Communications networks as predictors of organizational members' media choices
This study relates Burt's social contagion theory to organizational members' perceptions of two models of media choice. The data (N = 83) were drawn from telephone mediated interpersonal communication within the Cancer Information
Keywords. Media Choices, Social Information Processing, Media Richness, Communication Networks, Social Contagion, New Organizational Forms.
MODERN ORGANIZATIONS must constantly adapt to survive in today's rapidly changing environment. A stagnant organization, that cannot innovate to meet evolving environmental conditions, eventually will find itself no longer competitive in an increasingly complex and technologically sophisticated economy (Johnson, 1993). Government organizations, as well as private industry, are experiencing similar pressures to reinvent themselves (e.g., Osborne & Gaebler, 1993). The communication processes that shape innovations play a critical role in these issues.
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