MEDIA RICHNESS

Media Richness is a term that refers to the degree of communication complexity found in a given medium. It is a measure of the ability of a medium to convey meaning and understanding, and as such, it is an important concept in the study of communication. This article will discuss the concept of media richness and its implications for communication in both digital and physical environments.

Media richness theory was first proposed by Daft and Lengel in 1984. They argued that the effectiveness of communication depends on the amount of information that can be conveyed in a given medium. They identified five key elements that determine the richness of a medium: information rate, feedback, language, personal cues, and situational cues. These elements interact with each other to produce a medium’s overall richness.

The concept of media richness is important in the field of communication because it helps to explain how different media can be used to effectively convey meaning and understanding. For example, a face-to-face conversation provides a medium that is rich in language and personal cues, as well as feedback, making it an effective medium for conveying complex messages. On the other hand, a text message is a medium that is low in language and personal cues, making it less effective for conveying complex messages.

The implications of media richness for communication in digital and physical environments are especially relevant in today’s world. With the advent of digital communication, there is an increased reliance on digital media for communication. This shift has led to a decrease in face-to-face communication, which is a medium that is naturally rich in language and personal cues. As such, digital media may not be as effective for conveying complex messages as face-to-face communication.

In physical environments, media richness is also an important concept. For example, it is important to consider the type of media used when conveying a message in a classroom or office setting. For example, if a professor is trying to convey a complex concept to a group of students, it may be more effective to use a medium that is rich in language and personal cues, such as a whiteboard or overhead projector.

In conclusion, media richness is an important concept in the field of communication. It helps to explain how different media can be used to effectively convey meaning and understanding, and as such, it is an important factor to consider when communicating in digital and physical environments.

References

Daft, R. L., & Lengel, R. H. (1984). Information richness: A new approach to managerial behavior and organization design. Research in Organizational Behavior, 6, 191–233. doi:10.1016/S0191-3085(84)80002-9

Krauss, R. M., & Fussell, S. R. (1991). Social psychological models of communication. In M. L. McLaughlin (Ed.), Communication Yearbook (Vol. 14, pp. 1–24). Newbury Park, CA: Sage.

McLuhan, M. (1964). Understanding media: The extensions of man. New York, NY: McGraw-Hill.

Nord, W. R., & Roberts, L. (1989). Communication in the classroom: A review of recent research. The Elementary School Journal, 89(6), 653–679. doi:10.1086/461594

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