This document discusses various theoretical concepts and practical techniques related to online moderation. It covers types of communication, models of mass communication, the roles of moderators, competencies for moderators, tools for moderation, legal issues, and theories related to online communication and moderation. Key points include different asynchronous and synchronous communication methods, the importance of understanding online communication processes and technical skills for moderators, and techniques like using questions, summaries, and ensuring discussions stay on topic.

1. Online Moderation Theoretical background and practical hints Jan Ehlers

2. Types of communication Face to Face Written Mail Chat/messenger Discussion board Audio Telefone Skype Video Synchronous Asynchronous Synchronous Asynchronous Synchronous Synchronous Synchronous

3. Model of mass communication (MALETZKE 1963)

4. Model of mass communication (MALETZKE 1963) Own interpretation of information No non-verbal information CAVE: rumour and gossip Sleeper-effekt (disconnection of message and author) Kognitive dissonance (selective cognition)

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

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

7. 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)

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

9. 5-step model of e-moderation (SALMON 2001)

10. 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

11. 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

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

13. CAVE!! Flaming and lurking Generalisations Spiral of silence Nettiquette

14. Theories SIDE : Social Identity and Deindividuation (Anonymity and identifiability) REICHER, SPEARS und POSTMES 1995 Messaging treshold Ansatz (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

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

16. Sarah and Tierney How to deal with the NOVICE tools…