General Criticism
Media richness theory was criticized in the past by what many researchers saw as its deterministic nature. Markus 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. It has also been noted that media richness theory should not assume that the feelings towards using a richer media in a situation are completely opposite to using a leaner media. In fact, media choice is complex and in general even if a rich media is considered to be the "best" to communicate a message, this does not mean leaner media would not be able to communicate the message at all. Although use of leaner or richer mediums may make a difference for some tasks, for other tasks the use of media makes no difference to the accuracy with which the message is communicated.
Read more about this topic: Media Richness Theory, Criticism
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