Media Richness Theory
Encyclopedia
Media richness theory, sometimes referred to as information richness theory, is a framework to describe a communications medium by its ability to reproduce the information sent over it. It was developed by Richard L. Daft
and Robert H. Lengel. For example, a phone call will not be able to reproduce visual social cues such as gestures. This makes it less rich (as a communication medium) than video conferencing, which is able to communicate gestures to some extent. Specifically, media richness theory states that the more ambiguous and uncertain a task is, the richer format of media suits it. Based on contingency theory
and information processing theory
, it explains that richer, more personal communication means are generally more effective for communication of equivocal issues than leaner, less rich media.
and Lengel as "the ability of information to change understanding within a time interval". Communications that can overcome different frames of reference and clarify ambiguous issues to promote understanding in a timely manner are considered more rich. Communications that take a longer time to convey understanding are less rich.
According to Daft and Lengel's theory, media richness is a function of (1) the medium's capacity for immediate feedback, (2) the number of cues and channels available, (3) language variety; and (4) the degree to which intent is focused on the recipient. The greater social presence of a medium creates a greater immediacy and warmth of the communication, because of the greater number of channels.
argued that social pressures can influence media use much more strongly than richness, and in ways that are inconsistent with media richness theory's key tenets. Ngwenyama and Lee
showed that cultural and social background influence media choice by individuals in ways that are incompatible with predictions based on media richness theory; their paper received the Paper of the Year Award in the journal MIS Quarterly. Kock
argued that some of the hypotheses of media richness theory lack a scientific basis, and proposed an alternative theory - media naturalness theory
- building on human evolution
findings.
Richard L. Daft
Richard L. Daft is the Brownlee O. Currey, Jr. Professor of Management at the Owen Graduate School of Management, Vanderbilt University. He has made fundamental contributions to the study of organization behavior and organization design, and authored several books in these areas. Daft co-developed...
and Robert H. Lengel. For example, a phone call will not be able to reproduce visual social cues such as gestures. This makes it less rich (as a communication medium) than video conferencing, which is able to communicate gestures to some extent. Specifically, media richness theory states that the more ambiguous and uncertain a task is, the richer format of media suits it. Based on contingency theory
Contingency theory
Contingency theory is a class of behavioral theory that claims that there is no best way to organize a corporation, to lead a company, or to make decisions. Instead, the optimal course of action is contingent upon the internal and external situation...
and information processing theory
Information processing theory
The information processing theory approach to the study of cognitive development evolved out of the American experimental tradition in psychology. Developmental psychologists who adopt the information-processing perspective account for mental development in terms of maturational changes in basic...
, it explains that richer, more personal communication means are generally more effective for communication of equivocal issues than leaner, less rich media.
Application
The most immediate and profound application of media richness theory is for senders choosing a communication medium. The theory implies that a sender can (and should) use the richest possible medium to communicate the desired message. In reality, senders are often forced to use less-rich methods of communication. Senders that use less-rich communication media should understand the limitations of that medium in the dimensions of feedback, multiple cues, message tailoring, and emotions. Take for example the relative difficulty of determining whether a modern text message is serious or sarcastic in tone.Theory
Information richness is defined by DaftRichard L. Daft
Richard L. Daft is the Brownlee O. Currey, Jr. Professor of Management at the Owen Graduate School of Management, Vanderbilt University. He has made fundamental contributions to the study of organization behavior and organization design, and authored several books in these areas. Daft co-developed...
and Lengel as "the ability of information to change understanding within a time interval". Communications that can overcome different frames of reference and clarify ambiguous issues to promote understanding in a timely manner are considered more rich. Communications that take a longer time to convey understanding are less rich.
According to Daft and Lengel's theory, media richness is a function of (1) the medium's capacity for immediate feedback, (2) the number of cues and channels available, (3) language variety; and (4) the degree to which intent is focused on the recipient. The greater social presence of a medium creates a greater immediacy and warmth of the communication, because of the greater number of channels.
Criticism
Media richness theory was criticized in the past by what many researchers saw as its deterministic nature. MarkusM. Lynne Markus
M. Lynne Markus has made fundamental contributions to the study of enterprise systems and inter-enterprise systems, IT and organizational change, and knowledge management. Her early work in these areas has been published in several high-impact peer-reviewed journals, and set the stage for much of...
argued that social pressures can influence media use much more strongly than richness, and in ways that are inconsistent with media richness theory's key tenets. Ngwenyama and Lee
Allen S Lee
Allen S. Lee is a scholar of Information Systems research best known for his work on integrating positivist and interpretative research methods. Additionally, Allen S. Lee served on the MIS Quarterly editorial board for 15 years, holding the positions of associate editor, senior editor, and...
showed that cultural and social background influence media choice by individuals in ways that are incompatible with predictions based on media richness theory; their paper received the Paper of the Year Award in the journal MIS Quarterly. Kock
Ned Kock
Ned Kock is best known for employing biological evolution ideas to the understanding of human behavior toward technologies, particularly information technologies. He developed media naturalness theory, an evolutionary communication media theory...
argued that some of the hypotheses of media richness theory lack a scientific basis, and proposed an alternative theory - media naturalness theory
Media naturalness theory
Media naturalness theory was developed by Ned Kock. This theory is sometimes referred to as the psychobiological model, or compensatory adaptation theory...
- building on human evolution
Human evolution
Human evolution refers to the evolutionary history of the genus Homo, including the emergence of Homo sapiens as a distinct species and as a unique category of hominids and mammals...
findings.
See also
- Communication theoryCommunication theoryCommunication theory is a field of information and mathematics that studies the technical process of information and the human process of human communication.- History :- Origins :...
- Media naturalness theoryMedia naturalness theoryMedia naturalness theory was developed by Ned Kock. This theory is sometimes referred to as the psychobiological model, or compensatory adaptation theory...
- Social presence theorySocial presence theorySocial presence theory was developed by John Short, Ederyn Williams, and Bruce Christie at a time when computer-mediated communication as we know it today was yet to be conceptualized, let alone implemented through computers connected via the Internet. In spite of that, the theory has influenced...
- Social information processing theorySocial Information Processing theorySocial information processing theory is an interpersonal communication theory which proposes that given time and opportunity to interact, relationships between individuals can form in online environments and that online interpersonal relationship development might require more time to develop...
- Hyperpersonal ModelHyperpersonal ModelThe hyperpersonal model is an interpersonal communication theory that suggests that computer-mediated communication can become hyperpersonal because it affords message senders a host of communicative advantages over traditional face-to-face interaction...
- Social Identity model of Deindividuation Effects (SIDE)
- Theories of technologyTheories of technologyThere are a number of theories attempting to address technology, which tend to be associated with the disciplines of science and technology studies and communication studies...
Further reading
- Daft, R.L. & Lengel, R.H. (1984). Information richness: a new approach to managerial behavior and organizational design. In: Cummings, L.L. & Staw, B.M. (Eds.), Research in organizational behavior 6, (191-233). Homewood, IL: JAI Press.
- Daft, R.L., Lengel, R.H., & Trevino, L.K. (1987). Message equivocality, media selection, and manager performance: Implications for information systems. MIS Quarterly, September, 355-366.
- Lengel, R.H. & Daft, R.L. (1988). The Selection of Communication Media as an Executive Skill. Academy of Management Executive, 2(3), 225-232.
- Suh, K.S. (1999). Impact of communication medium on task performance and satisfaction: an examination of media-richness theory. Information & Management, 35, 295-312.
- Trevino, L.K., Lengel, R.K. & Daft, R.L. (1987). Media Symbolism, Media Richness and media Choice in Organizations. Communication Research, 14(5), 553-574.
- Trevino, L., Lengel, R., Bodensteiner, W., Gerloff, E. & Muir, N. (1990). The richness imperative and cognitive style: The role of individual differences in media choice behavior. Management Communication Quarterly, 4(2).