5. Media Richness Theory.pdf

Media Richness Theory Media Richness Theory Media richness theory, sometimes referred to as “information richness theory”, is a framework to describe a communications medium by its ability to reproduce the information sent over it. It was developed by Richard L. Daft and Robert H. Lenge...

Media Richness Theory Media Richness Theory Media richness theory, sometimes referred to as “information richness theory”, is a framework to describe a communications medium by its ability to reproduce the information sent over it. It was developed by Richard L. Daft and Robert H. Lengel, and is used to rank and evaluate the richness of certain communication mediums, such as phone calls, video conferencing, and email. Background Media richness theory was introduced in 1984 by Richard L. Daft and Robert H. Lengel. It is used primarily to describe and evaluate communication mediums within organizations. It is based on information processing theory and how managers and organizations exchange information. The goal of media richness theory is to cope with communication challenges facing organizations, such as unclear or confusing messages, or conflicting interpretations of messages. Application http://upload.wikimedia.org/wikipedia/en/thumb/2/2d/Media_Richness_Theory_Diagram_PNG.png/375px-Media_Richness_Theory_Diagram_PNG.png Explanatory diagram The most immediate and profound application of media richness theory is for senders choosing a communication medium. The theory implies that a sender can (and should) use the richest possible medium to communicate the desired message. In reality, senders are often forced to use less-rich methods of communication. Senders that use less-rich communication media should understand the limitations of that medium in the dimensions of feedback, multiple cues, message tailoring, and emotions. Take for example the relative difficulty of determining whether a modern text message is serious or sarcastic in tone.