The Evolution of Advertising: From Papyrus to YouTube

“Advertising today is selling Corn Flakes to people who are eating Cheerios” (Levinson, 1994) In one simple sentence, advertising icon Leo Burnett is able to provide insight into the complex and constantly-evolving world of advertising. While you may not recognize Burnett by name, there is no doubt that you will know his work as he is responsible for bringing some of the most recognized brands to life; including: the Pillsbury Doughboy, the Keebler Elves, the Marlboro Man, the Jolly Green Giant, Tony the Tiger and Ronald McDonald. What made Leo Burnett so successful was the innovative use of textual, audible and visual elements to capture the imagination and the emotions of the target demographic. It is these elements combined with the emergence of communication technologies that have allowed advertising to evolve into an entity that blends information, innovation and science to be the educator of new technology.

The History of Advertising

While we will examine the psychology of advertising in the digital age, it is important to consider the evolution of advertising and more specifically the inventions that helped shape its foundation. The printing press, the radio, the television and most recently the Internet are all types of media that are used to inform, educate, persuade, and communicate (Sample, 2007).

It was these activities that are found at the dawn of the advertising era. In pre-literate cultures, street callers would announce the arrival of ships, cargo and where proprietors would be able to set up tables to sell their fruits and vegetables (Reference.com, 2010). The signs on the street would be crafted in the shape of whatever was being sold in the shops, a boot for shoes, a diamond for jewellery or a bag of flour for baking goods (Reference.com, 2010). In Pompeii, examples of advertising on shop signs for establishments for drinking and eating and accommodations were mostly simplistic in nature but there are also examples of “beautiful illustrations and persuasive words” (Rokicki, 1987). The walls of Pompeii were blanketed with messages in what could be considered as the earliest example of billboard advertising (Sampson, 1875). The campaign slogans for politicians would also be displayed (Reference.com, 2010). All of these inscriptions were written in Latin, and were divided by scholars into three categories: formal inscriptions, graffiti, and dipinti. The first and most formal was also the most long-lasting as stone was the standard canvas. It would be used for communicating charitable acts or to praise or immortalize public works projects. The second, graffitti, which literally translates to “scratches”, used more simplistic engraving techniques and was very popular in Pompeii. The last category, dipitni, were wall paintings that were used to promote elections, or to inform the public about upcoming games (Rokicki, 1987).

Pompeii Advertising

In Egypt, papyrus was used as the standard media for posters and notices while commercial entities tended to use painted walls or stones. The painting of walls or stones actually originated in 4000 BCE with the Indians and their rock-art paintings. This is a great example of the evolution of advertising media across completely different cultures (Reference.com, 2010).

The development of the printing press brought an abundance of change from influencing politics and family life to striving to achieve universal literacy (Ong, 115-116). The printing trade also went through a significant transformation as scribes who once wrote books, weekly newspapers and advices by hand were no longer needed. Those who specialized in decoration, illumination or painting continued to find employment for some time as such treatment continued to be applied to some printed books well into the next century (Clement, 1997). It was near the end of the 1400s where half-title pages started appearing in books listing the book title and the name of the author. This not only advertised the topic of the book, but it also acted as a promotional tool for the author and eventually evolved into the title page that is commonly found in books today. This is another example of the evolution of advertising media as the ancient art of printing helped revolutionize how books, and other types of printed media were formatted (Clement, 1997).

Using the aforementioned textual elements, the first ad for coffee was published as strictly text with no visual elements. It appeared on May 26th, 1657 in the Publick Advisor:

In Bartholomew Lane, on the back side of the Old Exchange the drink called coffee, which is a very wholesome and physical drink, have many excellent vertues, closes the orifices of the stomach, fortifies the heat within, helpeth digestion, quickeneth the spirits, maketh the heart lightsum, is good against eye-sores, coughs, or colds, rhumes, consumptions, head ache, dropsie, gout, scurvy, King’s evil, and many others; is to be sold both in the morning and at three of the clock in the afternoon. (Wood, 1958, p.32)

While it is impossible to know if the author of the advertisement actually believed that coffee was the miracle cure it is made out to be, it is interesting to see that while the media used for advertising has evolved, the techniques used by advertisers hasn’t really changed.
To call attention to important advertisements, in March of 1681 the Domestic Intelligencer used a pointing finger ornament:

Finger Pointer

WHEREAS a Person in London on some discontent did early on Monday morning last retire from his dwelling-house and not yet return’d, it is the earnest request of several of his particular friends, that the said person would speedily repair to some or one of them, that he thinks most fit, it being of absolute necessity for reasons he does not vet know of. (Wood, 1958, p.35)

Eventually, black and white and coloured images became commonplace alongside written text in newspaper articles.

The invention of the radio in the 1920s marked the first time oral narrations and storytelling was able to reach families directly in their home. Advertising was able to connect the human voice and the emotional appeal of drama to the products or services that they were trying to sell. This 26-second Old Spice commercial is a great example of this technique:

Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.

The introduction of the radio galvanized the advertising world, adding a new dimension to the creative process (Wood, 1958). The invention of the television brought commercial advertising to an entirely new level, as radio programming and commercials transformed with the addition of a visual element. It quickly became the preferred media choice for advertisers (Wood, 1958) until the creation of the World Wide Web in 1990 by Tim Berners-Lee and Robert Cailliau. The vision that Berners-Lee had for what would eventually become the Internet was humble in comparison to the commercial entity that it has become today. An intricate balance of words, sounds and images blended together in a wide array of techniques used by advertisers to attempt to catch the attention of the masses (Bolter, 68-69). The complexity of advertising is such that it is recognized as a science, in particular the psychology behind successful advertising campaigns.

The Psychology of Advertising
It is almost impossible to watch television or browse the Internet without at least one commercial advertisement appearing on the screen. With television, the advertisements are usually easy to recognize. Product placement for instance is where commercial products are visible, like the Coca Cola bottles on American Idol or something more elaborate like a scene being scripted to have an actor talk about a specific feature of a product like a car or a smartphone. The latter has become more popular since the invention of the digital video recorder since people now have the ability to record live television and skip commercials.

The latest advertising techniques and methodologies are based on statistics, complex algorithms, browsing and watching habits, geo-specific interests, and a wide range of other variables. They have also become a showcase for the latest technologies for displaying dynamic text, sounds and images which advertisers use to promote their product. While the quality of the product is still important, it is how the product is advertised that will determine its success or failure.

Among the most successful advertisers is Apple. This is an interesting statement considering they are a technology company, but Apple is recognized equally for the aesthetics of their technology and for their multi-million dollar ad campaigns starting with the release of what is regarded as “The Greatest Commercial of All Time” in 1984.

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This started a trend of groundbreaking advertisements by Apple, that blended oral and literal elements that truly captivated the viewing audience. The most successful of these ads are the iPod ads:

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In the Internet era, it is websites like Facebook.com and YouTube.com that are among the most popular for advertisers. In fact, their entire business is based on income generated by advertising dollars. The technologies used for advertisements have become so advanced that they are able to display ads that are specifically generated to be of interest to the individual who is browsing the page. Google.com is another excellent example, their cloud-based email client Gmail has text-based advertisements that appear above your inbox. The advertisements that appear are generated based on keywords that are in the email messages that you have received.

The psychology of advertising has evolved to the point that advertisers are using multiple forms of advertising media and the best elements of each to reach the widest possible audience. The following videos show how Old Spice has evolved their message from the radio advertisement that you listened to earlier to a television advertisement and a collection of videos on YouTube.com, each specifically addressed to one person.

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Conclusion
In commenting on our culture being dominated by imagery, Frederic Jameson commented that “My sense is that this is essentially a visual culture, wired for sound—but one where the linguistic element … is slack and flabby, and not to be made interesting without ingenuity, daring and keen motivation” (As sited in Bolter, 47-48, 2009). While there has certainly been a shift away from print technology, it is clear from the blending of textual and visual elements in advertising that literacy is still an integral aspect of modern culture. The creativity, actuation and risk-taking involved in commercial marketing are not only helping promote products but they are ensuring that linguistics stay relevant.

An excellent example of the blending of textual and visual elements is in the following short film. While it isn’t directly related to advertising it supports the statement above.

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References

Apple(producer). (2006, April 4). Apple 1984 macintosh commercial [commercial]. Retrieved from: https://www.youtube.com/watch?v=G9S8JS1qyRM.

Apple(producer). (2006, July 25). iPod ad technologic – daft punk [commercial]. Retrieved from: https://www.youtube.com/watch?v=G9S8JS1qyRM.

Bolter, Jay David. (2001). Writing Space: Computers, Hypertext, and the remediation of print. Mahwah, New Jersey: Lawrence Erlbaum Associates.

Clement, R. W. (1997). Medieval and renaissance book production: the printed book. In R. Clement (Ed.),books and universities. Retrieved from: http://www.the-orb.net/encyclop/culture/books/medbook2.html.

Hughes, P. (Director). (2009, January 29). SIGNS [Video]. Retrieved from: https://www.youtube.com/watch?v=uy0HNWto0UY&fmt=18.

ICTeachers Ltd. (2007). ICTeachers photo library ancient civilisations. Retrieved from: http://www.icteachers.co.uk/photos/ancientcivilisations.htm.

Levinson, J. C. (1994). Guerilla advertising: cost-effective techniques for small-business success. New York: Houghton Mifflin Company.

Ong, W. (1982.) Orality and literacy: the technologizing of the word. London: Methuen.

OldTimeRadioFans.com. Listen to retro old radio commercials: old spice. Retrieved from: http://www.oldtimeradiofans.com/old_radio_commercials/old_spice.php.

Old Spice(producer). (2010, February 5). Old Spice: the man your man could smell like [commercial]. Retrieved from: http://www.oldspice.com/videos/all/22/the-man-your-man-could-smell-like/.

Old Spice(producer). (2010, July 12). Old Spice: Re: @TheEllenShow [YouTube Video]. Retrieved from: https://www.youtube.com/watch?v=0Cs95FmimP0.

Reference.com (2010). Advertising. Retrieved from http://www.reference.com/browse/Advertising.

Rokicki, J. (1987). The CBS interactive business network: reference publications: advertising in the Roman Empire. Retrieved from http://findarticles.com/p/articles/mi_m1510/is_1987_Spring/ai_4806053/pg_5/?tag=content;col1.

Sample, T. (2007). Ezine articles: The history and evolution of the advertising industry. Retrieved from http://ezinearticles.com/?The-History-and-Evolution-of-the-Advertising-Industry&id=457430.

Sampson, H. (1874). A history of advertising, from the earliest times: illustrated by anecdotes, curious specimens, and biographical notes. Chatto.

Wood, J. P. (1958). The story of advertising. New York: Ronald Press Co.

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Major Project – Cindy Leach Plunkett – Digital Literacy

 Welcome to my ETEC540 Major Paper on Digital Literacy. 

My name is Cindy (Leach) Plunkett.  As an English major my first compunction when thinking about a ‘major paper’ was to ‘write’ a 2000 word paper.  When I say write, I do mean with pen and paper, with a subsequent transcription into MS Word for online posting.  Amusing, yes?  As you can see I reconsidered my options.  Not only because of the hypocrisy of ‘writing’ a paper for a Masters of Educational Technologies course, but also because of the topic.  It’s time to start ‘walking the walk’ so to speak.  If you Google, you’ll find about a half dozen pages, blogs, presentations, started in other mediums before I settled on WordPress.  Sadly I opted for the tool that was free, comfortable, familiar and easy to use.  I longed to use Prezi or to create a movie using Windows Movie Maker, but sadly I lacked the time, confidence and imagination.  I found myself wondering if my situation is unique, or could this feeling be true for many others, not only in this class but also within my corporation.  Is this an issue of Digital Literacy?  What is Digital Literacy?  How many others struggle with Digital Literacy?

     The cascade of questions spurred by simply trying to pick a medium before the topic is one of my reasons for exploring Digital Literacy.  The other reason is related to my learners.  The group I work with was created due to a needs analysis at our organization.  It was done back in 2000 just as the organization was about to implement a very aggressive information management strategic plan.  The clinicians very strongly indicated that in order to feel supported and for the implementation to succeed, they needed on site, one to one computer training.  We’ve come a long way since then, all of our units now have electronic medication order entry and administration, but implementations like our new ePaystubs have highlighted that there is still a large population that struggle with Digital Literacy.  I wanted to explore this topic further to see if I could discover strategies to better support and educate this group.

     I work best moving from macro elements to micro elements, scaffolding my learning along the way.  I therefore developed the following exploratory questions to lead me towards my goal:  What is Digital Literacy?, Why is Digital Literacy important?,  What does this mean in Canada?, Does the Digital Divide effect Canada and Digital Literacy? and lastly, What does this mean for my learners/class?

To view my presentation please go to https://cleach.wordpress.com/

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E-Readers: Supporting Students with Reading Difficulties

How can one read to learn if one cannot learn to read? – Barrie Carter

The Artist’s Statement (The Critical Issue)

As a special education teacher, I know that students with reading difficulties (not to be replaced or confused with reading disabilities or reading disorders) also require accommodations that work to support their reading skills in fluency, pace, and comprehension. Although there are various levels of reading difficulties, they all have one thing in common: they affect the way in which a student works to read print or text. Indeed, these students routinely express their frustrations around their inability to read at grade level. In turn, this affects their degree of confidence, level of esteem, and sense of self-concept. As a result, these students begin to lose hope and even resign from working to improve their ability to read well. Many forms of adaptations, modifications, and accommodations have been used to support students with reading difficulties, but they do not always produce the results that these students anticipate or expect. After all, most of the traditional forms of adaptations, modifications, and accommodations around reading improvement are antiquated, thus producing slight successes unworthy of applause or recognition. Certainly, some colleagues and experts would argue that the traditional forms of support are applicable, and worthy of mention and use. However, unlike digital technologies, these traditional forms may not be as significantly effective, efficient, and productive, for they do not have a dynamic digital interface that allows students with reading difficulties to hear the text spoken, to change the font size and type, and to click on a word to seek its definition.

Digital technologies, like sophisticated and advanced e-readers (hereafter ‘e-readers’), allow students with reading difficulties to strengthen their reading skills with a greater sense of autonomy, pacing, and fulfillment, for there would be less adult interference, intrusiveness, corrections, and interruptions. Otherwise, these students could develop further unspoken feelings of inadequacy, embarrassment, disappointment, and even failure. Altogether, the use of e-readers places these students in a position of exercising greater ownership over of their overall learning. After all, these students can work to build a sense of pride for their successes by way of routinely self-monitoring their progress and advancement. In truth, throughout the years, numerous traditional reading programs and strategies have come and gone, while very few remain. However, even the programs and the strategies that have continued to survive are beginning to wane because they do not offer an interface that allows students to manipulate print in the same manner that digital text can be manipulated. Certainly, there are similarities: students can highlight, underline, and add margin notes to both print and text as well as have both print and text read back to them. However, it is the interface itself and the tools offered in e-readers that attract and delight students, which is, in essence, significant when it comes to supporting students with reading difficulties. Overall, I am of the mindset that e-readers should be readily available and accessible to students with reading difficulties throughout their academic journey.

Rationale

First, according to the BC Ministry of Education, special education programs and services enable students with special needs to have equitable access to learning and to opportunities to pursue and to achieve the goals of their educational programs (Special Education Services: A Manual of Policies, Procedures, and Guidelines, 2010, p.1). However, one way of advancing this rationale is to support and to invest in educational technologies that could be available to students with reading difficulties, rather than to students with ministry designations only.

Second, according to the BC Ministry of Education’s policy on inclusion, the province “promotes an inclusive education system in which students with special needs are fully participating members of a community of learners. Inclusion describes the principle that all students are entitled to equitable access to learning, achievement, and the pursuit of excellence in all aspects of their educational programs. The practice of inclusion is not necessarily synonymous with full integration in regular classrooms, and goes beyond placement to include meaningful participation and the promotion of interaction with others” (Special Education Services: A Manual of Policies, Procedures, and Guidelines, 2010, p. 2). However, one way of advancing this rationale is to ensure that all students with reading difficulties have the same entitlements that would allow them to have the necessary and applicable assistive technologies that students with ministry designations would have. Certainly, this would help complement early literacy intervention and help support reading abilities.

Third, according to a United States Government Accountability Office Report, students with disabilities represent 11 percent of all post-secondary students, and the population is growing. Every K-12 school district and nearly every post-secondary institution in the U.S. is subject to Section 504 of the Rehabilitation Act of 1973 and Title II of the Americans with Disabilities Act, which prohibits discrimination on the basis of a disability. In a joint letter written to college and to university presidents, the Departments of Justice and Education address this concern to provide accessible electronic book readers for post-secondary students with disabilities. The 2010 letter states that, “ensuring equal access to emerging technology in university and college classrooms is a means to the goal of full integration and equal educational opportunity for students with disabilities. With technological advances, procuring electronic book readers that are accessible should be neither costly nor difficult” (Don Johnston Inc., 2010). However, the United States should include technology integration and inclusion policy to support all students with learning difficulties at all grade levels. After all, most of the learning difficulties centre on reading and writing, the two domains that are most often assessed and evaluated, and occur at an early age in all students with learning difficulties.

Overall, based on the above rationales, the United States seems to have a greater level of support for students with disabilities because the United States intentionally uses language around the utilization and the inclusion of emerging technologies like e-readers at the post-secondary level. However, both governments should support technology integration and inclusion at all grade levels as a means of strengthening reading skills, whether students are designated with a reading disability or not. In other words, even students with reading difficulties should be given the same access to educational and assistive technologies like e-readers, for these students are just as worthy. In fact, the return on investment would be profitable for reasons too numerous to list. Nevertheless, the use of e-readers by students with reading difficulties pays dividends, as per current research.

Focus

I would like to propose that the public education system in BC make e-readers available and accessible to students with reading difficulties at all grade levels. Indeed, this type of accommodation, deemed as an assistive technology, would help support these students, for e-readers offer more than paper-based books (via printed codex). After all, e-readers allow for text-to-speech (TTS), font manipulation, hyperlinks, and repeated text speech, all of which work to enhance the reading experience and support students with reading difficulties.

Introduction

In Learning Disabilities: Theories, Diagnosis, and Teaching Strategies, it states that about 80% of individuals with learning disabilities have difficulties with reading (Lerner, 2003, p. 15). As such, in a time of emerging educational and assistive technologies, students with reading difficulties should have access to e-readers that work to support their reading abilities. Fortunately, the paper-based book with its print and codex appears to be competing with the e-book with its text and image-based format. That is, the traditional book is being refashioned by the e-book (Bolter, 2009, p. 79). Here, by way of digital technology, e-books, for example, can be placed on hardware devices like e-readers, personal computers (desktops, netbooks, laptops), and mobile devices (smartphones, PDAs, PPCs, iPads, iPhones, iPods [Nano, Classic, Touch]). According to Bolter, the e-book is aiming to supercede the printed codex and other paper-based materials. That is, by way of digital technology, the e-book is the new and improved book, the one that is positioned to replace the paper book (ibid). After all, e-books (i.e. e-readers) have features that paper-based books do not have. All e-books (i.e. e-readers) are multi-functional, digital, and developed to contain other reading materials like newspapers, magazines, journals, and articles. In addition, unlike paper-based books, e-books (i.e. e-readers) can be reloaded (ibid, pp. 80-81).

Going Beyond the Summary

Synthesizing the Views

E-readers might help students to read better. After all, e-readers provide text-to-speech functionality, whereby the text can be read to the user, type change functionality, whereby the font can be sized or altered, and dictionary functionality, whereby the words can be looked up for meaning and pronunciation. Here, students may feel comfortable using e-readers in front of their peers because (a) e-readers were not specifically designed for students with disabilities; (b) students may need less assistance from teachers and parents; and (c) the e-readers could help reduce the time it takes for students to receive the content they need in the format that they require. Indeed, as e-readers evolve and more experiments are implemented, users can expect that additional research and development will be conducted (The Cite, 2010).

Further to the three functionalities, TTS allows readers to hear the spoken text and to follow along the screen, thus allowing readers to be audio learners (i.e. auditory comprehension) to compensate for being challenged by print. The font type and size option allows readers to select what size and type of font they want in order to ease eye strain, thus allowing readers to read longer. Lastly, the dictionary feature allows readers to build vocabulary and increase reading comprehension, thus allowing readers to retain and to recall information better, especially if they are challenged by traditional print (Squidoo, 2010).

In addition, for students with severe reading difficulties, for example, text is quite literally another language. The simple option to have books read aloud to them, even by a computer, is a powerful asset to those with a whole spectrum of difficulties, including dyslexia, ADD/ADHD, and linguistic impairments. English as a Second Language students (whose immersion is aural and textual) also receive the benefits of word-sound association. And, college students with textual impairments could access their textbooks in TTS format, providing a level of comprehension that they would otherwise only be able to achieve through a private human reader. We teach young children with technology designed to promote associations between sounds and printed words, but often we overlook the value this same technology provides for adults (Filak, 2009).

Expanding on the Views

It is important to bring together the manufacturers of e-readers, as well as educators, policymakers, and experts in educational technology to determine what features e-readers could and should have (The Cite, 2010) in order to support students with reading difficulties, in this case.

For example, when middle school students in the US were given the chance to use Kindle e-readers through their school library in support of a reading intervention program, they reported that increasing the font size on the device helped them read more easily and quickly. A teacher at the school reported that, “The font that everyone prefers to use with the Kindle 2 is the largest font size,” and students reported directly that, “it’s easier for me to read with the larger font,” and “I read much faster using the Kindle.” Additionally, some readers have commented that the spacing appears to be more generous, thus reducing the chances of getting lost on the ‘page’ (DeLamater, 2010).

Each of the reports above comes from readers who struggle with standard text for some reason (e.g. below proficient reading skills, in the case of the middle school students in the US). These readers encounter obstacles in the process of reading that has interfered with their ability to achieve the reading proficiency of other readers. That is, they are still learning to read and may require text features and other supports designed for younger readers (DeLamater, 2010).

Studies also show that readers develop the ability to decode smaller and smaller text as they become older and more facile with the process of reading. Larger text in books for early readers reflects this developmental reality. One study notes that, “Our data showed that critical print size decreases with age, suggesting younger children need larger print to optimise reading performance,” with critical print size (CPS) referring to that print size that supports optimal reading rates. This developmental dimension to the relationship between print size and reading speed tells us that “strugglers” will achieve their optimal reading rate when the text is larger than would be expected for their grade level or chronological age (DeLamater, 2010).

Then, there is crowding. Crowding specifically refers to “the difficulty in identifying a letter embedded in other letters.” Studies have shown that the crowding effect impacts reading rates in both the horizontal and vertical proximity of text, so that larger font size creates more space between adjacent letters in the text and may increase line spacing as well, thus reducing crowding (DeLamater, 2010).

Indeed, “Digital text is giving students…more opportunities to learn and excel in K-12 and postsecondary education,” said Ben Johnston, Director of Marketing for Don Johnston. “As more publishers create digital textbooks and college professors assign online content, students…can use Read:OutLoud to keep pace with class projects and show their true potential at school and at work.” The Read:OutLoud University Edition eBook reader, for example, will read the widest range of eBook formats, including RTF, TXT, XML and HTML files, open source content and Bookshare files. The software will open DAISY 3.0 and PDF files without conversion. Students will enjoy the quality text-to-speech and study tools, such as highlighters, smart bookmarks, direct links to Google’s online dictionary and a bibliographer to cite sources in both APA and MLA styles. Members of Bookshare will have one-click access to 72,000 accessible books, journals and periodicals (Don Johnston Inc., 2010).

Contesting the Views

First, there is not much research to substantiate that e-readers can improve reading skills (The Cite, 2010). That is, the jury is still out on just how effective these digital devices are in helping struggling readers (Ash, 2010).

Second, Lotta Larson, an assistant professor of curriculum and instruction at Kansas State University, emphasized that professional development would also be required: “I don’t think the e-reader in itself is going to make a difference, but if it’s used with effective instruction, then it can make a huge difference” (The Cite, 2010).

Third, Kurzweil argues that existing e-readers have (a) limitations in the text formats they support and (b) the way they handle the original images and layouts in printed texts. However, to resolve these issues, Blio apparently preserves the original formatting, making it particularly attractive to publishers of schoolbooks and children’s books. According to Kurweil, “The publishers will not give things with complex formats to these e-reader makers. They destroy the format” (Vance, 2010). Kurweil further states that, “The iPad launched with just 30,000 books, which are all in the ePub format. Apple showed one jerry-rigged Winnie-the-Pooh book on TV, which they had to craft by hand” (Vance, 2010).

However, the devices are still evolving, educators have only just begun testing these devices with students, and many educators believe that there is potential (The Cite, 2010). That is, educators, seeking new ways to personalize instruction for students, are turning to e-readers such as Amazon’s Kindle, Apple’s iPad, Barnes & Noble’s Nook, and the Intel Reader. Indeed, “It’s beginning to be looked at very closely,” says Alan E. Farstrup, the past executive director of the Newark, Del.-based International Reading Association. “But regardless of what the preliminary research says, and much of it is inconclusive, kids are growing up as digital natives, and we’re really thinking about literacy in a different way now” (Ash, 2010).

Conclusion

At school, students should be ‘powered up’, not ‘powered down’. That is, when it comes to enhancing their reading experience and working towards improving their reading skills, students with reading difficulties should utilize e-readers to help support their literacy development. After all, e-readers have various features and functions that can provide accommodations like text-to-speech, variable text type and size, and word definitions that many students with reading difficulties need to be successful with text-based materials. The availability of this text format is increasing, and many consider digital text as the future of print. Indeed, today’s desktops, laptops, and handheld devices with e-book software can assist educators in providing students with access to text information that utilizes features for increased interactivity with the text itself and provide students with the opportunity to select various leveled reading materials in order to build, at least, vocabulary and comprehension. Overall, having students with reading difficulties use e-readers in the classroom is technology integration that works to bring about new and innovative ways of ensuring that these students are interested in reading and engaged in overall learning.

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Intel Reader at CES 2010: Demo and Key Features

References

Ash, K. (2010). Schools Test E-Reader Devices with Dyslexic Students. Retrieved November 23, 2010, from http://www.edweek.org/dd/articles/2010/10/20/01dyslexia.h04.html

Bolter, J. D. (2009). Writing Space: computers, Hypertext, and the Remediation of Print. (2th ed.) Routledge, NY: Taylor & Francis Group.

DeLamater, W. E. (2010). How larger font size impacts reading and the implications for educational use of digital text readers. Retrieved November 23, 2010, from
http://www.ereadia.com/research/How_Larger_Font_Size_Affects_Reading.pdf

Don Johnston Inc. (2010). Postsecondary Students and Veteran with Disabilities Can Read Latest eBooks and Accessible Textbooks with NEW read: OutLoud University Edition eBook Reader. Retrieved November 26, 2010, from http://www.disabled-world.com/assistivedevices/computer/read-outloud.php

Filak, M. (2009). Kindle 2 vs Reading disabled Students. Retrieved November 23, 2010, from http://keionline.org/blogs/2009/05/13/kindle-2-vs-reading-disabled-students

Lerner J. (2003). Learning Disabilities: Theories, Diagnosis, and Teaching Strategies (9th ed.). In Learning Disabilities: A field in transition (pp. 1-31). Boston, MA: Houghton Mifflin Company.

Special Education Services: A Manual of Policies, Procedures, and Guidelines. Ministry of Education website. (2010). Retrieved November 23, 2010, from http://www.bced.gov.bc.ca/specialed/

Squidoo. (2010). How Ereaders improve Reading and Learning. Retrieved November 23, 2010, from http://www.squidoo.com/kindleandfrustratedreaders

The Cite. Using e-readers to assist students with reading disabilities. (2010). Retrieved November 23, 2010, from http://thecite.blogspot.com/2010/11/using-e-readers-to-assist-students-with.html

Vance, A. (2010). Ray Kurzweil vows to right E-Reader wrongs. Retrieved November 23, 2010, from http://bits.blogs.nytimes.com/2010/06/18/ray-kurzweil-vows-to-right-e-reader-wrongs/

Google Images Links

http://www.nap.edu/openbook.php?record_id=6014&page=R8

External Links to Additional Information on E-readers and Reading Disabilities

http://liber.library.uu.nl/publish/issues/2010-1/index.html?000491

http://www.ebooks.com/ebooks/book_display.asp?IID=227474&isAcademic=y

http://blogs.edweek.org/edweek/speced/2010/10/e-readers_and_reading_disabili.html

http://twitter.com/DaveBanesAccess/status/29259365714

http://www.readingrockets.org/helping

http://www.readingonline.org/articles/art_index.asp?HREF=balajthy2/index.html

http://www.smartbrief.com/news/edtech/storyDetails.jsp?issueid=A05C996A-8225-4D3E-B037-92FD09D46009&copyid=B6CFE08A-1888-40ED-9277-9AB04172C0BD

http://gradworks.umi.com/34/26/3426078.html

http://www.emeraldinsight.com/journals.htm?articleid=1502453&show=abstract

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Commentary # 3

THE NEW ORDER OF ORDER

This commentary will review ‘The new order or order’ from ‘Everything is Miscellaneous: The Power of the New Digital Disorder’ by David Weinberger, 2007.

In Being digital, Negroponte (1995) affirms that doubtless we are in living in the Information Age, and one of its characteristics is that ‘everything is made to order and information is extremely personalized’ (page 164). On this extent, twelve years later, Weinberger (2007) argues that people have been raised as experts at keeping their physical environment well ordered; but in the digital world the simple and unsophisticated ways of maintaining order have been already broken. We are dealing with a tsunami of data that is crashing onto the beaches (Wurman, 1996).

How to deal effectively with the seeming chaos of digital information that we are deluged with? Are there new rules for organizing ideas and information? . Evidently, we are involved in a new reality where information is freed from its physical constraint. Weinberger’s (2007) central premise is about categorizing information changes wrought by current trends on the Internet.

He frames his premise by defining 3 orders of organizing information:

1st Order of organization is of the physical world, manipulating physical objects and organizing them. In this respect, Weinberger (2007) argues that people posit multiple principles of organization without even thinking about it. Furthermore, they spend considerable time in making sure their world isn’t miscellaneous, because disorder is considered inefficient. Consequently, there is an obsession with defining, categorizing and organizing information as way of bringing some order to the chaotic world we live in.

2nd Order of organization is known as metadata, which is information about information. An example of metadata can be found in library card catalogs, which are usually organized and categorized by professional librarians. However, metadata is still limited by physical constraints due to its accessibility to only a handful of trained experts. Therefore, it depends on authority making things easier to find.

3rd Order of organization is refers to ‘everything is miscellaneous’. Moving from the physical to the digital, organizing information becomes freed from physical constraints and allows users to simultaneously define, categorize and organize information into a million different taxonomies without professional experts. With tools like del.icio.us, Flickr, Digg etc. everyone could break a body of information down into smaller parts, or perhaps examined from different point of view the world of information to his personal needs. Content is digitized into bits, and the information about that content consists of bits as well (Weinberger, 2007).

Does miscellaneous mean that nothing needs to be categorized per-se and everything can live in a state of limbo in the miscellaneous category until we need it?  Weinberger (2007) argues that the digital world allows transcending the most fundamental rule of ordering of the real world: Instead of everything having its place, it’s better if things can get assigned multiple places simultaneously. Furthermore, placing information as miscellaneous not only breaks it out of its traditional organizational categories, but also obviates the implicit authority granted.

Semantically, Weinberger (2007) gives the word miscellaneous a connotation of disorder. To whatever extent, what is considered order and what is considered disorder is based upon the representative schema used. Every one has different kind of organization that may not respond to another’s organization criteria. Therefore, if we state that ‘everything is available’ rather than ‘everything is miscellaneous’ it may give an accurate meaning to Weinberger’s (2007) organizational points.

Either way, using any of both, ‘everything is miscellaneous’ or ‘everything is available’ challenges the learners critical skills that have to be well developed to face the risk of finding unworthy information. It is crucial that learners have to be able to discern and self-regulate their learning, as well. Negroponte (1995) states that every technology or gift of science has a dark side; and being digital is no an exception. The digital revolution in organization goes further than to find an article or a book, it is transforming our culture, and even our identities (Turkle, 2004).

In the current Information Age, should educators make much more radical change in the conditions of learning and teaching?

Reference:

Negroponte, N. (1995). Being Digital. First Vintage Books Edition. Retrieved from: http://archives.obs-us.com/obs/english/books/nn/ch19epi.htm

Turkle, S. (2004). Whither psychoanalysis in computer culture? Psychoanalytic Psychology. Vol. 21, No.1, 16-30

Weinberger, D. (2007). “The new order of order.” Chapter in Everything is miscellaneous: The power of the new digital disorder. New York: Henry Holt and Company. Retrieved from: http://www.everythingismiscellaneous.com/wp-content/samples/eim-sample-chapter1.html

Wurman, R. (1996). Information Architects. Zurich, Switzerland: Graphis Press Corp. (from ETEC 540/notes).

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PHILANTHROPY 2.0 – The Modernization of Giving

philanthropists


Abstract

The non-profit sector is one of the fastest growing sectors in North America. In Canada alone there are 161,000 registered charities and non-profit organizations, more than half of which are charities taking in upwards of $8 billion annually. (Hall et al., 2004) As this sector continues to grow, even more groups are vying for limited resources. As a result, these organizations must become increasingly more creative and savvy in communicating, and carrying out, their mission. The sector shows no signs of slowing down, even in the midst of the recent economic recession. To this end, the fundraising community has entered a new landscape, one where the quality, content and delivery of communications generated are more critical than ever. Philanthropy has entered into a new economy, brought about by what Harold Innis refers to as a “…cultural disturbance resulting from sudden extensions of communication.” (Innis, 1951) This new economy is highly competitive and thrives on currencies made up of human, social and financial capital.

The arena of fundraising represents the equivalent of a classroom setting, where the fundraiser’s primary focus is to educate and motivate people not only to donate but also to deepen their relationship with that specific cause. One of the greatest challenges fundraisers and non-profit leaders face on an ongoing basis is the ability to keep donors, board members, staff and volunteers engaged. This paper seeks to address the changing spaces of information technology as it pertains to fundraising within the non-profit sector. It examines traditional and non-traditional fundraising, offline and online modes of fundraising, and the impact social networking and Web 2.0 are having on charitable organizations and their ability to cultivate, solicit, and retain a donor base that spans multiple generations.

The sector has been under great scrutiny for some time, and for this reason it is critical that social profit organizations exercise adherence to a high level of governance. With respect to donors, this means impeccable stewardship of their funds. Stewardship is defined as “the management of another’s property and the responsibility to take care of something”. (Oxford) Demonstration of stewardship includes, but is not limited to, forms of communication such as annual reports, direct mail-outs, Emails, websites and face to face interactions. The opportunities social networking presents are complex. The increased number of channels available to communicate with, and steward, donors has significantly increased donors’ expectations of the organizations they support. Donors are increasingly savvy with respect to the use of information technology. If the minimum communication expectation was once an annual report, a phone call and two pieces of direct mail, now the number of touch points throughout the fiscal cycle incorporate all of the above, plus numerous online strategies derived through multi-media channels.

Philanthropy is defined as “…the desire to promote the welfare of others, expressed especially by the generous donation of money to good causes.” (Oxford) An organization engaged in philanthropy is commonly referred to as a charity. The terms philanthropy and fundraising are often used interchangeably. The sector in which charities typically reside is known as the non-profit sector. The term ‘non-profit’ carries a somewhat negative connotation. It implies that such organizations operate on minimal resources and are more focused on survival than on advancing their cause. While this is true for many organizations, there is an emerging trend towards operating within a for-profit business model, where the profits generated are directly allocated to the particular cause, bypassing the traditional bottom line in a for-profit environment. For this reason, I will instead refer to traditional non-profit organizations as ‘social profit’ throughout the body of this text.

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Traditional Fundraising
UNICEF Puts Child at Risk

For decades, fundraising has been carried out through traditional tried and true methods, typically expensive to produce and deliver. Appeals for donations are most often made through direct mail and phone calls, and through print and radio (public service announcements). This traditional model is based on what I refer to as a ‘top down—talk at’ style of interaction. It does not promote a relationship with the donor and is static in nature. It is a one-way communication, known in fundraising terms as ‘the ask’, which is dependent on the donor’s immediate mood and situation. Web 2.0 has given birth to Fundraising 2.0. It is more dynamic, sophisticated and is potentially more effective in securing charitable donations. There are greater opportunities for creating spaces for two-way, fluid conversations, which serve to build trust and pave the way for donors to become engaged stakeholders. Fundraising 2.0 promotes a structured, deliberate, in-depth conversational arena, setting the stage for opportunities to listen to—and learn from—the target audience.

By no means has this recent use of social media, also known as e-philanthropy, replaced traditional fundraising methods. Information technology must be regarded as servant, not master—and it is an essential servant. If we view information technology as the central nervous system of an organization, Fundraising 2.0 becomes the core around which all other fundraising systems and processes must be organized. (Jamieson, 2000, p.3) The process of fundraising is complex and contains both a front and back end to what may be referred to as a donor transaction. The front end is about connecting with prospective donors through compelling appeals that outline reasons to invest in a particular cause. Social media allows organizations to take advantage of the ability to exponentially access spheres of donors not available through traditional methods. Fundraising’s back end reinforces the impact of social good being carried out as a result of the donor’s investment. This is where social media messages via Email, Tweets, SMS, Facebook posting, and Blog posts have proven to be highly effective channels for both donor acquisition and stewardship.

Online Fundraising
YouTube Preview Image

Online tools are cost effective, technically easy to deploy, and relatively simple for donors to use. They also possess the potential for communications to go viral. In comparison, traditional methods are expensive and are much more complex and time consuming to implement. Unlike social media, traditional methods offer less opportunity to spread the message. Ted Hart, a philanthropy consultant, believes that “…the true power of ePhilanthropy-based methods lies in their ability to do more than simply function as a novel way to raise money. It lies in the communication and relationship-building promise of Web 2.0.” He further states, “The internet is an ideal platform from which to reach, inform, and engage potential donors, many of whom may be beyond the reach of normal fundraising channels.” (Hart, Greenfield, Haji, 2007, p.xv) Hart’s beliefs seem to be echoed by Soules, who writes that “In order to understand any medium, we must attend not only to its physical characteristics, but also to the way in which it is employed and institutionalized.” Soules also notes that Harold Innis sees “…a dialectical relationship between society and technology.” (Soules, 1996, p.2)

Haiti SMS American Red Cross Relief

Postman’s theory of gains and losses are inherent when comparing offline and online fundraising tools. Postman outlines that there are winners and losers; gains and losses associated with the “…development and spread of computer technology.” (Postman, 1992, p.10) Postman’s stance of weighing the gains and losses associated with technology is relevant when examining the impact online fundraising tools have on charities’ success not only in receiving donations, but also in furthering their cause and increasing their reach into society. Charities choosing not to incorporate social media into their communications strategies run the risk of leaving money on the table: a significant gain for the competition.

Dobson and Willinsky address the democratic qualities of digital literacy, as it affords greater access to knowledge and the ability to speak out, making one’s views widely available. (Dobson, Willinsky, 2007, Ch.16, p.1) The 2008 US Presidential race drew attention to the power of social media as a fundraising channel. During the month of February, John McCain raised $11 million through various live fundraisers. In that same month, Barack Obama did not attend any fundraisers, opting instead to leverage social networks. He raised $55 million in that same twenty-nine day period. (YouTube) It was further reported that 34% of donations to the Obama campaign were under $200, which speaks to the ability social networks have to go viral at breakneck speed, allowing people with limited dollars to shift the landscape of society. The Barenaked Ladies’ popular song, “If I Had a Million Dollars,” no longer applies when it comes to supporting a cause.

How Obama reinvented campaign finance

The use of social media appeals to donors’ membership in particular fundraising communities. Online modes of front-end donor transactions promote responses that are not restricted to making a donation on the spot, although that is still preferred. Online investment capital may also include donors’ centers of influence through the sharing of online social networks, Email contacts, and oral discourse through conversations. In essence, donors become members of an extended sales force on behalf of the charity’s cause. On-going donor involvement and significantly increased numbers of touch-points throughout the online fundraising cycle increase the impact of the donor transaction’s back end. Bolter posits that “McLuhan’s apothegm that the medium is the message,” is relevant with regard to the use of social media for fundraising. (Bolter, 2001, p.51) “The online space plays a vital role in any public engagement campaign. This space has the ability to take your message to the “viral” level. Good viral messages are not easy to create. Provoking someone to pass along your message to their social or professional network is what makes a campaign virally strong online. This “pass along” provocation is not specific to an issue, but rather to the properties of the culture of the Internet.” (LaCroix, 2007) Fundraising 2.0 messages arrive embedded with feel good updates on investor returns, in what, in fundraising terminology, is referred to as the ‘sticky factor’.

Ripples of Social Change

There are always challenges inherent in staking new ground. I speak from experience as Executive Director of a Foundation whose cause of mental health is prevalent yet steeped in stigma. Unlike other human conditions, such as cancer, AIDS, and homelessness, mental illness is an invisible disease that, for decades, has been the orphan child in the realm of public embrace. It is currently where civil rights were in the sixties, HIV/AIDS was in the seventies, and cancer was in the eighties. For positive change to occur, education and awareness must be proliferated; social networks serve as powerful tools for giving mental illness both a face and a voice. They create safe spaces for people to speak out and reach out. It is both critical and essential to build a mental health community that promotes public discourse and advocacy through citizen engagement. Fundraising strategist, Pattie LaCroix states that “social change pivots on engagement and engagement rotates on inclusiveness and collaboration.” (LaCroix, 2007) While not a panacea, charities that are successful in connecting with people in online spaces have the potential to tap into a new army of supporters from the ground up. Using social media to build community creates a space for deeper engagement and frames philanthropy as social investment, where sharing ideas, and spreading knowledge and awareness are assets that are as highly valued as actual donations.

Reaching generations of donors that span the digital and economic divide is a formidable challenge. Social media has opened up opportunities to reach a wide spectrum of donors from diverse socioeconomic backgrounds. Traditionally, donors were primarily affluent, having been taught about the importance of philanthropy by their families. They seek to become valued partners, not just cheque writers; they want to know their gift has made a tangible difference. Quite simply, donors want to see their return on investment. Relationship building and communicating with potential donors is a process. This cycle begins by identifying who donors are, continues through educating them on the cause, compels them to make a donation, and finally stewards them using updates illustrating the impact their donation has made. Social media has the power to effectively carry out these steps in the fundraising cycle and, with respect to mental health, has the power to break down stigma and to remove existing barriers to acceptance and understanding.

CONCLUSION

In the changing space of philanthropy, it is clear that emerging information technologies significantly impact how the social profit sector is carrying out their business. There is a movement away from accumulating lists of ‘faceless’ donors; a movement which is more quantitative in nature, seeking to build a groundswell of engaged stakeholders embracing their philanthropic commitment to the proliferation of social good. An organization’s degree of success is driven by its ability to ‘walk the talk’ with transparency and accountability, and by its ability to keep donors informed at all times. It must continue to seek new opportunities for improved communications by incorporating emerging information technologies into a multi-channel strategy. “Social networking and web technologies will be leveraged in ways we have yet to imagine. Tools that we cannot yet conceptualize will become the norm for nonprofit fundraising”. (Roberts, 2007)

Dr. James Austin from Harvard Business School opines that “Charities that have dismissed ePhilanthropy as a fad, or run from it in confusion, will sooner or later, need to become reconciled to it. If they don’t, they risk losing touch with donors and imperiling the vitality of their work.” (Hart, et al., 2007, p.xi) Change is the one, assured inevitability of technology (Postman, 1992) and it is critical to the success of social profit organizations to strategically cast their communications nets broadly and incorporate the most efficacious platforms available. As information technologies advance, charities that do not adapt by embracing change, will find themselves a mouse click away from being overlooked by potential donors.

Kill technology

REFERENCES

National Survey of Nonprofit and Voluntary Organizations, Hall et al., 2004 http://library.imaginecanada.ca/sector_research/statistics/profile

Innis, Harold. (1951). The Bias of Communication. Toronto: U of Toronto. As quoted in Dobson, T., Lamb, B., & Miller, J. (2009). Prefatory Materials. Retrieved November 28, 2010 from: https://www.vista.ubc.ca/webct/urw/lc5116011.tp0/cobaltMainFrame.dowebct

Retrieved November 28, 2010 from: http://www.oxforddictionaries.com/definition/steward.

Retrieved November 28, 2010 from: http://www.oxforddictionaries.com/definition/philanthropy

Jamieson, Doug (2000). Relationship-Building in the Networked Age: Some implications of the Internet for Non-profit Organizations. Retrieved November 28, 2010 from the Charity Village Web site: .http://www.charityvillage.com/cv/research/rofr19.html

Hart, T., Greenfield, J., Haji, S. (2007). People to People Fundraising: Social Networking and Web 2.0 for Charities. New Jersey: John Wiley & Sons, Inc.

Soules, Marshall (1996). Harold Adams Innis: The Bias of Communications & Monopolies of Power. Retrieved October 2, 2010 from Vancouver Island University Web site: http://records.viu.ca/~media113/innis.htm

Postman, N. (1992). Technopoly: The Surrender of Culture to Technology. New York: Vintage Books, A Division of Random House, Inc.

Dobson T, Willinsky J. (2007). Digital Literacy. Retrieved November 28, 2010 from: http://www.lerc.educ.ubc.ca/fac/dobson/courses/lled565d/pdfs/dobson_willinsky_2009.pdf

Did You Know 4.0 “Shift Happens” https://www.youtube.com/watch?v=6ILQrUrEWe8

Bolter, Jay David (2001). Writing Space: Computers, Hypertext, and the Remediation of Print. New Jersey: Lawrence Erlbaum Associates, Inc., Publishers

LaCroix, Pattie (2007) Public engagement and the Internet: The message and the medium. Retrieved November 28, 2010 from the Charity Village Web site: http://www.charityvillage.com/cv/research/rmed57.html

LaCroix, Pattie (2007) Why narrative and your brand are inseparable. Retrieved November 28, 2010 from the Charity Village Web site: http://www.charityvillage.com/cv/research/rmed64.html

Roberts, Gayle (2007) Trends in Philanthropy: Predicting the Future of Nonprofit Fundraising. Retrieved from November 28, 2010 from The New Jew Web site: http://thenewjew.wordpress.com/2007/09/04/trends-in-philanthropy-predicting-the-future-of-nonprofit-fundraising/

Hart, T., et al., (2007). People to People Fundraising: Social Networking and Web 2.0 for Charities. New Jersey: John Wiley & Sons, Inc.

Postman, N. (1992). Technopoly: The Surrender of Culture to Technology. New York: Vintage Books, A Division of Random House, Inc.

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Web 2.0 storytelling: Physics Teachers and Rabbit Holes

In Web 2.0 Storytelling: Emergence of a new genre, Bryan Alexander and Alan Levine (2008) point out some key features of Web 2.0 and how it has transformed the internet.  Web 2.0 is providing a growing number of educational opportunities, such as Web Storytelling 2.0, and has the ability to help students learn in ways that are collaborative, community based, engaging, and relevant.

Schools have been slow to adopt widely popular forms of communication and expression (Bolter, 2001).  A predominant form is Web 2.0, which “refers to the social use of the Web which allow people to collaborate, to get actively involved in creating content, to generate knowledge and to share information online” (Grosseck, 2009, p.478).  Web 2.0 is distinct because it joins microcontent with social media (Alexander & Levine, 2008).  It depends upon openness, an ‘ethos of sharing,’ and the wisdom of its users (Alexander, 2006).   A key to its rapid growth is a long list of social software, such as Blogpost, Twitter, Facebook, Flickr, Feedly, Wikipedia, and Delicious.  The simplicity of these tools has meant that people are increasingly connecting, discussing, and meeting with others, as well as contributing, editing, and reading content more frequently.   Another large influence on Web 2.0 has been the evolution of the cell phone, which now provides instant access to free web based software and online storage, contains a digital camera, and is ideally suited for microcontent.

Storytelling tends to follow a fixed linear, often chronological, format.  The evolution of social media has resulted in a new genre, Web 2.0 storytelling, which is “open-ended, branching, hyperlinked, cross-media, participatory, exploratory, and unpredictable” (Alexander & Levine, 2008, p.40).  Alexander and Levine refer to Web 2.0 storytelling as “the telling of stories using Web 2.0 tools, technologies, and strategies” (Alexander & Levine, 2008, p.41).  With Web 2.0 storytelling, authors can use many forms (such as YouTube and hypertext) to provide readers with as much involvement and control as the authors see fit (Bolter, 2001).  Examples where readers play a role in the narrative, such as through editing, posting, or adding a video, are Postmodern Sass, The Million Penguins wiki novel project, and the photo story of I Found a Digital Camera in the Woods (Alexander & Levine, 2008).

Story writing is also being transformed, with redesigns and remixes appearing as movies, podcasts, animations, and collages.  One of the biggest impacts of Web 2.0 on writing has been from wikis, where stories can compiled asynchronously by a variety of authors.  We may also be getting a glimpse into the future with the emergence of a highly developed method of Web 2.0 storytelling known as Alternate Reality Gaming (Alexander & Levine, 2008).

There are many obvious advantages to incorporating Web 2.0 into the classroom, such as increased flexibility, resources, sharing and independence (Grosseck, 2009).  For example, student storytelling can go from a solitary and linear procedure to a collaborative process that produces multilinear stories.  Web 2.0 tools (wikis, Google Docs, etc. . .) allow for greater collaboration through asynchronous writing, editing, and discussions, and enable students to produce a superior quality of work.  The adoption of Web 2.0 in the classroom will help teachers “foster collaborative work not only among their own students, but with colleagues, students, and community members from around the world” (Grosseck, 2009, p.482).

For all its benefits, there are several issues that teachers must be aware of regarding Web 2.0 in education.  Educators need to discern what is suitable for students from the overwhelming amount of existing technology (Grosseck, 2009), and be mindful that the medium is not neutral.  Teachers need to learn how to implement Web 2.0 in ways that improve learning, rather than contribute to the decay of scientific thought and “the erosion of creativity” (Grosseck, 2009, p.481).  They need to be prepared for the possibility that software and media can disappear without notice (Levine, 2007, p.2), and the reality that new approaches to assessment need to be taken.

Students should be taught how to properly navigate and communicate in Web 2.0.  One reason is that the line between real and fiction can become blurred with Web 2.0 storytelling.  As a result, students need to learn about how to verify, borrow from, and cite sources.  The ease with which content can be used, mixed, and shared makes it “easier for average citizens to commit copyright violations” (Alexander, 2006, p.42).  The most important consideration is that teachers should be able to protect students and their privacy.  Students need an environment where they feel safe and are able to express opinions and make mistakes without having them archived.  Therefore, there are times when using a closed environment will be the most appropriate medium for a class.

With these issues in mind, my goal is to integrate Web 2.0 into my high school Physics classroom as a way to further engage my students, as well as provide them with new meaningful ways to learn.  Some examples of Web 2.0 storytelling that would apply to my classroom are creating stories of the atom with Animoto, recounting the life of a scientist with a wiki, writing journal blogs, and sharing photos of Physics principles through Flickr.  I also plan to use social bookmarks to enrich the curriculum as well as blogs and microblogs to encourage discussion and relay content in a more conversational manner.

Although it is difficult to predict how education will evolve, it appears that Web 2.0 will play in important role (Alexander & Levine, 2008).  Rather than ignore the involvement of our students in social mediums, Alexander and Levin encourage educators to give new forms such as “Web 2.0 storytelling a try and see what happens” (Alexander & Levine, 2008, p.56).  This will not come without its challenges, however, the payoffs will hopefully be that students become more engaged, find the content more relevant, learn new skills, and access higher order thinking.  Introducing Web 2.0 into my classroom requires a leap of faith, but the time has come for me to jump down the rabbit hole and embrace the trip.

References

Alexander, B. (2006) “Web 2.0: A new wave of innovation for teaching and learning?” Educause Review, 41(2), 34-44. Retrieved, April 5, 2008, from http://www.educause.edu/ir/library/pdf/ERM0621.pdf

Alexander, B., & Levine, A. (2008).  Web 2.0 story-telling: The emergence of a new genre. Educause Review. 43(6), 40-56. Retrieved, August 10, 2009, from http://net.educause.edu/ir/library/pdf/ERM0865.pdf

Bolter, Jay David. (2001). Writing space: Computers, hypertext, and the remediation of print [2nd edition]. Mahwah, NJ: Lawrence Erlbaum.

Grosseck, G. (2009). To use or not to use web 2.0 in higher education?  Procedia – Social and Behavioral Sciences, 1(1), pp.478-482.  Retrieved from http://webpages.csus.edu/…/to%20use%20or%20not%20to%20use.pdf

Levine, A. (2007). It’s the craft, not the tools: 50 web 2.0 ways to tell a story. Retrieved from http://www.editlib.org/d/31898/_31898.pdf

Images (sorry, I was unable to label the photographs in the weblog, so I am listing the references in order of appearance)

Figure 1:

Erning, Z. (Photographer). Einstein. [Online Image] Retrieved Nov 2010 from http://www.flickr.com/photos/zendragon/104117481/#

Figure 2:

Ito, J. (Photographer). (2008). Where is here. [Online Image] Retrieved Nov 2010 from http://flickr.com/photos/35034362831@N01/463044361

Figure 3:

Flynn, M. (Photographer) (2006). Digital Web 2.0. [Online Image] Retrieved Nov 2010 from http://www.flickr.com/photos/oceanflynn/315385916/

Figure 4:

Hinojosa, V. (Photographer). (2006). Down the Rabbit Hole. [Online Image] Retrieved Nov 2010 from http://www.flickr.com/photos/54357435@N00/311526846/#

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Communication Tools

Balance

A short video reflecting on how we communicate, made using animoto.

Katherine Hayles has certainly peaked my interest in the authors pushing the boundaries of electronic and hypermediated literature. I created a webslide collection of sites I’ve visited.
http://www.diigo.com/list/lbonnor/hypertext540
Please let me know if it works for you.
Laura

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Photo Story 3

A new photo story

This program is a free download from Microsoft. This is my first attempt to choose some photos from my vacation in Mexico and put music to it. It tells a story of the sites that I saw. I have since used Photo Story with my class in Social Studies . It is fun and user friendly.

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Commentary 3-

Culture and Reflexive Qualities of the Internet

To what extent do we write the culture in which we live? In the past we were reliant upon the print culture to define our sense of self, our affiliation with community and to compartmentalize our knowledge.  Sherry Turkle (1995) and others have argued that “ electronic communication corresponds to a postmodern sense of self” and it may also connect with “ a postmodern definition of affiliation and community” (Bolter, 2001, p. 203).   We are constantly exploiting the world of the Internet and as Bolter describes hypertext to be “ like a book an author has attacked with a pair of scissors and cut up into convenient verbal sizes.”  Beyond this we must recognize that hypertext can actually enrich a writers work as hypertext is non hierarchical in nature.  It can link other relevant findings and areas of interest and it will in fact enhance the content and also blur the lines between author and authority.  It is questionable whether an individual can gain from generating their own associations especially if they are young and or inexperienced or digital immigrants to hypertext.  Researchers, Smith et al (2000) have warned that hypertext spaces can be dominated by popular culture. In theory, we can view hypertext as a medium that allows active participants chances to network and make choices based on their experiences but we have to consider the highly specialized mind boggling technology that is at the foundation of hypertext and that puts a knowledgeable few in power over the majority of individuals.  Bolter (2001) writes that the once esoteric concept of hypertext technology has become cultural knowledge.  To some this is cultural knowledge but to many world citizens they are not sharing in this culture of hypertext.   As Rhinegold points out, technology is not universally available.  The global hypertext system is limited to North America, Europe, Israel and the developed countries of the Far East (Bolter, p. 205).  Even if one is technologically literate the ‘world wide web’ is chaotic and individuals are free to create and add to websites.  There is no way that any individual can access everything they need as it is disorganized and millions and millions of pages.  Even the information stored in a large research library is beyond the scale of individual reason.   Dobson and Willinsky (2009) state that “ the growing global dimensions of people’s participation in digital literacy… suggest efforts to increase opportunities for access remain a worthwhile human rights goal, much as access to literacy itself has always represented.”   I think that we must be careful in considering digital literacy while many of the world’s population is classified as ultra poor and having access to computers is way beyond meeting the basic needs of Maslow’s hierarchy.   In fact, I see this goal as widening the gap between the knowledgeable and the less privileged.  It is indeed a challenge that needs considerable attention and care but we need to focus our attention firstly on oral and written cultures and how they access information.  The leading players of the WWW need to take responsibility, as they are the ‘knowledgeable few’ that have power over the masses. Perhaps in time, considering the rate that technology is spreading worldwide, those individuals who are presently unable to engage in the world of hypertext will be able to share their thoughts and reflections.

Some may agree with Bolter that we write to express, to discover and to share who we are, and in a postmodern age our written identity is similar to hypertext, dynamic, flexible and contingent (Bolter, p.190).  The Internet reflects the multiplicity of our society and allows us to distort and remediate our culture.  As global citizens we should use the Internet to explore new personas and take on different cultural experiences. As Bolter notes, we use the Internet and its communication environments “to facilitate a culture of temporary allegiances and changing cultural positions” (Bolter, p.203). Is the Internet causing us to lose our culture as “small pieces loosely joined” or is it allowing us to better understand parts of a greater whole?  We define ourselves in many ways and the culture associated with ‘hypertext’ is a fundamental part of the freedom we get to do this.

Please comment and share your thoughts J

REFERENCES:

Bolter, J. (2001). Writing space: computers, hypertext, and the remediation of print. New Jersey: Lawrence Erlbaum Associates Publishers, Ltd.

Herr, N. (2001). Television and health. The Sourcebook for Teaching Science: Strategies, activities and Internet resources. Retrieved November 20, 2010 from The World Wide Web.

Smith, Claire and Ward, Graeme K. (2000). Indigenous Cultures in an Interconnected World. Vancouver: UBC Press

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