1. Using Network Concepts to Clarify Sources and Processes of Social Influence Based in studies of Job Design and Group Processes Individual attributes and objective task characteristics insufficient explanations Include social cues, rewards, social learning, subjective reality Applied to study of new media, as critique of “objective” media characteristics

2. Problems with Social Influence Models Most models ambiguous Identification of source other Generalized (“coworkers”) or specified (“Tom”)? Generalized (“coworkers”) or specified (“Tom”)? Nature of other’s attitude Projection/estimation or actual Projection/estimation or actual Process of social influence Strength of social influence Level of social influence Duration of social influence

3. Social Influence Components Ambiguity of situation Exposure to influence (proximity) Important/salience of source other Other: Reflexiveness, monitoring Reflexiveness, monitoring Other attitudes, experience Other attitudes, experience Attributes of phenomenon Attributes of phenomenon Salience of phenomenon Salience of phenomenon Aspects of group (integration, cohesiveness) Aspects of group (integration, cohesiveness)

4. Networks as Proximity Mechanisms Relational proximity Positional proximity Organizational position Division of labor, task specialization, mediation of relations Division of labor, task specialization, mediation of relations Unit (coworker and supervisor), overall Unit (coworker and supervisor), overall Structural equivalence Spatial proximity (climate, access/exposure, symbolic, design Relative strength of the mechanisms

5. Individual Level of Social Information Sources Mean or sum attitude, across proximate others Other’s actual attitudes Other’s actual attitudes By importance/salience of other By importance/salience of other By strength (may include duration) of exposure By strength (may include duration) of exposure

6. Group (Peer) Level of Social Information Sources Mean attitude from Relational group Relational group Unit co-workers Unit co-workers Structural Position Structural Position Spatial Cluster Spatial Cluster Relative Power of Individual and Group Levels Individual – more specified information Individual – more specified information Group – if reference group, if stimulus controlled, if salient norms and sanctions Group – if reference group, if stimulus controlled, if salient norms and sanctions

7. Relational Proximity Mechanism Contact among individuals, coactivational view of organizations, communication proximity Individual influence: Direct and indirect links exchange information, influence, meaning Group influence: Dense, cohesive relations within groups reinforce norms, values, meaning

8. Positional Proximity Mechanism Configurational view of organizations; also roles, statuses, obligations Organizational proximity (work units, paths of formal reporting) or structural equivalence Individual: similar relations to same other sprovide shared exposure to attitudes, involve similar activities, obligations Positions: include sets of individuals who are positionally proximate to each other, thus represent common attitudes, status; communication within positions not necessary

9. Spatial Proximity Mechanism Nearness to others; architectural view of organizations Individual: co-located more likely to interact, be close to same ambient stimuli, organizational symbols and culture Clusters: sets of individuals who are similarly distant from other sets of individuals

10. Source Other Individual: Single, multiple, or class of specific source other(s) Weighted by strength of exposure and By importance/salience of source to individual Group: Norms, beliefs, social information different for different groups, with “peer effect” above individual differences

12. Questions! Thank you…