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social presence theory
Social presence theory was developed by John Short, Ederyn Williams, and Bruce Christie, although its main thesis and major points would appear to have been first described twenty years previously in the 1956 Isaac Asimov novel: "The Naked Sun".
==Classification==
Social presence theory classifies different communication media along a one-dimensional continuum of ''social presence'', where the degree of social presence is equated to the degree of ''awareness'' of the other person in a communication interaction (Sallnas, Rassmus-Grohn, & Sjostrom, 2000). According to social presence theory, communication is effective if the communication medium has the appropriate social presence required for the level of interpersonal involvement required for a task. On a continuum of social presence, the face-to-face medium is considered to have the most social presence, and written, text-based communication the least. It is assumed in social presence theory that in any interaction involving two parties, both parties are concerned both with acting out certain roles and with developing or maintaining some sort of personal relationship. These two aspects of any interaction are termed interparty and interpersonal exchanges (Short, Williams, & Christie, 1976).
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