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Collaborative Communication. a Case Study Analysis of Prosumer Collaborative Communication A case study analysis of prosumer orientated environments in the digital educational space Susann Krieglsteiner 2013 Submitted for review to the Department of Informatics and Media, Uppsala University, Sweden, for consideration for a MSoSc specializing in Media and Communication Studies under the supervision of Prof. Lowe Hedman. Master's thesis presented to the Department of Informatics and Media, Uppsala University, August 15, 2013, for obtaining the degree of Master of Social Sciences in the field of Media and Commu- nication Studies. Supervisor Prof. Lowe Hedman. Abstract Krieglsteiner, Susann. 2013. 92 pp. Master's thesis, Uppsala University, Uppsala. This research study is an analysis of the intertwining concepts of collaboration, prosumption, and communication in the contemporary digital educational space. The major objective of this thesis is to understand the operationalisation of the collaborative production of free and open artefacts. For this purpose, a framework is established for investigating communication and interaction activities of the people involved and their usage of ICT supported communications. Three exemplary pro- jects are then examined using this framework: Schulbuch-O-Mat, a pilot project in which an elec- tronic OER schoolbook is created; Memrise, an online platform which offers a wide range of user- created learning courses in a variety of topics; and VroniPlag Wiki, a wiki in which dissertations are collaboratively examined in terms of plagiarism. Data for this study were collected in the form of a comparative multiple-case study using a mix of methods such as interviews, questionnaires, participant observation, and the analysis of documents. Using situational analysis, a comparative analysis was conducted in terms of the three main aspects of this study: prosumption, collaboration, and communications. The results show that a balanced mix of communication enabling tools and services facilitates high collaboration. It was also concluded that collaborative working procedures benefit from diverse ways to address participants. The obtained data support the view that less hier- archical structures simplify collaborations and prosumption. Further research should address the is- sue of digital labour and exploitation as well as the management of conflicts in prosumer orientated collaborations. As a further outcome, a system of categories was derived in the analysis part of this thesis. This categorisation system serves as a foundation towards an approach of analysing collab- orative communication. Keywords: ICT, co-creation, collaborative work, crowdsourcing, digital labour, prosumer, educa- tional space, OER, open learning, case study, taxonomy List of contents List of contents .............................................................................................................................. III List of figures ................................................................................................................................. V List of tables .................................................................................................................................. VI 1 INTRODUCTION ....................................................................................................................... 1 1.1 Research background ........................................................................................................... 1 1.2 Research focus, purpose statement, and research questions ................................................. 3 1.3 Research design and methodology ....................................................................................... 4 1.4 Structure of the thesis ........................................................................................................... 5 2 THEORETICAL FRAMEWORK ............................................................................................... 6 2.1 Digitally mediated learning .................................................................................................. 6 2.1.1 ICT, new media, and the Web 2.0 ................................................................................. 6 2.1.2 Open Learning and OER .............................................................................................. 8 2.2 Shared creation ................................................................................................................... 12 2.2.1 Collaborative working ................................................................................................ 12 2.2.2 Collaborative communications ................................................................................... 13 2.2.2.1 Collaborative networks ....................................................................................... 14 2.2.2.2 Time and space .................................................................................................... 14 2.2.2.3 Application functionalities .................................................................................. 15 2.2.2.4 Classifications of group decision support systems .............................................. 18 2.2.2.5 Web technologies ................................................................................................ 19 2.3 Merging borders ................................................................................................................. 20 2.3.1 Defining prosumption and its challenges .................................................................... 20 2.3.2 Digital labour, crowdsourcing, and a sharing economy .............................................. 22 2.4 Conclusions and further procedures ................................................................................... 25 3 THE CASES .............................................................................................................................. 26 3.1 Schulbuch-O-Mat ............................................................................................................... 26 3.2 Memrise ............................................................................................................................. 27 3.3 VroniPlag Wiki ................................................................................................................... 28 3.4 Motivation .......................................................................................................................... 29 4 METHODOLOGY .................................................................................................................... 31 4.1 Research design and operationalisation .............................................................................. 31 4.2 Case study design ............................................................................................................... 32 4.3 Data collection ................................................................................................................... 34 4.3.1 Schulbuch-O-Mat ....................................................................................................... 34 4.3.2 Memrise ...................................................................................................................... 36 4.3.3 VroniPlag Wiki ........................................................................................................... 38 4.4 Data analysis ...................................................................................................................... 40 III 4.5 Critical reflection on the methodological framework .......................................................... 42 4.5.1 Credibility, validity, and reliability ............................................................................. 43 4.5.2 Relating theory to data and the question of generalisation .......................................... 44 4.5.3 Limitations .................................................................................................................. 45 5 PRESENTATION AND ANALYSIS OF DATA ........................................................................ 46 5.1 Categories and terminology ............................................................................................... 46 5.2 Situational maps and relational analyses ............................................................................ 48 5.2.1 Schulbuch-O-Mat ....................................................................................................... 48 5.2.2 Memrise ...................................................................................................................... 52 5.2.3 VroniPlag Wiki ........................................................................................................... 56 5.3 Comparative analysis ......................................................................................................... 59 5.3.1 Prosumer aspect .......................................................................................................... 59 5.3.2 Collaboration aspect ................................................................................................... 60 5.3.3 Communications aspect .............................................................................................. 61 6 CONCLUDING DISCUSSION ................................................................................................. 62 6.1 Reflection on the research outcome ..................................................................................
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