When Online Meets Offline: The Effect of Modality Switching on Relational Communication

Authors: Ramirez, Artemio; Zhang, Shuangyue

Source: Communication Monographs, Volume 74, Number 3, September 2007 , pp. 287-310(24)

Publisher: Routledge, part of the Taylor & Francis Group

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Abstract:

Collaborative partnerships developed via text-based computer-mediated communication (CMC) commonly shift interactions to alternative formats. Extant research indicates that shifting from one modality to another, or "modality switching," can have profound positive and negative effects on relational outcomes. Drawing on social presence theory (Short, Williams, & Christie, 1976) and social information processing theory (SIPT; Walther, 1992, 1996), the present study examined the influence of meeting FtF after varying lengths of time interacting via CMC on relational communication. Consistent with predictions, remaining online yielded greater intimacy and social attraction than the other conditions in which FtF contact occurred. With respect to the CMC conditions, modality switching modestly enhanced relational outcomes in the "early" switching partnerships but more strongly dampened those of "late" switching ones.

Keywords: Computer-Mediated Communication; Relational Communication; Social Information Processing Theory; Modality Switching

Document Type: Research article

DOI: http://dx.doi.org/10.1080/03637750701543493

Publication date: 2007-09-01