Computer Mediated Communication (CMC)

Web CMC 2.0 Figure 1: Lectures on CMC and Web 2.0 Computer Mediated Communication (CMC) is covered as a topic at the beginning of the module. It is a useful way of introducing some basic ideas regarding the adoption of Information and Communication Technology (ICT) by individuals and organisations. One of the key themes is that of net benefits. The idea that organisations (and individuals) would surely only adopt ICT if there were demonstrable net benefits to doing so. During the lecture session (lecture PowerPoint is on NOW) we will examine a number of ways in which CMC offered benefits over previous technologies and ways of doing things. It is often cheaper, faster and more flexible (amongst other things) than older services and technologies (telegraph service, postal service, and the established telephone service).

However there are also problems associated with the use of the technology; legal, organisational and technical issues. Fortunately there are plenty of readable understandable examples to help convey these issues. Whilst the initial focus of the session is on e-mail other technologies are considered but email offers a useful route into understanding some of the key underlying characteristics (benefits and problems) of a range of electronic communication tools. The same characteristics and issues relating to email could be applied to other examples of CMC such as Instant Messaging (Chat), text messaging and video conferencing. The session about CMC is linked in the module to the session about Web 2.0 as it will be noted that many of the so called Web 2.0 services (MySpace, Facebook and Twitter to name a few) could be viewed in a similar way to earlier instances of CMC. 1

Organisations, and certainly individuals, perceived positive factors from engagement with Web 2.0 services but there were also problems identified. Again – net benefits.

Figure 2: Title slides from CMC and Web 2.0 Lectures The relevant PowerPoint shows used in the classroom sessions (CMC and Web 2.0) contain plenty of material between them and there are further materials available on NOW including WIkibooks (books in Adobe PDF format), revision guides where appropriate and entires (including video clips) on the module blog (http://phil-wane-ics.blogspot.com ) There is some cross-over in the subject matter contained in the Wikibooks but this is really complementary (see Figure 3 below).

Figure 3: Table of Contents of Web 2.0 and CMC Wikibooks.

In addition to these materials there are plenty of articles tagged on Delicious and relevant postings on the module blog, which are both searchable (see Figure 4 on Page 3). Links are as follows: Module Blog

=http://phil-wane-ics.blogspot.com/

Phil on Delicious

= http://www.delicious.com/Moonglum 2

Figure 4: Blog and Delicious Services Students will also build up a collection of worksheets during the course of the module.

These cover a number of tasks including the identification of the possible risks associated with CMC and social networking usage (See Figure 5). A useful point that might be made here is that it could be argued that social networking sites are just the latest of a series of waves of Computer Mediated Communication. Although some of the features are different a site like Facebook is really just a computer media social network for communicating with one’s social group. Of course, just like email and instant messaging (amongst other tools like SMS Messaging) both organisations and individuals can use these systems in a productive and positive manner but they also carry the risk inherent in such technologies.

So whilst they have the potential to make staff more productive, to improve communications with customers and partners, to improve sales or whatever the aims of users might be, they can also leave both individuals and organisations open to legal difficulties (defamation or breaking court orders such as super injunctions), reputational management risks (discussing customers or partner organisations in a negative manner) and productivity issues (people simply not working but cyber-skiving).

Figure 5: Section of Worksheet on Social Networking Sites 3

This topic is one which offers plenty of examples making it easy to describe the nature of CMC. However students are reminded that they also need to offer a critical understanding of the topic. Not just what but why. The essential answer is the evidence of tangible net benefits. The module materials discuss in some detail how CMC can improve how organisations work, how it can make them economically more efficient and how CMC is changing the nature and expectations of CMC users. Ceteris Paribus who would not want the potential benefits offered by CMC? But since there are downsides to the widespread adoption of CMC then these risks need to be managed whether it involves e-mail or the tools of a social networking site like Facebook (see Figure 6).

Visualising the Topic

CMC

Email & Instant Messaging

Facebook Wall & Chat

Figure 6: Different sorts of tools are still aspects of CMC

Key Economic Concepts It is worth bearing in mind some key economic concepts that can be applied to this topic.

This next section is not an exhaustive list but is to remind students to use the language of their discipline where possible. Since you are economists you should strive to link theory to practice in places. CMC offers instances of economies of scale, demonstrates marginal utility in action, demonstrates price elasticity of demand in operation, involves resource allocation, measures of Return on Investment (ROI) and more besides. CMC can help organisations (often called firms in Economics) to save money, or to generate income, or a mixture of both. The same is true for individuals. To summarise an interesting topic, one that is reasonably easy to understand, one that gives useful insights into other aspects of ICT, and one for which there are plenty of supporting materials and examples available both through the module materials on NOW, Delicious tags and blog postings.

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