Social Presence

• 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."
• Bales (1950)
• Short (1974) compared FTF, sound only, and CCTV communication to test social presence hypothesis about persuasion.
• Johansen (1977) uses social presence model to examine social aspects of teleconferencing.