Communication Technology in

the Organization
Chapter 13
 Pervasiveness of Technology

Single greatest challenge

Information Age
Global Society
Communication technology
has invaded all aspects of
organizational life.
 Overview

Technology influence
Types of technology
Advantages and disadvantages
How communication
technology is used and who is
using it
How technology changes
organizational relationships
 Communication Technology
TOOLS
Discuss issues
Exchange information
Make decisions
Types (see Table 13.1, p. 228)
Voice mail
Email
Teleconferences and Compressed video
GDSS (computer assisted decision
making
Virtual reality
Advantages and Disadvantages
 Selection Criteria
Social Presence
Degree of sociability present in the use of the
media
Media Richness
Media 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)
Accessibility
Usage
Position in the Hierarchy
Contingency 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
communication
2. Space
Distance; Physical environment & user interface
3. Capacity
Type and volume of content
Flexibility of handling content
Fidelity of content
4. Interactivity
In its simplest form, interactivity is the rate of
exchange of content. :
5. Control
Content creation, presentation, and preservation
 Technophobia & Interpersonal Impact

Fear prevents quick adoption

Provides a voice to those who normally would not
speak up in groups
Sharing tasks, work-related problems, or life
events become more important than physical
proximity
Relationships affect others use of technology
Eliminates stereotypical classifications
Supports open discussions
www.uky.edu/~drlane/techno/cmcasset.htm
 Technological Impact

Speeds the sending of information

Improves organizational communication
Increases participation in organizational processes
Can be misused by employees (personal agenda)
Poor substitute for face-to-face (ftf) communication
Mediates messages
Influences the way people interact in organizations
Structures organizational life
 Summary

Technology influence
Types of technology
Advantages and disadvantages
How communication
technology is used and who is
using it
How technology changes
organizational relationships