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Should Emerging Technologies Change Business Communication Scholarship?


This paper discusses the connections that people have recently established to the new technology era. The internet has given birth to countless innovative ways of communicating and sharing information with each other. The world has become a global village because of it thus people all around the world share knowledge with each other. There is no limit to sharing. An overview of two researches conducted by firstly Hermann and secondly Turner and Reinsch are presented in the paper. The first researcher Hermann examined the postings to an investment bulletin board and the second Turner and Reinsch researched peer-to-peer based communication. The researches were based on an article called connections. It dictated two levels of influence of communication.

The first level is the one that is deliberately manipulated to get a desired effect, and the effect is also easy to measure and observe, however the second is of a much more deeper nature and is hard to measure or observe, it is an unintended effect. Even if a new technology is introduced in an organization we can see these two layer effects on employees. Looking at computer based communication Herman’s studies show that the first level effect occurs due to the abundant knowledge available and wide areas the abundant knowledge covers. However the second level is focused  by Turner and Reinsch.

Hermann found that from only 20 discussion threads more than 400 pages of information can be obtained! The reason for online communication being multiplied can be the easy availability of internet in residential areas and the adoption of broad band. Social communication is seen to be emerging. It has great potential in the future and has been encouraged mostly by innovative multimedia sites. The number of responses is multiplying rapidly.

It is essential that this form of communication should be seriously researched upon and given importance to with respect to business communication since it is new emergent. However analyzing this wide amount of information is very tricky and needs some sort of standardization. Changing the expectations of a scholarship is an issue. Steve Corman and his colleagues came up with a method that was developing a specialized software which identifies large amounts of digital data.

The second level effect analysis of the paper reveals that now a days teenagers have become rampant uses of IM and are more comfortable using that than face to face communication. Iming has changed the culture all over the world. People in today’s world are communicating with several people at the same time through several mediums. Thus Turner and Reinsch proposed the multicommunicating theory. It deals with creating a communicating environment in which the attention of the communicator can be broken down. He says that authenticity of a communication is established by the capabilities of the communicating environment.

The trend is changing and mediated communication is replacing the traditional face to face communication in business. In the era that we live we observe the first level effects of mediated communication however we should be ready for second level effects.


  1. Jackson, M. H. (2007). Should Emerging Technologies Change Business Communication Scholarship. Journal of Business Communication , 44 (3), 3-12.

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