How does Social Presence Affect Minorities in Virtual Groups?

What is it about?

As society relies more on information and communication technologies (ICTs), these technologies have become better at supporting social presence, which is the feeling of being aware of other people and relationships through a medium. While this is generally seen as positive, there are limits to its benefits. Social presence makes ICT interactions feel more human, encouraging socially conscious behaviors, but it can also trigger existing social biases. We explore the unintended consequences of social presence for minority group members, who are especially vulnerable to stereotyping and discrimination. Our lab study of 178 groups across three conditions showed that minority group members experienced more negative treatment. Consequently, they responded more negatively when using ICTs with higher social presence. These findings have important implications for minority members in virtual groups at work, school, and other social settings.

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Why is it important?

Importance of the Research: As society increasingly relies on information and communication technologies (ICTs), understanding the social dynamics these technologies create is crucial. Social presence, which makes interactions feel more personal and connected, is generally seen as beneficial. However, its impact on minority group members, who are vulnerable to stereotyping and discrimination, has not been thoroughly explored. This research is vital because it addresses the gap in understanding how high levels of social presence can potentially exacerbate social biases and negatively affect minority group members. Uniqueness and Timeliness: This research is unique in that it challenges the prevailing positive view of social presence in ICT-mediated interactions by examining its potential negative consequences. The study is timely given the recent shift towards virtual meetings and remote work due to the COVID-19 pandemic. As virtual interactions become more common, it is essential to understand how these environments impact minority group members differently. Potential Impact: The findings of this study have significant implications for how virtual groups at work, school, and other social settings are managed. By revealing that higher social presence can lead to more negative treatment and responses among minority group members, this research highlights the need for organizations to carefully consider the design and implementation of ICTs. This knowledge can help in developing strategies to mitigate biases and create more inclusive virtual environments, ultimately improving the experiences and contributions of minority group members. By addressing these key points, the research underscores the need for a nuanced understanding of social presence in ICT-mediated interactions and offers valuable insights for enhancing equity in increasingly digital social landscapes.