Participative Communication | New Approaches to Education of Sustainable Development


International Summer University

webbased learning lectures and workshops


International Summer Universitybased on participation | focussed on collaboration:

sharing knowledge and experience,discussing peer-to-peer, moderated by experts,working on practical tasks + creative productions


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

Web 2.0

broadcast yourself

Internet Map, Bill Cheswick and Hal Burch

Social Media Cultural Practice + Attitude

socia

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http://getsocial.mod-lab.com/page/what_is_a_social_website

Participatory Turn

Digital Activism Decoded | The New Mechanics of Change

socia

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flickr

Foto

Video

Audio

vimeo YouTube

soundcloud

twitter

facebook

delicious

Social Network

Social Bookmarking

Blog

Social Storytelling

Publishing

storify

TitanPad

Collaborativewriting

Collaborativeworkspace

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rmCollaborative writing

TitanPad

Task: Talking about Sustainability

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


Social + TransMedia Storytelling

storify

The story universe: „En el año 2030 un virus mortal

ataca a San Bernardo“

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

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Social StorytellingCollaborative + social:Partizipation via Twitter #hashtag Facebook


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rmDissemination | Spread the word

Traditional Funnel Viral Funnel


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

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[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.


[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 togethera 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.


[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

Participative Communication | New Approaches to Education of Sustainable Development

Education

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