Media richness theory

1
Media richness theory
Message Equivocality, Media Selection, and
Manager Performance Implications for Information
Systems, MIS Quarterly (113), 1987, pp.
355-366.

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Author Daft, R. L., Lengel, R. H., and
Trevino, L. K
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Agenda

• Media richness theory ??
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Media richness theory

• ?????Information processing,
• communication effectiveness
• ??????Uncertainty
• Equivocality

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Media richness theory

• ????Communication,
• Marketing and Management
  
• Information Systems
• Level of analysis Group
• Organization
  

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Media richness theory

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• Daft Lengel (1984)????????????(information
  richness theory)
• Weick (1979)?Galbraith (1973)??????????????????,??
  ?????????????????????? (information richness
  theory)

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Media richness theory

• The first assumption of this theory is that
  organizations process information to reduce
  uncertainty and equivocality (Daft and Lengel
  1986).
• Uncertainty Defined by Galbraith (1977)
• Equivocality Ambiguity of the task

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Media richness theory

• Equivocality is high
• An individual does not know what questions to ask
• Uncertainty is high
• The group knows the question but lacks the
  necessary information
• As information increases, uncertainty and
  equivocality decrease.

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Media richness theory

• The second assumption of this theory is commonly
  used media in organizations works better for
  certain tasks than others
• Daft and Lengel (1984)

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Media richness theory
Hierarchy of Media Richness Source Daft, Lengel,
and Trevino (1987)
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????

• Message Equivocality, Media Selection, and
  Manager Performance Implications for Information
  Systems, MIS Quarterly (113), 1987, pp.
  355-366.
• Author Daft, R. L., Lengel,
• R. H., and Trevino, L. K

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Media richness theory
Hierarchy of Media Richness Source Daft, Lengel,
and Trevino (1987)
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Reference

• MIS Quarterly (113), 1987, pp. 355-366.
• http//en.wikipedia.org/wiki/Media_Richness_Theory
  
• http//www.utwente.nl/cw/theorieenoverzicht/Theory
  20clusters/Mass20Media/Media_Richness_Theory.doc
  /

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Media richness theory
Message Equivocality, Media Selection, and
Manager Performance Implications for Information
Systems, MIS Quarterly (113), 1987, pp.
355-366.
Thank You

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Author Daft, R. L., Lengel, R. H., and
Trevino, L. K