Posted by: arushton46 | November 26, 2019

Media Richness In The Modern Era

Communication is becoming increasingly more complex due to advancements in technology. Now, employers and individuals must weigh how different communication mediums will affect the intended message. Is it now acceptable for most communication processes to occur over computer mediated communication (CMC) platforms?

An important part of this weeks reading was the media richness theory (MRT). The media richness theory was developed by Daft and Lengel in 1984. MRT refers to the capacity of a medium and its ability to convey information effectively. According to El-Shinnawy Maha and Markus Lynne, “Several studies have found empirical support for the ability of MRT to account for differences in the way individuals choose among traditional media and between traditional and new media” (Maha & Lynne, 1997, p.444). Face to face communication (FtF) is considered the richest theory and is followed by phone calls and then other CMC platforms (Dainton & Zelley, 2019). The reason why certain mediums afford richer forms of communication are correlated to the readers ability to infer cues. Thus, it is important to choose platforms that are conducive to a sender’s message and the receivers understanding.

Citations:

Dainton, M., & Zelley, E.D. (2019). Applying communication theory for professional life: a practical introduction (4th ed., pp. 143–150). Thousand Oaks, CA: SAGE Publications, Inc.

El-Shinnawy, M., & Markus, M. L. (1997). The poverty of media richness theory: explaining people’s choice of electronic mail vs. voice mail. International Journal of Human-Computer Studies46(4), 443-467.


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