Using leisure-based communication tools in an educational setting

This paper, written by Juliet Eve and Tara Brabazon, and published in the Journal of Literacy and Technology, volume 9, number 1. April 2008, pp. 36-61, hypothesises that, "when using platforms most frequently positioned in leisure-based environments, such as the iPod, text messaging, and discussion fora, there are institutional and ideological blockages to creating a successful learning experience and scholarly environment."
It was written after an incident in which a group of first year media and communications students attended a lecture and were shown a short video. Issues for discussion were given. The students then logged into their 'Virtual Classroom' (Blackboard, included an online chat room and discussion board) to discuss issues arising from the video.
Unfortunately some students hijacked the issues-related discussions between some other students using inappropriate language, despite the lecturer being online as well. Their language, and what they talked about, might have been acceptable in a peer-to-peer exchange about leisure activities, but it wasn't right for the learning and educational context.
The authors have provided an indepth review of previous writings on the impact of computer mediated communication on education, and a discussion on changes in the culture of education.
However, I couldn't help but wonder if the experience could have been turned around by making it an opportunity to raise awareness of communication styles being appropriate for any given context. Perhaps, too, some lessons on manners would not have gone astray!