BEYOND BEING THERE
Overview
The authors are basically saying that when we talk about communication, there are three main things to consider: the needs it fulfills, the medium (or method) used, and the specific ways (mechanisms) we communicate. They explain that communication needs are universal human requirements for interacting with each other, like the need for varied cues, feedback, and personalization in messages. The medium is just the way we communicate. For example, when we talk face-to-face, our medium is physical reality - we're right there with the other person. The authors think it's important to see face-to-face interaction as just another way of communicating, not necessarily the best or only way. Mechanisms are the specific methods used in communication, like making eye contact or using body language. These work really well in person but might not translate perfectly to electronic communication.
Now, here's where it gets interesting. The authors suggest that electronic communication (like emails, video calls, etc.) is a whole new medium with its own unique strengths. But often, we try to make electronic communication mimic face-to-face interaction, which doesn’t always work because each medium has its own strengths and weaknesses. For example, trying to replicate eye contact in a video call can be awkward because it's just not the same as in person.
They argue that instead of trying to make electronic communication exactly like talking in person, we should focus on what electronic communication does well. Things like being able to chat asynchronously (not in real-time), talk anonymously, or automatically save our conversations are unique benefits of electronic communication. By focusing on these strengths, we can develop new and potentially better ways of communicating that go beyond just trying to recreate face-to-face interactions.
In short, the authors are saying we shouldn't just try to copy in-person communication with technology. Instead, we should embrace what makes electronic communication different and use those differences to our advantage.