200_MRT_0418_handout

200_MRT_0418_handout - A Good Match Rules for effective...

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Media Richness Theory COM 200 April 18, 2011
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Overview of MRT Organizational contexts Media Choice : Focuses on how individuals choose a particular  medium that is most appropriate for delivering a  complete message “The Media Richness Hierarchy”
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Assumptions of MRT Equivocality : The equivocality of the message provides an  important key to selecting a particular medium Media Richness : Each communication medium has the fixed and  inherent capacity for resolving equivocality A Good Match : For effective communication, people have to match  the equivocality of the message and the richness of  communication medium
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Media Richness Hierarchy Four criteria of media richness The availability of instant feedback Multiple cues The use of natural language Personal focus
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Media Richness Hierarchy Rich Media Lean Media Face-to-face Telephone Email Letter Note Memo Flier, Bulletin
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Unformatted text preview: A Good Match Rules for effective communication Equivocal communication? : Rich Media Unequivocal communication? : Lean Media Communication Effectiveness Quadrant Communication Failure Rich medias excess cues cause surplus meaning Effective Communication Rich media match equivocal message Effective Communication Lean media match unequivocal message Communication Failure Lean media provide too few cues to capture message complexity Rich Lean Unequivocal Equivocal Lets watch a short video clip! AND discuss Critique The interpersonal implications are very weak The rationalist bias No room for contexts and norm development Lack of empirical evidence Summary Cues-filtered-out approach Comparison between face-to-face communication and CMC Determining features of CMC...
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This note was uploaded on 10/02/2011 for the course COMM 200 taught by Professor Theiss during the Spring '07 term at Rutgers.

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200_MRT_0418_handout - A Good Match Rules for effective...

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