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

2. 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.

3. 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 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.

4. 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.

5. 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.

6. 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.

7. 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

8. Continuum: Rich to Lean Media
Face to face meetings
Videoconferencing
Telephone conversations
Personal written documents
Impersonal written documents

9. 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.

10. 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

11. 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.

12. 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.