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Theories of CMC

Theories of CMC. Deficit Approaches and Models – Impersonal Perspective. Social Presence Theory Social Context Cues Theory Cuelessness Model Media Richness Model. Response to Deficit/Impersonal. SIDE Model SIP Model. Social Presence Theory.

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Theories of CMC

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  1. Theories of CMC

  2. Deficit Approaches and Models – Impersonal Perspective • Social Presence Theory • Social Context Cues Theory • Cuelessness Model • Media Richness Model

  3. Response to Deficit/Impersonal • SIDE Model • SIP Model

  4. Social Presence Theory • Degree to which we as individuals perceive another as a real person and any interaction between the two as a relationship • Different media convey different degrees of perceived substance to an interaction • Internet not functional alternative to FtF – rather specialized channel • People prefer FtF to meet most communication needs

  5. Social Context Cues Theory • Social context cues are indicators of appropriate behavior. • Some social cues include geographic, organizational, and situational variables. • Lack of social cues affects on the nature of human behavior in mediated contexts (Wood and Smith 81).

  6. Cuelessness Model • Absence of all nonverbal cues and identity markers (e.g., status, occupational role) • Psychological distance increases resulting in more impersonal communication • (Criticism) High in cuelessness can still be psychologically close (Thurlow, Lengel, and Tomic 49)

  7. Media Richness Model • Richness determined by: • Bandwidth or ability to transmit multiple cues • Ability to give immediate feedback • Ability to support the use of natural or conversational language • Its personal focus (Thurlow 49) • More complex the task the richer the medium necessary (rich medium = telephone or FtF communication)

  8. Reduced Social Cues (RSC) Model • Reduced social cues makes interactions between people much more difficult to manage • Conversation becomes less fluid, less easily regulated and more effortful (Thurlow 61) • CMC undermines social norms and influences (Thurlow 61)

  9. SIDE Model • Social identification/deindividuation • People online rely even more on group-based discriminators. • Users adopt norms (accepted social behaviors). • Anonymity fosters stronger “SIDE” effects toward group mentality. • Anonymity encourages stronger self-categorization.

  10. Social Information Processing Model (SIP) • Need for social bonding is the same in CMC as it is in FtF communication (communication imperative) • People can compensate for loss of non-verbal cues in CMC. • Relational and contextual factors can enhance interpersonal nature of CMC (Thurlow 51)

  11. Social Influence Model • Media use results from negotiation between features of medium and social conditions (Wood and Smith 97) • Example: flaming – both behavior and interpretation of behavior

  12. Thurlow, Crispin, Lengel, Laura, and Tomic, Alice. Computer Mediated Communication: Social Interaction and the Internet. Sage Publications, 2005. Wood, Andrew F. and Matthew J. Smith. Online Communication: Linking Technology, Identity, and Culture. Second Edition. Lawrence Erlbaum Associates, 2005. Chapter 4, “Relating Online” (78-100)

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