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Social Presence Theory
Transcript of Social Presence Theory
What Is It? Issues in Social Media explored
through the Social Presence Theory - Developed by John Short, Ederyn Williams and
Bruce Christie in 1976
- Describes different communication media along
a one-dimensional line of social presence where
the amount of presence is related to the degree of
awareness of the other person in a given
interaction. Definition, Cont. - A particular communication medium is
considered effective if the medium has the
ideal amount of presence needed.
- Face-to-face is considered the most effective
medium, and text based communication is
considered the least.
- Applied to social media, YouTube and
Facebook would be considered the most
effective, with Twitter being the least. Is This Really the Case? - YouTube doesn't allow for real-time streaming for
all users, yet. Until then, it's the equivalent of leaving
a voicemail for someone to get later. Not real-time.
- Tons of posts, both audio and video, on Facebook. But is
the material being posted there actually useful?
- "Condescending Wonka" and Sam Elliot memes, among
many that populate the site, but are they valid just
because they're more visual? The Other Side - Twitter is mostly text, some audio and video.
Less perceived awareness, therefore less presence.
- This doesn't appear to be the case. In many cases
people will "live tweet" events, giving up to the second updates.
- During the Boston bombing suspect manhunt,
people on Twitter found a link to a live stream of Boston PD scanner and shared it. Over 250,000 people viewed the stream. People on Twitter knew the suspect was caught before big news did.
- Ease of posting may, in fact, make twitter a more
immediate and personal way of connecting. The Big Issues - Lack of widespread real-time streaming on YouTube keeps the site from being a truly viable form of communication. Google+ hangouts are on the right track, but the user base is not there.
- Facebook has the users and the ability to be a very personal form of social media communication, but an overabundance of memes drowns out what could be quality posts and quality communication. The Surprise - According to Social Presence Theory, Twitter should be as impersonal as social media communication gets, however, this is not the case.
- Ease of posting leads to more posts, which leads to a "real time" stream of events.
- People are more likely to tweet information vs. post on Facebook, because retweets will spread the information more quickly. Works Cited Lowenthal, Patrick R. Social Presence: What Is It? How Do We Measure It? Diss. University of Colorado Denver, 2003. N.p.: n.p., n.d. Print.
Kaplan, Andreas M., and Michael Haenlein. "Users of the World, Unite! The Challenges and Opportunities of Social Media." Business Horizons Jan. 2010: 59-68. Web.
Lange, Patricia G. "Publicly Private and Privately Public: Social Networking on YouTube." Journal of Computer-Mediated Communication 13.1 (2008): 361-80. Print.
Dunlap, Joanna C., and Patrick R. Lowenthal. "Tweeting the Night Away: Using Twitter to Enhance Social Presence." Journal of Information Systems Education (2009): n. pag. Web.
Cheung, Christy M.K., Pui-Yee Chiu, and Matthew K.O. Lee. "Online Social Networks: Why Do Students Use Facebook?" Computers in Human Behavior (2010): n. pag. Print.