Tartu
The next session is kicked off by Eileen Luebcke, who outlines a research project on intercultural communication in virtual teams. This is a very underresearched area so far, she suggests. CMC research has a variety of weaknesses here: research tends to focus on culturally homogeneous groups even where they are compared with one another, and often takes place in a laboratory environment - and results from student groups are sometimes posited as being representative for general work groups.
There is a need for diversity research, then, which has already taken place in non-CMC contexts. Here, heterogeneous teams appear to produce a greater number of alternative solutions to problems, but can also be a source of conflict; unfortunately, active use of diversity is often backgrounded in favour of an organisational bias towards male Western employees (this may be institutionalised for example through a focus on oral presentations or Western-style brainstorming sessions). Dichotomies between individualistic and collectivistic cultural orientations have various impacts here - communication for expressing own points of view clashes with communication for maintaining group harmony, for example - and individualistic communication patterns tend to dominate in many group interactions, as they enable individuals to place themselves in central positions.