media richness

The ability for media to communicate effectively is determined by four factors: instant feedback capability, the number of clues and channels used, the degree of personalization it provides, and the ability to communicate in natural language. American organization theorists, Richard Daft and Robert Lenger, thought that the purpose of effective communication was to deal with uncertainty (in the absence of data) or ambiguity (data inconsistency) . Rich media can overcome various reference frameworks, clarify ambiguous problems, and change their understanding in a timely manner. On the other hand, non-rich media takes a long time to achieve the same goal, or is impossible. However, if uncertainty and ambiguity are low, non-rich media is an effective means of communication. Daft and Lengel 's research (1980' s) confirmed that the face - to - face dialogue was the richest medium, followed by general purpose printing information such as telephone, letters and memos. More social existence

Daft and Rengel are pioneers in the study of the concept of richness of media and proposed the theory of the first theory, media richness. The four criteria are the media rich of the propagation model (1) the speed or immediacy of feedback, (2) the number of available clues and channels, and (3) the source personality (somewhat of the focus of the communication intent) It defines. ()) And (4) richness of language. Exchange models that can convey and clarify multiple interpretable (fuzzy problems) problems over a relatively short time range are considered abundant and have the ability to convey implicit knowledge. Tacit knowledge is difficult to write down down and tell others using language expressions. Therefore, a rich communication mode is better suited for conveying implicit knowledge. Communication that takes a long time to establish an understanding of the receiver is not so rich

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.

The theory of richness in the media points out that all communication media have different abilities in that users can communicate and change their understanding. The degree of this ability is called "richness" of the medium. MRT continuously arranges all communication media based on its ability to fully convey complex information. Media that effectively overcomes different reference frames and can clarify ambiguous issues is considered more abundant and media that requires more time to convey understanding is considered less abundant To be