Media richness theory

Media richness theory is provides a scale or ranking of different media concerning the richness of information each medium is capable of communicating. It suggests that there is a range or depth of message content embedded within different media. This influences the capacity of different types of media to process ambiguous communication in organizations.

Definitions

According to the Marketing Communications by Fill (5th edition),

Media richness theory. Provides a scale or ranking of different media concerning the richness of information each medium is capable of communicating. It suggests that there is a range or depth of message content embedded within different media. This influences the capacity of different types of media to process ambiguous communication in organizations.