Co-Orientation Theory

Pluralistic ignorance � broadly defined as misperceptions about the opinions and behaviors of others � is an important topic because of the centrally important role of perceptions of others� opinions in public opinion processes. The coorientation model advanced by McLeod and Chaffee, often referred as the A-B-X system, can be used to understand the role of communication in perceptions of others� opinions as well as opinion change. It examines the relation between two persons� (A and B) opinions toward an object (X) as well as their perceptions of each other�s opinions. Based on this model, individuals � through communication � can reduce uncertainty regarding perceptions of the others opinions and potentially even change their opinions toward the object in a direction that would increase consistency.Although many coorientation studies have employed quantitative measures to identify the accuracy of individuals� perceptions of others in a dyad, coorientation has not been widely explored in the context of small group discussion. Furthermore, scholars suggest that communication may increase the accuracy of perceptions of others� opinions, but to date few studies have looked at the specific nature of the communication process that may facilitate or hinder gains in accuracy.In this study we examine the coorienation model in small group discussion under two communication contexts (face-to-face vs. computer-mediated communication) and identify the situational and process variables of communication that can predict accurate perceptions of the opinions of others. This paper will answer two research questions. First, can discussion influence the accuracy of perceptions of others� opinions? Specifically, we examine three measures from the coorientation model: agreement, accuracy, and congruency between the opinion of self and others on the death penalty and compare those engaged in discussion vs. those didn�t. Second, does the accuracy of perception differ across two different communication contexts? We compare accuracy of perception in FtF and in CMC to test it. This study employed a 2 (discussion vs. no discussion) x 2 (CMC vs. FtF discussion) between subjects experimental design with 154 primarily non-student adults. Participants in this study were quite ethnically diverse: 52.6 percent identified themselves as Caucasian/White and 38.8 percent as African-American. There were 20 FtF and 20 CMC 20-minute discussions over the course of the study, with group sizes of three to five subjects per discussion group. During the experiment, participants in the discussion conditions engaged in a discussion about issues affecting their local area.
Author's Keywords:
coorientation, accuracy.

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Name: American Association for Public Opinion ResearchURL: http://www.aapor.org/
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http://www.allacademic.com/meta/p116128_index.html
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MLA Citation:
Wang, Zuoming., Eveland, William., Seo, Mihye. and Cortese, Juliann. "Coorientation in Two Communication Contexts: Examining the Effect of Discussion on the Accuracy of Perception on Others" Paper presented at the annual meeting of the American Association for Public Opinion Research, Pointe Hilton Tapatio Cliffs, Phoenix, Arizona, May 11, 2004 . 2008-04-21 APA Citation:
Wang, Z. , Eveland, W. C., Seo, M. and Cortese, J. (2004, May) "Coorientation in Two Communication Contexts: Examining the Effect of Discussion on the Accuracy of Perception on Others" Paper presented at the annual meeting of the American Association for Public Opinion Research, Pointe Hilton Tapatio Cliffs, Phoenix, Arizona . 2008-04-21 from http://www.allacademic.com/meta/p116128_index.html
Publication Type: Conference Paper/Unpublished ManuscriptReview Method: Peer ReviewedAbstract: Pluralistic ignorance � broadly defined as misperceptions about the opinions and behaviors of others � is an important topic because of the centrally important role of perceptions of others� opinions in public opinion processes. The coorientation model advanced by McLeod and Chaffee, often referred as the A-B-X system, can be used to understand the role of communication in perceptions of others� opinions as well as opinion change. It examines the relation between two persons� (A and B) opinions toward an object (X) as well as their perceptions of each other�s opinions. Based on this model, individuals � through communication � can reduce uncertainty regarding perceptions of the others opinions and potentially even change their opinions toward the object in a direction that would increase consistency.Although many coorientation studies have employed quantitative measures to identify the accuracy of individuals� perceptions of others in a dyad, coorientation has not been widely explored in the context of small group discussion. Furthermore, scholars suggest that communication may increase the accuracy of perceptions of others� opinions, but to date few studies have looked at the specific nature of the communication process that may facilitate or hinder gains in accuracy.In this study we examine the coorienation model in small group discussion under two communication contexts (face-to-face vs. computer-mediated communication) and identify the situational and process variables of communication that can predict accurate perceptions of the opinions of others. This paper will answer two research questions. First, can discussion influence the accuracy of perceptions of others� opinions? Specifically, we examine three measures from the coorientation model: agreement, accuracy, and congruency between the opinion of self and others on the death penalty and compare those engaged in discussion vs. those didn�t. Second, does the accuracy of perception differ across two different communication contexts? We compare accuracy of perception in FtF and in CMC to test it. This study employed a 2 (discussion vs. no discussion) x 2 (CMC vs. FtF discussion) between subjects experimental design with 154 primarily non-student adults. Participants in this study were quite ethnically diverse: 52.6 percent identified themselves as Caucasian/White and 38.8 percent as African-American. There were 20 FtF and 20 CMC 20-minute discussions over the course of the study, with group sizes of three to five subjects per discussion group. During the experiment, participants in the discussion conditions engaged in a discussion about issues affecting their local area.
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