Finding a happy medium

The sometimes observed negative social effects of electronic communication technology are often attributed to the characteristics of the technology itself. Electronic mail, for instance, filters out personal and social cues and provides new capabilities not found in traditional media, and it has been argued that these factors have consequences such as “flaming” and depersonalization. Alternative theoretical perspectives on the impacts of information technology suggest that our ability to explain these outcomes might be enhanced by attending to users' intentional choices about how to use technology and to unpredictable technology usage patterns that emerge when users interact with the technology and each other. These alternative perspectives are examined in the context of an exploratory case study of a complex organization in which electronic mail was heavily used. Users were found to select email deliberately when they wished to avoid unwanted social interactions. At the same time, they actively took steps to avoid negative outcomes, such as depersonalization of their relationships with subordinates. However, despite their well-intentioned efforts, some negative social effects did occur that cannot entirely be attributed to the technological characteristics of electronic communication. Instead, they appear to be ironic side effects of users' thoughtful efforts to use email effectively. These results suggest the value of according a prominent role in explanations of technology impacts to users' intended and unintended technology uses. The results also imply that negative social effects from using electronic communication technology may not prove easy to eradicate, despite technological developments such as multimedia integration, and despite efforts to train users in the best email “etiquette.”