Week 7 – Weekly Synthesis

It has been a relatively quiet week on my Lifestream Blog this week as I found myself ploughing my efforts into my micro-ethnography.

However, I would name the theme of the content that I had managed to get up as motivation. Following on from last week’s themes of “backstage” and factors that influence the development of community cultures, this week I have been considering how MOOC participants react to these factors and if their individual motivation for enrolling on a course can influence how well a community develops.

The YouTube video entitled Global Digital Culture: Cultural Differences and the Internet suggests that online spaces aren’t neutral and that they mirror the values of both those who enter these spaces and those who design them. I felt that this video was consistent with the findings of my micro-ethnography in that the scale and wide range of motivators within a MOOC can make community building a difficult task.

I was wary that I may have made a bad choice in deciding on the Internet of Things MOOC for my micro-ethnography and that my experience of the course may influence my decision to attempt another in the future. Therefore the rest of my Lifestream content is comprised of my comments and interactions within the MSCEDC community to draw further conclusions. I am pleased that it certainly appears MOOCs are enjoyable, meaningful and social places if the main motivator is learning.



I chose ‘The Internet of Things’ (IoT) MOOC delivered by Kings College London via FutureLearn to be the subject of my micro-ethnography. I decided upon this MOOC as my IT background would act as a point of reference when wading through the mass content that is held within the course.

Before beginning my research, I ensured that I had taken appropriate steps to satisfy any ethical considerations arising from ethnographic observations. I contacted both the course facilitator, Prof. Mischa Dohler and the General Enquiries contact at FutureLearn to declare my intentions and make them aware that I was conducting an ethnography.

To begin, I felt it compulsory to establish just how massive the IoT MOOC was. I was forced into contacting Prof. Dohler as the information required wasn’t readily available to students enrolled on the course. I was intrigued by the idea that 8566 individuals were participating in an environment without having a full understanding of its scale.

MOOC Overview
MOOC Overview

Amongst the masses, there would inevitably be wide and varied sources of motivation for participation. The goal for what seemed like the overwhelming majority of participants was business opportunity or financial gain – however there were mentions of other motivators:

MOOC Overview
MOOC Overview

I decided to focus my ethnography on the role that discussion forums play in developing a community culture within a MOOC. In preparation for this I charted the relationship between the total number of comment contributions with the chronology of each forum. My findings were consistent with Fischer’s (2014) observation that the participation rate within a MOOC is usually always low.

Forum contribution chart
Forum contribution chart

From this I was able to make some important observations.

General Observations
General Observations

The cause of the constant decline in participation was difficult to prove without statistics being readily available. Instead I was able to make a comparison between the aforementioned motivators and Kozinets when he surmised that ‘if future interaction is anticipated, participants will act in a friendlier way, be more cooperative, self-disclose and generally engage in socially positive communication’ (Kozinets, 2010, p 24).

I noted that community building and academic discourse did not appear to be of any priority to those who admitted to enrolling on the MOOC to generate money.  Instead, their forum comments contributed to what I previously referred to as “digital cacophony“.  The result was a linear community with large volumes of people voicing their opinion without appearing to interact or engage with others.

Interestingly I noticed that each discussion forum was either not introduced, or introduced with a closed question, such as:

Question 1
Question 1

The resulting answers and opinions arrived in large volumes but there was very little interaction between any respondents. I put this down to the following reasons:

  1. participants seemed to want to satisfy their own needs rather than assist in the learning of others
  2. participants were not encouraged to challenge opinions and ask questions of each other
  3. there were simply too many comments to interact with and people seemed overwhelmed

The participants in the IoT MOOC did not comment very much, this may have been because they felt over-whelmed by the peer-to-peer approach (Baggaley 2014).

In conclusion, although I was not an active participant in the MOOC I felt largely insignificant as a learner and almost unable to make sense of what was going on.  The discussion forums were the only way to communicate with others on the course but I felt that the design of the course, student motivations and lack of direction had a detrimental effect on the community culture within the course.


Baggaley, J. (2014). MOOCs: digesting the facts. Distance Education 35(2): pp. 159-163.

Fischer, G. (2014). Beyond hype and underestimation: identifying research challenges for the future of MOOCs. Distance Education 35 (2): pp. 149-158.

Kozinets, R. V. (2010). Understanding Culture Online. Netnography: doing ethnographic research online. In Netnography: doing ethnographic research online. (London, Sage): pp. 21-40.