What is MEDIA RICHNESS THEORY? What does MEDIA RICHNESS THEORY mean? MEDIA RICHNESS THEORY meaning

What is a rich media theory? What does MEDIC RICHNESS THEORY mean? Meaning of media rich theory - definition of media theory theory - theoretical explanation of media theory

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.

Daft and Lengel define the abundance of information as "ability to understand information at certain time intervals".

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

The main driving force for choosing the communication medium for a particular message is to reduce the message divergence or possible misunderstanding. If the message is ambiguous, it is not clear, so the receiver is hard to decode. The more ambiguous the message, the more prompts and data needed to interpret it correctly. For example, simple messages that are designed to schedule meetings and places can be communicated via short e-mail, but face to face communication can convey more detailed information about the performance and expectation of each job.

This theory consists of a framework with an axis from low to high ambiguity, from low to high uncertainty. Low ambiguities and low uncertainties represent clear and obvious situations, high ambiguity and high uncertainty indicate ambiguous events requiring manager clarification. Daft and Lengel also highlighted the possibility that the clarity of information could be affected as departments may accept conflicts between different skill training and communication norms when multiple departments contact each other .

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.

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.