Social communication networks and videoconferencing

Abstract

This study examined new organisational environments and environmental variablesinvolved in the adoption and implementation of new communication technology. Thisincludes structures within the organisation and social communication networks. Socialcommunication networks determine the levels of the measurement of the processesassociated with managerial practices and policies regarding videoconferencingimplementation. Videoconferencing as a communication management tool should not only take intoaccount the numerous applications of videoconferencing, but also consider all theimplications for management. The study utilised focus group research, social network analysis and descriptive statisticsin the investigation of the manifestation of the above-mentioned variables in the TertiaryEducation Linkages Project (TELP), which is a linkage project between the Eastern CapeTechnikon and Texas Southern University. The study utilises triangulation for theestablishment of acceptable levels of reliability and validity. The data analysis revealed that videoconferencing facilitates organisational communication networks on the precondition that communication networks and thecommunication environment are well managed. The nature of social networks revealsthat it will always be in existence where human interaction is present. However,communication management strategies are indeed required to ensure that the qualityof information disseminated over the social network contributes to sound managerialoutcomes. It was furthermore established that communication management policies donot necessarily affect individuals’ experiences of videoconferencing. However, as acommunication management tool, videoconferencing must be guided by effectivecommunication management policies and practices for the group to be effective.