Socially isolated in an electronic cottage

Taraeta Nicholls, Student, Curtin University of Technology, GPO Box U1987, Perth WA 6845. Taraeta.Nicholls@student.curtin.edu.au

Abstract:

Computer technology has evolved to allow employees to work from different locations. This paper specifically analyses teleworkers and the social implications of working remotely. Whilst technology has developed to make teleworking a viable option for many employers, social disadvantages such as isolation still remain. By understanding how teleworking has developed the social disadvantages can be brought to the forefront and strategies to overcome this geographically and social isolation developed.

Author Keywords:

Telecommuting, Work Force, Social Isolation, Technology.

Introduction

Telework, telecommuting, ‘electronic cottage’ or ‘flexi place’ are synonyms for explaining that an employee isn’t working from their employer’s place of business but from an alternative location. This does not mean that an individual is working from home per se but they aren’t attending the office on a daily basis for work either. Whilst many consider telecommuting a new development, it has actually been a viable alternative for over a quarter of a century. Understanding the technological developments that have facilitated teleworking to become more accessible, individuals and employers can ensure that no worker feels socially isolated in their electronic cottage.

Understanding the social implications, benefits and disadvantages of teleworking is important issue for current teleworkers, those considering being a teleworker and employers. Both parties in employment be it the employer or employee, must take an active role in the social aspect of employment thus ensuring that employees do not become isolated, particularly socially, in their individual electronic cottages. Whilst people are employed to perform specific roles within an organization, there will always be a social aspect to any workplace. Those people who are diligently performing their duties remotely often miss out on the social aspect of a workplace and may find themselves geographically and socially isolated from their peers.

‘Telecommuting’ was first coined by Nilles (1975) describing research conducted at the University of Southern California, which specifically enabled employees of large organizations to work from an alternative location but not necessarily from within that employee’s home. In these formative years of telecommuting, part of the appeal of this new technology was that it allowed for businesses to decentralize their operations.

Although technology has developed to make teleworking a viable alternative for employers on a variety of levels, the accompanying social isolation aspect has not changed. Developing technology such as webcams, video conferencing facilities and document editing software within a cloud environment, (such as Google documents), allow teleworkers to interact in real time with their co-workers. Unfortunately in spite of this new technology teleworkers still find, at times, to be socially excluded from their workplace. They miss out on social cues and non-verbal communication which allow co-workers to develop an affinity with each other (Robbins et al, 1998, p. 204).

If one was to consider McClelland’s Theory of Needs or Maslow’s Hierarchy of Needs (Buhler, 2002), both theories note that a need for affiliation with both co-workers and the wider organization will allow for increased employee satisfaction and hence increased productivity. McClelland argues that a productive worker has three basic needs – the need for Achievement, the need for Power and the need for Affiliation whereas Maslow’s Hierarchy posits that the five ‘needs’ of a worker are physiological, safety, social, esteem and self-actualization (ibid, p.189).

Of course whilst this theory cannot possibly apply to every individual employee, neither does the practice of teleworking itself. It needs to be remembered that whilst many employees will be suited for telework, others, perhaps those in need of more intense managerial supervision, do not.

Employers must understand and take the social isolation aspect into consideration when implementing and managing teleworkers to reduce any feelings of social isolation.  Employees should never feel that they are all alone in their workplace regardless of their suitability and thus practices and use of modern technology can assist an employer in allowing McClelland and Maslow’s theories (ibid) to be held true.

To properly understand the implications of teleworking on an individual’s psyche, one must also /consider the historical developments that allowed teleworking to become more prevalent in modern society. Prior to the term ‘telecommuting’ becoming more commonplace we must consider Licklider (1968) who demonstrated the potential of computer networking in a work environment by describing how a group of people participated in a meeting that had networked computers at the forefront. Licklider (ibid) claims that there was an increase in productivity at a time when it was necessary to define for the reader what a computer mouse was: information that today is taken for granted.

Licklider (ibid) clearly shows that successful networking of computers and the adaptation of this technology can be successfully applied to the workplace environment. Discussions by Rhinegold (1998) and Turner (2005) demonstrate how a simple text based medium can produce a productive and viable, albeit marginal, product in a business sense.

Whilst working as a freelance journalist, Rhinegold (2005) was dialling into the ‘WHOLE Earth ‘Lectronic Link’ (WELL). Based in the San Francisco Bay area WELL was a text only bulletin board system and within this environment Rhinegold conversed with friends, colleagues and connected with new people. Turner (ibid) discusses how relationships were formed and that they were developed prior to ubiquitous computer networking, a cornerstone of teleworking.

However this online text based medium of the WELL did allow for the Whole Earth Catalogue to be published. Whilst this publication was primarily for reviewing items for sale, it did go on the win a National Book Award in 1971. What is significant for teleworkers is that it demonstrates that it is possible to connect with other individuals in a text-based environment, and create a successful and a viable geographically-dispersed network. Specifically Turner (ibid) notes that there is a relationship between technology and sociability in a networked environment.

Whilst Nilles (1975) did not specifically consider social isolation, he does mention care for the human factor in teleworking. This demonstrates Nilles’ understanding that teleworking was not just about using the technology available the wider and more complex human element must be explored. Pratt (1984) did explore this social isolation in a survey with surprising results. Twenty five percent of survey respondents described their personality as “…loners, antisocial, or introverts” (p.6) with the remaining seventy five percent describing themselves as, “…people orientated, gregarious … self sufficient.”

Whilst Pratt (ibid) discovered that handicapped workers found that teleworking increased their social circle he notes this is a special case. This ‘anomaly’ was due to teleworkers with a disability overcoming obstacles to attend the office in person, thus increasing their social connectivity with other workers. By being able to gain employment that does not require daily attendance to an office a person’s disability does not preclude their employability status and thereby increases their opportunity to connect with other people. Therefore, although at times teleworking can be socially isolating, there can always be exceptions to the rule.

Anecdotal evidence collected by Pratt (ibid) noted that one reason workers had returned to the workplace was for the for the “water cooler” social experience of the workplace. This, coupled with attitudes from co-workers that ranged from awe to resentment towards teleworkers, demonstrates that at this time there were mixed emotions towards teleworking. Even managers who telework can experience social isolation as in the case of Barbara Recchia who is a Communications Program Manager for Hewlett Packard as discussed by Geber (1995). When attending an ‘in-person’ meeting a sly comment can entice giggles from all but her, because the offending remark was an insider “water-cooler” comment of which she had not been aware.

One must consider that Pratt’s (1984) analysis was not random but rather, participants were sourced and contacted directly for participation and many participants were not solely teleworkers and they regularly attended the office simply because they were not able to complete all tasks remotely. Despite not having a random sample this research was conducted in 1981 and due to lower numbers of teleworkers, a random sample would not have been a viable research project.

Whilst empirically social networking was in a simple environment like the WELL as described by Rhinegold (1998) and Turner (2005) modern social networking has facilitated better networking opportunities for teleworkers.

Empirical research into teleworking, specifically regarding isolation and co-workers perceptions of teleworking, has existed since early teleworking days. Whilst social networking applications such as Facebook have allowed co-workers to connect on a personal level, this still cannot fully alleviate experiences of social isolation by teleworkers. Many employers block access to Facebook through their computers as but this does not necessarily mean a decrease in productivity, it at times can be a productive activity for an employer as supported by Skeels & Grudin (2009).

Considering that not all employees who telework have access to social networking sites, research continues to suggest a trend that social isolation isn’t being fully addressed. Ideal personality traits for a teleworker according to Bailey & Kurland (2002) include control of work pace and little face-to-face interaction required. While employers can restrict the frequency of teleworking, it would be inaccurate to portray all teleworkers as being full time away from the office. Bailey & Kurland (ibid) looked as various empirical data and concluded that part time telework was more the norm for the majority of research respondents. If this is indeed the case, employers can better determine the ‘ideal’ personality.

Reduction in the frequency of telework is a key way for employers to reduce the social isolation of teleworkers. Employees who attend the office more regularly can experience the “water cooler”, face-to-face aspect of employment. This conclusion is supported by Geber (1995) where Recchia discovered that attending more frequently to the office along with a becoming more social and having a “neighbour” experience with team mates: a vital social aspect that links teleworkers with full time site based employees. One negative aspect of social isolation can lead to a teleworker becoming dissatisfied and leaving their employer (Bailey & Kurland, 2002). Citing Belanger (1999a) the conclusion reached by Bailey & Kurland (2002) is that part time teleworkers are not socially isolated. Part time teleworkers are still included in office gossip which, they argue, is a key indicator workers are not socially isolated.

How co-workers choose to communicate with each-other and the importance placed on different communication mediums and methods each have their own obstacles which /must be overcome. The telephone is commonly used within an office environment however teleworkers may not receive as many if any social calls at home as office based workers may not feel comfortable calling a teleworker “at home”. (Bailey & Kurland, 2002).

Technology can help to overcome the “at home” stigma bringing teleworkers into the office by utilizing video conferencing and document editing software. In his paper, Nguyen (2008) presents the ‘Accenture Virtual Corridor’, which is used to connect office locations. In busy halls a life sized and always-on video conferencing system connects two geographically dispersed offices. An interview conducted by Nguyen (ibid) also explains how one member of a team who is not located within the same office keeps an always-on video connection with her team, increasing the employee’s comfort level with her team.

Video conferencing, especially an always-on system would be useful in reducing social isolation between workers, however care must be exercised that the privacy of an at-home teleworker is not breached. According to Boyle & Greenberg (2003) privacy could be breached in one of three fundamental ways – loss of confidentiality, loss of autonomy and solitude.

A case study of teleworkers and privacy conducted by Neustaedter, Greenberg, & Boyle (2005) and based on the theory of privacy as outlined by Boyle & Greenberg (2003) concluded that privacy must be maintained if a telecommuter is in a home environment. This included not constantly video streaming but rather a system controlled by people entering and leaving the room or sitting in a chair as triggers when the system activates. It must be noted that in an order to address privacy Neustaedter, Greenberg & Boyle (ibid) looked at blurring images, but the outcome remained the same providing that the privacy issues have been addressed.

These examples demonstrate that technology can be adapted to fulfil a specific purpose. Whilst technological advances have been made, the adaptation of technology is the most important issue when dealing with social isolation. An understanding of technology and historical adaptations allows an individual to clearly see that it is the human factor in computer-mediated communication that will have the largest influence on the feeling of social isolation of teleworkers.

Netiquette is a tool that when adopted can help to alleviate the lack of non-visual cues. Netiquette is defined by Wordnet (2006) as a portmanteau that combines the words ‘internet’ and ‘etiquette’. Netiquette can be summed by the saying such as, “You can catch more flies with honey than with vinegar” (Using English, 2009). Online communication will benefit from well worded, flattering and polite emails to co-workers. These business interactions can allow a teleworker to build a rapport with their fellow co-worker in a text based environment, similar to the WELL.

As teleworkers rely heavily on written communication, the adopted  medium must be one through which a teleworker can effectively communicate through. With no visual cues, teleworkers must ensure the ‘right tone’ is being applied to their emails and a collaborative relationship with co-workers is fostered. This conclusion is supported by Daniels,  Lamond & Standen (2000) who assert that new teleworkers should receive training or be “socialized” in behaviour in a virtual environment. Along with correlating that a badly worded communication such as an email can cause misunderstandings (ibid).

Conclusion

This paper has highlighted that a teleworker who wishes to avoid being socially isolated must first take positive steps to alleviate this situation. This can be by learning to interact effectively with co-workers and using of modern technology such as video conferencing. Some employees who work in a primarily autonomous role who prefer to not interact with others can be left to complete tasks.  Notwithstanding the teleworkers role colleagues must also embrace modern technology to ensure all workers remain socially “in the loop”.

Integrating modern social networking into a workplace can be a successful solution to teleworker social isolation. The teleworker should not be making all the effort but a joint collaboration between employer and all employees regardless of location will provide the best outcome for both parties. With clear guidance, the social isolation aspect of teleworking can be overcome and successful social interactions achieved. Teleworking has developed since its inception, especially due to technological advances. Coupled with better understanding of the social aspects afforded by social networking, teleworking can be better integrated into a business. Adopting new technology and integration of social networking will allow for the social isolation associated with teleworking to be reduced and finally the social isolation in the myriad of electronic cottages can be overcome.


References

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Socially Isolated in an Electronic Cottage by Taraeta Nicholls is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 2.5 Australia License.