Zoomication: The absence of physical presence in communication processes leads to not only an objectification of verbal interaction as well as a lack of trust and social connection, but also an inordinate focus on appearance

Zoomication: The New Normal? Observations and experiences in the light of Covid in 2020. Anette Bickmeyer . Gruppe. Interaktion. Organisation (GIO) volume 52, pages459–466. July 21 2021. https://link.springer.com/article/10.1007/s11612-021-00587-5

Abstract

This article published in the journal Gruppe. Interaktion. Organisation. (GIO) considers the possible impact of video conferences on communication processes in non-profit organizations and commercial companies, as well as the potential of related psychological effects on individual staff members.

The author’s reflections and conclusions are based on the underlying assumption that the increasing use of communication tools such as Zoom (a phenomenon labeled Zoomication) is leading to changes in the social behavior of staff members—changes that affect not only the communication patterns but also the self-perception of individuals.

The absence of physical presence in communication processes leads to not only an objectification of verbal interaction as well as a lack of trust and social connection, but also an inordinate focus on appearance, due to extensive (self)-observation in the computer screen during video meetings.

Moreover, hierarchical traditions, traditionally signaled by dress codes and non-verbal behavior, are challenged by the new format.

Drawing on a data corpus grounded in informal research and interviews with informants from commercial organizations and non-profits, the article evaluates the benefits and risks Zoom-style conferences as a new main medium of communication from the perspective of employees and project leaders.