Digital Knowledge is Power

In navigating the online world, a certain degree of knowledge is needed. Under the umbrella term of “digital literacy” exists a multitude of competencies and literacies required for effective computer-mediated communication (CMC). 

DIGITAL LITERACY

In essence, digital literacy is the knowledge and understanding of the associated technology and its appropriate functions through online mediums. All the terms pictured above boil down to two categories: operational literacies and information literacies.

Operational Literacy

Definition: “The ability to actually use the tools and hardware necessary to use a computer or other devices and get online” (McEwan 19).

Essentially, one’s operational literacy is determined on the basis of whether or not they can turn on a computer and open Internet Explorer (or Google Chrome for those not living in the 90s…just kidding). Literacies such as technical, graphic and navigation would fall under this category.

Additionally, operational literacy exists on a continuum. If you don’t know how to install a Google Chrome extension that allows you to download Instagram stories—fear not—

you’re not completely operationally illiterate. One user maybe able to comfortably use their mobile phone to access emails, text friends and post Instagram stories that no one will watch. Another user might be able to do all of that PLUS have the ability to set up an internet hot spot and create mesh networks. With different types of operational literacies, one might be able to build a computer, but struggle navigating hyperlinks.

Information Literacy

Definition: “The ability to obtain and understand the content that is delivered through online channels” (20).

This type of literacy is what is commonly understood as media literacy. An information literate user should be able to read and navigate text-based sources online while simultaneously assessing the credibility and validity of what they’re reading. One could classify skepticism and connections literacy, and context and connections literacy under this category. Even then, however, differentiating between fake news, propaganda, satire and news based in evidence and fact can be difficult, even for an “experienced internet information consumer” (20).

CMC COMPETENCIES

While literacy in both categories contributes to a user’s competency in effective CMC, McEwan notes that these skills are not sufficient in a “communicator’s ability to competently craft and send messages through computer-mediated communication” (21).

In order to be fully competent in CMC, similar to offline communication, users must combine their knowledge of common communication conventions and social norms, while applying “idiosyncratic information” (21) about the intended receiver of your message. In this way, the crafted message is seen as appropriate by the receiver(s), and communications goals are met more effectively.

Thus, to be CMC competent is to have the ability to craft messages appropriate for the intended receiver, through online mediums.

Moreover, while a lot of research and understanding around CMC is thanks to our understanding of offline, non-mediated communication, there are a few ways in which CMC differs. (See the diagram below for key differences in CMC)

THE MEDIUM IS THE MESSAGE

“Knowledge of how to use communication technology is a critical component of CMC competence” (22).

Having the ability to choose an appropriate platform for their message contributes to one’s CMC competency. With an abundance of mediums to choose from in today’s digital sphere, individuals should always ask themselves:

What medium is the most appropriate or effective for the message or task?

In addition to this question, individuals should also consider the following:

1) Operational Literacy: How comfortable and knowledgeable is the sender (or the receiver) using the chosen medium? If either communicator struggles with a chosen medium, communication goals may not be met.

2) Social Norms: Certain norms may develop among different social groups across various mediums. It is important to consider the appropriate use of that platform based on these norms in order to effectively reach the intended receivers of the message.

i.e. If a sender was looking to share photos from a family vacation, would they do so over Tumblr or Facebook?

Rich Media

When choosing a medium, one should also consider the richness the medium provides.

McEwan outlines that media richness incorporates four different constructs:

1. “the number of verbal and nonverbal cues that can be transmitted;
2. the speed at which feedback can be made available;
3. the rich range of meaning that could be conveyed with symbols, and;
4. how well messages can be adapted to the current and changing needs of the receiver” (22).

The level of “richness” a medium can possess can fluctuate around these four constructs. For example, texting a friend can be high in richness in terms of the speed at which the parties can respond to each other, but low in the verbal and nonverbal cues that can be used while sending texts. That being said, however, adding richness whenever possible doesn’t necessarily make your message more effective or appropriate.

e.x. A potential employer may call you for a phone interview. If, at the very last minute, they were to notify you saying they would be making a video Skype call instead and you were still lounging around at home in your pyjamas, the added richness would make for an inappropriate interaction.

Thus, depending on the message, one should choose a platform that will help effectively AND appropriately communicate said message.

Theory of the Niche: Knowing Your Target Audience

As previously mentioned, certain social norms have developed across various platforms and mediums. These norms influence the “niche” or demographic that inhabit that particular platform.

McEwan outlines that the, “niche theory proposes that media may fulfill specific niches where a medium’s characteristics may ‘amplify or attenuate the opportunities for deriving gratification of that medium’” (24).

This theory states that different mediums are more or less effective in communicating messages to a specific audience or “niche” based on how well they might fulfill a “particular gratification” (24) or need.

e.x. Emails fulfill a professional niche, whereas text messages often fulfill a social niche.

 

(By: Gabrielle Reyes) 

McEwan’s Communication Competence p. 19-24