TEL 355 Communication and Information Systems in Organizations

TEL 355: Communication and Information Systems in Organizations Understanding Managers’ Media Choices: A Symbolic Interactionist Perspective Professor John F. Clark

Importance of Communication • Communication is the primary process through which managers do their work. • Managers spend approximately 80% of their time communicating. • Managers have many personal and technological options for communicating. • Appropriate media choice can make the difference between effective and ineffective communication.

Examples: The Wrong Decision? • Senior managers of an international phone company couldn’t rely on the phone to meet with managers from other countries. • Mandated email communication doesn’t work for solving complex problems. • The wrong decisions for media choice at NASA have resulted in the deaths of two entire shuttle crews.

Symbolic Interactionism • A theoretical framework used to explain sociological and social psychological phenomena: society is communication. • The basis for interaction among members of an organization is a shared system of meaning. • Organization members look to each other for help in interpreting ill-defined situations.

Managerial Media Choices • There are three variables that affect managerial media choices: • The equivocality of the message, • Contextual determinants, • And the symbolic cues conveyed by the medium itself above and beyond the literal message.

Equivocality • Definition: the existence of multiple and conflicting interpretations about an organizational situation. • Equivocality is high when the message is ambiguous. • Unfortunately, for a number of reasons most high-level organizational decisions are made under conditions of ambiguity.

Rich vs. Lean Media • The continuum is based on four criteria: • The availability of instant feedback, • The capacity of the medium to transmit multiple cues, • The use of natural language to convey subtleties, • And the personal focus of the medium

Continuum: Rich to Lean Media • • • Face to face meetings Videoconferencing Telephone conversations E-mail Personal written documents Impersonal written documents

What Makes a Good Manager? • Good managers choose media based on the equivocality of the communication. • Ambiguous messages require face to face communication • One study found that 87% of “media sensitive” managers were rated as high performers. • Only 47% of “media insensitive” managers were rated as high performers.

Contextual Determinants • There are practical considerations that constrain media choices: • Expense – particularly travel • Geographical distance • Time pressures • Accessibility or availability of media • Critical mass of users

Symbolic Meaning • In symbolic interactionism, anything can be considered a symbol, or carrier of meaning. • A particular media choice may carry symbolic cues beyond the literal message. • These are interpretations based on cultural and subjective norms. • Managers use ritualistic media choices to appear competent, intelligent, legitimate, and rational.

Guideline for Managers • Send equivocal messages through a rich medium. • Send unequivocal messages through a lean medium. • Be a critical receiver. • Use the medium for it symbolic message. • Evaluate new communication technology carefully.