Service Experience in an Innovation Context

Service researchers and practitioners have repeatedly claimed that customer service experiences are essential to all businesses. Therefore comprehension of how service experience is characterised in research is an essential element for its further development through research. The importance of greater in-depth understanding of the phenomenon of service experience has been acknowledged by several researchers, such as Carú and Cova and Vargo and Lusch. Furthermore, Service-Dominant (S-D) logic has integrated service experience to value by emphasising in its foundational premises that value is phenomenologically (experientially) determined. The present study analyses how the concept of service experience has been characterised in previous research. As such, it puts forward three ways to characterise it in relation to that research: 1) phenomenological service experience relates to the value discussion in S-D logic and interpretative consumer research, 2) process-based service experience relates to understanding service as a process, and 3) outcome-based service experience relates to understanding service experience as one element in models linking a number of variables or attributes to various outcomes. Focusing on the phenomenological service experience, the theoretical purpose of the study is to characterise service experience based on the phenomenological approach. In order to do so, an additional methodological purpose was formulated: to find a suitable methodology for analysing service experience based on the phenomenological approach. The study relates phenomenology to a philosophical Husserlian and social constructionist tradition studying phenomena as they appear in our experience in a social context. The study introduces Event-Based Narrative Inquiry Technique (EBNIT), which combines critical events with narratives and metaphors. EBNIT enabled the analysis of lived and imaginary service experiences as expressed in individual narratives. The study presents findings of eight case studies within service innovation of Web 2.0, mobile service, location aware service and public service in the municipal sector. Customers’ and service managers’ stories about their lived private and working lifeworld were the foundation for their ideal service experiences. In general, the thesis finds that service experiences are (1) subjective, (2) context-specific, (3) cumulative, (4) partially socially constructed, (5) both lived and imaginary, (6) temporally multiple-dimensional, and (7) iteratively related to perceived value. In addition to customer service experience, the thesis brings empirical evidence of managerial service experience of front-line managers experiencing the service they manage and develop in their working lifeworld. The study contributes to S-D logic, service innovation and service marketing and management in general by characterising service experience based on the phenomenological approach and integrating it to the value discussion. Additionally, the study offers a methodological approach for further exploration of service experiences. The study discusses managerial implications in conjunction with the case studies and discusses them in relation to service innovation.

Multidimensionality of Actors in Business Networks: The Influence of Social Action in Pharmacy Networks in Finland

In the markets-as-networks approach business networks are conceived as dynamic actor structures, giving focus to exchange relationships and actors’ capabilities to control and co-ordinate activities and resources. Researchers have shared an understanding that actors’ actions are crucial for the development of business networks and for network dynamics. However, researchers have mainly studied firms as business actors and excluded individuals, although both firms and individuals can be seen as business actors. This focus on firms as business actors has resulted in a paucity of research on human action and the exchange of intangible resources in business networks, e.g. social exchange between individuals in social networks. Consequently, the current conception of business networks fails to appreciate the richness of business actors, the human character of business action and the import of social action in business networks. The central assumption in this study is that business actors are multidimensional and that their specific constitution in any given situation is determined by human interaction in social networks. Multidimensionality is presented as a concept for exploring how business actors act in different situations and how actors simultaneously manage multiple identities: individual, organisational, professional, business and network identities. The study presents a model that describes the multidimensionality of actors in business networks and conceptualises the connection between social exchange and human action in business networks. Empirically the study explores the change that has taken place in pharmaceutical retailing in Finland during recent years. The phenomenon of emerging pharmacy networks is highly contemporary in the Nordic countries, where the traditional license-based pharmacy business is changing. The study analyses the development of two Finnish pharmacy chains, one integrated and one voluntary chain, and the network structures and dynamics in them. Social Network Analysis is applied to explore the social structures within the pharmacy networks. The study shows that emerging pharmacy networks are multifaceted phenomena where political, economic, social, cultural, and historical elements together contribute to the observed changes. Individuals have always been strongly present in the pharmacy business and the development of pharmacy networks provides an interesting example of human actors’ influence in the development of business networks. The dynamics or forces driving the network development can be linked to actors’ own economic and social motives for developing the business. The study highlights the central role of individuals and social networks in the development of the two studied pharmacy networks. The relation between individuals and social networks is reciprocal. The social context of every individual enables multidimensional business actors. The mix of various identities, both individual and collective identities, is an important part of network dynamics. Social networks in pharmacy networks create a platform for exchange and social action, and social networks enable and support business network development.

Social selection and the evolution of cooperative groups: The example of the cellular slime moulds

In social selection the phenotype of an individual depends on its own genotype as well as on the phenotypes, and so genotypes, of other individuals. This makes it impossible to associate an invariant phenotype with a genotype: the social context is crucial. Descriptions of metazoan development, which often is viewed as the acme of cooperative social behaviour, ignore or downplay this fact. The implicit justification for doing so is based on a group-selectionist point of view. Namely, embryos are clones, therefore all cells have the same evolutionary interest, and the visible differences between cells result from a common strategy. The reasoning is flawed, because phenotypic heterogeneity within groups can result from contingent choices made by cells from a flexible repertoire as in multicellular development. What makes that possible is phenotypic plasticity, namely the ability of a genotype to exhibit different phenotypes. However, co-operative social behaviour with division of labour requires that different phenotypes interact appropriately, not that they belong to the same genotype, or have overlapping genetic interests. We sketch a possible route to the evolution of social groups that involves many steps: (a) individuals that happen to be in spatial proximity benefit simply by virtue of their number; (b) traits that are already present act as preadaptations and improve the efficiency of the group; and (c) new adaptations evolve under selection in the social context-that is, via interactions between individuals-and further strengthen group behaviour. The Dictyostelid or cellular slime mould amoebae (CSMs) become multicellular in an unusual way, by the aggregation of free-living cells. In nature the resulting group can be genetically homogeneous (clonal) or heterogeneous (polyclonal); in either case its development, which displays strong cooperation between cells (to the extent of so-called altruism) is not affected. This makes the CSMs exemplars for the study of social behaviour.

Habilidades sociales y contextos de la conducta social

[Es] Las habilidades sociales, o habilidades interpersonales, han sido objeto de creciente interés durante los últimos años en psicología social, clínica y educativa; y, sin embargo, tanto su evaluación como la intervención psicológica para su mejora se topan con una desconcertante proliferación de clasificaciones o categorías divergentes de las mismas. En este trabajo, y como resultado de sucesivos análisis factoriales, se proponen cinco grandes categorías de habilidades sociales (Interacción con personas desconocidas en situaciones de consumo, Interacción con personas que atraen, Interacción con amigos y compañeros, Interacción con familiares, y Hacer y rechazar peticiones a los amigos/as) que responden a distintos contextos de interacción social. Las cinco escalas, correspondientes a tales categorías, de un nuevo instrumento de medida, el Cuestionario de Dificultades Interpersonales (CDI), con alta consistencia interna (·= 0,896), explican el 47,47% de la varianza total. Los análisis correlacionales entre el CDI y el Test de Autoverbalizaciones en la Interacción Social (SISST) de Glass, Merluzzi, Biever y Larsen (1982) revelan diferencias cognitivas significativas entre los sujetos de alta y baja habilidad social, dándose una mayor frecuencia de autoverbalizaciones positivas y una menor frecuencia de autoverbalizaciones negativas en los sujetos de alta habilidad social que en los sujetos de baja habilidad social.

Trajetórias de jovens de origem popular rumo à carreira acadêmica: mobilidade social, identidade e conflitos

Esta dissertação tem como objetivo analisar a trajetória escolar de jovens de origem popular e oriundos de um bairro de periferia da cidade do Rio de Janeiro, que ingressaram em cursos de pós-graduação stricto sensu de importantes universidades públicas. Tais trajetórias serão aqui analisadas a partir das narrativas dos próprios atores sociais em questão, buscando evidenciar as marcas de sua socialização e formação escolar em um contexto social que, do ponto de vista de algumas análises no campo da sociologia da educação, não favoreceriam a aquisição do capital cultural e social necessários ao ingresso na carreira acadêmica. Desta perspectiva, além de não serem muito comuns nos meios populares, essas trajetórias também não seriam reconhecidas pelo grupo de origem que, na maioria das vezes, identifica a formação escolar como porta de entrada no mundo do trabalho, tendo no curso superior o ponto máximo de uma formação escolar bem sucedida. Busca-se aqui, a partir da análise do conjunto dessas trajetórias, apreender os elementos e experiências sociais que possibilitaram esse prolongamento na formação escolar, e, sobretudo, o impacto e o significado da inserção na carreira acadêmica, tanto do ponto de vista da mobilidade social quanto dos conflitos decorrentes dessa experiência subjetiva, quer em relação às expectativas familiares ou do grupo social de origem. O trabalho de campo de caráter etnográfico, baseado na observação participante e realização de entrevistas aprofundadas constituíram as ferramentas metodológicas básicas a partir das quais essa pesquisa foi desenvolvida. Com relação à discussão teórica aqui proposta tomou-se como referência os trabalhos de Pierre Bourdieu, Jean-Claude Passeron, Bernard Lahire, Jailson de Souza e Silva e Maria da Graça Jacintho Setton, entre outros

POR QUE VOCÊ NÃO OLHA PRA MIM?: Invisibilidade social de jovens em situação de vulnerabilidade e o futebol como luta por reconhecimento

A presente dissertação discute o futebol como caminho para o reconhecimento social por jovens em situação de vulnerabilidade, entendida aqui pela afrodescendência, residência em favelas e a escassez de recursos financeiros. Esta vulnerabilidade pode remeter a uma invisibilidade social, que pode ser compreendida como relações sociais onde alguns sujeitos, por serem na esmagadora maioria das vezes proscritos do mundo significativo daqueles que detêm o poder, através da indiferença, e/ou por habitarem o imaginário social de forma negativa sendo estigmatizados, não têm suas capacidades e potencialidades reconhecidas e passam a ser ignorados e privados de muitas formas de interação social. Dialeticamente, no cerne destas relações, está presente a luta por reconhecimento, aqui estudada com base na Teoria Crítica e especialmente nos escritos do teórico Axel Honneth. A relação do indivíduo consigo próprio está atrelada às experiências de reconhecimento, pois ele se constitui unicamente porque aprende através do assentimento ou encorajamento de outrem a referir a si próprio determinadas características. Quando essas experiências são precárias, como ocorre nos casos de invisibilidade social, se dá uma busca, uma cobrança, uma luta pelo reconhecimento negado. Reconhecimento social que pode ser obtido através do futebol e seus desdobramentos, como a possibilidade do consumo conspícuo, da exposição midiática e de um suposto poder de mudança social. Como metodologia para compreender melhor estas questões foram analisadas produções sociais, como filmes, livros, músicas e reportagens, as quais foram consideradas sinais de uma sociedade capitalista, sociedade do espetáculo e individualista que se apresenta como meritocrática, ignorando que a disponibilidade de recursos da cultura dominante que cada sujeito possui, tem relação positiva com o sucesso pessoal. E para ilustrar o contexto histórico, social e cultural, onde jovens em situação de vulnerabilidade e muitas vezes invisíveis socialmente lutam por reconhecimento através do futebol, foram realizadas entrevistas com jovens jogadores de futebol da Vila Olímpica da Mangueira. A ascensão social e a identidade de ser um jogador de futebol são almejadas pelo desejo de obtenção de experiências de reconhecimento positivas nas três esferas do reconhecimento e que assim possam promover mudanças em suas respectivas autorrelações práticas: na dedicação emotiva, sendo mais amados por seus familiares e amigos (autoconfiança); no respeito cognitivo, obtendo cidadania que lhes é rotineiramente negada (autorrespeito); e na estima social, ao serem elogiados pela performance esportiva, ter fama e visibilidade, e exercer uma função social respeitada e digna de admiração (autoestima). Em suma, esta pesquisa busca apontar o futebol como instrumento para análise da dinâmica social e contribui por conectar o contexto esportivo ao social, visando fomentar nos profissionais que trabalham com esta população uma prática mais ampla e crítica, que possa ser capaz de ajudar a promover efetivamente mudanças sociais.

Sociedade de risco e bens jurídico-penais transindividuais: argumentos favoráveis à legitimação no contexto social complexo

A teoria da sociedade de risco foi estabelecida por Ulrich Beck no ano de 1986 por meio da obra Risikogesellschaft - Auf dem Weg in eine andere Mordene. Beck propõe um novo rumo para a pesquisa sociológico segundo o qual o parâmetro clássico de estudo das ciências sociais baseado na luta entre classe deveria ser superado, pois esse modelo seria incapaz de explicar as complexas relações da sociedade moderna (pós-industrial) em que a característica principal não mais se encontra na disputa entre detentores do capital e explorado, mas, sim, em tentar reduzir ou repartir de modo mais justo os riscos sociais. Foi estabelecida a teoria da sociedade de risco a partir do incremento da tecnologia (por exemplo, energia nuclear, produção de alimentos transgênicos, etc). Com essas novas técnicas científicas praticamente impossível é conter os riscos sociais, uma vez que são neste momento difusos, ou seja, atingem um número indeterminado de pessoas. Neste ambiente de proliferação de riscos a demanda social direcionada à proteção por meio de intrumentos de controle dos riscos ganha papel de destaque. O sentimento social de insegurança baseia-se, principalmente, no fato de não ser mais o ser humano capaz de prever todos os efeitos das condutas a que está sendo diariamente exposto. Diante desse novo quadro social, o Direito, em especial, o Direito Penal não deve mostrar indiferença às necessidades de proteção. Neste contexto, questiona-se se o Direito Penal clássico, isto é, o Direito Penal produzido segundo bases Iluministas tipicamente liberal-burguesas do final século XIX conseguirá fornecer respostas úteis a um modelo social tão diferente daquele originalmente considerado. É necessário um arcabouço teórico próprio aos dias atuais, sem desconsiderar o avanço no campo dos direitos humanos. Defende-se na presente dissertação ter o Direito Penal por escopo a proteção de bens jurídicos, desde que, evidentemente, estejam lastreados no princípio da dignidade humana que serve de inspiração a todos os ordenamentos materialmente democráticos na atualidade. Não se pode negar o relevante papel assumido pelo bem jurídico-penal individual como contenção do jus puniendi estatal, no entanto, tal instrumento teórico deve ser combinado a outro: o bem jurídico-penal transindividual. Como técnica dogmática visando à gestão dos riscos por meio do Direito Penal destinado à proteção de bens jurídicos transindividuais adotar-se-á, geralmente, a utilização de tipos penais de perigo abstrato. Por fim, expõe este trabalho como pode ser empregado o bem jurídico-penal transindividual em zonas de difusão de riscos como a genética e o meio-ambiente.

A Formação do Enfermeiro do Trabalho: uma discussão à luz da Determinação Social da Saúde

As condições de saúde do trabalhador resultam de um conjunto de determinantes de natureza individual, como a herança genética e a biologia humana, e de condicionantes econômicos, socioculturais, políticos, tecnológicos e organizacionais. Estes se expressam no modo de viver dos indivíduos e dos grupos sociais. Assim, a determinação social da saúde se verifica pelo caráter histórico-social e pelo aspecto biopsicológico dos indivíduos. Diante disso despertaram algumas inquietações: a formação em enfermagem do trabalho continua pautada no modelo hegemônico, biologicista? Será que aborda conteúdos sobre o processo de produção social da saúde-doença? Delineou-se como objetivo geral do estudo: Analisar a formação do enfermeiro do trabalho, tomando como referência a discussão da determinação social da saúde. E como objetivos específicos: a) Caracterizar o perfil acadêmico e o Projeto Político-Pedagógico (PPP) dos cursos presenciais lato sensu em enfermagem do trabalho do Rio de Janeiro; b) Analisar a formação do enfermeiro do trabalho à luz da discussão sobre a determinação social da saúde; e c) Discutir a formação do enfermeiro do trabalho e as influências do contexto social na conformação dos currículos e na prática social deste. Constitui-se um estudo de cunho qualitativo, não experimental, transversal e descritivo. Foi realizada entrevistas semi-estruturadas com coordenadores (N = 03) e discentes (N = 15) de três cursos de especialização em enfermagem do trabalho, sendo dois de instituição pública e um de instituição privada de ensino. Aplicou-se a análise de conteúdo de Bardin. Também foi realizada a análise dos PPP dos cursos, uma vez que delineiam os objetivos e/ou missão do curso, o ementário e a grade curricular. A maioria dos alunos entrevistados e um coordenador não tinham ouvido falar sobre a determinação social da saúde. Todos os cursos abordam direta ou indiretamente conteúdos relacionados a este tema. Dentro da perspectiva da Saúde Coletiva, em que se insere a Saúde do Trabalhador, a formação do enfermeiro do trabalho deve considerar a história de vida e a forma de inserção do trabalhador na sociedade, bem como suas relações de reprodução social. Contudo, verifica-se que o ensino em enfermagem do trabalho continua pautado no enfoque positivista do processo saúde-doença, estabelecendo relações entre indicadores de saúde, desconsiderando o caráter histórico-social deste processo. Dentro de uma perspectiva social ordenada pelas relações capitalistas em que vivemos, é sem dúvida difícil pensar numa outra forma de abordar o ensino das diversas profissões da saúde. Todavia, é necessário repensar a formação e atuação dos profissionais de saúde, dentro de uma ótica inter, multi e transdisciplinar apontada pelo campo Saúde Coletiva, a fim de ampliar o olhar sobre o sujeito para além da visão centrada na doença, considerando os aspectos subjetivos envolvidos na determinação social da saúde. Logo, demandam-se mudanças nas formas de pensar os currículos e de conduzir o processo ensino-aprendizagem desses profissionais de saúde.

Decision making across social contexts: Competition increases preferences for risk in chimpanzees and bonobos

Context can have a powerful influence on decision-making strategies in humans. In particular, people sometimes shift their economic preferences depending on the broader social context, such as the presence of potential competitors or mating partners. Despite the important role of competition in primate conspecific interactions, as well as evidence that competitive social contexts impact primates' social cognitive skills, there has been little study of how social context influences the strategies that nonhumans show when making decisions about the value of resources. Here we investigate the impact of social context on preferences for risk (variability in payoffs) in our two closest phylogenetic relatives, chimpanzees, Pan troglodytes, and bonobos, Pan paniscus. In a first study, we examine the impact of competition on patterns of risky choice. In a second study, we examine whether a positive play context affects risky choices. We find that (1) apes are more likely to choose the risky option when making decisions in a competitive context; and (2) the play context did not influence their risk preferences. Overall these results suggest that some types of social contexts can shift patterns of decision making in nonhuman apes, much like in humans. Comparative studies of chimpanzees and bonobos can therefore help illuminate the evolutionary processes shaping human economic behaviour. © 2012 The Association for the Study of Animal Behaviour.

When strangers pass: processing of mutual and averted social gaze in the superior temporal sulcus.

Using functional magnetic resonance imaging (fMRI), we investigated brain activity evoked by mutual and averted gaze in a compelling and commonly experienced social encounter. Through virtual-reality goggles, subjects viewed a man who walked toward them and shifted his neutral gaze either toward (mutual gaze) or away (averted gaze) from them. Robust activity was evoked in the superior temporal sulcus (STS) and fusiform gyrus (FFG). For both conditions, STS activity was strongly right lateralized. Mutual gaze evoked greater activity in the STS than did averted gaze, whereas the FFG responded equivalently to mutual and averted gaze. Thus, we show that the STS is involved in processing social information conveyed by shifts in gaze within an overtly social context. This study extends understanding of the role of the STS in social cognition and social perception by demonstrating that it is highly sensitive to the context in which a human action occurs.

Male mice song syntax depends on social contexts and influences female preferences.

In 2005, Holy and Guo advanced the idea that male mice produce ultrasonic vocalizations (USV) with some features similar to courtship songs of songbirds. Since then, studies showed that male mice emit USV songs in different contexts (sexual and other) and possess a multisyllabic repertoire. Debate still exists for and against plasticity in their vocalizations. But the use of a multisyllabic repertoire can increase potential flexibility and information, in how elements are organized and recombined, namely syntax. In many bird species, modulating song syntax has ethological relevance for sexual behavior and mate preferences. In this study we exposed adult male mice to different social contexts and developed a new approach of analyzing their USVs based on songbird syntax analysis. We found that male mice modify their syntax, including specific sequences, length of sequence, repertoire composition, and spectral features, according to stimulus and social context. Males emit longer and simpler syllables and sequences when singing to females, but more complex syllables and sequences in response to fresh female urine. Playback experiments show that the females prefer the complex songs over the simpler ones. We propose the complex songs are to lure females in, whereas the directed simpler sequences are used for direct courtship. These results suggest that although mice have a much more limited ability of song modification, they could still be used as animal models for understanding some vocal communication features that songbirds are used for.

Stigma and multiple social comparisons in people with schizophrenia

This paper investigates social comparisons in people with schizophrenia. Stigma theories often suggest that people with stigmatized conditions face a chronic threat to self-esteem and that they respond to this in a variety of ways, one of which is by using ingroup downward comparisons. We analysed the spontaneous social comparisons used by, participants in semi-structured interviews. A wide range of comparison dimensions, target others, and groupings were used, most of which did not represent a category of people with schizophrenia in more negative terms than those without the illness. Participants presented themselves positively, referring to downward and lateral comparisons more often than upward comparisons. In addition, although downward comparisons did refer to people with schizophrenia, they were more likely to refer to others who did not have schizophrenia, and to dimensions which were not related to mental illness. It is suggested that investigations of the relations between stigma and self need to take account of the multiple identities and dimensions of comparisons available to people for construing themselves and the social context. Copyright (C) 2001 John Wiley & Sons, Ltd.

A calming cacophony: Social identity can shape the experience of loud noise

Environmental Psychology has typically considered noise as pollution and focused upon its negative impact. However, recent research in psychology and anthropology indicates the experience of noise as aversive depends upon the meanings with which it is attributed. Moreover, such meanings seem to be dependent on the social context. Here we extend this research through studying the aural experience of a religious festival in North India which is characterised by loud, continuous and cacophonous noise. Reporting an experiment and semi-structured interviews, we show that loud noise is experienced as pleasant or unpleasant according to the meanings attributed to it. Specifically, the experiment shows the same noise is experienced more positively (and listened to longer) when attributed to the festival rather than to a non-festival source. In turn, the qualitative data show that within the Mela, noises judged as having a religious quality are reported as more positive than noises that are not. Moreover, the qualitative data suggest a key factor in the evaluation of noise is our participants’ social identities as pilgrims. This identity provides a framework for interpreting the auditory environment and noises judged as intruding into their religious experience were judged negatively, whereas noises judged as contributing to their religious experience were judged more positively. Our findings therefore point to the ways in which our social identities are implicated in the process of attributing meaning to the auditory environment.

The presence of a culturally similar or dissimilar social partner affects neural responses to emotional stimuli

Background: Emotional responding is sensitive to social context; however, little emphasis has been placed on the mechanisms by which social context effects changes in emotional responding.

Objective: We aimed to investigate the effects of social context on neural responses to emotional stimuli to inform on the mechanisms underpinning context-linked changes in emotional responding.

Design: We measured event-related potential (ERP) components known to index specific emotion processes and self-reports of explicit emotion regulation strategies and emotional arousal. Female Chinese university students observed positive, negative, and neutral photographs, whilst alone or accompanied by a culturally similar (Chinese) or dissimilar researcher (British).

Results: There was a reduction in the positive versus neutral differential N1 amplitude (indexing attentional capture by positive stimuli) in the dissimilar relative to alone context. In this context, there was also a corresponding increase in amplitude of a frontal late positive potential (LPP) component (indexing engagement of cognitive control resources). In the similar relative to alone context, these effects on differential N1 and frontal LPP amplitudes were less pronounced, but there was an additional decrease in the amplitude of a parietal LPP component (indexing motivational relevance) in response to positive stimuli. In response to negative stimuli, the differential N1 component was increased in the similar relative to dissimilar and alone (trend) context.

Conclusion: These data suggest that neural processes engaged in response to emotional stimuli are modulated by social context. Possible mechanisms for the social-context-linked changes in attentional capture by emotional stimuli include a context-directed modulation of the focus of attention, or an altered interpretation of the emotional stimuli based on additional information proportioned by the context.

Combining and integrating life /social sciences and citizen trainers in Nurse Education - a N. Ireland initiative

Before commencement of the academic year 2012/2013 the social sciences, public health and the biomedical sciences were taught to separate modules. This reinforced the idea off separate disciplines certainly for some of the younger students and a failure to appreciate the interconnectedness (whole person) perspective on health; separately modules taught and assessed in separate silos. There was limited understanding by the lecturers of the other areas that they were not teaching to -reflecting perhaps a dis-coordinated approach to health sciences (Mason and Whitehead 2003). As a result of significant discussion and interdisciplinary negotiation the life, social sciences public health/ health education were drawn together in the one module for the academic year 2012/13. The module provides the undergraduate students with an introduction to an understanding of Life Sciences, psychology, sociology and public health and their contribution within the context of nursing and midwifery. Each week’s teaching seeks to reflect against the other module delivered in first year - addressing clinical skills. The teaching is developing innovative e-learning approaches, including the use of a virtual community. The intention is to provide the student with a more integrated understanding and teaching to the individual’s health and to health within a social context (Lin 2001; Iles- Shih 2011). The focus is on health promotion rather than disease management. The module runs in three phases across the student’s first-year and teachers to the field of adult mental health, learning disability, children’s nursing and the midwifery students -progressively building on the student’s clinical experience. The predominant focus of the module remains on health and reflecting aspects of life and social life within N. Ireland. One of the particular areas of interest and an area of particular sensitivity is engaging the students to the context of the Northern Ireland civil unrest (the Troubles); this involves a co-educational initiative with service users, only previously attempted with social work students (Duffy 2012). The service users are represented by WAVE an organisation offering care and support to bereaved, traumatised or injured as a result of the violent civil conflict `the Troubles’. The `Troubles’ had ranged over an extended period and apart from the more evident and visual impact of death and injury, the community is marked by a disproportionate level of civil unrest, the extremes of bereavement, imprisonment, displacement antisocial behaviour and family dysfunction (Coulter et al. 2012). As co-educators with the School of Nursing and Midwifery, WAVE deliver a core lecture (augmented by online material), then followed by tutorials. The tutorials are substantially led by those who had been involved with and experienced loss and trauma as a result of the conflict (Health Service users) as `citizen trainers’ and provide an opportunity for them to share their experience and their recollection of personal interaction with nursing and midwifery students; in improving their understanding of the impact of `The Troubles’ on patients and clients affected by the events (Coulter et al. 2012) and to help better provide a quality of care cognisant of the particular needs of those affected by `the Troubles’ in N.Ireland. This approach is relatively unique to nursing in N. Ireland in that it involves many of those directly involved with and injured by the `Troubles’ as `citizen trainers’ and clearly reflects the School’s policy of progressively engaging with users and carers of nursing and midwifery services as co-educators to students (Repper & Breeze 2006). Only now could perhaps such a sensitive level of training to student nurses and midwives be delivered across communities with potential educative lessons for other communities experiencing significant civil unrest and sectarian conflict.