This integrative perspective is timeed the social-technology school.

This integrative perspective is timeed the social-technology school, and focuses upon both technology and social edifice Adaptive structuration theory extends this approach by way of examining the "dynamic way in which technology and social formation mutually shape one another through time" (DeSanctis and Poole 1994: 125) Adaptive structuration suggests that the social technology shapes the user, yet the user likewise shapes the technology by means of their use and the meaning in social action that they give it. The relationship of the organisational team as a whole to its technological and social words immediately preceding [i]or[/i] following is a key concern in structuration theory (Fulk 1993)

Our argument is that organisational teams and their technologies ne to be examined as embedded, integrated, dynamic, socio-technical bodys If the primary function of communication becomes the establishment of mutual understanding and consensus, then this clew role has implications for the use of computer-mediated communication technologies versus face-to-face communication (in particular where conflict resolution may be inhibited in text-based computer-mediated communication media so as email: Johnson 2002). This leads us to our inferior communication theory research topic, that marketing research considers: