Media Richness Theory
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Media Richness Theory, sometimes referred to as Information Richness Theory, is a framework that can be used to describe a communications medium by describing its ability to reproduce the information sent over it. For example, a phone call will not be able to reproduce visual social cues such as gestures. This makes it inferior to video conferencing, which is able to communicate gestures, at least to some extent. More specifically, 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. Essentially, it explains that richer, more personal means of communication are generally more effective at communication than leaner, less rich mediums. This makes the theory interesting in the areas of psychology, as well as Knowledge transfer.
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[edit] Application
The most immediate and profound application of Media Richness Theory is for senders in choosing a medium for communication. 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 mediums of communication should understand the limitations of that medium in the dimensions of feedback, multiple cues, message tailoring, and emotions. [1]
[edit] 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.
[edit] 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.
Ngwenyama, Ojelanki K. & Lee, Allen S. (1997). Communication Richness in Electronic Mail: Critical Social Theory and the Contextuality of Meaning. MIS Quarterly, Vol. 21 (2), 145-167.
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).
