Videoconferencing as a Substitute for Face-to-Face Communication

Videoconferencing as a Substitute for Face-to-Face Communication : Videoconferencing as a Substitute for Face-to-Face Communication by Dr. Michael Keohane CO11February, 2011

Slide 2 : Introductions What’s so important about face-to-face collaboration? Should I Consider Using Videoconferencing? The goals of the communication The need for elevated communication The use of concurrent videoconferencing and document sharing Personal Perceptions & Videoconferencing Videoconferencing and Privacy in communication Cost of using the technology TAM and Diffusion Theory Replicating Face-to-Face Non-Verbal Queues over video How does Videoconferencing Technology Affect Trust How does Videoconferencing increase participation & reduce distance? Perceived Distance using Videoconferencing Social Presence Theory How the Type of Videoconferencing Technology Drives Expectations of Use Agenda

About My Research Study : About My Research Study Large company wanted all employees to collaborate using video enabled desktop phones

Why Face-To-Face Collaboration? : Why Face-To-Face Collaboration?

Understanding the Goals of Your Communication : Understanding the Goals of Your Communication The Need for Video In Your Collaboration

Personal Perceptions & Videoconferencing : Personal Perceptions & Videoconferencing Many Perceived Video As Distracting

Replicating F2F; Eye Contact & Videoconferencing : Replicating F2F; Eye Contact & Videoconferencing Most Desktop Video is non-directional and not able to replicate eye-contact. Ability to detect eye-contact decreases the non-verbal queues needed to increase trust in social conversation. Where the camera is placed on the desktop affects the perceived trust of the sender’s message Inability to replicate eye-contact can result in speaker dominance as non-verbal queues to relinquish control are not present

Replicating F2F; Perceived Distance : Replicating F2F; Perceived Distance Inability to properly reflect non-verbal queues or perceive non-verbal queues of others increases perceived distance. Social Identity Theory dictates that perceived distance from others decreases participation, trust, and social presence. When the illusion of of face-to-face communication is lost through an increase in perceived distance, the value of using video was also lost to many. When social presence is negatively affected, users will avoid video in future communications.

The type of Video Technology Drives the Expectations for Use : The type of Video Technology Drives the Expectations for Use 65% of the study participants did not see a compelling need to use desktop videoconferencing to supplement f2f interaction. Problem with camera position, distance from camera, and operating the technology. Being squeezed by Desktop and Dedicated systems. Dedicated systems were found to replicate F2F the best. Experiences were rated the highest of all video forms. However, the resource was not generally needed as a regular form of communication by most participants. Non-Permanent Room-Based Video Dedicated Videoconferencing Rooms

Summary : Summary Videoconferencing offers collaborators a chance to simulate Face-to-Face communication in an attempt to recreate the richest form of information exchange. Not everyone will embrace Videoconferencing technology. Not all collaboration requires or is suitable for video. A person’s perceptions may act as a barrier to adoption. Understanding the purpose of the collaboration is important Do I need an elevated conversation, are there are methods that are just as effective, Social Presence is critical to the value of videoconferencing in a collaborative environment. Understanding these effects allows leaders in business and education the opportunity to use videoconferencing in an optimal and more effective manner. Thank You

Research Reference : Research Reference Keohane, Michael F. (2010).  Virtual team communication: Perceptions and experiences influencing the use of videoconferencing technology. D.M. dissertation, University of Phoenix, United States – Arizona (Publication No. AAT 3437435). Author ISBN number: 978-1-124-38783-3 Please feel free to contact me at: mkeohane@cisco.com