Chapter 1: Organizational Practices of Communication Technology Innovation

This chapter addresses the question: How do organizations enact new communication technology practices, that is, media choice? We adopt a practice perspective to analyze qualitative data on organizational communication processes. The empirical results contain 5 different organizational practices from which we develop a model of organizational media choice. This model distinguishes 3 interrelated components: a relational, a process, and a content dimension. For effective media use, an organization has to make a media decision for each dimension. We contribute to the discussion about the organizational impact (processes and behavioral effects) of communication media innovation.