The Cross-Section of Asset Synchronicity by Elastic-Net
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ISBN 13: 9781848764637
The logic is that conveyance process requires cognitive resources to read, understand and integrate this information into a mental model. Lower synchronicity allows for more time between messages so that the receiver has time to cognitively process the message. The convergence process is the process of mutually agreeing on the meaning of the information or failing to agree.
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Moreover, conveyance and convergence processes will be performed at differing levels and intensities depending on how familiar individuals are with the task, the chosen media, and with a communication partner. With a better understanding of the task, the media, and partner, the communication will involve more convergence processes.
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As a result, higher media synchronicity is more appropriate for the communication. Conversely, with less understanding of the task, the media, and partner, the communication will involve more conveyance processes. As a result, lower media synchronicity is more appropriate for the communication. Media synchronicity is positively associated with transmission velocity, natural symbol sets, and negatively associated with parallelism, rehearsability, and reprocessability. MST posits that there is no best medium in every situation. Communication performance depends on the fit between media synchronicity a given medium can support and the needs for media synchronicity in a given situation.
The best choice might not be a single medium, but a combination of methods, and that communication performance will be enhanced by balancing the strengths and weaknesses of media. In addition, as new media technologies appear on the scene and old ones evolve new capabilities and attributes, it may no longer make sense to merely refer to a specific media type, but rather the different sets of capabilities that a given media form may offer to the communicator.
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