7 Chapter 2 Literature Review: Markets, Intermediation and E ...

processes of individuals. The theory of critical mass relates micro behaviours to
macro outcomes and generates several interesting hypotheses. Clearly, the
consideration of social influence mechanisms is central to this research approach.
Fulk, Schmitz et al. (1990) in a similar vein of research, present a model of social
influence in the context of media use. Central to the model is the idea that media use
is highly dependent upon individual circumstances and individual attitudes.
“Media perceptions are, in part, subjective and socially constructed. Clearly, they are
determined to some degree by objective features such as ability to provide a
permanent record, asynchroneity and the like. However, they are also determined to a
substantial degree by the attitudes, statements, and behaviours of coworkers.” (Fulk,
Schmitz et al. 1990, pg. 121)
To the question of how co-workers exert social influence, the authors suggest two
possibilities. Overt statements about characteristics of media may be assimilated into
evaluation and decision processes of the recipient. They may also discuss particular
features, increasing the saliency of those features, or may voice judgements.
Secondly, social influence may take the form of vicarious learning from the
experiences of others. In this case, one person may decide to emulate the behaviour of
another, having observed that the activity was to some extent successful.
Figure 2.1 illustrates the causal links between media evaluations and media use:
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