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Courtney W. Davis Department of Communication University of California, Santa Barbara

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?.

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Courtney W. Davis Department of Communication University of California, Santa Barbara

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  1. Technology in OrganizationsCOMM 122: Micro-/Macro-Organizational CommunicationLecture 9aNovember 23, 2009 Courtney W. Davis Department of Communication University of California, Santa Barbara

  2. What is technology? ____________________ and ____________________ that are constructed by __________ in order to augment __________ capabilities or to ________________________________________

  3. Imagine an office…

  4. The office of two days ago…

  5. The office of yesterday…

  6. The office of today • “Paperless Office” (email, voicemail, digital archives, management information systems) • Smart Phones • Smart Boards

  7. Technological Tools Faster Easier to distribute Allow for unspecified receiver Memory, storage, retrieval adaptations Aid in revision process

  8. 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

  9. 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”

  10. 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

  11. 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

  12. Technological Tools • Management Information Systems • Computer system that stores and integrates information from throughout the organization • For retrieval and use in decision-making • Advantages • Allows for asynchronous communication • Can serve as an external memory aid • Disadvantages • Privacy issues • Dependent upon contributions of members

  13. Technological Tools • Group Decision Support Systems • “Groupware” aids decision making teams in information retrieval to solve problems and make choices • Group process, not one-to-one • Advantages • 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

  14. Technological Tools • Internet • 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

  15. Technological Tools • Wireless networks • Cell phones, computers, PDA’s • Advantages • Convenience • Always reachable • Mobility • Aesthetics • Disadvantages • No escape from work

  16. Theories of Communication Media Use Media Richness Social Information Processing Dual Capacity Models

  17. Theories of Communication Media Use • Media Richness Model • Explains the choice to use one technological tool over another when delivering a given message • Messages vary in level of ambiguity • Ambiguity = • conflict potential and/or potential for multiple interpretations • Tools 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

  18. Theories of Communication Media Use • Media Richness Model (cont.) • Managers will choose tool that matches the level of ambiguity in the message: • High message ambiguity Rich tool • Low message ambiguity Lean tool • Managers will be more effective if they match message and tool appropriately

  19. 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: • Characteristics of the message and tool(richness/ambiguity) • Past experience and knowledge • Individual differences • Social information

  20. Theories of Communication Media Use • Dual Capacity Model • Tools are not simply rich or lean • Instead, tools have the capability to carry two kinds of messages • Data-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

  21. 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 Model • Social Information Processing • Dual-Capacity Model

  22. 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 Model • Social Information Processing • Dual-Capacity Model

  23. Research onTechnology Use

  24. Research on Technology Use • Media 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)

  25. Research on Technology Use • Integrated approach • Concepts from all three theories contribute toour understanding of technological adoption and use • Flanagin (2000) identified other factors that influence adoption of technology • Features of the organization • Perceived benefits of tool • Social pressure to adopt technology Single most important factor was institutional pressure!!

  26. Practical Issuesof Technology Use in Organizations

  27. Practical Issues • Fear • Inability • Job security • Replaced by technology • Replaced by younger, tech trained worker

  28. Practical Issues • Privacy • Most 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 • Security • Networking/internet allows outside “hackers” access to proprietary information and intellectual property

  29. Practical Issues • Protectionism • Employees need protection • Filtering • Saint Bernard • Liability • Company technology provides platform for criminal activity • Using company computer to send virus • Stealing music

  30. Practical Issues • Human Resources • Finding qualified/trained employees • Retaining employees • Telework / Flextime • Increased flexibility + increased structure • Greater individuality + more teamwork • More responsibility + less control

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