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Coye Cheshire & Andrew Fiore April 21, 2023//
Computer-Mediated Communication
Experiments in CMC
and Media Richness
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Experiments in CMC
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Experimentation vs. Observation
What’s the key difference? Assignment of treatment (or condition)
Consider the effect of smoking: How would you study it experimentally? How would you study it observationally?
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Putting Experimental Work in Context
Selection of subjects (i.e., what do they value?)
Task length and learning
Accounting for time in statistical analyses
Do not assume that an experiment is even trying to ‘recreate’ a specific real-life situation unless they explicitly say so.
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Validity in Experiments
Internal Validity
External Validity
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Internal validity: Linking causes to effects
Manipulation Effect
Hand out chocolatein class
Students will sit in different seats
?
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External validity: Generalizing from experiments
?
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Ecological validity: Approximation of real-life activity
Yamagishi et al. Resnick et al.
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Media Richness
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The sensorial parsimony of plain text
tends to entice users into engaging their
imaginations to fill in missing details while,
comparatively speaking, the richness of
stimuli in fancy [systems] has an opposite
tendency, pushing users’ imaginations
into a more passive role.— Curtis (1992)
“
”
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Rich
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Lean
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A plausible ranking?
Face-to-face
Synchronous video
Synchronous audio / asynch. video
Synchronous text / asynch. audio
Asynchronous text
Richer
Leaner
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Media choice vs. media use
Types of tasks “Uncertain” — missing information “Equivocal” — ambiguous interpretations
“Best” medium for an (un)equivocal task What do managers choose? What yields the best performance?
P.S.: What is “best performance”?
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Multiplicity of cues
Textual Production cost to encode
meaning equivalent to FTF in text
Verbal
Beyond FTF?
Non-verbal
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Feedback
Type Acknowledgment — understanding (+/–) Repair — correction or clarification Proxy — completion
Immediacy — more immediate = richer Concurrent: synchronous nods, mm-hmms
a.k.a. backchannel
Sequential: brief interjection
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Social presence and processing
Sense of communicating with a real person Social Identity Deindividuation Effects Also: Social Information Processing
Adaptation to the medium Salience of small cues What about time?
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The role of time
Affiliation: a slower process in leaner media?
Expected future interactions — commitment over time
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Hyperpersonal communication
Receivers overattribute from limited cues Assume similarity based on group affiliation
Senders maintain tight control over cues Selective self-presentation —
Little “given off” in text CMC
Bottom line: Exceptionally favorable perception in the face of limited information
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Mean decision time (D&K)
High cues (AV) Low cues (CMC)
Task Immed. Delayed Immed. Delayed
Low equiv. 12.21 17.00 26.29 31.53
High equiv. 13.14 14.35 18.71 23.71
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Long-term, no photos
Long-term, photosShort-term, photos
Short-term, no photos
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