Whose attitudes to which aspects of work? or Cool media for high participation

Current approaches to the assessment of job attitudes—for use in job redesign—seem to centre upon the importance of job characteristics, such as those within the Job Characteristics Model. Data collection is largely through well-founded, repeatable, formal questionnaires. It is argued that a broader, ergonomics perspective is required, stressing the importance of job holders' attitudes to the technology being used, the physical environment and workplace, and procedures in support of work, such as training. Furthermore, if we wish to promote the participation of those whose work is being redesigned, the traditional and scientifically respectable questionnaire may not be the correct instrument. Data gathered by means of informal semi-structured discussion may better reflect the concerns and priorities of the people doing the work. Perhaps, to paraphrase Marshall McLuhan, formal job attitude instruments used alone are 'hot media', in the sense of being well-filled with data but low in participation. Informal discussion methods could be seen then as a 'cool medium', high in participation or completion by the audience (McLuhan 1964, pp. 22-23).