Social Loafing in Technology Groups

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Social Loafing in Technology-Supported Groups Both technology supported and virtual groups are becoming common components within the educational and corporate structure. There have been few studies conducted about social loafing within the online learning environment. The study conducted within this research investigated social loafing in technology supported groups. The article describes social loafing as “the tendency of members to do less than their potential” (Chidambaram & Tung, 2005). There are two theoretical dimensions explored within the conducted study, the Social Impact Theory (SIT) explains the two as, “The dilution effect (where an individual feels submerged in the group) and the immediacy gap (where an individual feels isolated from the group)” (Chidambaram & Tung, 2005). The social impact theory is a key component to understanding social loafing in technology-supported groups. The social impact theory (Latané, 1981) claims that all forms of social influence, whatever the specific social process, will be proportional to a multiplicative function of the strength, immediacy, and number of people who are the sources of influence, and inversely proportional to the strength, immediacy, and number of people being influenced. The two principles of the theory, dilution effect and immediacy gap, help support the conclusions as well as the understanding of the study’s results. Kidwell and Bennett (1993) explains that the motivational forces behind social loafing is based on the long time argument that the greater the sources and targets of social impact within a group, the less contributions individual members make towards group effort. With the dilution effect, individuals may feel that their efforts in the group are too small to make a difference when there are large numbers of other members in the group who can contribute “better”. This effect
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