SlideShare a Scribd company logo
International Summer University + Web 2.0
Social + Cultural Practice
Web as platform
Transmedia + Social Storytelling
Dissemination | Spread the word
Dr. J. Borner | Dr. Jutta Franzen | www.kmgne.de | www.twitter.com/KMGNE | www.facebook.com/KMGNE | Juni 2012|   1
International Summer University

       webbased learning
       lectures and workshops
Dr. J. Borner | Dr. Jutta Franzen | www.kmgne.de | www.twitter.com/KMGNE | www.facebook.com/KMGNE | Juni 2012|   2
International Summer University
based on participation | focussed on collaboration:

sharing knowledge and experience,
discussing peer-to-peer, moderated by experts,
working on practical tasks + creative productions
Dr. J. Borner | Dr. Jutta Franzen | www.kmgne.de | www.twitter.com/KMGNE | www.facebook.com/KMGNE | Juni 2012|   3
social + cultural practice
      Web 2.0

                                                                                      TPFKATA
                              broadcast yourself                                      The People
                                                                                      Formerly
                                                                                      Known As The
                                                                                      Audience.
                                                                                      (Jay Rosen)

                                 Internet Map, Bill Cheswick and Hal Burch




                                                        Cultural Practice + Attitude
        Social Media


Dr. J. Borner | Dr. Jutta Franzen | www.kmgne.de | www.twitter.com/KMGNE | www.facebook.com/KMGNE | Juni 2012|   4
social + cultural practice
                                                                      Participatory Turn




     Digital Activism Decoded | The New Mechanics of Change
     http://getsocial.mod-lab.com/page/what_is_a_social_website

Dr. J. Borner | Dr. Jutta Franzen | www.kmgne.de | www.twitter.com/KMGNE | www.facebook.com/KMGNE | Juni 2012|   5
Web as platform
   Collaborative
   workspace


   Foto
                        flick                                                              twitter
                        r                                                                               Social Network

  Video

             vimeo YouTube                                                                 facebook

                                                                                                        Social
   Audio                                                                                                Bookmarking
                                                                                           delicious
                  soundcloud

                                                                                                        Social
                                                                                                        Storytelling
                                                                                            storify


                                                                                             Titan       Collaborative
                     Publishing      Blog                                                    Pad         writing



Dr. J. Borner | Dr. Jutta Franzen | www.kmgne.de | www.twitter.com/KMGNE | www.facebook.com/KMGNE | Juni 2012|   6
Web as platform
   Collaborative writing

     Titan
     Pad




                                                                Task: Talking about Sustainability

                                                                • Making an interview with young people
                                                                • Discussion of the results peer-to-peer
                                                                • Collaborative writing of a blog post



Dr. J. Borner | Dr. Jutta Franzen | www.kmgne.de | www.twitter.com/KMGNE | www.facebook.com/KMGNE | Juni 2012|   7
Web as platform
   Social + TransMedia Storytelling

                  The story universe:
                  „En el año 2030 un virus mortal
    storif
    y
                  ataca a San Bernardo“

                  Several storylines + media
                  a personal story
                  the scientific point of view
                  the site-specific history etc.


                  Social Storytelling
                  Collaborative + social:
                  Partizipation via
                  Twitter #hashtag
                  Facebook



Dr. J. Borner | Dr. Jutta Franzen | www.kmgne.de | www.twitter.com/KMGNE | www.facebook.com/KMGNE | Juni 2012|   8
Web as platform
       Dissemination | Spread the word
       Traditional Funnel               Viral Funnel




Dr. J. Borner | Dr. Jutta Franzen | www.kmgne.de | www.twitter.com/KMGNE | www.facebook.com/KMGNE | Juni 2012|   9
Web as platform
                                                       Blog Internationale Sommeruniversität
                                                       internationalesommeruni.wordpress.com




Link stacks KMGNE: www.delicious.com/stacks/kmgne_berlin




 www.nrw-denkt-nachhaltig.de                                  www.slideshare.net/kmgne_berlin

Dr. J. Borner | Dr. Jutta Franzen | www.kmgne.de | www.twitter.com/KMGNE | www.facebook.com/KMGNE | Juni 2012|   10
[1] Best Practice: International Summeruniversity + web 2.0

    [2] The International Summeruniversity is organised as a 5-month blended learning,
        combining two periods of webbased learning and two weeks of lectures and
        workshops at the campus in Mecklenburg-Vorpommern resp. Santiago de Chile, Rio de Janeiro.

    [3] All the communications and learning processes- online and on site- are based on participation and
        focussed on collaboration-

    [4] Web 2.0 is first of all a cultural practice and attitude to communications and the use of media, and
        secondly a supporting technology with a set of applications and tools. Web 2.0 seems to have
        overcome the anonymous vertical and one-to-many communication model (we talk, you listen) by
        providing social media (instead of massmedia).

       The people formerly known as the audience are just as much producers as they are consumers of
       content, as much broadcasters as receivers. (Jay Rosen) “Broadcast yourself” – the claim of the
       video platform YouTube- is significant for all the social media as they open communication to
       participation, sharing and collaboration.

    [5] Social media can be defined by the participatory turn and by connecting people. Rooted in
        conversations between people, social media work like word-of-mouth with viral effects and have a
        significant impact on politics and social movements.

       Using social media, sustainability communications take part in this social and cultural change,
       opening access to participation and global networking as well as to a diversity of knowledge,
       interests and resources that cover the complex topic of sustainability.



Dr. J. Borner | Dr. Jutta Franzen | www.kmgne.de | www.twitter.com/KMGNE | www.facebook.com/KMGNE | Juni 2012|   11
[6] The Int. Summeruniversity provides a webbased collaborative workspace, using the web as platform:
    This most important principle of web 2.0- as O’Reilly has emphasized- implies also a shift,
    away from download of static learning materials and working alone, to upload of colloboratively
    generated content, open for discussion, re-edit, sharing. Experts accompany these processes
    and give support if needed.

    The International Summeruniversity’s blog is the core of global publishing, related to the social networks,
    to media-specific platforms (foto, video, audio) and to sharing knowledge by social bookmarking,
    social storytelling and collaborative writing.

    With the blog as core, the focus of all activities is content, i.e. the topics of sustainability. The blog posts
    on these issues stay dynamic, open for comments, sharing and re-edit. Micro-blogging (twitter) and
    social networking (facebook) disseminate the content, referring to the blog posts and by own messages.

[7] Writing has always been important during the Int. Summeruniversity: participants are asked to tell their
    experiences, their opinions and the personal commitment to a sustainable lifestyle. We have opened
    the traditional way of writing alone a final text to collaborative writing: The task now is to write together
    a text for publishing on the blog, sharing and discussion in the social networks.

    The collaboration begins with the self-organised scheduling and brainstorming for this task.
    We recommend the tool Etherpad/ titanpad: A pad for, notes, drafts, final collaborative editing in real time,
    combined with chatting, or as well for diachronic use.

    But collaborative writing is more than just using special tools: it is a cultural practice to which
    most of our participants are net yet used to: some find it difficult, some find it inspiring and creative
    right from the start.


Dr. J. Borner | Dr. Jutta Franzen | www.kmgne.de | www.twitter.com/KMGNE | www.facebook.com/KMGNE | Juni 2012|   12
[8] During the workshops on site we develop visions of a sustainable future as well by the traditional
    scenario technique as by online transmedia and social storytelling:

    A transmedia story offers multiple entry points to several intersecting storylines, which merge into a single
    story-universe. This story universe is developed as a collaborative work and realised trans media, i.e.
    taking advantage ot the strength of video, foto, audio and text to create something new out of their
    symbiosis.

    This year in Santiago we told a transmediastory by developping the story universe as a future scenario.
    Several stroylines and media created the story, which was arranged on the web platform „storify“. People
    were invited to participate via twitter or facebook.

[9] Social media have flipped the funnel of dissemination:
    In the tradtional way you must spread the word to many people in order that some of them will be aware
    of your message and finally a few of them will be convinced and get into action; the viral funnel starts at
    the single point with some people who are already followers of your message and spread the word in
    their networks, the funnel moves wider as more and more people are reached and their word of mouth
    finally have a viral effect.

    The Int. Summeruniversity disseminates the texts, videos and podcasts via Facebook and twitter. The
    participants, alumni, fans and followers who are already commited to the idea of sustainability and the
    Summerunversity‘s topics open the viral funnel by sharing and posting in their networks.

[10] Resources. Follow our blog: internationalesommeruni.wordpress.com
     Commentes are welcome and will be published after having been approved.

    Dr. Jutta Franzen, 2012

Dr. J. Borner | Dr. Jutta Franzen | www.kmgne.de | www.twitter.com/KMGNE | www.facebook.com/KMGNE | Juni 2012|   13

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Participative Communication | New Approaches to Education of Sustainable Development

  • 1. International Summer University + Web 2.0 Social + Cultural Practice Web as platform Transmedia + Social Storytelling Dissemination | Spread the word Dr. J. Borner | Dr. Jutta Franzen | www.kmgne.de | www.twitter.com/KMGNE | www.facebook.com/KMGNE | Juni 2012| 1
  • 2. International Summer University webbased learning lectures and workshops Dr. J. Borner | Dr. Jutta Franzen | www.kmgne.de | www.twitter.com/KMGNE | www.facebook.com/KMGNE | Juni 2012| 2
  • 3. International Summer University based on participation | focussed on collaboration: sharing knowledge and experience, discussing peer-to-peer, moderated by experts, working on practical tasks + creative productions Dr. J. Borner | Dr. Jutta Franzen | www.kmgne.de | www.twitter.com/KMGNE | www.facebook.com/KMGNE | Juni 2012| 3
  • 4. social + cultural practice Web 2.0 TPFKATA broadcast yourself The People Formerly Known As The Audience. (Jay Rosen) Internet Map, Bill Cheswick and Hal Burch Cultural Practice + Attitude Social Media Dr. J. Borner | Dr. Jutta Franzen | www.kmgne.de | www.twitter.com/KMGNE | www.facebook.com/KMGNE | Juni 2012| 4
  • 5. social + cultural practice Participatory Turn Digital Activism Decoded | The New Mechanics of Change http://getsocial.mod-lab.com/page/what_is_a_social_website Dr. J. Borner | Dr. Jutta Franzen | www.kmgne.de | www.twitter.com/KMGNE | www.facebook.com/KMGNE | Juni 2012| 5
  • 6. Web as platform Collaborative workspace Foto flick twitter r Social Network Video vimeo YouTube facebook Social Audio Bookmarking delicious soundcloud Social Storytelling storify Titan Collaborative Publishing Blog Pad writing Dr. J. Borner | Dr. Jutta Franzen | www.kmgne.de | www.twitter.com/KMGNE | www.facebook.com/KMGNE | Juni 2012| 6
  • 7. Web as platform Collaborative writing Titan Pad Task: Talking about Sustainability • Making an interview with young people • Discussion of the results peer-to-peer • Collaborative writing of a blog post Dr. J. Borner | Dr. Jutta Franzen | www.kmgne.de | www.twitter.com/KMGNE | www.facebook.com/KMGNE | Juni 2012| 7
  • 8. Web as platform Social + TransMedia Storytelling The story universe: „En el año 2030 un virus mortal storif y ataca a San Bernardo“ Several storylines + media a personal story the scientific point of view the site-specific history etc. Social Storytelling Collaborative + social: Partizipation via Twitter #hashtag Facebook Dr. J. Borner | Dr. Jutta Franzen | www.kmgne.de | www.twitter.com/KMGNE | www.facebook.com/KMGNE | Juni 2012| 8
  • 9. Web as platform Dissemination | Spread the word Traditional Funnel Viral Funnel Dr. J. Borner | Dr. Jutta Franzen | www.kmgne.de | www.twitter.com/KMGNE | www.facebook.com/KMGNE | Juni 2012| 9
  • 10. Web as platform Blog Internationale Sommeruniversität internationalesommeruni.wordpress.com Link stacks KMGNE: www.delicious.com/stacks/kmgne_berlin www.nrw-denkt-nachhaltig.de www.slideshare.net/kmgne_berlin Dr. J. Borner | Dr. Jutta Franzen | www.kmgne.de | www.twitter.com/KMGNE | www.facebook.com/KMGNE | Juni 2012| 10
  • 11. [1] Best Practice: International Summeruniversity + web 2.0 [2] The International Summeruniversity is organised as a 5-month blended learning, combining two periods of webbased learning and two weeks of lectures and workshops at the campus in Mecklenburg-Vorpommern resp. Santiago de Chile, Rio de Janeiro. [3] All the communications and learning processes- online and on site- are based on participation and focussed on collaboration- [4] Web 2.0 is first of all a cultural practice and attitude to communications and the use of media, and secondly a supporting technology with a set of applications and tools. Web 2.0 seems to have overcome the anonymous vertical and one-to-many communication model (we talk, you listen) by providing social media (instead of massmedia). The people formerly known as the audience are just as much producers as they are consumers of content, as much broadcasters as receivers. (Jay Rosen) “Broadcast yourself” – the claim of the video platform YouTube- is significant for all the social media as they open communication to participation, sharing and collaboration. [5] Social media can be defined by the participatory turn and by connecting people. Rooted in conversations between people, social media work like word-of-mouth with viral effects and have a significant impact on politics and social movements. Using social media, sustainability communications take part in this social and cultural change, opening access to participation and global networking as well as to a diversity of knowledge, interests and resources that cover the complex topic of sustainability. Dr. J. Borner | Dr. Jutta Franzen | www.kmgne.de | www.twitter.com/KMGNE | www.facebook.com/KMGNE | Juni 2012| 11
  • 12. [6] The Int. Summeruniversity provides a webbased collaborative workspace, using the web as platform: This most important principle of web 2.0- as O’Reilly has emphasized- implies also a shift, away from download of static learning materials and working alone, to upload of colloboratively generated content, open for discussion, re-edit, sharing. Experts accompany these processes and give support if needed. The International Summeruniversity’s blog is the core of global publishing, related to the social networks, to media-specific platforms (foto, video, audio) and to sharing knowledge by social bookmarking, social storytelling and collaborative writing. With the blog as core, the focus of all activities is content, i.e. the topics of sustainability. The blog posts on these issues stay dynamic, open for comments, sharing and re-edit. Micro-blogging (twitter) and social networking (facebook) disseminate the content, referring to the blog posts and by own messages. [7] Writing has always been important during the Int. Summeruniversity: participants are asked to tell their experiences, their opinions and the personal commitment to a sustainable lifestyle. We have opened the traditional way of writing alone a final text to collaborative writing: The task now is to write together a text for publishing on the blog, sharing and discussion in the social networks. The collaboration begins with the self-organised scheduling and brainstorming for this task. We recommend the tool Etherpad/ titanpad: A pad for, notes, drafts, final collaborative editing in real time, combined with chatting, or as well for diachronic use. But collaborative writing is more than just using special tools: it is a cultural practice to which most of our participants are net yet used to: some find it difficult, some find it inspiring and creative right from the start. Dr. J. Borner | Dr. Jutta Franzen | www.kmgne.de | www.twitter.com/KMGNE | www.facebook.com/KMGNE | Juni 2012| 12
  • 13. [8] During the workshops on site we develop visions of a sustainable future as well by the traditional scenario technique as by online transmedia and social storytelling: A transmedia story offers multiple entry points to several intersecting storylines, which merge into a single story-universe. This story universe is developed as a collaborative work and realised trans media, i.e. taking advantage ot the strength of video, foto, audio and text to create something new out of their symbiosis. This year in Santiago we told a transmediastory by developping the story universe as a future scenario. Several stroylines and media created the story, which was arranged on the web platform „storify“. People were invited to participate via twitter or facebook. [9] Social media have flipped the funnel of dissemination: In the tradtional way you must spread the word to many people in order that some of them will be aware of your message and finally a few of them will be convinced and get into action; the viral funnel starts at the single point with some people who are already followers of your message and spread the word in their networks, the funnel moves wider as more and more people are reached and their word of mouth finally have a viral effect. The Int. Summeruniversity disseminates the texts, videos and podcasts via Facebook and twitter. The participants, alumni, fans and followers who are already commited to the idea of sustainability and the Summerunversity‘s topics open the viral funnel by sharing and posting in their networks. [10] Resources. Follow our blog: internationalesommeruni.wordpress.com Commentes are welcome and will be published after having been approved. Dr. Jutta Franzen, 2012 Dr. J. Borner | Dr. Jutta Franzen | www.kmgne.de | www.twitter.com/KMGNE | www.facebook.com/KMGNE | Juni 2012| 13

Editor's Notes

  1. The International Summeruniversity is organised as a 5-month blended learning, combining two periods of webbased learning and two weeks of lectures and workshops at the campus in Mecklenburg-Vorpommern resp. Santiago de Chile, Rio de Janeiro.
  2. All the communications and learning processes- online and on site- are based on participation and focussed on collaboration: sharing knowledge and experience, discussing peer-to-peer, moderated by experts, working on practical tasks and creative productions
  3. Web 2.0 is first of all a cultural practice and attitude to communications and the use of media, and secondly a supporting technology with a set of applications and tools. Web 2.0 seems to have overcome the anonymous vertical and one-to-many communication model (we talk, you listen) by providing social media (instead of massmedia). The people formerly known as the audience are just as much producers as they are consumers of content, as much broadcasters as receivers . (Jay Rosen) “ Broadcast yourself” – the claim of the video platform YouTube- is significant for all the social media as they open communication to participation, sharing and collaboration .
  4. Social media can be defined by the participatory turn and by connecting people. Rooted in conversations between people, social media work like word-of-mouth with viral effects and have a significant impact on politics and social movements. Using social media, sustainability communications take part in this social and cultural change, opening access to participation and global networking as well as to a diversity of knowledge, interests and resources that cover the complex topic of sustainability.
  5. Now let’s have a look on HOW we communicate and learn via web 2.0: The Int. Summeruniversity provides a webbased collaborative workspace, using the web as platform: This most important principle of web 2.0- as O’Reilly has emphasized- implies also a shift, away from download of static learning materials and working alone to upload of colloborative generated content, open for discussion, re-edit, sharing. Experts accompany these processes and give support if needed. The International Summeruniversity’s blog is the core of global publishing, related to the social networks, to media-specific platforms (foto, video, audio) and to sharing knowledge by social bookmarking, social storytelling and collaborative writing. With the blog as core, the focus of all activities is content, i.e. the topics of sustainability. The blog posts on these issues stay dynamic, open for comments, sharing and re-edit. Micro-blogging (twitter) and social networking (facebook) disseminate the content, referring to the blog posts and by own messages and posts.
  6. Writing has always been important during the Int. Summeruniversity: participants are asked to tell their experiences, their opinions and the personal commitment to a sustainable lifestyle. We have opened the traditional way of writing alone a final text to collaborative writing: The task now is to write together a text for publishing on the blog, sharing and discussion in the social networks. The collaboration begins with the self-organised scheduling and brainstorming for this task. We recommend the tool Etherpad/ titanpad: A pad for, notes, drafts, final collaborative editing in real time, combined with chatting, or as well for diachronic use. But collaborative writing is more than just using special tools: it is a cultural practice to which most of our participants are net yet used to: some find it difficult, some find it inspiring and creative right from the start.
  7. During the workshops on site we develop visions of a sustainable future as well by the traditional scenario technique as by online transmedia and social storytelling: A transmedia story offers multiple entry points to several intersecting storylines, which merge into a single story-universe. This story universe is developed as a collaborative work and realised trans media, i.e. taking advantage ot the strength of video, foto, audio and text to create something new out of their symbiosis . This year in Santiago we told a transmediastory by developping the story universe as a future scenario. Several stroylines and media created the story, which was arranged on the web platform „storify“. People were invited to participate via twitter or facebook.
  8. Social media have flipped the funnel of dissemination: In the tradtional way you must spread the word to many people in order that some of them will be aware of your message and finally a few of them will be convinced and get into action; the viral funnel starts at the single point with some people who are already followers of your message and spread the word in their networks, the funnel moves wider as more and more people are reached and their word of mouth finally have a viral effect. The Int. Summeruniversity disseminates the texts, videos and podcasts via Facebook and twitter. The participants, alumni, fans and followers who are already commited to the idea of sustainability and the Summerunversity‘s topics open the viral funnel by sharing and posting in their networks.
  9. Join in the conversation and follow us: internationalesommeruni.wordpress.com Comments are welcome and will be published after having been approved. Resources. www.delicious.com/stacks/kmgne_berlin www.slideshare.net/kmgne_berlin www.nrw-denkt-nachhaltig.de