In Chapter 1 we defined social media and considered how they may affect people’s interactions. Whether we employ them individually or with others as part of a group, such media generally permit or even encourage broad communication. They make it easy for us to spread information about our personalities, interests, and activities as broadly as we wish—even to total strangers.
Among the positive points of social media, which we mentioned in Chapter 1, were that they;
allow people in different places to collaborate on projects;
permit people to maintain contact with each other when they’re not meeting formally;
enable group members to identify and collect information pertinent to their aims, and;
focus attention primarily on messages instead of “status markers.”
We noted that people using social media may commit unintentional or good-natured mistakes which lead to awkwardness or embarrassment. What we didn’t mention then is that some people may purposely employ techniques via social media to hurt others. Ivester (2011)Ivester, M. (2011). Lol…omg!: What every student needs to know about online reputation management, digital citizenship, and cyberbullying. Reno, NV: Serra Knight Publishing. identified many examples of such intentionally harmful social media communication. Among others, these included “flaming,” which is sending abusive messages with an intent to enrage someone; impersonating another person; “outing” an individual’s personal or secret information; spamming, or sending large volumes of unwanted material; and mashups, which are alterations of digital content in such a way as to humiliate someone. Social media, as we’ve seen, are wide-open spaces. Like the American “Wild West” 150 years ago, they can be unfettered and unpredictable territory.
Characteristics of Digital Groups
Now let’s put aside our discussion of social media and think about what it means to be a member of a group connected by older and perhaps tamer forms of computer-mediated communication. In particular, let’s consider digital groups that communicate solely or in large part via email, online discussion forums, or synchronous audio or video conferencing.
First, here are some notes about the nature of the kinds of digital groups we’ve just referred to:
Digital groups are pervasive. As of the end of 2011, nearly one of every three persons on Planet Earth had Internet access. In their guide to email, Shipley and Schwalbe (2007)Shipley, D., & Schwalbe W. (2007). Send; The essential guide to email for office and home. New York: Alfred A. Knopf. indicated that trillions of email messages are sent each week in the United States alone. At the Federal level, they noted, the National Archives was expected to receive more than 100 million email messages from the Bush administration when it left office.
Digital groups range widely in their formality level and longevity. Some are casual, whereas others are more official and rigorous. Like other secondary groups, they may also be temporary and directed toward short-term goals or permanent.
Digital groups are, at least at face value, egalitarian. Assuming they can access the Internet, all the members of a digital group have an equal chance to enter and communicate in its discussions.
Digital groups come in all sizes. Many, if not most, comprise more than the eight individuals that lots of authorities deem to be the upper limit of a “small
group.” This can be deceiving, however, since once something gets shared within the group it may very well be sent outside it, either intentionally or not. Given that nothing on the Web is ever really “private,” it’s probably wise to assume that messages in digital groups are shared either with no one or with everyone.
Digital groups may communicate via either “rich” or “lean” media (Waldeck, Kearney, & Plax, 2013). Waldeck, J. H., Kearney, P., & Plax, T. (2013). Business & Professional
communication in a digital age. Boston: Wadsworth. Although it’s possible to be brusque or even rude in any digital medium, some media tend to be better able to convey signals of civility than others. Rich media, such as audio or video conferencing, tend to permit or facilitate understanding because they transmit non-verbal as well as verbal communication cues. Lean media such as email or text messaging, which depend on written communication, are by their nature less capable of doing so.
Asynchronousfeedback sent in digital groups may be limited, untimely, or otherwise inadequate. Because group members who use email or discussion forums usually don’t see or hear each other immediately, “personalness” may be less than it would be if they were face-to-face. Without immediate cues to respond to, people sometimes shorten their messages or fail to include pleasantries that can promote easy
understanding.
Regardless of the relatively intimate size of digital groups and the mutual familiarity among their members, the impact of asynchronous messages within them is always invisible. By this, we mean that someone who sends a message can’t see and hear how its recipient responds right when that person reads, sees, or hears it.
Unlike what happens in face-to-face groups, when individual members write to someone about something in a digital environment it’s possible that others may be doing so without their knowledge. Thus, the positive or negative impact of individually innocuous or mild messages may be magnified many times.
Advice for Members of Digital Groups
Even those of us who use computers all day long at work or school for serious purposes may participate in informal digital groups there or elsewhere. Usually, we move back and forth between these communication worlds easily and without causing ourselves or others any problems.
Still, we run the risk that, like the author’s father, we may accidentally transfer habits and practices that are appropriate in one environment to another in which they don’t fit. Here are some tips on how to minimize this kind of risk and others associated with communication in a digital group:
First, know your group’s norms. If you’re not sure about something, ask. When in doubt, don’t.
Second, be especially careful about sending or responding to any message if you’ve just been in a physical or digital location with different norms. Depending on your interests, you may be part of some social media in which most messages are snarky. In fact, digital forums exist in which participants try to outdo each other by being mean. Why? In order to attract attention–which is, after all, one of the chief purposes many people use social media in the first place.
Third, be aware of potential gender-related communication differences. According to research by Susan Herring, for instance, many men find using aggressive language to be amusing (Shipley and Schwalbe, 2007). Shipley, D., & Schwalbe W. (2007). Send; The essential guide to email for office and home. New York: Alfred A. Knopf. Women, on the other hand, may take such communication at face value and be put off or feel threatened by it.
Fourth, try to empathize. The physical distance inherent in digital communication can make us less sensitive to other people’s feelings. Try to imagine the person(s) you’re writing to sitting in front of you.
Finally, think twice about using what you consider to be humor. Use what Matt Ivester (2011) Ivester, M. (2011). Lol…omg!: What every student needs to know about online reputation management, digital citizenship, and cyberbullying. Reno, NV: Serra Knight Publishing. calls “the ‘Get It?’ test” and asks whether your message might be misinterpreted. What seems clever or witty to you may come across very differently to those who read it. Be particularly wary of using sarcasm (a word which, incidentally, comes from a Greek term for rending or tearing flesh).
Because of their electronic foundations, digital groups offer their members convenience and efficiency. Being a successful member of a digital group, however, requires focus, patience, and attention to the results of one’s actions in a way that membership in a face-to-face group does not.
EXERCISES – Membership In Digital Groups
Discuss these questions with one or two classmates: When considering communication in digital groups, is it truly possible to distinguish between personal and professional communication? Why or why not?
Think of a permanent digital group you’re a member of and a temporary one. How, if at all, do the styles and contents of messages in the two groups differ?
Describe a misunderstanding you’ve experienced that resulted from the characteristics of a digital group using a “lean” rather than a “rich” medium.
KEY TAKEAWAY
Members of digital groups need to understand the nature and implications of those groups and act accordingly.
definition
Web-based and mobile technologies which enable interaction among people.
Three or more individuals who affiliate, interact or cooperate in a familial, social, or work context.
The process of understanding and sharing meaning.
A person’s level of importance or significance within a particular environment.
Alterations of digital content meant to humiliate someone.
The space you claim as your own, are responsible for, or are willing to defend.
Groups that meet some, but not all, of individuals’ needs.
To perceive, to interpret, and to relate our perception and interpretation to what we already know.
Media which depend solely on written communication and cannot easily convey non-verbal communication cues.
Exchange of messages by senders and recipients who do not reach each other or generate responses immediately.
Messages the receiver sends back to the source.
The stimulus or meaning produced by the source for the receiver or audience.
The atmosphere, physical and psychological, where you send and receive messages.