Gibbons, Deborah Ellen; PhD
CARNEGIE-MELLON UNIVERSITY, 1996
SOCIOLOGY, SOCIAL STRUCTURE AND DEVELOPMENT (0700); PSYCHOLOGY, SOCIAL
(0451); BUSINESS ADMINISTRATION, MANAGEMENT (0454); SOCIOLOGY, INDUSTRIAL
AND LABOR
RELATIONS (0629)
Diffusion theories argue that social relations can influence the transfer of
information and practices in
organizations. Yet little is known about the principles that constrain or facilitate
such transmissions. This
dissertation proposes and examines one such principle--that social relations
differ systematically in their
capacity and propensity for transmission of various kinds of information or
resources from one person to
another. A theory is developed to explain how the interaction history underlying
each relation shapes its
diffusion potential. Specifically, I propose that the amount of shared knowledge
and social
understanding that develops as a relation evolves determines its capacity for
transmission of complex
information. Similarly, the prototypical behaviors, interpersonal bonds, and
foundational characteristics
that support the existence of the relation determine its propensity for particular
kinds of transfer. Given
adequate capacity, disseminations that are compatible with the propensities
of the relation are more likely
to occur. Disseminations that endanger the relation should not occur. Together,
capacity and propensity
influence the likelihood that particular disseminations will occur through a
social relation. The intensity of
each individual relationship, as determined by the importance or amount of interaction
ascribed to it by
participants, should scale the effects of the relation's transmission characteristics
by regulating
opportunities for transfer. I tested these propositions through a year-long
panel study observing
diffusion of complex knowledge, professional values, and technology use through
work relations in four
organizations. This design enabled concurrent examination of multiple disseminations
through the same
social systems. In effect, it held constant everything except the information
type and corresponding
diffusions. Thus, I determined the extent to which different kinds of transmissions
followed paths
predicted by the theory and failed to occur through less compatible relations.
Estimated transmission
capacities of various formal and informal relations accurately predicted their
contributions to diffusion of
knowledge regarding a complex process innovation. Further, transmission propensities
of friendship and
advice relations were analyzed, and specific predictions were made for the roles
of these networks in
transfer of professional attitudes and internet use. As expected, friendship
and advice networks played
unique, dynamic, and predictable roles. Overall, results supported the proposed
theory.
Social
Systems Simulation Group
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