Organizational assimilation and communication technology use

Abstract

Studies of organizational members' assimilation information seeking have focused on traditional channels for uncertainty reduction (e.g., face‐to‐face communication and traditional technologies like employee handbooks) and on the experiences of newcomers. This investigation extends organizational assimilation research by examining a variety of socialization experiences (not just those of newcomers) and by considering Advanced Communication and Information Technologies (ACITs) as an additional channel for obtaining assimilation‐related information. Data from 405 employees of four organizations were utilized to explore the relationship between three channels for information seeking (face‐to‐face communication, traditional media, and ACIT) and perceived socialization effectiveness. Predictors of employee selection and use of ACITs also were examined, including perceptions of media richness and social presence, and user responses to their experiences using ACITs for assimilation. Results indicate that face‐to‐face communication is the most important predictor of assimilation effectiveness, followed by ACIT use. Least important are traditional technologies. Media characteristics, as elucidated in two prominent theories of organizational communication technology use, predicted individuals' selection and use of ACITs. Finally, a typology of members' behavioral responses to feedback regarding their ACIT use was derived, which revealed that users respond by continuing current practices, supplementing the channel, discontinuing use, expanding use, learning new uses, or by implementing a variety of these strategies.

Notes

The authors would like to thank Michele Jackson for her helpful comments. Correspondence to: Jennifer Waldeck, Department of Communication, University of California at Santa Barbara, Santa Barbara, CA 93106‐4020, USA. Email: [email protected]

Given the rapid rate of technological change, it is always risky to label technologies as “advanced.” Nonetheless, this definition of ACITs serves to highlight important characteristics of contemporary media that functionally distinguish them from more “traditional” media, a term that is also in historical flux.

The identities of the organizations and their members have been disguised to assure anonymity. The changes maintain the descriptive spirit of the organizations and their characteristics so that the reader may gain insight into the characteristics of participating organizations.

Data were collected in 1999.

Factor analysis results and a full correlation matrix are available from the first author.

Additional information

Notes on contributors

Jennifer H. Waldeck

The authors would like to thank Michele Jackson for her helpful comments. Correspondence to: Jennifer Waldeck, Department of Communication, University of California at Santa Barbara, Santa Barbara, CA 93106‐4020, USA. Email: [email protected]