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Abstract

Virtual communications hold great promise within the business environment. The use of virtual media can help reduce costs via; more effective organisation of human resources, lower transport costs and lower transactional costs both within and between organisations. Virtual media also may improve issues such as work/life balance and the retention of critical staff as well as a potential to reduce pollution and therefore have a positive impact on the issue of global warming. While computers and the Internet are almost ubiquitous in businesses there still remains a deep mistrust of using the technology beyond its most rudimentary and immediate forms. The aim of this project is to find ways that computers might be used more efficiently and what skills would be needed to effectively manage the transition between the present structure and a potentially beneficial future organisational structure.

The paper reports on a project which is grounded in in-depth interviews that have been conducted with 25 heavy users of virtual media- people who spend more than 60 hours a week in computer mediated environments. The respondents were asked about their experiences in using virtual media- including issues of social involvement, group ‘norming’ behaviours and identity development and the data was then analysed using the techniques of Grounded Theory.

A model was generated that highlighted the important aspects of the heavy user experience that included three different stages; Initiation, Experimentation and Integration with the Experimentation stage being driven by issues linked to Maslow's Theory of Motivation. The Model provides a basis to analyse the behaviour of present users of the Virtual media thereby identifying those areas that need further improvement. This can lead to strategies that could help overcome these shortcomings via training and enculturation throughout an organisation.

About the speaker

While born in England, Alan was transported to the Antipodes for unspecified crimes against the state at the age of one. Growing up in a bright urban landscape of long summers and endless golden beaches added darkness to his soul and led, obviously, to a Drama degree from Centre of Performing Arts in South Australia and later to various business activities including running a small community based Theatre Company and owning a Second-hand Book and Record Store. The failure of the record business lead to a need to learn how to actually run a business effectively. A La Trobe University B. Business degree was undertaken and during this time Alan picked up many awards and scholarships including a Dean’s Commendation. His thesis in the ‘Typography of Virtual Organizations’ was awarded a First Class Honours Degree and laid the ground work for his PhD thesis enquiry into ‘Virtuosity: Skills, Procedures and Techniques for Effective Virtual Communication’. At present The Thesis is in the final stage of being written and the great hope is that it will be a great relief when finished for all concerned.