Viral Knowledge for Any Discipline: A Health Communication Instructional Case

Exemplar for Teaching Students to Distribute Learning!

Jessica J. Eckstein, Ph.D.Assistant Professor

Communication DepartmentWestern Connecticut State University

• http://www.youtube.com/watch?v=owGykVbfgUE

• http://www.youtube.com/watch?v=jU7fhIO7DG0

• http://www.youtube.com/user/ladygagaofficial?blend=1&ob=4#p/f/5/VEFgSV36vnA

Today…

1. Background/Rationale2. Technologies Implemented3. Steps of Project– Lessons Learned

4. Student Outcomes

Background/Rationale• Emphasize Credible Knowledge• Use the System• Demonstrate Students as Agents of Change• Educators’ Responsibilities– Social Learning Model or Relational Model of

Instruction– Equalizing Power/Knowledge Distribution– Accuracy, Clarity, Outcome Projection

Technologies Implemented• YouTube video searches Online (content analyses)

• EBSCO & GoogleScholar Internet research engines (background scholarly research)

• Digital video cameras (produce PSA)

• Editing programs/software (edit PSA)

• YouTube monitoring (track content & responses to PSA)

Proposed Timeline & Assignments to Implement Viral Project in a Semester-Long Course

Steps & Optional Tools to Suggested Instructor Tasks Grade/Evaluate Semester Placement One: Preparing Students *Incorporate lecture material *Lecture around 5th week - Lecture on persuasion, viral media into course quizzes/exams 3-4 weeks before midterm

Two: Building Expertise *Group summary paper of *Assign around 7 th week

- Assign research: existing online videos Can finish over midterm Videos currently online

Three: Building Expertise *Group “applied bibliography” *Due around 9th week - Assign research: Scholarly resources Assign immediately after

Step Two papers submitted

Four: Making the Video *Link to completed, posted video *Due around 13th week, time - Assign video production to distribute & get hits - Verify usability of video links Students may finish sooner

Five: Assessing Viral Success *Instructor graded evaluation of *Grade before viewing day - Grade videos on content & each video production value - Conduct class vote to select *Instructor- & class-choice “bests” *Hold viewing day last week category winners - Assess most “viral” videos *Count of hits *Tally on last day/end of term

• http://www.youtube.com/watch?v=SCjxMvIKw-c

• http://www.youtube.com/watch?v=siAVf9_DPHo

• http://www.youtube.com/watch?v=UTCp3DIbUww

Student Outcomes• Students’ Internet-user skills developed

– Search engine technology– Monitoring public feedback online– Observational, content-analytic research conducted online

• Group collaboration– via email, shareware, chatrooms, cell phones, text messages, in-person)– Organization, collaboration, implementation, & data-sharing

• Students’ production skills– Web-based video design

• in-person media tools, software• online design resources• music files, photo files, video files• editing tools

• Students’ publication skills– Publicizing compiled information creatively & successfully

• Shareware sites, managing multiple data file types• Distribution abilities via email, social networking sites (e.g., Facebook, Twitter),

word-of-mouth, links on third party sites– Tracking viewer feedback via online posts, numerical tracking “hits”