Social Presence
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Short, Williams, and Christie (1976) describes social presence
theory for analyzing mediated communication. Main point: [p. 65]
"We hypothesize that communications media vary in their degree of
Social Presence, and that these variations are important in
determining the way individuals interact."
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Bales (1950)
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Short (1974) compared FTF, sound only, and CCTV communication to
test social presence hypothesis about persuasion.
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Johansen (1977) uses social presence model to examine social
aspects of teleconferencing.