The present paper proposes a novel framework to integrate the media’s emotional
delivery function into the field of current conflict management and communication research.
The results of our laboratory study confirmed our hypotheses: in terms of the media’s
efficiency of emotion delivery, face-to-face communication functioned best in situations of
functional conflict; likewise, computer-mediated communication fitted situations of
dysfunctional conflict. Emotion is well-known as the essential factor in successful negotiation
and communication. Despite encouraging communicators to develop higher emotional
intelligence, little can be done to ensure improvement. By emphasizing different media’s
efficiencies in terms of emotion delivery and the fitness of conflicts, our research contributes
to three aspects.
First, in terms of conflict management, our study extends managerial alternatives for
emotional negotiation control from the human factors to the mediation factors. Switching to
proper communication media should be easier than displacing an unqualified negotiator.
Second, in terms of communication research, our research adds new attitudinal factors,
(functional and dysfunctional conflict as considered in the present paper) that can moderate
the relationship between media and communication performance. So far, the current
communication literature continues dialogue on the assumption that ‘more information input
means better response output.’ However, what if the cognitive information overloads the
communication (Kraut et al., 1987)? We argue that the current mainstream is based on a
rationalist model where the negative emotion mechanism pre-set within human
communicators is underestimated. In this paper, we initially explore emotional negotiation
from the perspective of a reinforcement causal loop and confirm that the best way to get rid of
the negative emotional feedback loop is to ‘reduce the emotional input for more rational
output.’ Third, in terms of the research design, we ambitiously conduct a laboratory
experiment to examine our hypotheses. The laboratory design has the advantage of showing a
strict causal relationship. Compared to the major study design of a cross-sectional survey in
face-to-face and computer-mediated communication literatures, our study provides a solid
result that confirms all the theoretical hypotheses regarding the content richness of
face-to-face communication, while denying the disadvantages of computer-mediated
communication. Further research is expected to give further insight into this media
competition lasting for decades.
In general, if we have accepted the assumption that the amount of human interaction
depends on the strength of intention toward conflict (Riecken, 1952; Torrance, 1957; Brehmer,
1976; Cosier & Rose, 1977; Tjosvold, 1985; Baron, 1991; Priem & Price, 1991; Jehn, 1992;
Menon & Roy, 1996; Massey & Dawes, 2004), then it is significant that our study provides
solid empirical evidence supporting the well-known hypothesis claiming that face-to-face
communication transmits more intense and rich verbal information and social cues than
computer-mediated communication does (Reid, 1977; Rice, 1984, 1993; Rice & Love, 1987;
Valacich & Dennis, 1994; Straub & Karahanna, 1998; Tu, 2000; Tu & McIsaac, 2002;
Richardson & Swan, 2003; Peng, 2003; Sherman, 2003; Kock, 2007). The upward slope of
face-to-face communication is sharper than that of computer-mediated communication. Along
with the shift in conflicts from negative/undermining to positive/friendly, the growth in
human interaction is perfectly reflected in the radical performance improvement in
face-to-face communication; in contrast, the change in computer-mediated communication is
tender referring to a task-oriented and impersonal tool for mediating communication (Short et
al., 1976; Sherman, 2003).
On the other hand, our sample counters the dominant viewpoint that suggests a
face-to-face meeting where extremely detailed, unorganized and complex discussion and
analysis are needed (Short et al., 1976; Daft & Lengel, 1984; Clark & Brennan, 1991;
O’Conaill et al., 1993; Clark, 1996; Doherty-Sneddon et al., 1997; Suh, 1999).
Computer-mediated communication becomes less recommended because it is supposed to
have a negative effect on positive emotion (Short et al., 1976; Sherman, 2003). However, the
expected effect of the transmission of positive emotion is indeed observed in our sample; yet
it is not huge enough to make a significant difference from computer-mediated
communication (Suh, 1999; Maltz, 2000). This paper presents the first trial that directly
compares the overall performance of face-to-face communication and computer-mediated
communication. The existing theoretical and empirical literatures tend to identify and conduct
complicated analysis upon every distinct factor that benefits communication performance.
The evaluation of overall performance is therefore overlooked unintentionally.
Accordingly, our study here, based on our experimental results, proposes that further
research efforts be devoted to investigating the influence of computer-mediated
communication on positive emotion. Outside the mainstream, which highly values the content
richness derived from face-to-face communication, many researchers have put tremendous
efforts into considering the cognition improvement effect of computer-mediation
communication: encouraging individuals to develop relational, socio-emotional abilities to
compensate for weaknesses derived from a lack of nonverbal cues (Walther, 1992, 1994;
Rezabek & Cochenour, 1998; Walther & D’Addario, 2001; Carter & Janes, 2002), feedback
(Walther & Burgoon, 1992; Rice, 1993; Pellettieri, 2000; White & Dorman, 2001; Fernandex
& Martinez, 2002) so as to improve mutual understanding and consensus-making. After all,
studies argue that computer-mediated communication is capable of facilitating supportive
communication (Walther, 1996; Preece, 1999; Wright, 1999, 2000, 2002; Walther & Parks,
2002; Wright & Bell, 2003), a comfortable environment for exchanging opposing ideas
(Burleson & Goldsmith, 1998) and collaborative thinking (Rice & Love, 1987; Gallupe et al.,
1991; Wellman et al., 1996; Ruberg et al., 1996; Wizelberg, 1997; Braithwaite et al., 1999;
Finn, 1999; Wellman & Gulia, 1999; Finfgeld, 2000; Han & Belcher, 2001; White & Dorman,
2001; Barrera et al., 2002; McKenna et al., 2002; Wright, 2002; Caplan, 2003; Caplan &
Turner, 2007) are increasing day by day.
Regardless of the endless efforts we devoted to making our study design immaculate,
limitation is always present. Due to the approaching semester’s end and consequent low rates
of participation, one of our administrators asked for extra monetary incentives to encourage
his participants to make adjustments in their holiday plans in order to participate in our
experiment. The amount of extra fees was not too big; thus we treated this as a compensatory
bonus for holiday scheduling rearrangements. No announcement about this bonus is made
between the two experiments. Although the perceived motivation level between two
experiments might not differ in our case, we still advise future researches to conduct the
experiment at the same location to minimize unexpected occurrences that would interrupt the
well-defined environment controls for the experiment and prevent any variation produced
outside of the laboratory.
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