Media Richness Theory

The theory of richness of media The theory of richness of media is also called a theory of information richness and is a framework for explaining communication media by the ability to reproduce transmitted information. Developed by Richard L. Daft and Robert H. Lengel, rank and rate the richness of specific communication media such as telephony, video conference, e-mail.

3. Background media rich theory was introduced in 1984 by Richard L. Daft and Robert H. Lengel. It is mainly used to explain and evaluate communication media within the organization. It is based on information processing theory and how administrators and organizations exchange information. The aim of rich media theory is to address the communication challenges the organization faces, such as obscure or confusing information, or contradictory interpretation.

Explanation chart The most direct and profound application of the richness theory of media is that the sender chooses communication media. This theory means that the sender can (and should) use the richest media to convey the desired message. In fact, senders are forced to use communication methods that are often not rich. Senders who use non-rich communication media need to understand media restrictions in terms of feedback, multiple clues, information coordination, and feelings. I take relative difficulties as an example

6. The abundance of theoretical information is defined by Daft and Lengel as "the ability to change understanding over time". Communication that overcomes different reference frames, clarifies the problem of ambiguity and promotes understanding is considered richer.

Criticism of the theory of richness of media has been criticized by many researchers in the past due to its deterministic nature. Marcus believes that social pressure may have a strong influence on the use of media rather than richness and contradicts the key principles of media rich theory. Ngwenyama and Lee show that the cultural and social context influences the choice of individual media, contradicting the prediction based on the media rich theory, their thesis is an annual paper award from the MIS journal We have received the award.

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

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.