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    Hierarchy of Richness

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    Arunava Basu Ray
    Media richness theory, developed in 1984, proposes that communication mediums can be evaluated based on their ability to facilitate shared understanding between parties. It assigns a hierarchy to mediums based on their capacity for instant feedback, conveying multiple cues simultaneously like tone of voice and body language, use of natural language, and personal focus. More rich mediums like face-to-face communication are best for complex or ambiguous discussions while leaner mediums can effectively convey simple, unambiguous messages.

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    Hierarchy of Richness

    Uploaded by

    Arunava Basu Ray
    10 views7 pages
    Media richness theory, developed in 1984, proposes that communication mediums can be evaluated based on their ability to facilitate shared understanding between parties. It assigns a hierarchy to mediums based on their capacity for instant feedback, conveying multiple cues simultaneously like tone of voice and body language, use of natural language, and personal focus. More rich mediums like face-to-face communication are best for complex or ambiguous discussions while leaner mediums can effectively convey simple, unambiguous messages.

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    Media richness theory, developed in 1984, proposes that communication mediums can be evaluated based on their ability to facilitate shared understanding between parties. It assigns a hierarchy to mediums based on their capacity for instant feedback, conveying multiple cues simultaneously like tone of voice and body language, use of natural language, and personal focus. More rich mediums like face-to-face communication are best for complex or ambiguous discussions while leaner mediums can effectively convey simple, unambiguous messages.

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    10 views7 pages

    Hierarchy of Richness

    Uploaded by

    Arunava Basu Ray
    Media richness theory, developed in 1984, proposes that communication mediums can be evaluated based on their ability to facilitate shared understanding between parties. It assigns a hierarchy to mediums based on their capacity for instant feedback, conveying multiple cues simultaneously like tone of voice and body language, use of natural language, and personal focus. More rich mediums like face-to-face communication are best for complex or ambiguous discussions while leaner mediums can effectively convey simple, unambiguous messages.

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    Hierarchy of Richness

    History of media richness theory

    • Developed by Richard Draft and Robert H. Lengel in 1984


    • Based on contingency theory
    • Also referred to as information richness theory
    • Involves communication and understanding based on choice of
    medium for communicating with others
    • It is used primarily to describe and evaluate communication mediums
    within organizations
    Importance of Media richness
    • “media richness theory is important because it analyzes the
    effectiveness of different media choices for communication ,allowing
    the communicator to achieve the greatest efficiency”.
    • Media richness is important in creating a shared communication.
    • Ability to encode/decode
    • Avoid misunderstandings/unclear message
    Hierarchy of richness
    Degree of Media richness
    • Availability of instant feedback
    • Capacity to transmit multiple cues such as body language , voice tone
    and inflection
    • Use of natural language
    • Personal focus of the medium
    • Ability to handle multiple information cues simultaneously
    Effectiveness of Mediums
    Conclusion
    Criticism
    • Scope of the theory
    • Application to new media

    Related Theories
    • Media Naturalness Theory
    • Media Synchronicity Theory

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