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 ________________________________________

Imagine an office…

The office of two days ago…

The office of yesterday…

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 onTechnology Use

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 Issuesof Technology Use in

Organizations

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

Practical Issues

Human ResourcesFinding qualified/trained employeesRetaining employees

Telework / Flextime Increased flexibility + increased structureGreater individuality + more teamworkMore responsibility + less control