SOCIAL INFORMATION PROCESS THEORY PRESENTATION BY EPITOME COMMUNICATIONS

SOCIAL INFORMATION PROCESS THEORY PRESENTATION BY EPITOME COMMUNICATIONS!

HISTORY In 1992, behavioral scientist and Professor Joseph Bart Walther integrated the concept of social and interpersonal dynamics of Computer Mediated Communication (CMC) Fast forward almost 20 years later and what Professor Walther concluded in his Social Information Process theory is not only validated but has real-time practical applications for organization in the 21 st century.

THE THEORY! The Social Information process Theory (SIP) is centered on the phenomenon of computer mediated communications between individual and groups

THE THEORY! CMC which in full stands for computer mediated communication which generally entails text based nonverbal communication e. g. e-mailing etc.

THE THEORY! In face-to-face interactions, people intuitively make judgments about one another through nonverbal cues such as body language, tone of voice, and even clothing or personal appearance. On the contrary, these particular nonverbal cues are not present in CMC, so other strategies are developed.

CMC! People may disclose more information when using CMC to facilitate the growth of relationships in the absence of nonverbal cues (hyper personalization)

CMC! CMC can become even more effective that face-toface due to, how senders select, receivers magnify, channels promote, and feedback increases selected behaviors in CMC; Walther uses the term hyper personal to label CMC relationships that are more intimate than would be if partners were physically together. Another effect according to SIPs the image presented has a selffulfilling prophecy effect attached to it.

EXAMPLE D N I L B A ! E T A D

APPLICATION IN MARKETING? Less man power! – CMC interactions will need fewer employees as one can interact with multiple people online at the same time.

APPLICATION IN MARKETING? Online interactions with consumers can build relationships and convert them to loyal customers of a product and service.

APPLICATION IN MARKETING? CMC interactions with clients and potential can be rich as SIPs suggests the impressions made determines if a person buys in, and once they buy in due to the impression they are drawn closer to interrogate the product/service more.

CONCLUSION!! In as much as the SIP is a structure that is being favored with the shift from being analog to digital, it is still vital to appreciate that with a blend of the traditional methods will ultimately help in boosting the end product that will emerge from the SIP process.

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