Intra-group Similarities in Socio-Corporate Communication

Female marketers like dieting and jogging, the occupants of building 6 like pizza, directors prefer formal-wear, salesmen are outgoing, members of the Friday ice cream group are friendly, and human resources (HR) workers are reserved. The above are just a few of the generalizations that are often made about the various identity groups and cultures in the iMediaChannel workplace. Using Bibb Latané’s dynamic social impact theory (DSIT)1, these observable characteristics within a given group are a result of increased communication, proximity and population levels within a social space. Some similarities and observable trends among the members of a given group may originate from a common social sub-culture to which they may belong or may have belonged to in the past. For instance, software developers were formerly computer science students. They are likely to exhibit many characteristics of the national computer science students’ culture. The same observation can be made about other professions whose members develop in a given set of conditions.