courtney w. davis department of communication university of california, santa barbara
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Technology in Organizations COMM 122: Micro-/Macro-Organizational Communication Lecture 9a November 23, 2009. Courtney W. Davis Department of Communication University of California, Santa Barbara. What is technology?. - PowerPoint PPT PresentationTRANSCRIPT
Technology in OrganizationsCOMM 122: Micro-/Macro-Organizational Communication
Lecture 9aNovember 23, 2009
Courtney W. Davis
Department of Communication
University of California, Santa Barbara
What is technology?
____________________ and ____________________ that are constructed by __________ in order to augment __________ capabilities or to ________________________________________
The office of today
“Paperless Office” (email, voicemail, digital archives, management information systems)
Smart PhonesSmart Boards
Technological ToolsFaster
Easier to distributeAllow for unspecified receiver
Memory, storage, retrieval adaptationsAid in revision process
Technological Tools E-mail
Written messages sent over the internet By 2005, 32 billion messages sent
per day (Jones, 2002) One-to-one or one-to-many
Advantages Easy to use Time efficient Aids document/project revisions Enables telecommuting
Disadvantages Too quick to allow fore-thought Encourages brief and informal
communication Changing times
Many Emails include the abbreviation "cc" to indicate the recipients of a "carbon copy" of the electronic message
Technological Tools Voice Mail
Spoken messages recorded for retrieval One-to-one or one-to many Advantages
Avoids recalling Eliminates phone operators Allows for long winded updates/instructions Can be edited, stored, forwarded
Disadvantages Annoys Recipient Wastes time
Changing times Outgoing messages are NO LONGER instructive “leave a
message at the beep” A common Vmail is to “Check your email”
Technological Tools
Facsimile Document images are transmitted by
telephone technology Advantages
Fast (compared to snail mail) Cheap legal signature can be transmitted
Disadvantages Slow (compared to email) paper jams/errors removed from workstation
Changing times Email attachments can have certified
digital signature via string of code
Technological Tools
Audio-Video Conferencing Interaction/meetings through phone
lines Group or one-to-one Advantages
Save money (travel, lost time) Forces preparedness
Disadvantages Doesn’t improve performance Awkward (delays) Limited by time constraints
Changing Times In 1981, video conferencing cost
$2300 hour at a special local site, now many companies have invested this money into on site capabilities
Technological ToolsManagement Information Systems
Computer system that stores and integrates information from throughout the organization
For retrieval and use in decision-makingAdvantages
Allows for asynchronous communication Can serve as an external memory aid
Disadvantages Privacy issues Dependent upon contributions of members
Technological ToolsGroup Decision Support
Systems“Groupware” aids decision making
teams in information retrieval to solve problems and make choices
Group process, not one-to-oneAdvantages
Anonymity for honesty Equal participation Rule formation
Seriously consider every idea Brainstorm first, evaluate second
Disadvantages Lacks face-to-face Lacks accountability More useful to larger companies
Technological ToolsInternet
Telecommunication linkages over the World Wide Web
Many-to-many Advantages
Individual Gather information Check on activities of
organization Organization
Outreach to consumer Sell product Check on competition
Disadvantages Can be perceived as less
personal Potential for widespread harm
Technological Tools
Wireless networksCell phones, computers,
PDA’sAdvantages
ConvenienceAlways reachableMobilityAesthetics
DisadvantagesNo escape from work
Theories of Communication Media Use
-Media Richness
-Social Information Processing
-Dual Capacity Models
Theories of Communication Media Use
Media Richness ModelExplains the choice to use one technological tool
over another when delivering a given messageMessages vary in level of ambiguity
Ambiguity = conflict potential and/or potential for multiple
interpretationsTools vary in level of richness
Rich High in opportunity for feedback High in use of multiple cues High in use of natural language High in personal focus
Lean Low on the above factors
Media Richness Model (cont.)Managers will choose tool that matches the level
of ambiguity in the message:
High message ambiguity Rich toolLow message ambiguity Lean tool
Managers will be more effective if they match message and tool appropriately
Theories of Communication Media Use
Theories of Communication Media Use
Social Information Processing Explains the role of the social environment in
adoption of technological tools This process is a complex function of:
1. Characteristics of the message and tool(richness/ambiguity)
2. Past experience and knowledge
3. Individual differences
4. Social information
Theories of Communication Media Use
Dual Capacity ModelTools are not simply rich or lean Instead, tools have the capability to carry two
kinds of messagesData-carrying capability
Effectiveness and efficiency (Richness)Symbol-carrying capability
Core organizational values Assumptions Status of message
Choice of tool will depend on both capabilities, not just data-carrying capability
Applying theory
A chic advertising agency that prides itself on personal touch and party-like atmosphere has decided to downsize the sales department. How does upper management circulate this information?
Media Richness ModelSocial Information ProcessingDual-Capacity Model
Applying theory
In a large, conservative corporate law firm, someone always makes popcorn in the office lounge for lunch, and it always burns. It stinks up the whole office. How should management approach this problem?
Media Richness ModelSocial Information ProcessingDual-Capacity Model
Research on Technology UseMedia Richness Model
Generally not supported Many behaviors cannot be explained by ambiguity of
message and richness of tool. Are managers this rational? Was useful as groundwork for other theories…
Social Info Processing Generally supported
Communication patterns do influence tool choices Attitudes of colleagues influence tool choice more or at least
as much as attitudes regarding tool attributes
Dual-Capacity Model Generally supported
Personal involvement (using voicemail) gives a sense of urgency (Lin, 2003)
The choice to use email can be a result of how casual or informal the communication is intended to be (Webster & Trevino, 1995)
Research on Technology Use
Integrated approach Concepts from all three theories contribute to
our understanding of technological adoption and use Flanagin (2000) identified other factors that
influence adoption of technology1. Features of the organization
2. Perceived benefits of tool
3. Social pressure to adopt technology
Single most important factor was institutional pressure!!
Practical IssuesFear
Inability Job security
Replaced by technology
Replaced by younger, tech trained worker
Practical Issues
PrivacyMost companies admit that they monitor emails or
monitor keystrokes to ensure productivity and security.
Although, some studies show that allowing privacy contributes to worker happiness and productivity
SecurityNetworking/internet allows outside “hackers”
access to proprietary information and intellectual property
Practical Issues
ProtectionismEmployees need protection
Filtering Saint Bernard
Liability Company technology provides platform for criminal
activity Using company computer to send virus Stealing music