Media richness theory postulated that media varied in information richness later called media richness based on their. Media richness theory daft and lengel 1986, in their seminal work on media richness, argued that managers could improve performance by matching media to the needs of organizational informationprocessing tasks. Daft and lengel 1984, 1986 paid attention to the significance of uncertainty and. Organizational information requirements, media richness and structural design. Revisiting media richness theory for today and future. The focus of media richness theory is to gauge how rich or lean a media is for communicating and therefore which media should be used. Lengel in 1986 as an extension of information processing theory. The media richness theory mrt, first introduced by richard l. According to daft and lengel s task media fit hypothesis, communications are most effective and satisfying when the media richness matches the level of uncertainty and.
Pdf extending media richness theory to explain social. The poverty of media richness theory communication cache. For example, an addressed letter on the organizations letterhead represents formality, and the use of. Daft, lengel, and trevino 1987 present a media richness hierarchy which incorporates four media classifications. Media richness theory media richness theory also describes.
Media richness theory or information richness theory, developed by daft and lengel 1986, was an early framework for maximizing effectiveness of communication within the field of organizational management. Daft and lengel 1984 9 media richness theory hierarchy of media richness source daft, lengel, and trevino 1987 10. Information richness an overview sciencedirect topics. According to daft and lengel s theory, media richness is a function of 1 the mediums capacity for immediate feedback, 2 the number of cues and channels available, 3 language variety. Revisiting media richness theory for today and future ishii 2019. Mrt is used to rank and evaluate the richness of certain. For example face to face communication would be described as a rich media, where as a website would be lean. Also known as information richness theory, the media richness theory has kindled much research on media selection and yet has received limited attention in the context of consumer.
Media richness theory, sometimes referred to as information richness theory or mrt, is a framework used to describe a communication mediums ability to reproduce the information sent over it. Ppt media richness theory powerpoint presentation free. Latar belakang teori media richness dikembangkan oleh daft dan lengel pada tahun 1984. Media richness theory was introduced in 1984 by richard l. For instance, cmc may suffice when one person needs. The media richness hypothesis is used in this chapter to summarize the main idea proposed by media richness theory, originally proposed by daft and lengel 1986. The primary guidelines for measuring this is based upon daft, lengel and trevinos 1987 four criteria. The level of media richness might enhance user concentration. Media richness theory atau teori kekayaan media muncul berdasarkan teori yang telah ada sebelumnya yaitu teori kontingensi media. Rich media facilitate equivocality reduction by enabling managers to overcome different frames of reference and by providing the capacity to process complex, subjective messages.
The theory was developed prior to the existence of many of the electronic applications available to todays nprrs. Daft and lengel 1984 different media have different informationcarrying capacity or richness, and richness of medium should be matched to needs of message for effective communication. We document the affordances of im that support flexible, expressive communication. The design of instructional multimedia in elearning. Long story short, the mrt a measurement to how well interaction between sender and receiver in message transmission. The media richness theory states that media has the ability to transmit needed information. Media richness theory media richness theory also describes and predicts the use from comm 335 at george mason university.
It is used primarily to evaluate the effectiveness of communication mediums within an organization. Face to face, video, telephone, internet, written docs. Additionally, the theory suggests that individuals predictably favor the use of specific communication media to perform certain tasks. In other words, if i use the medium with a richness level most accurately suited to a given task to communicate that information about the task to an individual, the. Social information differs from more instrumental forms of information, for which certain other cuesfilteredout theories, media richness theory in particular daft and lengel, 1984, 1986, suggest that leaner media without nonverbal cues may be more efficient. History of media richness theory developed by richard daft and robert h. The richness of the medium is an objective and fixed asset of the medium, and it represents the ability of a channel to spread the amount of information and content. This theory, proposed by daft and lengel is also known as the information richness theory. Extending media richness theory to explain social media.
Specifically, daft and lengel 1984 concluded that written media was preferred for unequivocal messages while facetoface media was preferred for messages containing equivocality. Pdf an exploratory analysis of the relationship between media. Media richness theory, proposed by daft and lengel in 1984, essentially states that task performance increases when the task needs are matched to the mediums richness. Lengel and daft 1984 reported that facetoface media were preferred for messages containing equivocality, while written media were used for unequivocal messages. Examples of this could be a postcard sent that cannot express vocal or visual cues as one would get in a face to face conversation. Introducing media richness into an integrated model of consumers intentions to use online stores in their purchase process. Media richness in the digital era sara dabbous medium. Extending media richness theory to explain social media adoption by. The theory assumes a rational selection process that matches media choice with levels of uncertainty and equivocality. Media richness theory center for homeland defense and security. Media richness theory wikipedia republished wiki 2. Relationship between message translation requirement and. In fact, trevino, daft, and lengel 1990 also consider a subjective factor and discuss how each medium represents a symbol in an organization.
A new approach to managerial information processing and organization design. We describe how instant messaging supports a variety of informal communication tasks. This ability to transmit, depends on whether the information will be used in times of uncertainty or equivocality. These findings suggest that when equivocality is high, organizations allow for rapid information cycles among managers, typically facetoface, and. Im in the workplace and its implications for media theory. Media richness theory, yang paling awal dan paling mewakili contoh teori kapasitas media, menekankan bahwa pertemuan antar kerancuan tugas dan kesempurnaan suatu saluran komunikasi adalah kunci. Learn vocabulary, terms, and more with flashcards, games, and other study tools. Because ftf coaching supports interaction with more medium richness daft and lengel, 1986, social presence short et al. Organizational information requirements, media richness. Lengel, media richness theory is used to characterize a communication channel by explaining its potential to recount the information sent across. Mrt is used to rank and evaluate the richness of certain communication media, such as. Lengel in 1984, describes and evaluates the tools of effectiveness during the communication process. Mrt proposes a hierarchy of information media based on information richness using four distinguishing factors.