A Study Of New Communication Media In Organization

This thesis studies the dynamic relationship among four subjects of media studies– three forms of new media (electronic texts, audio and visual media), communication satisfaction, team cohesion, and cooperation performance. This study takes a comprehensive review of the existing Chinese and English literature on the four subjects, develops a model of the relationship among the four subjects through the use of structural modeling to, and raises twelve hypotheses for their dynamic relationship. This study also designs surveys according to the standard measurement index in China and abroad, uses purposive sampling to conduct a survey research on thirty-four work units in Shanghai, and successfully obtains 819 effective survey responses. Through the use of SPSS13.0 software, this study analyzes the structural dynamic of the sampling group; through building a structural model and utilizing Amos17.0 to verify the compatibility of the model, this study also makes appropriate adjustments to yield the final model and calculations. media studies– three forms of new media (electronic texts, audio and visual media)The conclusions of this study are as follows: 1) While the Information Richness of electronic texts creates no apparent effect on communication satisfaction, both audio (0.245) and visual media (0.231) create positive effect; 2) there is no positive effect of Information Richness of electronic text, audio, and visual media upon team cohesion; 3) there is positive effect of Information Richness of media of electronic texts (0.251) and audio media (0.239) upon cooperation efficiency, whereas no direct effect of Information Richness of audio media is found event though the indirect effect (0.125) is apparent; 4) there is positive effect of communication satisfaction upon team cohesion (0.395) and cooperation performance (0.511), but there is no apparent effect of team cohesion upon cooperation performance; 5) lastly, the effect on communication satisfaction, team cohesion, and cooperation performance does not increase along with the increase of Information Richness of new electronic textual, audio, and visual media.