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The Email Is Down! Today it is hard to imagine daily communication with out email file:///Q:/TechSvcs/MOspace/MOspace%20content/School%20of%20Jo... The E-mail is Down! Using a 1940s Method to Analyze a 21 st Century Problem by Clyde H. Bentley Associate Professor Missouri School of Journalism University of Missouri and Brooke Fisher Master’s Student Missouri School of Journalism University of Missouri 181D Gannett Hall Columbia, MO 65211-1200 (573) 884-9699 [email protected] \ Presented to the Communications Technology and Policy Division AEJMC 2002 Annual Convention Miami Beach, Florida Aug. 7-10, 2000 1 of 19 2/19/2009 1:31 PM Today it is hard to imagine daily communication with out email file:///Q:/TechSvcs/MOspace/MOspace%20content/School%20of%20Jo... The E-mail is Down! Using a 1940s method to analyze a 21 st century problem Abstract When the electronic mail system at a university crashed, researchers turned to a methodology developed more than 50 years earlier to examine its impact. Using a modified version of Bernard Berelson “missing the newspaper” survey questionnaire, student researchers collected qualitative comments from 85 faculty and staff members. Like the original, the study found extensive anxiety over the loss of the information source, plus a high degree of habituation and dependence on the new medium. 2 of 19 2/19/2009 1:31 PM Today it is hard to imagine daily communication with out email file:///Q:/TechSvcs/MOspace/MOspace%20content/School%20of%20Jo... The E-mail is Down! Using a 1940s Method to Analyze a 21 st Century Problem It seldom puts lives at risk and almost always is accompanied by viable alternatives. Nevertheless, the brief comment “the e-mail’s down!” has become the 21 st century equivalent of the old cowboy movie knuckle-whitener “We’re surrounded!” While academic rigor requires most researchers to ferret out tangible, quantifiable factors of media use, folk wisdom tells us that it is absence that makes the heart grow fonder. It was that folk philosophy that renowned sociologist and researcher Bernard Berelson used to craft his landmark study of newspaper readership in the late 1940s. His 1949 paper, “What ‘Missing the Newspaper’ Means,” was a reader’s-eye examination of the impact of a 1945 strike that idled the presses at all major New York newspapers. This paper applies Berelson’s logic and methodology to a blackout of a very modern medium – the electronic mail system that operates on the Internet. It uses a near-identical questionnaire and interviewing procedure to look at users’ social, psychological and personal attachment to e-mail. Berelson’s 1949 study has both intrigued and bewildered scholars for half a century. Perhaps the most maddening aspect of the study is that it does not fall cleanly into any research methodology, but instead combines aspects of qualitative ethnography, quantitative survey research and journalistic interviewing. When the strike had left New Yorkers without their newspapers for several days, Berelson and his team from the Bureau of Applied Social Research at Columbia University fanned out across the residential neighborhoods of Manhattan. Guided by a list of 18 questions, they probed for emotional cues to their subjects’ attachment to the daily newspaper. The questionnaire, however, was not simply tallied and statistically analyzed. The research team interviewed just 60 people – far too few for statistical reliability – and concentrated more on collecting detailed quotes than numbers. And what quotes they were. From statements such as “I am like a fish out of water … I am lost and nervous” (Berelson, 1949), the researchers painted a picture of newspaper consumers who were far more than just readers. Berelson found emotional attachments to newspapers, social functions for even the non-news content of the paper and deep-seated personal opinions of almost every aspect of the paper. The timing and a convergence of historical factors made Berelson’s study difficult if not impossible to 3 of 19 2/19/2009 1:31 PM Today it is hard to imagine daily communication with out email file:///Q:/TechSvcs/MOspace/MOspace%20content/School%20of%20Jo... completely replicate. He worked at a time of high interest in newspaper -- the Second World War had just ended and Americans were very used to following news from abroad. Metropolitan newspapers were large and abundant, but suburban papers were not as popular as they are today. Radio was popular, but television was just in its infancy. Newspapers would soon lose their clear dominance in the media market and face myriad competitors. Later strikes, when the competitive picture had changed, would not be so complete in their ability to black out news. However, the methodology was applied to the “everyday” interruption in newspaper reading through delivery problems (Bentley, 2002). A quirk of modern technology led to the current study. In the spring of 2002, all of the University of Missouri’s approximately 7,000 faculty and staff were connected via a central Microsoft Outlook electronic mail system (Krupa, 2002). The system also is accessed by off-campus faculty and staff via other e-mail systems, such as Eudora or Messenger, which use a different electronic protocol. On March 11, the system developed severe problems due to encrypted messages sent by one of the off-campus e-mail systems. The Outlook system operated only marginally for a day, and then was shut down on March 12 so the university technical staff could run lengthy diagnostic tests and, eventually, install a new system. Most faculty and staff members were unable to use the system until late Wednesday, March 13. The outage provided a similar environment to Berelson’s newspaper strike. A commonly used medium became totally unavailable. As a practical examination of Berelson’s methodology, the students in a large advertising research class were sent to the various departments of the university to interview affected faculty and staff. The students used a questionnaire that was copied from Berelson’s study with only minor changes – reflecting its focus on e-mail rather than newspapers. Like the original, this study is an exploration of media use, and may provide more clues to later research than it will provide final answers. Literature Review Today, it is hard to imagine what our daily communication would be like with out e-mail. Since the inception of the Internet and computer mediated communication in the 1980’s, e-mail quickly has grown in frequency of use and application capabilities. Many scholars (Cohen, 1996; Dimmick, Kline, & Stafford, 2000) have cited convenience, informality, rapid transmission, wide geographic reach, and ability to surpass time zones as primary factors for the proliferation of e-mail communication. While some scholars, such as Schaffermeyer and Sewell (1988), 4 of 19 2/19/2009 1:31 PM Today it is hard to imagine daily communication with out email file:///Q:/TechSvcs/MOspace/MOspace%20content/School%20of%20Jo... have predicted that e-mail will supplant other more traditional forms of communication—including telephone calls, face-to-face conversations, and facsimiles--other scholars have indicated that e-mail will enhance, rather than replace, more traditional communication methods. Haythornwaite and Wellman (1998) found in their study of 25 members of a university computer- science research group that the more frequently individuals contacted each other, the more types of information exchange they engaged in and the more medium they used. More importantly to our focus, e-mail was not found to replace other forms of communication, especially face-to-face conversations. Rather, increased e-mail interactions between individuals was found to be positively correlated to increased face-to-face interactions. Hayhornwaite and Wellman also found that unscheduled interactions (either face-to-face or via e-mail) were more frequent than scheduled interactions. This finding refutes the claim of some scholars that e-mail and Internet usage lead to antisocial behaviors and seclusionary tendencies. Indeed, some scholars, such as Hampton and Wellman (Hampton & Wellman, 1999), have correlated social ties to Internet access and usage. Cohen (1996) found in a survey of 26 U.S. institutions that were members of the Association of Jesuit Colleges and Universities that e-mail encouraged scholars to communicate with more individuals and reinforced group identity and purpose. Furthermore, the informal nature of e-mail communication enabled scholars to keep informed of current developments and exchange ideas. The survey respondents stated that they received more e-mail than they sent and that their most common use of e-mail was communication with other faculty members. Most significantly, the surveyed faculty did not believe that network access would lead to less dependence on other faculty, and they appeared to prefer face-to-face interactions when given the choice. Dimmick, Kline and Staffpr (2000) have applied niche gratification theory to understand the commination role of e-mail versus telephone calls. In this theory, various media can be evaluated for their unique capabilities, breadth of these capabilities, degree of overlap of gratifications with other media, and benefits over other media. In their telephone survey of Columbus, Ohio residents, Dimmick {, 2000 #794} found that the telephone has a highly affective niche, and is most commonly used to give advice, exchange information, and provide communication. On the other hand, e-mail was found to be superior on a gratification-opportunities scale by better accommodating work schedules, facilitating communication with people from different time zones, and aiding in maintenance of contact with people who live far way and/or 5 of 19 2/19/2009 1:31 PM Today it is hard to imagine daily communication with out email file:///Q:/TechSvcs/MOspace/MOspace%20content/School%20of%20Jo... are not seen very often. In sum, the researchers’ finding did not indicate that e-mail could replace the telephone, especially long-distance calls, because each medium inhabited a different and unique niche.
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