Communication of Social and Task Messages on Instant Messaging Platforms: A Netnographic Study of Farmers’ Whatsapp Groups in Kenya
##article.subject##:
WhatsApp, Netnography, Social messages, task messages, Instant messaging
##article.abstract##
Instant messaging platforms have become one of the most popular channels of communication globally. Communication of social and task messages on these platforms has attracted the interest of scholars but recent literature provides conflicting and inconclusive results about the interaction of those messages on online groups. This study aims at understanding the communication of task and social messages in farmers’ WhatsApp groups in Kenya. It specifically aims at finding answers to two research questions: How do members of a task-oriented WhatsApp group respond to task messages on their forums? How do members of a task-oriented WhatsApp group respond to social messages on their forums? A netnographic research method was employed and purposive sampling procedure used to pick study participants. Participant observation of five farmers’ WhatsApp groups was the main data generation technique of the study. Thematic analysis was used to make sense of the data. The results of the study show that communication of task and social messages takes place under a set of communication rules, stipulating that group conversation should be centred on task-oriented messages only. However, in spite of the clearly stated rules and regulations in favour of task-oriented messages, group members still posted social messages. The conclusion is that there is an inextricable connection between task and social messages. While it is important for communicators in work environment to focus on task-oriented communication, it is equally important to give space for social communication as the bonhomie created by such communication acts as a cog in the wheel towards accomplishment of task. The study contributes to literature on social media communication in organisational settings, specifically with regard to WhatsApp group platforms, which have become ubiquitous in both formal and informal settings. It also contributes methodologically to the advancement of netnography in the study of communication on WhatsApp groups. There is need for communication managers of WhatsApp groups to abandon the single-minded, task-oriented rule they root for, since there are other competing relational needs to be met through the communication of social messages.
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Caspi, A., & Blau, I. (2008). Social presence in online discussion groups: Testing three conceptions and their relations to perceived learning. Social Psychology of Education, 11(3), 323–346. https://doi.org/10.1007/s11218-008-9054-2
Church, K., & de Oliveira, R. (2013). What’s up with whatsapp?: comparing mobile instant messaging behaviors with traditional SMS. 15th International Conference on Human-Computer Interaction with Mobile Devices and Services (MobileHCI’13), 352–361. https://doi.org/10.1145/2493190.2493225
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De Cicco, R., Silva, S., & Alparone, F. (2021). “It’s on its way”: Chatbots applied for online food delivery services, social or task-oriented interaction style? Journal of Foodservice Business Research, 24(2), 140–164.
Ersoz, S. (2019). Understanding WhatsApp Parent Group’s Dynamics: Group Communication and Information Sharing. Manas Sosyal Araştırmalar Dergisi, 8(1), 1136–1052.
Ertiö, T. P., Ruoppila, S., & Thiel, S. K. (2016). Motivations to use a mobile participation application. Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 9821 LNCS, 138–150. https://doi.org/10.1007/978-3-319-45074-2_11
Fernández-Planells, A., Figueras-Maz, M., & Pampols, C. (2014). Communication among young people in the# spanishrevolution: Uses of online–offline tools to obtain information about the# acampadabcn. New Media & Society, 16(8), 1287–1308.
Garrison, D. R., Anderson, T., & Archer, W. (1999). Critical Inquiry in a Text-Based Environment: Computer Conferencing in Higher Education. The Internet and Higher Education, 2(2–3), 87–105. https://doi.org/10.1016/S1096-7516(00)00016-6
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Given, L. (2008). The Sage encyclopedia of qualitative research methods. Sage Publications.
Gordon, A. (2017). Leadership interaction in global virtual teams: roles models and challenges. Phd Diss. Auckland University of Technology.
Hasibuan, A. (2018). Computer Mediated Communication, the Way for Developing Student’s Arabic Writing Ability. Abjadia, 3(2), 91–99.
Henri, F. (1992). Computer Conferencing and Content Analysis. In Collaborative Learning Through Computer Conferencing (pp. 117–136). Berlin, Heidelberg: Springer Berlin Heidelberg. https://doi.org/10.1007/978-3-642-77684-7_8
Hercheui, M. D. (2011). A LITERATURE REVIEW OF VIRTUAL COMMUNITIES: Information, Communication {&} Society. Information, Communication {&} Society, 14(1), 1–23. https://doi.org/10.1080/13691181003663593
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Jelfs, A., & Whitelock, D. (2000). The notion of presence in virtual learning environments: what makes the environment real. British Journal of Educational Technology, 31(2), 145–152. https://doi.org/10.1111/1467-8535.00145
Joksimovic, S., Gaševic, D., Kovanovic, V., Riecke, B. E., & Hatala, M. (2015). Social presence in online discussions as a process predictor of academic performance. Journal of Computer Assisted Learning, 31(6), 638–654. https://doi.org/10.1111/jcal.12107
Kang, I., Han, S., & Lee, J. (2017). Task-oriented and relationship-building communications between air traffic controllers and pilots. Sustainability (Switzerland), 9(10), 1770. https://doi.org/10.3390/su9101770
Karapanos, E., Teixeira, P., & Gouveia, R. (2016). Need fulfillment and experiences on social media: A case on Facebook and WhatsApp. Computers in Human Behavior, 55, 888–897. https://doi.org/10.1016/j.chb.2015.10.015
Keyton, J. (1997). Coding communication in decision-making groups. Managing Group Life: Communicating in Decision-Making Groups, 236–269.
Keyton, Joann. (2000). Introduction: The Relational Side of Groups. Small Group Research, 31(4), 387–396. https://doi.org/10.1177/104649640003100401
Kimberley, A., & Flak, O. (2018). Culture , Communication and Performance in Multi and Mono- Cultural Teams : Results of a Study Analysed by the System of Organisational Terms and Narrative Analysis. Periodica Polytechnica. Social and Management Sciences, 18(2), 75–85.
Klonick, K. (2018). The New Governors: The People, Rules, and Processes Governing Online Speech. Harvard Law Review, 131(1598).
Kozinets, R. (2015). Netnography: redefined. Sage.
Kozinets, R. (2020). E-Tourism Research, Cultural Understanding and Netnography. Handbook of E-Tourism, 1–16.
Kraut, R. E., Fish, R. S., Root, R. W., & Chalfonte, B. L. (1990). Informal Communication in Organizations - Form, Function, and Technology. People’s Reactions to Technology - In Factories, Offices, and Aerospace, 4, 145–199. https://doi.org/10.1.1.59.9721
Lambton, D., Anderson, R., Montague, K., Garbett, A., Hazeldine, S., Alvarez, C., … Kharrufa, A. (2019). What futures: Designing large-scale engagements on Whatsapp. Conference on Human Factors in Computing Systems - Proceedings, 1–14. https://doi.org/10.1145/3290605.3300389
Li, X., & Cox, A. . (2016). A comparative study of knowledge construction within online user support discussion forums in Chinese and English-language cultural contexts. Telematics and Informatics, 33(4), 1048–1056.
Ling, K., Beenen, G., Ludford, P., Wang, X., Chang, K., Li, X., … Kraut, R. (2005). Using Social Psychology to Motivate Contributions to Online Communities. Journal of Computer-Mediated Communication, 10(4), 00–00. https://doi.org/10.1111/j.1083-6101.2005.tb00273.x
Logan, A. (2015). Netnography: observing and interacting with celebrity in the digital world. Celebrity Studies, 6(3), 378–381. https://doi.org/10.1080/19392397.2015.1062652
Madrid-Morales, D., & Ireri, K. (2021). Disruptions and transformations of digital media in Africa: An interdisciplinary overview. Journal of African Media Studies, 13(1), 3–16.
Marjie, S., & Sosoo, F. (2021). The Communicative Functions of yaani on Tanzania WhatsApp platforms. Ghana Journal of Linguistics, 10(1), 305–328.
Markham, A., & Buchanan, E. (2015). Ethical considerations in digital research contexts. Encyclopedia for Social & Behavioral Sciences, 606–613.
Mayangsari, I. D., & Aprianti, A. (2017). Understanding Communication Among Parents and Teachers in WhatsApp . Case Study in Bandung , Indonesia. Malaysian Journal of Social Sciences and Humanities, 2(2), 19–24.
McMillan, D. W., & Chavis, D. M. (1986). Sense of community: A definition and theory. Journal of Community Psychology, 14(1), 6–23. https://doi.org/10.1002/1520-6629(198601)14:1<6::AID-JCOP2290140103>3.0.CO;2-I
Mkono, M. (2012). Netnographic Tourist Research: The internet as a virtual fieldwork site. Tourism Analysis, 17(4), 553–555.
Mokoena, S. (2013). Engagement with and participation in online discussion forum. The Turkish Online Journal of Educational Technology, 12(2), 97–106.
Nicholson, S. (2016). The relevant and reliable language theory: developing a language measure of trust for online groups. Lancaster University: Doctoral Dissertation.
Nov, O., Arazy, O., & Anderson, D. (2014). Scientists@Home: What Drives the Quantity and Quality of Online Citizen Science Participation? PLoS ONE, 9(4), e90375. https://doi.org/10.1371/journal.pone.0090375
Oksa, R., Kaakinen, M., Savela, M., Ellonen, N., & Oksanen, A. (2020). Professional social media usage: Work engagement perspective. New Media & Society, 1461444820.
Palloff, R. M., & Pratt, K. (1999). Building Learning Communities in Cyberspace: Effective Strategies for the Online Classroom. San Francisco, CA: Jossey-Bass.
Peña, J., & Hancock, J. T. (2006). An analysis of socioemotional and task communication in online multiplayer video games. Communication Research, 33(1), 92–109. https://doi.org/10.1177/0093650205283103
Poth, R. D. (2018). Social presence in online learning. In Enhancing Social Presence in Online Learning Environments (Vol. 55, pp. 88–116). https://doi.org/10.4018/978-1-5225-3229-3.ch005
Reio, T. G., & Crim, S. J. (2013). Social Presence and Student Satisfaction as Predictors of Online Enrollment Intent. American Journal of Distance Education, 27(2), 122–133. https://doi.org/10.1080/08923647.2013.775801
Richardson, J., Richardson, J., Swan, K., Lowenthal, P., & Ice, P. (2016). Social Presence in Online Learning: Past, Present, and Future. Global Learn, 2016(1), 477–483.
Rourke, L., & Anderson, T. (2002). Exploring social communication in computer conferencing. Journal of Interactive Learning Research, 13(3), 259–275.
Saudiah, R. S. R., & Salamah, U. (2017). Rhetorical Sensitivity on Instant Messaging Communication :, 1093–1114.
Short, J., Williams, E., & Christie, B. (1976). The social psychology of telecommunications.
Silverman, D. (2005). Doing Qualitative Research. Sage Publications: London.
Sproull, L., & Kiesler, S. (1986). Reducing social context cues: Electronic mail in organizational communication. Management Science, 32, 1492–1512.
Straus, S., & McGrath, J. (1994). Does the Medium Matter?The Interaction of Task Type and Technology on Group Performance and Member Reactions. Journal of Applied Psychology, Vol. 79(1), 87–97.
Sugiura, L., Wiles, R., & Pope, C. (2017). Ethical challenges in online research : Public / private perceptions. Research Ethics, 13(3–4), 189–199. https://doi.org/10.1177/1747016116650720
Syrek, C., Kuhnel, J., Vahle-Hinz, T., & De Bloom, J. (2018). Share, like, twitter, and connect: Ecological momentary assessment to examine the relationship between non-work social media use at work and work engagement. Work & Stress, 32(3), 209–227.
Thomas, B., & Round, J. (2016). Moderating readers and reading online. Language and Literature, 25(3), 239–253. https://doi.org/10.1177/0963947016652785
Uysal, N. (2016). Social collaboration in intranets: The impact of social exchange and group norms on internal communication. International Journal of Business Communication, 53(2), 181–199. https://doi.org/10.1177/2329488415627270
Van Zoonen, W., & Banghart, S. (2018). Talking engagement into being: A three-wave panel study linking boundary management preferences, work communication on social media, and employee engagement. Journal of Computer Mediated Communication, 23(5), 278–293.
Walther, J. B., & Burgoon, J. K. (1992). Relational Communication in Computer-Mediated Interaction, 19(1), 50–88.
Walther, J., Bunz, U., & Bazarova, N. (2005). The Rules of Virtual Groups. Proceedings of the 38th Annual Hawaii International Conference on System Sciences, 00(C), 1–10. https://doi.org/10.1109/HICSS.2005.617
Wang, D. J., Sanjay, K., & Leskovec, J. (2012). The Life and Death of Online Groups : Predicting Group Growth and Longevity. Proceedings of the Fifth ACM International Conference on Web Search and Data Mining, 673–682.
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