aera 2010 - social presence: what is it? and how do we measure it?
TRANSCRIPT
Social PresenceWhat is it? And How Do We Measure It?
Patrick R. Lowenthal | University of Colorado Denver
What is Social Presence?
Communications Studies Group at the University College in London in the 1970s
Short, J.A., Williams, E., & Christie, B. (1976). The social psychology of telecommunications. New York: John Wiley & Sons.
Social Presence Theory
Original Definition
Social presence is the degree of salience (i.e., quality or state of being there) between two communicators using a communication medium.
What does that mean?
• It’s a quality of a communication medium.
• Some media (e.g., video) have higher social presence than other media (e.g., audio)
• Media w/ high social presence are sociable, warm, and personal; media w/ low social presence are as less personal.
For Example
Why
does this matter?
Our Lives Have Changed
We are social beings!
Learning is social!
Is social learning online possible?
Computer-mediated Communication
Early CMC Research Suggested CMC is a lean medium
CMC is better at task oriented communication
CMC is inherently antisocial and impersonal
(learning = social) +
(CMC = antisocial) =
???
Rise of Online Learning
Proponents and practitioners argued CMC can support the social practice of learning
and be very interpersonal
Learners can present themselves as being “real” as well as “connect” with others
Perceptions & behaviors online matter just as much, if not more, than a medium’s supposed capabilities
Rise of Online Learning
Proponents and practitioners argued CMC can support the social practice of learning
and be very interpersonal
Learners can present themselves as being “real” as well as “connect” with others
Perceptions & behaviors online matter just as much, if not more, than a medium’s supposed capabilities
Rise of Online Learning
Proponents and practitioners argued CMC can support the social practice of learning
and be very interpersonal
Learners can present themselves as being “real” as well as “connect” with others
Perceptions & behaviors online matter just as much, if not more, than a medium’s supposed capabilities
Why does this
matter?
Research on Social Presence
A relationship between social presence and student satisfaction
A relationship between social presence and the development of a community of learners
A relationship between social presence and perceived learning
Research on Social Presence
A relationship between social presence and student satisfaction
A relationship between social presence and the development of a community of learners
A relationship between social presence and perceived learning
Research on Social Presence
A relationship between social presence and student satisfaction
A relationship between social presence and the development of a community of learners
A relationship between social presence and perceived learning
Why does this
matter to me?
But are researcherstalking about the
same thing?
How is Social Presence definedtoday?
Definitions of Social Presence “the degree to which a person is perceived as a ‘real person’”
(Gunawardena)
“the ability … to project themselves socially and emotionally, as ‘real’ people (i.e., their full personality), through the medium of communication being used” (Garrison et al., 2000)
“a student’s sense of being in and belonging in a course and the ability to interact with other students and an instructor” (Picciano, 2002)
“the degree of feeling, perception, and reaction of being connected by CMC to another intellectual entity through a text-based encounter” (Tu & McIsaac, 2002)
“the ability of participants to identify with the community …, communicate purposefully in a trusting environment, and develop inter-personal relationships by way of projecting their individual personalities.” (Garrison, 2009)
Definitions of Social Presence “the degree to which a person is perceived as a ‘real person’”
(Gunawardena)
“the ability … to project themselves socially and emotionally, as ‘real’ people (i.e., their full personality), through the medium of communication being used” (Garrison et al., 2000)
“a student’s sense of being in and belonging in a course and the ability to interact with other students and an instructor” (Picciano, 2002)
“the degree of feeling, perception, and reaction of being connected by CMC to another intellectual entity through a text-based encounter” (Tu & McIsaac, 2002)
“the ability of participants to identify with the community …, communicate purposefully in a trusting environment, and develop inter-personal relationships by way of projecting their individual personalities.” (Garrison, 2009)
Definitions of Social Presence “the degree to which a person is perceived as a ‘real person’”
(Gunawardena)
“the ability … to project themselves socially and emotionally, as ‘real’ people (i.e., their full personality), through the medium of communication being used” (Garrison et al., 2000)
“a student’s sense of being in and belonging in a course and the ability to interact with other students and an instructor” (Picciano, 2002)
“the degree of feeling, perception, and reaction of being connected by CMC to another intellectual entity through a text-based encounter” (Tu & McIsaac, 2002)
“the ability of participants to identify with the community …, communicate purposefully in a trusting environment, and develop inter-personal relationships by way of projecting their individual personalities.” (Garrison, 2009)
Definitions of Social Presence “the degree to which a person is perceived as a ‘real person’”
(Gunawardena)
“the ability … to project themselves socially and emotionally, as ‘real’ people (i.e., their full personality), through the medium of communication being used” (Garrison et al., 2000)
“a student’s sense of being in and belonging in a course and the ability to interact with other students and an instructor” (Picciano, 2002)
“the degree of feeling, perception, and reaction of being connected by CMC to another intellectual entity through a text-based encounter” (Tu & McIsaac, 2002)
“the ability of participants to identify with the community …, communicate purposefully in a trusting environment, and develop inter-personal relationships by way of projecting their individual personalities.” (Garrison, 2009)
Definitions of Social Presence “the degree to which a person is perceived as a ‘real person’”
(Gunawardena)
“the ability … to project themselves socially and emotionally, as ‘real’ people (i.e., their full personality), through the medium of communication being used” (Garrison et al., 2000)
“a student’s sense of being in and belonging in a course and the ability to interact with other students and an instructor” (Picciano, 2002)
“the degree of feeling, perception, and reaction of being connected by CMC to another intellectual entity through a text-based encounter” (Tu & McIsaac, 2002)
“the ability of participants to identify with the community …, communicate purposefully in a trusting environment, and develop inter-personal relationships by way of projecting their individual personalities.” (Garrison, 2009)
Original Definition
Social presence is the degree of salience (i.e., quality or state of being there) between two communicators using a communication medium.
How do researchers
measure it?
Perceptions or
Behaviors
Perceptions or and
Behaviors
Community of Inquiry
Perceptions
Affective
Open communication / Interactive
Cohesive
Perceptions
Affective expression
--Getting to know other course participants gave me a sense of belonging in the course.
--I was able to form distinct impressions of some course participants.
--Online or web-based communication is an excellent medium for social interaction.
Perceptions
Affective expression
--Getting to know other course participants gave me a sense of belonging in the course.
--I was able to form distinct impressions of some course participants.
--Online or web-based communication is an excellent medium for social interaction.
Perceptions
Open communication / Interactive
--I felt comfortable conversing through the online medium.
--I felt comfortable participating in the course discussions.
--I felt comfortable interacting with other course participants.
Perceptions
Group cohesion
--I felt comfortable disagreeing with other course participants while still maintaining a sense of trust.
--I felt that my point of view was acknowledged by other course participants.
--Online discussions help me to develop a sense of collaboration.
Perceptions
Group cohesion
--I felt comfortable disagreeing with other course participants while still maintaining a sense of trust.
--I felt that my point of view was acknowledged by other course participants.
--Online discussions help me to develop a sense of collaboration.
Behaviors
Affective
Open communication / Interactive
Cohesive
BehaviorsSwan (2003a) Hughes et al. (2007)Categories & Indicators Categories & Indicators
Affective Affective EmotionParalanguageValueHumorSelf-Disclosure
Expression of emotionUse of HumorSelf-Disclosure
Interactive Interactive AcknowledgementDisagreementApprovalInvitationPersonal Advice
Referring to other’s messagesExpressing Agreement Asking QuestionsComplimenting, expressing appreciation
Cohesive Cohesive Greetings & SalutationsVocativesGroup ReferenceSocial SharingSelf-reflection
Phatics / SalutationsVocativesExpresses group inclusivityEmbracing the Group
BehaviorsSwan (2003a) Hughes et al. (2007)Categories & Indicators Categories & Indicators
Affective Affective EmotionParalanguageValueHumorSelf-Disclosure
Expression of emotionUse of HumorSelf-Disclosure
Interactive Interactive AcknowledgementDisagreementApprovalInvitationPersonal Advice
Referring to other’s messagesExpressing Agreement Asking QuestionsComplimenting, expressing appreciation
Cohesive Cohesive Greetings & SalutationsVocativesGroup ReferenceSocial SharingSelf-reflection
Phatics / SalutationsVocativesExpresses group inclusivityEmbracing the Group
Social Presence
Affective Cohesive
+ + =
Interactive Social Presence
Are they all
equal?
So what does this
all mean?
