Communication networks as predictors of organizational members' media choices

Abstract

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 Service (CIS), a government health information services agency that specializes in disseminating technical information. The results indicated, as hypothesized, that social contagion by structural equivalence was related to media richness. However, little support was found for a cohesion explanation of social information processing. These results have a number of implications for the development of new organizational forms, the role of multiplexity, and the competitiveness or complementariness of the theoretical perspectives examined here.

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