CNSI Design Concept: Applicable Communication Theories

Social Network Theory: Weaving a Tapestry Theme

Social Network theory is used by social scientists to understand the significance of member connectedness within organizations. The term "network" refers to the relationship between people, and is used to understand how knowledge, influence, and power flow within an organization (Rogers, 1986).

An interesting concept of social network theory is the idea of the whole being greater than the sum of its parts. This theory views organizations as living, unique entities to be studied apart from the individuals who make up the organization. This theory would suggest that the relationships of the various disciplines being represented at CNSI construct a new sense of identity for the organizational members. Although the researchers will enter the CNSI with their own distinct views of purpose, principles, when they collaborate, they instill a new set of purposes, principles and values that are shaped by their experiences there.

Uncertainty Reduction Theory: Disclosure of Innovation at Work Theme

Uncertainty Reduction Theory (URT) was developed to address how people address ambiguity. When it is difficult to comprehend or predict an outcome of something (usually other people's behaviors), people will intensify information seeking in order to resolve feelings of uncertainty (Berger and Calabrese, 1975). Simply put, humans are stressed when they are unable to predict outcomes.

When people interact, they will act to reduce the uncertainty about the other person, seeking ways to predict their behavior. A common way of reducing uncertainty via information seeking is to question the source of the uncertainty. When this is not possible, the other approach is to elicit information from another source. Nano-technology research is an endeavor that triggers uncertainties for many people even though it has tremendous potential to cure the direst of human plights, such as cancer and energy crises. For example, people may fear the inability to control and understand cell-sized technology. To address these uncertainties, the image is informed by data that is collected from within the CNSI building that giving a "sense" of the work taking place inside.