Social Presence Social Presence What is it? And How Do We Measure It? Patrick R. Lowenthal | University of Colorado Denver

What is Social Presence?

 Communications Studies Group at the University College in London in the 1970s  Short, J.A., Williams, E., & Christie, B. (1976). The social psychology of telecommunications. New York: John Wiley & Sons. Social Presence Theory

Original Definition Social presence is the degree of salience (i.e., quality or state of being there) between two communicators using a communication medium.

What does that mean? It’s a quality of a communication medium. Some media (e.g., video) have higher social presence than other media (e.g., audio) Media w/ high social presence are sociable, warm, and personal; media w/ low social presence are as less personal.

For Example

Why does this matter?

Our Lives Have Changed

We are social beings!

Learning is social !

Is social learning online possible?

Computer-mediated Communication Early CMC Research Suggested  CMC is a lean medium  CMC is better at task oriented communication  CMC is inherently antisocial and impersonal

social) + (CMC = (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 text- based encounter” (Tu & McIsaac, 2002)  “the ability of participants to identify with the community …, communicate purposefully in a trusting environment, and develop inter-personal relationships by way of projecting their individual personalities.” (Garrison, 2009)

Definitions of Social Presence  “the degree to which a person is perceived as a ‘real person’” (Gunawardena)  “the ability … to project themselves socially and emotionally, as ‘real’ people (i.e., their full personality), through the medium of communication being used” (Garrison et al., 2000)  “a student’s sense of being in and belonging in a course and the ability to interact with other students and an instructor” (Picciano, 2002)  “the degree of feeling, perception, and reaction of being connected by CMC to another intellectual entity through a text- based encounter” (Tu & McIsaac, 2002)  “the ability of participants to identify with the community …, communicate purposefully in a trusting environment, and develop inter-personal relationships by way of projecting their individual personalities.” (Garrison, 2009)

Definitions of Social Presence  “the degree to which a person is perceived as a ‘real person’” (Gunawardena)  “the ability … to project themselves socially and emotionally, as ‘real’ people (i.e., their full personality), through the medium of communication being used” (Garrison et al., 2000)  “a student’s sense of being in and belonging in a course and the ability to interact with other students and an instructor” (Picciano, 2002)  “the degree of feeling, perception, and reaction of being connected by CMC to another intellectual entity through a text- based encounter” (Tu & McIsaac, 2002)  “the ability of participants to identify with the community …, communicate purposefully in a trusting environment, and develop inter-personal relationships by way of projecting their individual personalities.” (Garrison, 2009)

Definitions of Social Presence  “the degree to which a person is perceived as a ‘real person’” (Gunawardena)  “the ability … to project themselves socially and emotionally, as ‘real’ people (i.e., their full personality), through the medium of communication being used” (Garrison et al., 2000)  “a student’s sense of being in and belonging in a course and the ability to interact with other students and an instructor” (Picciano, 2002)  “the degree of feeling, perception, and reaction of being connected by CMC to another intellectual entity through a text- based encounter” (Tu & McIsaac, 2002)  “the ability of participants to identify with the community …, communicate purposefully in a trusting environment, and develop inter-personal relationships by way of projecting their individual personalities.” (Garrison, 2009)

Definitions of Social Presence  “the degree to which a person is perceived as a ‘real person’” (Gunawardena)  “the ability … to project themselves socially and emotionally, as ‘real’ people (i.e., their full personality), through the medium of communication being used” (Garrison et al., 2000)  “a student’s sense of being in and belonging in a course and the ability to interact with other students and an instructor” (Picciano, 2002)  “the degree of feeling, perception, and reaction of being connected by CMC to another intellectual entity through a text- based encounter” (Tu & McIsaac, 2002)  “the ability of participants to identify with the community …, communicate purposefully in a trusting environment, and develop inter-personal relationships by way of projecting their individual personalities.” (Garrison, 2009)

Original Definition Social presence is the degree of salience (i.e., quality or state of being there) between two communicators using a communication medium.

How do researchers measure it?

Perceptions or Behaviors

Perceptions or and Behaviors

Community of Inquiry

Perceptions Affective Open communication / Interactive Cohesive

Perceptions Affective expression --Getting to know other course participants gave me a sense of belonging in the course. --I was able to form distinct impressions of some course participants. --Online or web-based communication is an excellent medium for social interaction.

Perceptions Affective expression --Getting to know other course participants gave me a sense of belonging in the course. --I was able to form distinct impressions of some course participants. --Online or web-based communication is an excellent medium for social interaction.

Perceptions Open communication / Interactive --I felt comfortable conversing through the online medium. --I felt comfortable participating in the course discussions. --I felt comfortable interacting with other course participants.

Perceptions Group cohesion --I felt comfortable disagreeing with other course participants while still maintaining a sense of trust. --I felt that my point of view was acknowledged by other course participants. --Online discussions help me to develop a sense of collaboration.

Perceptions Group cohesion --I felt comfortable disagreeing with other course participants while still maintaining a sense of trust. --I felt that my point of view was acknowledged by other course participants. --Online discussions help me to develop a sense of collaboration.

Behaviors Affective Open communication / Interactive Cohesive

Behaviors Swan (2003a)Hughes et al. (2007) Categories & Indicators Affective Emotion Paralanguage Value Humor Self-Disclosure Expression of emotion Use of Humor Self-Disclosure Interactive Acknowledgement Disagreement Approval Invitation Personal Advice Referring to other’s messages Expressing Agreement Asking Questions Complimenting, expressing appreciation Cohesive Greetings & Salutations Vocatives Group Reference Social Sharing Self-reflection Phatics / Salutations Vocatives Expresses group inclusivity Embracing the Group

Behaviors Swan (2003a)Hughes et al. (2007) Categories & Indicators Affective Emotion Paralanguage Value Humor Self-Disclosure Expression of emotion Use of Humor Self-Disclosure Interactive Acknowledgement Disagreement Approval Invitation Personal Advice Referring to other’s messages Expressing Agreement Asking Questions Complimenting, expressing appreciation Cohesive Greetings & Salutations Vocatives Group Reference Social Sharing Self-reflection Phatics / Salutations Vocatives Expresses group inclusivity Embracing the Group

Social Presence Affective Cohesive + + = Interactive Social Presence

Are they all equal?

So what does this all mean?

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