Under the Radar or Into the Spotlight: How Does Social Presence Affect Minorities in Virtual Groups?

Abstract

As society has become more reliant on information and communication technologies (ICTs), ICTs have become more adept at supporting social presence. Social presence is the extent to which a medium facilitates awareness of other people and relationships; this is generally considered desirable, but what are the limits to its enhancing effects? Paradoxically, social presence humanizes ICT-mediated interactions, which can lead to more socially conscious behaviors, but it can also trigger pre-existing social biases. We explore the potential unintended consequences of social presence for minority group members-members who are especially vulnerable to stereotyping and discriminatory behavior. Our lab study of 178 groups across three conditions revealed that minority group members were subject to more negative treatment. In turn, minority members responded more negatively when using ICTs with higher social presence. These findings have implications for minority members of virtual groups at work, school, and other social interactions.