COMPUTER MEDIATED COMMUNICATION

TO EXPLAIN OR PREDICT MEDIA EFFECTS

The overview below is commonly used to explain or predict media effects. This overview is by no means complete, but provides a global summary of thinking about media and its effects.

See: Social Presence Theory, Reduced Social Cues Approach, Social Identity model of Deindividuation Effects.

Core Assumptions and Statements

Computer-Mediated Communication has become a part of everyday life. Research has suggested that CMC is not neutral: it can cause many changes in the way people communicate with one another, and it can influence communication patterns and social networks (e.g., Fulk & Collins-Jarvis, 2001). In other words, CMC leads to social effects. Rice & Gattiker (2001) state that CMC differs from face-to-face communication. CMC limits the level of synchronicity of interaction, which may cause a reduction of interactivity. Furthermore, CMC can overcome time- and space dependencies. Together with these arguments the overall use of using CMC results in multiple differences with face-to-face communication.

Conceptions of Social Cues and Social Effects in Different Theoretical Frameworks and their Purpose in Interactions.

Theory	Cues	Intended Effects
Social Presence	Non-verbal communication Proximity and orientation Physical appearance	Person perception Intimacy/ immediacy Interpersonal relations
Reduced Social Cues Approach	Non-verbal communication Visual contact Statues cues Position cues	Normative behavior Social influence Person awareness
Social Identity Model of Deindividuation Effects (SIDE)	Individuating cues Social categorizing cues	Social influence