The Future Net-oree: The Scouting Convergence to Online Collaborations and Networks

Written by Jocelyn Peucker, 2010

Scouting in Australia is dead. This is the feeling that some adults in Scouting have had over the past few years. However, until recently Scouting in Australia was dying, suffering an average national loss of approximately 4,000 memberships per year from 1995 to 2006. However, since 2007 there has been a significant increase of approximately 4200 memberships per year (see Figure 1). Similarly, Scouting in the Geelong Region also declined, losing 1300 members between 1995 and 2007, with only a slight increase over the past two years (see Figure 2). The causes of these losses remain either unknown or undocumented, although many Leaders have hypothesised that leadership, administration issues and technology are the key indicators. Today’s technological advances e.g. PlayStation, Mobile Phones, the Internet, and other electronic devices, are considered to be one of the most distinct causes.

However, whether or not these technologies had actually contributed to, or caused the decline rate, would have to be separately researched. Nevertheless, it is theorised that there is some evidence that as the Internet grew, Scouting memberships declined (Appendix 1). This paper suggests that there is a degree of truth between these two concepts. As Putnam (2000) states, “Membership in conventional face-to-face types of communities, such as bowling leagues, neighbourhood [sic]picnics, church groups, etc., has fallen rapidly over the last 25 years” (cited in Ridings & Gefen, 2004). However, “… the last few years have seen a tremendous growth in virtual community membership” (Ridings & Gefen 2004). Figure 3 shows how rapidly the Internet grew in Australia from 1995. Despite this rapid growth of the Internet, Scouting did not have a prominent Internet presence until the early to mid 2000’s. Along with this, some communications between members have become irregular or nonexistent, and important information is often not distributed or received.

Therefore, this paper proposes that Scouting, specifically the Geelong Region, may need to incorporate new Internet technologies i.e. Social Networking and Web 2.0 applications, otherwise it could be seriously disadvantaged to acquiring new members and to forming quality off-line or between-event relationships. To determine the value of converging Scouting towards Social Networking, four related issues will be explored, such as: (a) traditional Scouting in Australia, (b) geography and virtual communities, (c) mediated communications, and (d) Social Networking, Web 2.0 and promoting Scouting to the broader community.

Figure 1: Scouting Growth Chart in Australia

Created by J. Peucker, March 2010

Sources: (Scouts, 1996; Scouts, 2010; WOSM, 2010)

Figure 2: Scouting Growth Chart for Geelong

Created by J. Peucker, March 2010

Sources: (Geelong Scout Leaders and Heritage Centre, Personal Communication & Research, 2010)

Figure 3: Internet users as percentage of population (extracted from Google Search, 2010)

People with access to the Internet per 100 inhabitants.

Source: World Bank, World Development Indicators – Last updated March 2, 2010

The Scout Association of Australia is a geographical and community-based youth organisation that is over 100 years old. It currently has approximately 70,000 memberships (see Figure 1) and is well known as “… the largest youth movement in the nation” (Scouts, 2010b). No other organisation in Australia has the age range (6 to 26 years old) or the variety of activities that the Scouting organisation incorporates. Youth members usually participate in their own local or geographically based meeting place, known as a Scout Group. Groups are divided into age-related sections (Appendix 3). These sections can be conceptualised as communities within a community, as each has their own unique meeting times, activities, badge work and games. Scout Groups operate collectively under the umbrella of a district, which is part of a geographical area or region.

Within Australia, each state/territory is divided up into these manageable sized regions. The different sections of youth, the groups, districts, regions, and states all have their own recognised individual communities. At times, purpose-intentional communities are created, e.g. Jamboree contingents, Cuboree Leader teams, District and Region camps, and more. This means that Scouting in its entirety entails a multi-complex system of communities within communities. However, from experience, communications between these communities and their individuals are not always consistent or do not exist.

Using Scouting in the Geelong Region as an example, communication at this time exists in a few technology-based and traditional ways. McAfee states, “… we need to first understand the shortcomings of the technologies currently used … then examine how the newly available technologies address these drawbacks” (2006, p. 22). By this, MacAffe has implied that the present-day technologies used, need to be recognised before future changes can be implemented. Therefore, overviews of Scouting’s current communications, their effective functions and deficiencies have been collated (see Appendix 2). Along with these shortcomings, personal and inter-personal communications can have issues too, especially where Leaders and other adults are selective in how and whom they share information.

Because this information is not shared or received, incurs further problems for many members, both adults and youth. The next problem begins after Leaders have met through events such as day activities, training, and camps. Whilst these events are running, friendships are usually elevated. However, once the event is over, communication is either little or non-existent until the next major event. This is mainly caused due to members living long distances away from each other. Therefore, geographical locations can cause issues with inter-personal relationships or friendships that occur within Scouting. From research undertaken and from experience, online social networking or other newer Internet technological applications could improve these relationships.

Geographical challenges are one of the reasons that Social Networking (SN) has boomed. Wellman & Gulia (1997) and Katz, et al., (2004) along with others, suggest that “Enthusiasts hail the Net’s potential for making connections without regard to race, creed, gender or geography” (Wellman & Gulia, 1997, p. 1). They also argue that:

… sociologists … realized [sic] that communities do not have to be solidary [sic] groups of densely-knit neighbors [sic] but could also exist as social networks of kin, friends and workmates who do not necessarily live in the same neighborhoods [sic] … (1997, p. 2).

Furthermore “… the Net is especially suited to maintaining intermediate-strength ties between people who cannot see each other frequently” (1997, p. 16). Hiltz & Turoff reinforce this as they state, “… one study has found that some participants come to feel that their closest friends were members of their electronic group whom they seldom or never see” (cited in Wellman & Gulia, 1997, p. 11). This shows that the Internet could be used to enhance real-life friendships and acquaintances. Geelong Region Scouts could benefit from this by educating its members about alternative communication choices whilst keeping participation voluntary.

There are many possible ways that the Internet can be used to bring people together, or rather bridge them, as Donath & boyd explain:

Being the bridge between two otherwise disconnected people or groups is a strategically important role (Burt 2000), particularly if there is valuable information or opportunites [sic] to be shared between them. The bridge, being connected to these disparate groups, has access to a broad range of information. And [sic], the bridge may be seen as valuable for the connections he or she can make. In the traditional realm of personal interaction, being the bridge requires considerable output in time and energy to maintain a heterogeneous network, to transmit information and to make introductions (Donath & boyd, 2004).

By this, we can assume that it is possible to keep active connections online and offline for individuals and Groups within Scouting by using the Internet and its applications. CMO.com has developed a “Guide To The Social Media Landscape” which shows the advantages and disadvantages of common social networking sites (CMO, 2010). Therefore, it is possible to make informed decisions about online social networks or virtual communities that could be the bridges to decreasing the current gaps in inter-personal relationships.

The Internet, as Baym, et al. argue, encompasses the “potential for changing relationships” and “communication in interpersonal relationships is mediated increasingly by technology” (2007, p. 736). Wellman & Gulia (1997) further support this by arguing that:

Virtual communities may resemble “real-life” communities in the sense that support is available, often in specialized relationships. However, Net members are distinctive in providing information, support, companionship and a sense of belonging to persons they hardly know off-line or who are total strangers (Wellman & Gulia, 1997, p. 7).

Therefore, creating these virtual communities for Scouters in the Geelong Region, can give members the opportunity to promote, discuss, and merge ideas easier than the traditional or current technologies used.

Traditionalists in this Region may not easily accept this, and others may reject these concepts because it could cause issues that are not yet recognised. However, in agreement with Boase:

… a great deal of empirical research has shown that telephones and the internet [sic] have not weakened relationships by acting as insufficient substitutes for in-person contact … To the contrary, these studies suggest that individuals draw on various media to fit their social needs and lifestyles (2008, p. 491).

Therefore, the Internet technologies are evolving and many people are now using these technologies as alternative mediated forms of communication. This paper is not asking Scout members to change the way things are done, but to consider that there are alternatives to how things can be done. Understanding newer ways of mediated communications could be considered as one of the possible future solutions.

Mediated communication is not a new concept. In some way, many Scout Leaders and other adults have already used these technologies for their Scouting and personal communications. Katz, et al., describes mediated communications as:

By mediated personal communication technology, we refer especially to the mobile phone and the Internet, but also include … Personal Digital Assistants (PDAs) and civilian band (CB) … these are individual-to-individual or individual-to-group technologies, as opposed to mass media … (Katz, et al., 2004, p. 316).

They also argue “… mediated life is here to stay and is thus real for us …” (2004, p. 334). If contact is made to others through email or mobile phones, etc., then mediated communications are already pervasively embedded in our everyday life.

Currently, in Scouting much of the communication between Leaders is through email, i.e. District Commissioners send monthly emails to all Leaders in their District; Branch (state level), send monthly emails to all Leaders in their Region, etc. Incorporating alternative ways of communications does not affect or change these current technologies used. However, communications can be improved by using newer applications, especially where virtual communities or online networks are considered. Wellman & Gulia state, “The Net encourages the expansion of community networks” (1997, p. 14).

Virtual communities help overcome daily issues, and the Leaders in Scouting are no exception here. Attending Group, District or Region meetings can be difficult due to social pressures, e.g. securing babysitters, work commitments, study or travelling. Because of these, and other issues, it is almost impossible to get every Leader in the same place at the same time for meetings. Therefore, important information is not exchanged or distributed. Very few Leaders know whose responsibility it is for finding out what information has been missed by non-attendance. Some believe that the person that missed the meeting is responsible. Others believe that the person/s running the particular meetings are accountable. This is one example of how communication breakdowns can occur.

From experience, information usually does not find its way to the persons that have missed meetings. An example of this is the Annual meeting, where booklets are printed for those attending. However, the non-attendee will usually not receive a copy, printed or digital. If this information were published, for example, on a privatised blog site, accessible by all members of the Geelong Region Scouts, then two things would happen. First, a virtual community or social network has been created, and second, those with Internet access would be able to access the information at any time convenient to them. Wellman & Gulia argue: “… virtual communities provide possibilities for reversing the trend to less contact with community members because it is so easy to connect on-line with large numbers of people” (1997, p. 18). This is one of the ways where communication issues can be solved. This concept could be even more powerful as a solution if social networking and Web 2.0 applications were learnt and used.

What would happen if Scouting a community were given a new platform for communications? Would the individuals utilise the advantages of this platform, to share knowledge and resources? Slevin, cited in Katz, et al., asks us to:

… recognize [sic] that individuals are intelligent agents and are consciously looking to create meaning and new forms of human association online. The importance here is to cease the divide of virtual and physical cultures, allowing for a progression, rather than abandonment, of the notion of community (2004, p. 337).

There is a strong indication here, that if given the opportunity, Leaders and youth members would then use online social networks for communications within Scouting where they could voluntarily participate and provide assistance to others (Wellman & Gulia, 1997; Ridings & Grefen, 2004). This could also increase the individual’s sense of belonging to something and being part of a wider community.

Through this convergence to newer technologies, pervasively a stronger community is created, and information will be more frequently shared. boyd argues:

… when content is relevant to individuals, they consume it and then share it. This act shifts the context to be defined egocentrically which means that rather than information being shared based on a common interest, it is shared based on an affiliation with an individual (2006).

The sharing of this information happens through the affiliations where individuals are connected to each other through online social networking sites.

By using these technologies, individuals in Scouting are then empowered to promote related activities, form stronger off-line relationships, share information, collaborate with planning of events, and more. As research shows, “…publishing individual activities is the first step toward a potential coordination with others. Making personal expression public gives the opportunity to organize [sic] collective activities” (Aguiton & Cardon, 2007, p. 55). There are hundreds of different social networking sites that can “… result in connections between individuals that would not otherwise be made …” (boyd & Ellison, 2007). Therefore, these sites could aid in promoting Scouting to the broader community and enhance communication with its members, both youth and adults.

As a trial, the 1st Portarlington Scout Group, within the Geelong Region, created a Twitter account to evaluate if the theories proposed in this essay could have a future potential. Twitter is an online social network “… used by millions of people around the world to stay connected to their friends, family members and co-workers through their computers and mobile phones” (Huberman, Romero & Wu, 2009). Within a few weeks, Portarlington Scouts followed approximately twenty national and international Scout Twitter accounts. Many of these then followed the 1st Portarlington Scout Group in return (Appendix 4). If two users follow each other, then both parties can view the messages or updates sent. From the sample messages attached in Appendix 5, it is understandable to see how Twitter can be used to share relevant information instantly. Alternatively, most Leaders in Geelong would have to wait for the distribution of the Scout’s national monthly magazine or Branch’s monthly emails. However, there is no guarantee that the information distributed on Twitter has been published in these traditional magazines or emails. Therefore, Leaders miss out receiving valuable information.

In summary, there is evidence that the Internet has pervasively become a communications tool that is now used in many ways. Through alternative ways of mediated communications, geographical limitations, work and family commitment issues could be resolved through online collaborations and social networking. This paper has proposed that Scouting, specifically the Geelong Region, may need to incorporate these newer Internet technologies, otherwise it could be seriously disadvantaged to acquiring new members and to forming quality off-line or between-event relationships. With over 60% of Australians being online, it is perceived that Scouting should have a strong online presence. Currently, thousands of Scouters meet physically at camps such as the Jamboree or Cuboree. There are many reasons, as theorised in this paper,  to encourage these Scouters to also have a future “Net-oree”, which in turn, will encourage the promotion of Scouting to the broader community through the Internet’s technologies. With many Scout Groups already active in Geelong, the Region has nothing to lose by putting this proposal into effect. However, it does have everything to gain.

—————————————————————————

Creative Commons License
The Future Net-oree: The Scouting Convergence to Online Collaborations and Networks by Jocelyn Peucker is licensed under a Creative Commons Attribution-Non-Commercial-No Derivative Works 2.5 Australia License.
Permissions beyond the scope of this license may be available from jospoika@iitdesigns.com.au

—————————————————————————

Bibliography

Aguiton, C., & Cardon, D. (2007). The Strength of Weak Cooperation: An Attempt to Understand theMeaning of Web 2.0. Communications & Strategies, 65(1). Retrieved March 19, 2010, from http://www.idate.fr/fic/revue_telech/696/CS65_AGUITON_CARDON.pdf

Baym, N. K., Zhang, Y. B., Kunkel, A., Ledbetter, A., & Lin, M. (2007). Relational Quality and Media Use in Interpersonal Relationships. New Media & Society, 9(5), 735-752. Retrieved March 2, 2010, from Curtin University of Technology Library E-Reserve.

Boase, J. (2008). Personal networks and the personal communication system. Information, Communication & Society, 11(4). Retrieved March 3, 2010, from Curtin University of Technology Library E-Reserve.

boyd, d. (2006). Friends, Friendsters and Top 8: Writing Community into Being on Social Network Sites. First Monday, 12(4). Retrieved March 2, 2010, from http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/1418/1336

CMO. (2010). The CMO’s Guide To The Social Media Landscape. Omniture – An Adobe Company. Retrieved March 25, 2010, from http://www.cmo.com/social-media/cmos-guide-social-media-landscape

boyd, d., & Ellison, N. (2007). Social Network Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication, 13(1). Retrieved March 3, 2010, from http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html

Donath, J., & boyd, d. (2004). Public Displays of Connection. BT Technology Journal, 22(4), 71-82. DRAFT Retrieved March 2, 2010, from http://smg.media.mit.edu/papers/Donath/socialnetdisplay.draft.pdf

Google Search. (2010). “Australian Internet Usage Statistics”. Google Search. Retrieved March 20, 2010, from http://www.google.com/publicdata?ds=wb-wdi&met=it_net_user_p2&idim=country:AUS&dl=en&hl=en&q=australian+internet+usage+statistics

Huberman, B. A., Romero, D. M., & Wu, F. (2009). Social Networks that Matter: Twitter Under the Microscope. First Monday, 14(1).  Retrieved March 3, 2010, from http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/2317/2063

Katz, J. E., Rice, R. E., Acord, S., Dasgupta, K., & David, K. (2004). Personal Mediated Communication and the Concept of Community in Theory and Practice. In P. Kalbfleisch (Ed.), Communication and Community: Communication Yearbook 28 (pp. 315-371). Mahwah, NJ: Erlbaum. Retrieved March 2, 2010, from http://www.comm.ucsb.edu/faculty/rrice/A80KatzRiceAcordDasguptaDavid2004.pdf

McAfee, Andrew P., (2006). Enterprise 2.0: The Dawn of Emergent Collaboration. MIT Sloan Management Review, 47(3). Retrieved March 20, 2010, from http://adamkcarson.files.wordpress.com/2006/12/enterprise_20_-_the_dawn_of_emergent_collaboration_by_andrew_mcafee.pdf

Ridings, C., & Gefen, D. (2004). Virtual Community Attraction: Why People Hang Out Online. Journal of Computer Mediated Communication, 10(1). Retrieved March 2, 2010, from http://jcmc.indiana.edu/vol10/issue1/ridings_gefen.html

Scouts. (1996). Group Leader & Group Committee Handbook (p. 15). (2nd ed.). The Scout Association of Australia. Australia, Littlewood Printing Co.

Scouts. (2010a). Scouts Australia’s Report to the Nation – Annual Reports. Scouts Australia. Retrieved March 19, 2010, from http://scouts.com.au/main.asp?iMenuID=17875037

Scouts. (2010b). About Scouts Australia. Scouts Australia. Retrieved March 19, 2010, from http://www.scouts.com.au/main.asp?iMenuID=646

Thompson, C. (2008). Brave New World of Digital Intimacy. Retrieved March 19, 2010, from http://www.nytimes.com/2008/09/07/magazine/07awareness-t.html?_r=1.

Wellman, B., & Gulia, M. (1999). Net Surfers Don’t Ride Alone: Virtual Communities as Communities. In P. Kollock, & M. Smith (Eds.), Communities and Cyberspace. New York: Routledge. Retrieved March 2, 2010, from http://www.chass.utoronto.ca/~wellman/publications/netsurfers/netsurfers.pdf

World Bank, The. (2010). World Development Indicators (WDI). The World Bank. Retrieved March 20, 2010, from http://datafinder.worldbank.org/about-world-development-indicators

WOSM. (2010). National Scout Organisations – Some Statistics. World Organization of the Scout Movement (WOSM). Retrieved March 19, 2010, from http://www.scout.org/en/around_the_world/countries/national_scout_organisations/some_statistics

—————————————————————————

Appendix 1

Communications from Scouting Members

Note: Names removed for privacy reasons

“Scouting is dying” (District Commissioner, Personal Communication, 2005)

“Scouting is dead!” (Scout Leader, Personal Communication, 2007)

“When our Cub Scouts promote the future of Scouting at the 2007 Jamboree, no-one will need to show up. There is no future to Scouting.” (Cub Scout Leader, Personal Communication, 2006)

“I don’t want to camp, I wanna stay home and play on the PlayStation!” (Youth Member, Personal Communication, 2009)

[Whilst at camp] “I don’t  want to be here, I miss my computer!” (Youth Member, Personal Communication, 2008)

—————————————————————————

Appendix 2

Chart – Effective functions or deficiencies

Email Distributed to mainly Leaders and other adults Degree of commonality = low
Instant Messaging Person-to-person Degree of commonality = low
Phone Calls Person-to-person Degree of commonality = low
Web Site – Region http://www.geelongscouts.org.au/

Person or Small Group-to-many

Has many dead of blank pages

Not easy to navigate

Production is centralized

Commonality = high

User Friendliness=low

Web Site –

Portarlington Scouts

http://www.portscouts.com.au

Person or Small Group-to-many

All links work

Plenty of Information

Easy to Navigate

Complimented by national and international Scouters

Production is centralized

Commonality = high

User Friendliness = high

—————————————————————————

Appendix 3

Youth Sections within a Scout Group

—————————————————————————

Appendix 4

Twitter.com account @portscouts

List of followers

✔ Scouts de México
Boy Scouts – BSA
Clean Up Australia
G. P. Scouts
Geelong Comp Help
Haarlem Jamborette
MG – OIAS
Scouts ACT
Scouts Australia
Scouts Canada
Scouts New Zealand
Scouts Tasmania
UK Scout Association
World Scout Jamboree
World Scouting

—————————————————————————

Appendix 5

Important Messages Received

Clean Up Australia
Sun, Mar 07 00:11:58
#cleanupaustraliaday We encourage you to post images and videos of your Clean Up Sites on our Facebook fan page http://bit.ly/bszo5J

Scouts Australia
Mon, Mar 22 15:46:18
Fullarton Cubs & Scouts build and race rafts on Totally Wild, Wed 24 March. Planning, teamwork, FUN – it’s the Scout Method in action!

World Scouting
Wed, Mar 24 16:05:47
Global Development Village planning kicks off in Stockolm: March 20 – 21, A Global Development Village (GDV) kick-… http://bit.ly/bErec4

Scouts Tasmania
Fri, Mar 12 02:37:26
Hobart Gang Show Auditions are being held this Sunday 14th March at The Lea Scout Centre 11am to 4pm BYO lunch and… http://bit.ly/a772Th

Scouts Australia
Tue, Mar 23 16:02:37
National Youth Week – Live It Now! 10-18 April 2010. Awesome events and competitions – get involved! http://youthweek.com

World Scout Jamboree
Wed, Mar 24 11:00:17
RT @Milois anyone who is a good translator (french,russian,spanish,arabic) and wants to join the planning team for #jamboree2011?

Scouts Australia
Tue, Mar 09 16:29:05
SA Scouts will be on Totally Wild tomorrow morning on Ch 10. It’s all about Cub Scout Pinewood Derbies!

Scouts Australia
Fri, Mar 05 15:03:15
The World Scout Environment Badge is now here! http://www.scouts.com.au/environment

Scouts Australia
Thu, Mar 11 15:17:51
We’re on YouTube! http://www.youtube.com/ScoutsAustralia

hit counter
Get a hit counter here.