Media Richness Theory

With the wide variety of both rich and lean media to choose from to communicate with we should not have a difficult time choosing the most effective media for our intended message. However, we are getting flooded with new forms of both rich and lean media and often choose what's trendy rather than effective for our communication needs.

Rich Media doesn't always help.

So many rich media platforms...

Alan R. Dennis had found through experimental methods that the level of richness in media did not improve performance among a group of two and “did not improve decision quality, decision time, consensus change, or communication satisfaction” within the limited size group (Dennis, A. R., & Kinney, S. T., 1998). so in this regard the choice of media does not lend itself to an increase in productivity or moral unless utilized in larger groups.

What's this all aboot?

So, it's just you and I...

This presentation will introduce: who the founders of the theory are, what the theory itself entails, benefits and flaws found within the theory, and the role it has in interpersonal communication.

Benefits to using media richness theory

Rich mediums are more personal since they include the nonverbal and verbal cues, as well as body language, inflection, and gestures. These can indicate a person's true intended message and the receivers reaction and interpretation of a message. Rich media can, according to the theory, promote a closer relationship between a manager and subordinate through better understanding and communication.

Both manager and Subordinate appear pleased with the rich media of their tablets.

Who created the theory and why?

What is Media Richness Theory?

Media richness theory was introduced in 1986 by Richard L. Daft Ph.D. MBA BS and Robert H. Lengel. (Assoc. Dean for Exc. Education Univ. Tx San Antonio

Richard L. Daft

Robert H. Lengel

The theory states that as the media used gets farther from being face to face and focusing on a particular individual, the equivocality increases and the level of uncertainty rises as well. The form used to communicate is extremely important within this theory as certain forms of media don’t allow for non-verbal cues that help with the understanding within a message and may also allow time between feedback and in turn affect performance and communication satisfaction (Daft, R. L., & Lengel, R. H.,1986).

"What did they even mean???"

(Very) Rich Media vs Lean Media

How does it affect communication?

https://putlocker.fit/show/george-lopez/season-5/episode-19/

Media Richness Theory

Media Richness Theory has to do with the act of choosing a form of communication to cause different levels of performance and understanding between two or more people using varying forms of media depending upon the result desired. Originally applied to business environments.

From early text,to current video conferencing, technology is providing ever richer forms of communication media.

Media Richness Theory

By: Gisela Vega and Phil Van Inwegen