Chapter 13 : Technological Processes

Summary from Textbook:

Due to the ever changing technological world, improvements in the form of communication can be seen as well in organizations. Examples of organizational communication technology include: electronic mail, voice mail, facsimile (fax), audio and videoconferencing, computer conferencing, management information system, Group Decision Support System (GDSS), Internet.

These forms of communication help improve the quality and speed in which information is disseminated to employees. Information can also be sent to employees in different geographical locations, and also allow communication between individuals at different points in time. Transcripts of conversations and meetings also can be stored due to GDSS technologies, and also allow for quick retrieval of past information that might have been impossible to retrieve years ago. In addition, organizational participants are offered a wide array of interaction and decision-making options that are different from previous ways of working.

Due to initial misgivings in the workplace, such implementation of technologies may not be used, until people slowly get to know and understand them. Two theories that highlight the importance of organizational communication media use are the media richness theory and the social information processing theory.

The media richness theory considers 4 criteria: the availability of instant feedback, the use of multiple cues, the use of natural language and the personal focus of the medium.

The social information processing theory looks at the following to decide on the effectiveness of such media: the objective characteristics of the task and media, past experience and knowledge, individual differences and social information

The channel expansion theory that considers the user’s personal experience, and the dual capacity model that proposes that every medium has both data and symbol carrying capacity are also considered. The media synchronicity theory considers the media used between several people, and that individuals have the choice in deciding which form of media to use in communications.

The use of organizational communication technology has several effects: inhibition of the communication of social and emotional content, organizational communication patterns. To the organizational structure, it provides the following effects: increased flexibility and structure, greater individuality and teamwork, more responsibility and less control.

Different approaches view communication technology processes differently:

• Classical- tool used to enhance efficiency of organizations by supplementing or replacing efforts of workers


• Human relations- tool to free workers from mundane tasks


• Human resources- tool to enhance efficiency of organization when used in combination with human workers


• Systems- seen as a way to link organizational subsystems, and to link the organization with the environment


• Cultural- seen as a symbolic manifestation of organizational culture and as a medium through which cultural values are developed and communicated


• Critical- seen as a means to repress workers through the de-skilling of jobs and control of information. Can also be seen as allowing more open communication

This chapter talks about the effects of different forms of communication on the communication style and process. This is not only seen within the organization, but also in the public life as well. Technology is important in these days, as it can allow for storage of information, communication with many people over great distances almost instantly.


Reference:

Miller, K 2009, Organizational Communication: Approaches and Processes, 6^th edition, Belmont, CA, Wadsworth Publishing Company.