Interactivity and Communication Mode Choice in Ongoing Management Groups

Management is communication intensive and, therefore, managers may derive benefits from computer-based alternatives to the traditional communication modes of face-to-face (FTF), telephone, and written memo. This research examined the use of electronic messaging (EM) by ongoing management groups performing a cooperative task. By means of an in-depth multimethod case study of the editorial group of two daily newspapers, it examined the fit between the interactivity of the chosen communication mode (FTF vs. EM) and the mode of discourse it was used for (alternation vs. interaction/discussion). Two propositions were derived from this exploratory study. The first proposes that FTF, being highly interactive, is appropriate for building a shared interpretive context among group members, while CMC, being less interactive, is more appropriate for communicating within an established context. Groups exhibiting effective communication will use FTF primarily for interactive discourse and EM for discourse consisting primarily of alternating adjacency pairs. The second proposes that to the extent that the appropriate communication modes are chosen, communication will be more effective.