
Rad.Tollett@IdeaCity.com
1/25/07

In the beginning there was…
Eddie Mahon
• A.K.A. Eddie Money
• Sagittarius
• Works for a venture capital firm
• Keeps in touch with high school friends religiously
• Not aware that Gene Simmons is about to come
and pitch his new television network, No Good TV,
in hopes that Eddie Money will fund it
2

Holy crap!
Gene Simmons
is in my office!
3

1:35 CST Gene Simmons is in my
office right now. He is hitting on the
secretary while pitching his new TV
station. No tongue sighting yet…
4

1:35 CST Gene Simmons is in my
office right now. He is hitting on the
secretary while pitching his new TV
station. No tongue sighting yet…
1:36 CST Ed, you know I’m a long-time
Kiss fan. I’m counting on you to handle
this properly…the kidnapping I mean.
1:37 CST I’m coming over, but first I’m
headed to Party Barn to get some face
5
paint and metallic shoulder pads.

Time passed.
Gene pitched to Eddie.
Eddie’s friends (me) remained on pins and needles.

2:05 CST Still in the board room. Here
are three of the gems thrown out so far
during Gene’s IPO pitch for No Good TV:
1. He just compared the
content of his new network to
“banging a hot chick.”
2. The secretaries are hiding
under their desks because he
has asked all of them if they
have any sexual tension he
can help relieve.
3. Best quote of the meeting so far: “I have been
here for 15 F-ing minutes and you guys haven’t
asked a G*dd*mn question about F-ing amazing
content.” We were too busy trying to figure out
how he was going to make money. 7

2:10 CST I’m speechless.
2:08 CST Ed. You have the
The world must know
coolest job in the world.
about this event.
8

2:15 CST – 2:25 CST
Social Network Website
Blog
Social Network
Social Network
Social Network
Social Network
MySpace
9

10

Hundreds of people “learned” about No Good TV
through the most unorthodox of methods.
This was evidence of a new classroom.

Industrial Learning Theories
• Behaviorism
– The brain is an empty vessel
– External behaviors outweigh method of knowledge acquisition
– Teacher’s goal is to measure behavior
• Cognitivism
– The brain is like a computer
– Long-term memory = hard drive
– Short-term memory = RAM
– Teacher’s goal is to measure storage capacity
• Constructivism
– Each brain is unique and each student complex in needs
– Knowledge is created through personal experiences
– Teacher’s goal is to facilitate experience 12

Industrial Learning Theories
• The central tenant of all three theories is that learning
occurs inside the person.
– Behaviorism – the student behaves
– Cognitivism – the student stores
– Constructivism – the student builds personal identity
• Knowledge is a matter of linear distillation.
– Teacher → Student
13

14

No
Coincidence
15

Theories on How We Learn
Behaviorism
Cognitivism
Constructivism
Connectivism
16

A Fourth Theory: Connectivism
• We are learning outside ourselves/as a group.
– Digital experience is redefining humanity’s sense of reality
• Students/customers include technology and connection-
making activities into the learning model.
• Other’s experiences become the surrogate for knowledge.
• People don’t necessarily use a linear model to learn.
• Chaos is a new reality for knowledge workers.
17

Connectivism and Chaos
• Chaos, as a science, is the recognition that everything is
connected to everything.
• Chaos is the breakdown of predictability, evidenced in
complicated arrangements that initially defy order.
• Meaning already exists. You just have to find it.
• Educator (business) and student (customer) must work
together to recognize patterns that seem to be hidden.
– Chaos impacts education models
– Chaos impacts employment/working environment
– Chaos impact marketing/purchasing environment
18

19

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Connectivism’s Impact on Advertising
• Mass Class = Industrial Learning Models
– Linear learning needs a teacher
– Strategy begins with awareness and ends with loyalty
– Traditional measurements: recall, perception, behavior, interruption
– Interactive = Banner Ads
• Custom Class = Connectivism
– Navigating chaos requires a partner
– Strategy begins with chaos and ends with meaning
– New measurements: meaning, interaction, assistance vs.
interruption
– Interactive = Interactive
– Co-creation is paramount 21