PR truyền thông - Chapter 13: Communication technology in the organization

Communication Technology in the OrganizationChapter 13Pervasiveness of TechnologySingle greatest challengeInformation AgeGlobal SocietyCommunication technology has invaded all aspects of organizational life.OverviewTechnology influenceTypes of technologyAdvantages and disadvantagesHow communication technology is used and who is using itHow technology changes organizational relationshipsCommunication Technology“TOOLS”Discuss issuesExchange informationMake decisionsTypes (see Table 13.1, p. 228)Voice mailEmailTeleconferences and Compressed videoGDSS (computer assisted decision makingVirtual realityAdvantages and DisadvantagesSelection CriteriaSocial PresenceDegree of sociability present in the use of the mediaMedia RichnessMedia vary in speed of feedback (interactivity), degree of formality and structure in language, variety of language used, tone of voice, and facial expressions (e.g. social cues)AccessibilityUsagePosition in the HierarchyContingency Theory (degree of equivocality, need for feedback, personalness of the source as predictors)CIT Model (Finn & Lane, 1998)1. Temporality The degree of non-simultaneity; Timed vs. untimed communication2. Space Distance; Physical environment & user interface3. Capacity Type and volume of content Flexibility of handling content Fidelity of content4. Interactivity In its simplest form, interactivity is the rate of exchange of content. :5. Control Content creation, presentation, and preservationTechnophobia & Interpersonal ImpactFear prevents quick adoptionProvides a voice to those who normally would not speak up in groupsSharing tasks, work-related problems, or life events become more important than physical proximityRelationships affect others’ use of technologyEliminates stereotypical classificationsSupports open discussionswww.uky.edu/~drlane/techno/cmcasset.htm Technological ImpactSpeeds the sending of informationImproves organizational communicationIncreases participation in organizational processesCan be misused by employees (personal agenda)Poor substitute for face-to-face (ftf) communicationMediates messagesInfluences the way people interact in organizationsStructures organizational lifeSummaryTechnology influenceTypes of technologyAdvantages and disadvantagesHow communication technology is used and who is using itHow technology changes organizational relationships