Originated by George Gerbner in the 1960s, this theory is most frequently applied to television viewing and suggests that frequent television viewers’ perceptions of the real world become reflective of the most common messages advanced by fictional television. For example, e-mailing and texting are not neutral or innocent mechanisms of technical functionality that merely transmit information from senders to receivers, though they certainly do at least that. The dual capacity model of communication technology focuses our attention on this aspect of communication. In particular, researchers have developed insightful theoretical models of communication technology, to further our understanding of this important dynamic of group interaction. They have particular cultural significance as technologies themselves. Looks like you’ve clipped this slide to already. Scholars argue that media richness should be considered in relation to task ambiguity, in order to achieve effective communication, as represented by this chart here. 20-Minute Mentor program, presented by Evie Orgeon. Master's Degree in Educational Technology at KU. By applying the principles associated to “The Media Richness Theory” by Lengel and Daft (1998), one can conclude that the more ambiguous and uncertain a task is, the richer the format of media required to communicate it effectively. _____ theory suggests that interactive media communication has a lesser information-carrying capacity when compared to face-to-face communication because it removes most nonverbal cues. We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. Group communication was challenging for me and I will be in a better place to deal with it after this course. The top of the list is the richest and the bottom of the list is still rich, but less so, because some elements of the above four criteria may be missing: 1. In general, we tend to think about communication technologies based on their functional capacity to share information and convey our message. Here are some examples of rich media. Teamwork Skills: Communicating Effectively in Groups, Construction Engineering and Management Certificate, Machine Learning for Analytics Certificate, Innovation Management & Entrepreneurship Certificate, Sustainabaility and Development Certificate, Spatial Data Analysis and Visualization Certificate, Master's of Innovation & Entrepreneurship. Prepared by: Now instead, e-mailing and texting means something in our society. Media Richness Theory. In addition, communicator motive is involved in a selection of channels. Media richness theory argues that performance improves when team members use “richer” media for equivocal tasks. Like if you have a straightforward, yet potentially controversial message for a fellow group member, probably best to communicate that message in person even though the ambiguity of the task might seem to suggest a leaner communication medium would be more effective. I look forward to seeing you there. Richness. But culturally, it seems a lot more appropriate to send an email, make a phone call, or even set up a personal appointment. Weâll look at the concept of virtual work and how groups are using technology, as well as various models and theories of media functionality and information processing. This theory help organization to select appropriate communication media to communicate with its employees and to stay connected through mobile email devices and an example of such a device is BlackBerry and Android which help send and receive mails at anytime and anywhere. It is found that in terms of richness, the social media interface of the Facebook business page is considered richer We'll begin with the model of media richness. So that's an overview of the two important theoretical models that can enhance our understanding of technology and group communication, the model of media richness and the dual capacity model. Messages that carry … In our next two videos, we'll explore further issues for utilizing technologies in our group work, both practical and conceptual considerations we need to keep in mind. dept.of national security affairs! Weâll cover several practical and conceptual issues we should always keep in mind when it comes to technology and group communication, and weâll explore some cutting-edge thinking about technology and group work through the fascinating theory of sociomateriality. To view this video please enable JavaScript, and consider upgrading to a web browser that In this video, we'll focus on two of the most relevant models for our purposes in this course. 1. A social presence theory B media richness C uncertainty reduction D multiphrenic Media richness theory - effectiveness of a verbal medium depends on the extent to which it is appropriate for ambiguity of the message being sent Rich media: face-to-face - messages that need more explaining Thankfully, that's been a keen interest of scholars for many years, so we have a wealth of knowledge about various factors to consider when utilizing technology for group communication. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Senders that use less-rich communication media should understand the limitations of that medium in the dimensions of feedback, multiple cues, message tailoring, and emotio… So let's get started and learn more about these models of communication technology. Analysis of Communication Theory - Media Richness and Magic Bullet Models - Media Richness and Dual Capacity. Richness V.S. Of course, no communication technology will solve all the problems in our groups and all technologies can be misused. MRT is used to rank and evaluate the richness of certain communication media, such as phone calls, video conferencing, and email. Purchase the How Can Media Richness Theory and Social Presence Theory Improve My Instruction? supports HTML5 video. Communication is about meaning, interpretation, and understanding. 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