Media richness theory

Media Richness Theory, sometimes referred to as information richness theory or MRT, is a framework used to describe a communication medium's ability to reproduce the information sent over it. It was introduced by Richard L. Daft and Robert H. Lengel in 1986 as an extension of information processing theory. MRT is used to rank and evaluate the richness of certain communication media, such as phone calls, video conferencing, and email. For example, a phone call cannot reproduce visual social cues such as gestures which makes it a less rich communication media than video conferencing, which affords the transmission of gestures and body language. Based on contingency theory and information processing theory, MRT explains that richer, personal communication mediums are generally more effective for communicating of equivocal issues than leaner, less rich media.

Media richness theory was introduced in 1986 by Richard L. Daft and Robert H. Lengel. Leaning on information processing theory for its theoretical foundation, MRT was originally developed to describe and evaluate communication media within organizations. In presenting media richness theory, Daft and Lengel sought to help organizations cope with communication challenges, such as unclear or confusing messages, or conflicting interpretations of messages.

Other communication scholars have tested the theory in order to improve it, and more recently Media Richness Theory has been retroactively adapted to include new media communication mediums, such as improved video and online conferencing. Although media richness theory relates to media use, rather than media choice, empirical studies of the theory have often studied what medium a manager would choose to communicate over, and not the effects of media use.

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