Social presence and collaborative creativity in leaner media

As people increasingly rely on virtual spaces for both personal and professional exchanges, the dynamics of how we connect, share ideas, and work together have evolved. Online interactions often engage in modality switching where communication starts in one modality, such as talking, then switches to another, such as texting. We examined how modality switching affected creativity and social presence when collaborating using computer mediated communication. Participants first met via an audio or text modality, then switched to the other modality. They then engaged in a collaborative story creation task. Using the Social Information Processing Theory for our theoretical framework, we found that switching from text to audio benefitted creativity. We found no differences between texted and audio communication in social presence, desire for future interaction, or creativity. Replicating others’ results, we did find differences in conversational balance: Texted conversations were more balanced than audio conversations. We newly discovered that modality switching affected balance. Audio conversations were more balanced when they followed text interactions rather than preceded them. Ultimately, more balanced conversations – regardless of modality – led to greater creativity in dyads.