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, and is used to rank and evaluate the richness of certain communication mediums, such as phone calls, video conferencing, and email. For example, a phone call can not reproduce visual social cues such as gestures, so it is a less rich communication medium than video conferencing, which allows users to communicate gestures to some extent. Specifically, media richness theory states that the more ambiguous and uncertain a task is, the richer the format of media that suits it. Based on contingency theory and information processing theory, it explains that richer, personal communication means are generally more effective for communication of equivocal issues than leaner, less rich media.
Read more about Media Richness Theory: Background, Theory, Application, Related Theories
Famous quotes containing the words media, richness and/or theory:
“The media network has its idols, but its principal idol is its own style which generates an aura of winning and leaves the rest in darkness. It recognises neither pity nor pitilessness.”
—John Berger (b. 1926)
“... the selfishness that is bred of great success is our shame. We have subdued the wilderness and made it ours. We have conquered the earth and the richness thereof. We have indelibly stamped upon its face the seal of our dominating will. Now, unlike Alexander sighing for more worlds to conquer, we should address ourselves to adding beauty to that glory and grandeur.”
—Alice Foote MacDougall (1867–1945)
“Everything to which we concede existence is a posit from the standpoint of a description of the theory-building process, and simultaneously real from the standpoint of the theory that is being built. Nor let us look down on the standpoint of the theory as make-believe; for we can never do better than occupy the standpoint of some theory or other, the best we can muster at the time.”
—Willard Van Orman Quine (b. 1908)