File:Media Richness Theory Diagram PNG.png

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Today, owners of digital content have a number of licensing options to manage media sharing and delivery methods. Blog posts, audio files, videos, and other digital creative assets can be protected with a series of licenses (at least in theory) to determine what they can and can not do with the media. However, weaknesses of most existing licensing strategies are law enforcement agencies. Attaching license terms to digital content is easy, but it is more difficult for someone to respond when violating these provisions. In fact, it is very difficult to identify a license violation only if content can be re-released somewhere on the Internet.

Media richness theory, also called information richness theory or MRT, is a framework for explaining the capabilities of communication media to reproduce transmitted information. It was introduced in 1986 by Richard L. Daft and Robert H. Lengel as an extension of information processing theory. MRT is used to rank and assess the richness of specific communication media such as telephony, video conference, e-mail. For example, a phone can not play a visual social cue like a gesture, which makes it a less informative communication medium than a video conference that provides gesture and body language transmission. Based on contingency theory and information processing theory, MRT explains that richer personal communication media will generally convey ambiguous questions effectively more effectively than slim and rich media.

Understanding the theory of media richness can be helpful in exploring the impact of various types of communication media on messages. Media theory of richness derives mainly from the literature on computer mediated communication (CMC), and it is often related to business communication. In this context, the media richness theory is used to analyze the selection of communication media and to help reduce the ambiguity of communication by proper selection of communication media.