Table 4 Different uses of video... | Emerald Publishing

Table 4

Different uses of video technology in IT companies

	Video as an interactive tool	Video as an informative tool
Main purpose	Having video meetings with two people or a team	Live or recorded video tapes to inform people in the organization
Interactivity	- Two-way communication - Opportunity to give instant feedback - Opportunity to ask questions and discuss with the audience - Opportunities for spontaneous communication in live situations - Some participants may join from the same location	- One-way communication - No opportunities to give instant feedback - No discussion with the audience - Communication is pre-planned, not spontaneous, recorded
Targeting	- Easy to target communication for one person or small number of people	- Communication is targeted to a large audience
Example from the data	“We can adapt our working practices. If there is a need to organize an extended top management team meeting, for which all top managers participate, then it just goes like okay, now we need to have a video meeting, how do people wish the meeting would be organized? Half of the participants are remote, okay, and then we just organize the meetings so that half of the people join remotely online.” (Mu_Interviewee 25)	“When I am presenting (sharing the screen) and explaining something in video meetings, I do not necessarily see the participants or whether they want to say something or whether they are raising their hand. I a way … you have to remember to involve people and acknowledge their participation (to the meeting) and be alerted if they have something to say and remember to ask if they have something to say” (Beta_Interviewee 3)

	Video as an interactive tool	Video as an informative tool
Main purpose	Having video meetings with two people or a team	Live or recorded video tapes to inform people in the organization
Interactivity	- Two-way communication - Opportunity to give instant feedback - Opportunity to ask questions and discuss with the audience - Opportunities for spontaneous communication in live situations - Some participants may join from the same location	- One-way communication - No opportunities to give instant feedback - No discussion with the audience - Communication is pre-planned, not spontaneous, recorded
Targeting	- Easy to target communication for one person or small number of people	- Communication is targeted to a large audience
Example from the data	“We can adapt our working practices. If there is a need to organize an extended top management team meeting, for which all top managers participate, then it just goes like okay, now we need to have a video meeting, how do people wish the meeting would be organized? Half of the participants are remote, okay, and then we just organize the meetings so that half of the people join remotely online.” (Mu_Interviewee 25)	“When I am presenting (sharing the screen) and explaining something in video meetings, I do not necessarily see the participants or whether they want to say something or whether they are raising their hand. I a way … you have to remember to involve people and acknowledge their participation (to the meeting) and be alerted if they have something to say and remember to ask if they have something to say” (Beta_Interviewee 3)

Source(s): Authors' own creation