Criteria And Scope Conditions For A Theory And Measure Of Social Presence

The need for a theory of social presence is more pressing as the Internet and virtual environments become increasing social. With time we can observe an increase in social interaction not only among users, but also between users and computer agents. A robust and detailed theory and measure of social presence could contribute to our understanding and explaining social behavior in mediated environments, allow researchers to predict and measure differences among media interfaces, and to guide the design of new social environments and interfaces. The article reviews, classifies, and critiques existing theories and measures of social presence. A set of criteria and scope conditions is proposed to address weaknesses in past theories and measures and to provide clear criteria for a measurement theory of social presence. DEFINITION OF THE PROBLEM

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