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ETR&D, Vol. 49, No. 3
going dialogue” (personal e-mail communi- cat-
ion, June 15, 2000).
national cultures, South Africa ranks moder-
ately high on his masculinity index, a measure of
the dominance of “male values” and the lack of
overlapping gender roles in the culture.
Although his data are from Whites only, drawn
from studies of IBM employees—with the
exception of one faculty member, the Border
Technikon teleconference participants were also
White. Masculine values in the workplace
include accomplishment and advancement,
while feminine values focus more on the quality
of relationships. In a society with a lower mascu-
linity index, people might have been more likely
to participate in an on-line discussion simply for
the sake of building professional relationships.
In South Africa, unless something productive
would obviously come of it, there would be less
inclination to engage in a collaborative activity.
Teleconferences are more casual and less rig-
orous than well-moderated on-line discussions.
Discussions permit, and might even require, a
much deeper and more serious interaction.
Without exception, the Border Technikon partic-
ipants were neither interested in nor prepared
for a deep and serious collaborative exchange.
They planned a casual and less rigorous event in
the first place, not because they value deeper
interaction any less, but simply because that is
what was appropriate for their current state of
technology implementation.
A good on-line discussion requires commit-
ment. Border Technikon was seeking a one-time
exchange, which could lead to more substantive
collaboration in time. From their perspective, it
was important to stage an event that specifically
required minimal commitment. That way, indi-
viduals could attend and begin to identify them-
selves as supporters more easily. The
teleconference served this function perfectly.
An immediately productive outcome was
unlikely for several reasons, but the most obvi-
ous was a temporary moratorium on the expan-
sion of university distance education programs
in South Africa put in place about that time by
the government. Increasing private sector
involvement in higher education through on-
line programs is being stopped by the morato-
rium, “while government officials develop a
blueprint for a wide-ranging reorganization of
higher education in South Africa” (Vergnani,
June, 2000). While it is difficult to imagine such a
moratorium being imposed in the United States,
the entry of commercial education service pro-
viders into the global marketplace for learning is
affecting every country in the world. In South
Africa, this development has provoked a gov-
ernmental response that has inhibited discus-
sion of distance education by limiting real world
activity on the topic.
Why was there no stampede toward the dis-
cussion, just to see what the experience would
be like? Probably because that kind of casual
experimentation is a luxury that is not easy to
afford at Border Technikon and many institu-
tions of higher education on the other side of the
global digital divide. Had anyone at Border
Technikon felt a sense of urgency, something
different might have happened. It is also worth
remembering that the threaded discussion was a
suggestion initiated at USU, on the day of the
event.
Studies in educational settings indicate that
emphasizing the relevance of computer con-
ferencing has a positive impact on participation
(
Cifuentes & Murphy, 1997). For some of the
USU participants the collaborative model itself,
teleconference and discussion among educators
in different stages of technological development,
was not only relevant, but full of tremendous
potential for convenient, rich, and low-cost
interaction. However, for a number of reasons,
distance education itself was not sufficiently rel-
evant at that time to the participants from Bor-
der Technikon to stimulate the kind of
commitment needed.
Implicit Assumptions
New tools for on-line collaboration, such as
threaded discussions and e-mail discussion
groups, carry implicit assumptions about the
users. In a collaboration, selecting the right vehi-
cle for communication means recognizing those
assumptions and evaluating the fit for all parties
who are potentially to be involved. A threaded
discussion may well be a perfect vehicle for in-
According to Hofstede’s (1997) studies on