A social influence model of technology use

by J Fulk, J Schmitz, C W Steinfield
Organizations and Communication Technology ()


This paper explores the phenomenon of "flaming," which has been typically cited as an antisocial effect of computer-mediated communication. The paper discusses the diverse range of conceptual and operational definitions of flaming found in the literature. The paper offers a four-point critique of previous theoretical explanations of flaming, and suggests an alternative definition of flaming, which asserts both a behavioral and interpretive dimension to flaming. Drawing from the work of J. Fulk, J. Schmitz, and C. W. Steinfield, the paper then develops a social influence model of flaming that provides a more flexible and powerful approach than previous theories, while yielding potentially useful insights to guide future research.

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