Is Media Synchronicity Theory Culture Blind? An Empirical Test

As organizations are increasingly reliant on globally dispersed employees, they face a challenge understanding how media capabilities might influence interactions between employees from different countries who interact through communication technology. Based on media synchronicity theory (MST), this research examines how cultural differences may influence individuals’ assessments of different media capabilities and their relationship to synchronicity. Comparing data collected from 308 respondents in Italy and the US, the different cultural characteristics of uncertainty avoidance and high/low context were examined for their influence on media capabilities identified in MST and their contribution to synchronicity. Results show that for US respondents, four of the five media capabilities have a significant association, while for Italian respondents, only two of the five media capabilities have a significant association. This research suggests that contextual differences based on cultures exist in the way MST operates and that culture should be considered in theorizing with respect to MST.

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