Dynamic Social Impact Theory: Heterophily and Homophily in Socio-Culturally Mediated Communication (SCMC)

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Author(s): Binod Sundararajan (Dalhousie University, Canada)and Elizabeth Tetzlaff (Dalhousie University, Canada)
Copyright: 2018
Pages: 27
Source title: Reconceptualizing New Media and Intercultural Communication in a Networked Society
Source Author(s)/Editor(s): Nurhayat Bilge (Florida International University, USA)and María Inés Marino (Florida International University, USA)
DOI: 10.4018/978-1-5225-3784-7.ch005

Keywords: Digital Communications / Information Science Reference / Media & Communications

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Abstract

Following the sociocultural traditions of communication, the authors explore the commonalities between Latané's dynamic social impact theory (DSIT), and the concepts of homophily and heterophily, and find that the markers of DSIT appear quite strikingly similar to the concepts similarity espoused by homophily (i.e., clustering, correlation, and consolidation), while the continuing diversity in DSIT is very similar to heterophily, which exists in groups and cultures. The authors test these concepts by analyzing two different blog conversations and find support to the above propositions. In the process, the authors suggest that social media should be retitled sociocultural media as this media aids in the creation and maintenance of cultures that coexist with those of differing viewpoints.

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Dynamic Social Impact Theory: Heterophily and Homophily in Socio-Culturally Mediated Communication (SCMC)

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