Computer-Mediated vs Face-to-Face
Communication: Group Polarisation
Laura Welshman
Group Polarisation
• This is the tendency for individuals to become more
extreme in their thinking following group discussion
(Isenberg, 1986).
• For example, individuals who are risk averse may
emerge from group discussions showing risky thinking.
• It is not necessarily a negative effect.
Computer-Mediated Communication (CMC)
• CMC can reduce social presence (Rice, 1993).
• Reduced social presence can increase group
polarisation (Williams, 1977).
• Sia, Tan & Wei (2002) examined group polarisation in
various CMC settings, but did not compare it with Face-
to-Face communication.
Research Question:
Does the use of CMC increase the risk of Group
Polarisation?
Task
• ~70 Participants in groups of 5
• 2 conditions, Face-to-Face & CMC
• 2 tasks, Desert Survival Problem, and the Jungle
Survival Problem
• Participants order 12 items by usefulness in a survival
situation
• This takes place at the start of discussion and again at
the end
• Participants also complete the Walther (1989)
Communication Satisfaction questionnaire
• Planned analysis – examine collective decisions
preference change and satisfaction (MANOVA)
The Desert Survival Problem
While travelling across a Desert in America, the light, twin-engine aircraft you
were travelling in had some electrical problems and consequently crash-
landed. The pilot and co-pilot died on impact, and the ensuing fire has
destroyed the aircraft leaving only the frame. Amazingly you escape the ordeal
with no injuries.
Before the crash, the pilot was unable to notify anyone of your position.
However, a few moments before the crash the pilot indicated that the nearest
known habitation was 70 miles away in a north-east direction. Flat open plains
surround you and except for the occasional cactus there is little life. It is
extremely hot, the last weather report before the crash indicated that the
temperature would reach 43°C (110°F).
You are dressed in a lightweight shirt, shorts, socks and leather sandals, and
have a handkerchief in your pocket.
The Desert Survival Problem
Before the plane caught fire, you were able to salvage the following items:
• a litre of water
• an overcoat
• two litres of vodka
• a bandage kit with gauze
• a book entitled “Edible Animals of the Desert”
• a bottle of salt tablets
• a cosmetic mirror
• a flashlight
• a magnetic compass
• a penknife
• a plastic raincoat
• a sectional air-map
Would you please rank the 12 items in order of their perceived
importance for your survival: 1 being the most important and 12 the
least important.
Expected Findings
Research Question:
Does the use of CMC increase the risk of Group
Polarisation?
H1 – CMC causes preference change than FtF.
H2 – Satisfaction is lower in CMC than FtF
H3 – Satisfaction is negatively correlated with preference
change