The influence of familiarity among group members, group atmosphere and assertiveness on uninhibited behavior through three different communication media

The study of the influence of new information technologies (NIT) on verbal communication has attracted attention from researchers. Results obtained in previous studies suggest that NIT communication media produce a deindividualization in group processes that enhances uninhibited behavior and flaming. However, identity theory emphasizes the role of social context, challenging the interpretation that features of the media are the main antecedent of this behavior. The aim of the present paper is threefold: (1) to empirically test whether there are significant differences in the frequency of uninhibited behavior in groups working under face-to-face, videoconference and computer-mediated communication; (2) to test whether familiarity among group members, group climate, assertiveness and their interactions significantly predict uninhibited behavior in groups, regardless of the communication media; and (3) to analyze whether communication media moderate the prediction of these variables on uninhibited behavior, Uninhibited behavior has been operationalized, distinguishing between informal speech and flaming. The experiment was carried out with 28 groups of five subjects each. Results show that informal speech and flaming present higher rates in computer mediated communication than in videoconference and face-to-face. Social familiarity among group members significantly predicts mild uninhibited behavior regardless of the medium, but does not account for flaming. Communication media moderate the prediction power of familiarity and its interaction with assertiveness and group climate on mild uninhibited behavior (informal speech). Results an discussed in relation to the alternative theories and models formulated. (C) 2000 Elsevier Science Ltd. All rights reserved.