Social Presence What is it? And Why Does it Matter?
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Social Presence
What is it? And How Do We Measure It?
Patrick R. Lowenthal | University of Colorado Denver
What is
Social
Presence?
Social Presence Theory
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.
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 researchers
talking about the
same thing?
How is Social
Presence
defined
today?
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 textbased 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 textbased 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 textbased 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 textbased 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 textbased 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
Behaviors
Swan (2003a)
Categories & Indicators
Hughes et al. (2007)
Categories & Indicators
Affective
Emotion
Paralanguage
Value
Humor
Self-Disclosure
Interactive
Acknowledgement
Disagreement
Approval
Invitation
Personal Advice
Cohesive
Greetings & Salutations
Vocatives
Group Reference
Social Sharing
Self-reflection
Affective
Expression of emotion
Use of Humor
Self-Disclosure
Interactive
Referring to other’s messages
Expressing Agreement
Asking Questions
Complimenting, expressing appreciation
Cohesive
Phatics / Salutations
Vocatives
Expresses group inclusivity
Embracing the Group
Behaviors
Swan (2003a)
Categories & Indicators
Hughes et al. (2007)
Categories & Indicators
Affective
Emotion
Paralanguage
Value
Humor
Self-Disclosure
Interactive
Acknowledgement
Disagreement
Approval
Invitation
Personal Advice
Cohesive
Greetings & Salutations
Vocatives
Group Reference
Social Sharing
Self-reflection
Affective
Expression of emotion
Use of Humor
Self-Disclosure
Interactive
Referring to other’s messages
Expressing Agreement
Asking Questions
Complimenting, expressing appreciation
Cohesive
Phatics / Salutations
Vocatives
Expresses group inclusivity
Embracing the Group
Social Presence
Affective
Interactive
Cohesive
+
+
=
Social
Presence
Are they all
equal?
So what does this
all mean?
Patrick R. Lowenthal
[email protected]
Powerpoint & Paper
@ www.slideshare.net/plowenthal