Participative Communication | New Approaches to Education of Sustainable Development

International Summer University

webbased learning
lectures and workshops

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

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


social + cultural practice
Participatory Turn

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


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


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


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


Web as platform
Dissemination | Spread the word
Traditional Funnel Viral Funnel


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


[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 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.


[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

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