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The Media Richness theory or also known as the Information Richness Theory was developed by Richard

Draft and Robert H. Lengel in 1984. It is based by Fred Fiedler’s 1958 Theory of Contingency which
relates to leader effectiveness in group situations. The Media Richness Theory is a theory that involves
communication and interpretation of those communication based on the choice of medium for
communicating with others. This theory is a function of the medium of capacity for immediate feedback,
the number of cues and channels available and the degree to which intent is focused on the recipient
and language variety.

The Theory focuses on the medium of capacity for immediate feedback of the receipt. There are many
forms of media either face-to-face which is the most common form of medium, video conferencing
which involves a communication gateway such as the internet network, telephone which is the
precursor of smartphones, two-way radios which is still used today by law enforcement written
addressed documents which is a formal way of communication and lastly non addressed documents all
of these are mediums and the degree of richness is who among these mediums are more efficient in
disseminating information.

Media Richness theory is the number of cues and channels available. The degree of media richness is the
capacity to transmit multiple cues such as body language, voice tone and inflection. As communication is
the greatest means of transferring data from one individual to another there are varying degrees to
send it. These communication variations could be in the form of a simple conversation. In a conversation
there are different emotions being conveyed, the body language such as gestures or facial expressions.
The purpose of the conversation could also change the inflection in which there is a change of
modulation of intonation depending on the emotion of happiness, sadness or even anger.

Media Richness Theory is the degree to which the intent is focused on the recipient. Active listening is
the basis of all good communication. In real life we have to pay attention to the receipt of the
information giving emphasis on what is being conveyed. It is the task of the sender to ensure that the
recipient receives the information on an accurate and timely manner. Taking on the shoes of the
recipient forces the sender to think in the manner suited to the information being sent. Media Richness
Theory is also about language variety in which the numbers in indicated precision while natural language
helps conveys various concepts and ideas.

There are different ways to tackle relay of communication and the use of more than one allows the
information to be more precise conveying more life and vivid discerption of the data. These media could
be face-to-face, video systems, audio systems, and text systems. In the final analysis Media Richness
Theory is the ability to transmit data and these data are judged by there capacity to include personal
focus, immediacy of feedback, conveyance of multiple cues and variety of language carried.

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