Media Richness Theory

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The Media Richness Theory states that the more ambiguous and uncertain a task is, the richer format of media is suitable to it. It is based on contingency theory and information processing theory.

Information richness is defined by Daft and Lengel as "the ability of information to change understanding within a time interval". Communications that can overcome different frames of reference and clarify ambiguous issues to promote understanding in a timely manner are considered more rich. Communications that take a longer time to convey understanding are less rich.

According to Daft and Lengel's theory, media richness is a function of (1) the medium's capacity for immediate feedback, (2) the number of cues and channels available, (3) language variety; and (4) the degree to which intent is focused on the recipient. The greater social presence of a medium creates a greater immediacy and warmth of the communication, because of the greater number of channels.

References

Daft, R.L. & Lengel, R.H. (1984). Information richness: a new approach to managerial behavior and organizational design. In: Cummings, L.L. & Staw, B.M. (Eds.), Research in organizational behavior 6, (191-233). Homewood, IL: JAI Press.

Daft, R.L. & Lengel, R.H. (1986). Organizational information requirements, media richness and structural design. Management Science 32(5), 554-571.

Daft, R.L., Lengel, R.H., & Trevino, L.K. (1987). Message equivocality, media selection, and manager performance: Implications for information systems. MIS Quarterly, 355-366.

Lengel, R.H. & Daft, R.L. (1988). The Selection of Communication Media as an Executive Skill. Academy of Management Executive, 2(3), 225-232.

Suh, K.S. (1999). Impact of communication medium on task performance and satisfaction: an examination of media-richness theory. Information & Management, 35, 295-312.

Trevino, L.K., Lengel, R.K. & Daft, R.L. (1987). Media Symbolism, Media Richness and media Choice in Organizations. Communication Research, 14(5), 553-574.

Trevino, L., Lengel, R., Bodensteiner, W., Gerloff, E. & Muir, N. (1990). The richness imperative and cognitive style: The role of individual differences in media choice behavior. Management Communication Quarterly, 4(2).