Despite what could have been seen as numerous shortcomings of synchronous CMC systems as conversational environments, students often see them as more socially desirable than analogous face-to-face interaction—in Walther’s term, interaction is ‘hyperpersonal’ rather than ‘interpersonal’ interaction: weakening of coherence between messages induces humorous style. The fact that in contrast with spoken discussions, no norms are prescribed on discussants enables them to participate in parallel discussions and to play. Reduced feedback and loosened adjacency enable a qualitatively different kind of interaction from spoken conversation, and this contributes to CMC’s ‘hyperpersonal’ appeal. To grasp the social character of CMC messages researchers have defined the term social presence as “the salience of the other in a mediated communication and the consequent salience of their interpersonal interactions”. Several researchers studied the contents of CMC messages to show the presence of affective as well as interactive–cognitive expressions. A three component tool was elaborated for measuring social presence: (a) emotional responses that include uses of emoticons, humor, self-disclosure, etc.; (b) interactive responses that include continuation of a thread, referring to or quoting from others’ messages, asking questions, complimenting or expressing agreement, etc.; (c) cohesive responses that include phatics (expressions of sociability), vocatives, etc. With such a tool, Rourke and colleagues could show that students enjoy synchronous discussions more than a-synchronous e-discussions (which are deeper and more filtered, but with less emotional and more cohesive responses). Thus the “attractions” of CMC can be seen as the flip side of the “incoherence” coin—loose inter-turn connectedness and overlapping exchanges have both advantages and disadvantages, depending on the purposes for which users engage in computer-mediated interaction.
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