Journal of Information, Information Technology

Journal of Information, Information Technology, and Organizations Volume 2, 2007
Accepting Associate Editor: Aleksandar Spasic
Multiple Media Use in Organizations: Identifying
Practices Leading to an Alignment Paradox
Keith Munkejord
Norwegian University of Science and Technology,
Trondheim, Norway
Keith.munkejord@svt.ntnu.no
Abstract
A case study was conducted in a department of a Fortune 500 company to explore multiple media
practices. Existing research has been dominated by a focus on the use of single media, and the
valuable insights and knowledge gained in this research largely ignore the characteristics and
consequences of multiple media use in organizational settings. Three interrelated practices were
identified as important for multiple media use patterns: media cycling practices, fluid interdependent
media practices, and puzzle zone practices. Finally, an alignment paradox evolved, suggesting
that the patterned use of multiple media produce diametrically opposed work practices
that may significantly influence the core business.
Keywords: Multiple media, Structuration, Case study, Grounded Theory
Introduction
The use of information and communication technologies (ICTs) in organizations has become increasingly
complex and fluid. Both leaders and co-workers combine the use of different technologies
to communicate (Belanger & Watson-Manheim, 2006), and to coordinate complex tasks
with a high degree of interdependency (Kellogg, Orlikowski & Yates, 2006). Structuring individual
work as well as coordinating and aligning work practices on the group level becomes a challenging
endeavour in the continuous changing work environment, in which multiple media is
used increasingly to communicate and conduct work. This paper aims at elaborating the limited
knowledge we have regarding the characteristics of multiple media use patterns and the consequences
that may follow from this use. Existing research has been dominated by a focus on the
use... [continues]

Read full essay