Media Richness Theory

The theory of media richness is based on division theory and information processing theory (Galbraith 1977). The first supporter of the theory is Daft & Lengel (1984)

Core: Researchers Daft, Rengel and his successors argue that the media has different abilities in dealing with ambiguity, negotiating different interpretations and promoting understanding.

The two main premise of this theory is that people want to overcome the ambiguity and uncertainty within the organization and the various media commonly used in the organization are more specific tasks than specific tasks It is suitable. Using the four criteria, Daft and Lengel present the rich media hierarchy ranked from highest to lowest in terms of richness and explain the ability of the media type to handle fuzzy communication in the organization. Its criteria are (a) availability of immediate feedback, (b) ability of media to disseminate multiple clues such as body language, speech and inflection point, (c) use of natural language, (d) It is a personal focus. Face-to-face communication is the most abundant communication medium in the hierarchy, followed by telephone, e-mail, letter, memo, memo, special report, and lastly flyer and announcement. From the perspective of strategic management, the theory of wealth of media argues that effective managers can make a reasonable choice based on specific work and objectives and the abundance needed for that work doing. , 2001)

Daft, R .; & Lengel, R .; (1984) A New Approach to Managing Information Enhancement Behavior and Organization Design: Cummings, L. L. And Staw, B. M. (Ed.), Organizational Behavior Research 6, (191-233). Homewood, IL: JAI Press

Daft, R .; & Lengel, R .; (1986) Organizational information requirements, media abundance, structural design Management Science 32 (5), 554-571

Daft, R .; L. , Lengel, R .; , & Trevino, L. (1987) Message ambiguity, media selection, and manager performance: Impact on information systems MIS quarter, 355 - 366

Rengel, R. & Daft, R. (1988). Media will serve as a choice of executive skills. Faculty of Business Administration 2 (3), 225-232

Rice, R. & Shook, D. (1990). Relationship between the level of work and organization and the use of communication channels including e - mail Meta - analysis and extension. Journal of Management Research, 27, 195-229

Trevino, L. K. , Rengel, R. & Daft, R. (1987) Media symbolizes the enhancement of media and systematizes media selection. Communication research, 14 (5), 553-574

Trevino, L .; , Lengel, R. Bodensteiner, W. Gerloff, E. & Muir, N. (1990). Rich instruction and cognitive style: role of individual differences in media selection behavior Business communication Quarterly, 4 (2)

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.