novel ideas. GSS has been shown to be an effective tool for generating ideas, and it appears to reduce the blocking effects of the unified culture.
When individuals from unified cultures use GSS, they can begin to act as if they are from fragmented cultures, using the full extent of their diversity. When encouraging cultural unification, one no longer has to consider it a simple tradeoff between the benefits of unified culture and the benefits of a fragmented culture. Through creative use of GSS, individual meetings can be designed that take advantage of the culture type most useful at the time.
GSS seem to have more complex sociocognitive effects than just the ability to reduce production-blocking effects. GSS can also change the way images are applied. The interaction between the ability to enter ideas anonymously and the ability to read others' ideas seems to expand individuals' images of what is acceptable and allow groups to develop more ideas than groups without computer support.
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