“…5 In the second perspective, technology is posited to be an exogenous force -a powerful driver of history having determinate impacts on organizational life. The third perspective, that of emergent 3 A number of trade conferences have sprung up around the use of such synthetic worlds, including http://www.3dtlcdc.com/ and http://virtualworldsforum.com/ 4 For detailed reviews of the research on technology in management studies, see Barley (1988), Dewett & Jones (2001), Orlikowski & Scott (2008), Roberts & Grabowski (1996), and Zammuto et al (2007). 5 Gergen (2002) introduces the idea of "absent presence" by describing a group of people sitting in a room together, engrossed in their own thoughts and activities, and not acknowledging each other's presence.…”