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. For example, a phone call will not be able to reproduce visual social cues such as gestures. This makes it less rich (as a communication medium) than video conferencing, which is able to communicate gestures to some extent. Specifically, media richness theory states that the more ambiguous and uncertain a task is, the richer format of media suits it. Based on contingency theory and information processing theory, it explains that richer, more personal communication means are generally more effective for communication of equivocal issues than leaner, less rich media.

Contents

Application

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.[1]

Theory

Information richness is defined by Daft and Lengel as "the ability of information to change understanding within a time interval".[2] 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.

Criticism

Media richness theory was criticized in the past by what many researchers saw as its deterministic nature. Markus argued that social pressures can influence media use much more strongly than richness, and in ways that are inconsistent with media richness theory's key tenets.[3] Ngwenyama and Lee showed that cultural and social background influence media choice by individuals in ways that are incompatible with predictions based on media richness theory; their paper received the Paper of the Year Award in the journal MIS Quarterly.[4] Kock argued that some of the hypotheses of media richness theory lack a scientific basis, and proposed an alternative theory - media naturalness theory - building on human evolution findings.[5]

See also

References

  1. ^ Newberry, Brian (2001). "Media Richness, Social Presence and Technology Supported Communication Activities in Education". http://learngen.org/resources/module/lgend101_norm1/200/210/211_3.html. Retrieved 2007-09-04. 
  2. ^ Daft, R.L. & Lengel, R.H. (1986). Organizational information requirements, media richness and structural design. Management Science 32(5), 554-571.
  3. ^ Markus, M.L. (1994). Electronic Mail as the Medium of Managerial Choice. Organization Science, 5(4). 502-527.
  4. ^ Ngwenyama, Ojelanki K., & Lee, Allen S. (1997). Communication richness in electronic mail: Critical social theory and the contextuality of meaning. MIS Quarterly, 21(2), 145-167.
  5. ^ Kock, N. (2005). Media richness or media naturalness? The evolution of our biological communication apparatus and its influence on our behavior toward e-communication tools. IEEE Transactions on Professional Communication, 48(2), 117-130.

Further reading

  • 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., & Trevino, L.K. (1987). Message equivocality, media selection, and manager performance: Implications for information systems. MIS Quarterly, September, 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).

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