大二上學(xué)習商務(wù)溝通lecture

1、Business CommunicationLecture 5: Technologically Mediated Communication Zhenhua Liu2014.09TODAYS OBJECTIVESThe Appropriate Channel for Communicating the MessageWays to communicateMatching Technology and the MessageKey Channel Characteristics Criteria for Choosing a ChannelGive an example of Channel.

2、newspapers, television, face-to-face communication, e-mail, etc. Channel: the medium used to transmit the message. What channel is used by a restaurant to tell you the price of a meal?Channels: listed in lecture 1- speak, write, call, E-mail, meet, fax, videotape, press conferenceChannel of the Mess

3、ageWhich channel is appropriate for which message?A general view: formal vs informal; written vs. oralWritten com. provides the opportunity for permanent records and may be precise and clear; however, it usually does not provide the opportunity for immediate feedback.Oral com is often more persuasiv

4、e than written com. The telephone: quick vs. no permanent record; oral feedback vs. few nonverbal messages.Channel of the MessageWhich channel is appropriate for which message?Know your audienceKnow your messageOther considerationsChannel of the MessageThings to Consider When Considering Channel and

5、 MediaUrgencyFormalityPermanencyComplexityNeed for interpretation (ambiguity)Time required for feedbackCostAmount of information conveyedHabit EfficiencySince so many factors are involved, it is difficult to declare one channel invariably preferable to another. The correct channel choice is not simp

6、le.The manager must strategically analyze all the factors to determine which would be best in a given situation.Channel of the MessageOne-wayTwo-way:Face to face vs. not face to faceWays to CommunicateTwo-Way, Face-To-FaceIN PERSON Communicate an unpleasant or highly emotional message that may be su

7、bject to misinterpretation, a persuasive message, follow-up to a complex written message, or a personal message.Two-Way, Face-To-FaceTRADITIONAL GROUP MEETING Provides an optimal communication environment for discussing and reaching consensus on critical issues.Two-Way, Face-To-FaceVIDEO OR TELECONF

8、ERENCEProvide an optimal communication environment for discussing and reaching a consensus on critical issues when members are geographically dispersed.Two-Way, Not Face-To-FaceTELEPHONE CALLDeliver or obtain pleasant or routine information instantly. (advantages vs. disadvantages) Two-Way, Not Face

9、-To-FaceVOICE MAIL MESSAGE Leave message the receiver can reply to when convenient, eliminating telephone tag. (Wechat)Two-Way, Not Face-To-FaceELECTRONIC MAIL / INSTANT MESSAGING Deliver the same message to a large, dispersed audience; inappropriate for personal, confidential, or highly sensitive m

10、essages because of privacy issues.Contact colleagues while on the telephone or provide or seek general information.One Way, Not Face-To-FaceLetter ormemorandum Report or proposalWeb page or Blog or wechatTextmessagingDeliver written record of information internally or externally.Provide written reco

11、rd of procedures or policy.Communicate complex or lengthy information.Engage in a free-flowing dialog that ensures timely distribution and capture of knowledge about a topic of interest.Give immediate access to short, important messages that can be retrieved discreetly between events or detailed inf

12、ormation that can be sent more accurately and easily than by voice mail.Technologically Mediated Communication:Any communication interaction using technology as the primary channel Technologically Mediated Communication A Framework Key Channel CharacteristicsFour concepts help us understand the use

13、of mediated communication:Bandwidth 帶寬Propinquity (Perceived personal closeness) 感知個人親近程度Feedback 反饋Symbolic interactionism 符號象征互動論Technologically Mediated Communication A Framework Bandwidth: Communication occurs along five sensory channels: visual （視覺的）, auditory（聽覺的）, tactile (觸覺的）, gustatory （味覺

14、的）, olfactory （嗅覺的）. Bandwidth is the information transmission capacity of the available sensory channels. Mediated com. generally omits one or more of the channels (face-to-facewidest bandwidth; telephone, videoconference). Key Channel CharacteristicsNotice: Managers typically should not choose com

15、munication channels with narrow bandwidths for emotional messages. Text messaging an employee that she has been terminated or e-mailing an expression of sympathy for the loss of a loved one are “tech-etiquette” blunders that are ing all too common. The broadest bandwidth channel, face-to-face, may b

16、e crucial for effectively communicating with key clients, especially in certain cultural context. Key Channel CharacteristicsPerceived personal closenessParticipants in the communication process can feel either attached or removed from each other. Two people in the same room may feel miles apart, wh

17、ile those on different continents may feel close to each other. Many factors can affect this feeling of closeness. Q: How media affect the feeling of closeness?Much research indicates electronic media affect the extent to which people feel close to each other. munications may actually increase a per

18、sons sense of closeness.Key Channel CharacteristicsFeedbackFeedback binds the sender and receiver together so they truly communicate with each other. Feedback is always present if it is sought.Mediated communication may reduce channels for obtaining feedback. Telephonefacial expression, the channel

19、is reduced.Videoconferencingalthough visual feedback is present, it is reduced (not possible to make eye-to-eye contact)The major advantage, and a reason that many companies use videoconferencing, is that travel time for meetings is reduced. Key Channel CharacteristicsA Symbolic Interactionist Persp

20、ective Symbolic interactionism is a theoretical framework that can be used to explain sociological and psychological phenomena.The media that managers choose to use for com. may be based partially on symbolic reasons. Face-to-facesymbolize concern or caring; A handwritten note or a special card symb

21、olize more personal warmth to some people.Key Channel CharacteristicsA comprehensive study of managers and their communication media indicates that channel choice was highly symbolic.Managers interviewed in the study said they choose the face-to-face channel to signal a desire for teamwork, to build

22、 trust or goodwill, or to convey informality. Both face-to-face and telephone communication symbolized urgency, showed personal concern, and signaled deference to the receiver who preferred that medium.Key Channel CharacteristicsWritten media were thought to show authority, make a strong impression,

23、 and be legitimate and official. Written media were also used to get attention and to comply with protocol.(Daft et al, “Message Equivocality, Media selection, and Manager Performance: Implications for Information Systems”, MIS Quarterly 11, no. 2, 1987: 355-66)Managers should not simply rely on the

24、 channel they feel most comfortable with when communicating; they should consider its symbolism. Key Channel CharacteristicsIn summary, managers should consider four factors when deciding on the most effective and efficient use of mediated communication. The choice of technology es rather complicate

25、d, and it is difficult to generalize from one situation to another.But certain general conclusions can be stated.Technologically Mediated Communication A Framework Criteria for Choosing a ChannelNot all technology is appropriate for all types of messagesTo facilitate this discussion, messages are ca

26、tegorized along four continuums: SensitivityNegativityComplexityPersuasivenessMatching the Technology and the Message Message SensitivityWhen considering technology, managers must determine the extent to which the message is sensitive. A sensitive message is one that evokes an emotional reaction fro

27、m the receiver.Neutral messages convey information that readers process and respond to intellectually but not emotionally.Sensitive messages should usually be communicated in face-to-face settings to increase the personal element. Criteria for Choosing a ChannelWhat if it is not possible to communic

28、ate a sensitive message face-to-face?Here the technology with the widest bandwidth should be used. Also, an interactive system with opportunity for feedback should be supplementally used if possible. Symbolically, this may indicate a high level of concern. (e.g., CEO restructureinteractive video tel

29、econference, telephone lines opened for questions. )Sensitive messages should usually be communicated in face-to-face settings to increase the personal element. At the other end, a meeting agenda could be circulated by e-mail.Criteria for Choosing a ChannelMessage NegativityWhen sending a negative m

30、essage, managers should generally be sensitive to the receiver. Consequently, the extent to which a message is negative and the extent to which it is sensitive are highly related. Another important consideration: A person receiving bad news via a technological channel may believe the manager was hid

31、ing behind the technology rather than facing the receiver directly. Or it may appear that the manager did not want to be responsible for the message. Technology often depersonalizes. - Balance “high tech” with “high touch”. (addressing by names; indirect approach)Criteria for Choosing a ChannelMessa

32、ge ComplexityAs the complexity of the message increases, managers should attempt to use (1) wider bandwidth(2) the medium that will add to psychological closeness(3) the technology that provides for the greatest amount of feedback(4) symbolism consistent with the complexity. Criteria for Choosing a

33、ChannelExample: assume 7 managers at four locations are a “virtual team” . A number of viable solutions exist for communicating complex messages, without getting everyone together face-to-face. Fax, e-mail attachments, shared databases, and conference software are the norm for electronic communicati

34、on. A relatively wide bandwidth is used; feedback is provided, and the sophisticated technology symbolizes the seriousness of the task.Research shows the communication of complex, detailed information is not necessarily improved by face-to-face interaction. Criteria for Choosing a ChannelMessage Per

35、suasivenessPersuasive messages involve an effort to induce a receiver to take a particular action. Persuasion is not an effort to coerce, fool, seduce, or manipulate the receiver. Rather, it is an attempt to get employees to comply with behaviors that will meet the goals of the organization. Manager

36、s frequently use persuasion, influence tactics, or compliance-gaining strategies to affect employees performance. (e.g., introduce new work procedures, increase teamwork, etc.)Criteria for Choosing a ChannelIn general, persuasion is less effective when the communication is mediated by technology.It is necessary to generalize about what we know from nonmediated communication.Persuaded by the One You Like Managers