1 / 18

Understanding Media Richness in Computer-Mediated Communication: Implications and Insights

Media richness theory posits that communication media vary in their capacity to enhance understanding. This theory examines the effectiveness of different communication forms, from face-to-face to various types of computer-mediated communication (CMC). Key factors include the multiplicity of cues and the immediacy of feedback, both of which significantly affect decision-making and performance in uncertain or equivocal tasks. This analysis also highlights the hyperpersonal effects of CMC, where limited cues can lead to overattribution of similarity and a skewed perception of interactions.

kamin
Télécharger la présentation

Understanding Media Richness in Computer-Mediated Communication: Implications and Insights

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Computer-Mediated Communication Media Richness

  2. “ Media richness theory proposes that media differ in the ability to facilitate changes in understanding among communicators. ” — Kahai & Cooper 2003 Computer-Mediated Communication

  3. Rich Computer-Mediated Communication

  4. Lean Computer-Mediated Communication

  5. Some types of cues Non-verbal Verbal Textual • Production cost to encode meaning equivalent to FTF in text Beyond FTF? Computer-Mediated Communication

  6. Feedback • Type of feedback • Acknowledgment — understanding (+/–) • Repair — correction or clarification • Proxy — completion • Immediacy of feedback: more immediate = richer • Concurrent:  synchronous nods, mm-hmms • a.k.a. backchannel • Sequential:  brief interjection Computer-Mediated Communication

  7. A plausible ranking? Richer Face-to-face Synchronous video Synchronous audio / asynch. video Synchronous text / asynch. audio Asynchronous text Leaner Computer-Mediated Communication

  8. — Clark & Brennan (1991) Computer-Mediated Communication

  9. Media choice vs. media use Types of tasks • “Uncertain” — missing information • “Equivocal” — ambiguous interpretations “Best” medium for an (un)equivocal task • What do managers choose? • What yields the best performance? P.S.: What is “best performance”? Computer-Mediated Communication

  10. Dennis & Kinney hypotheses • H1a: Performance improves as multiplicity of cues increases … • H1b: … more for more equivocal tasks. • H2a: Performance improves as immediacy of feedback increases … • H2b: … more for more equivocal tasks. Computer-Mediated Communication

  11. Mean decision time (D&K) Computer-Mediated Communication

  12. Dennis & Kinney’s findings • Decision time • Decreased with greater multiplicity of cues • Decreased with greater immediacy of feedback • Increased with CMC (vs. AV) more for low equivocality task than for high equivocality task • Consensus change • More change with high equivocality task than low Computer-Mediated Communication

  13. Hyperpersonal communication • Receivers overattribute from limited cues • Assume similarity based on group affiliation • Senders maintain tight control over cues • Selective self-presentation —Little “given off” in text CMC • Bottom line: Exceptionally favorable perception in the face of limited information Computer-Mediated Communication

  14. “ The sensorial parsimony of plain text tends to entice users into engaging their imaginations to fill in missing details while, comparatively speaking, the richness of stimuli in fancy [systems] has an opposite tendency, pushing users’ imaginations into a more passive role. — Curtis (1992) ” Computer-Mediated Communication

  15. Computer-Mediated Communication

  16. Long-term, no photos Social affinity Long-term, photos Short-term, photos Short-term, no photos Computer-Mediated Communication

  17. “ The study of CMC effects is not best served by blanket statements about technology main effects on social, psychological, and interpersonal processes, nor by proclamations that online relationships are less rewarding than FTF ones. Rather, qualities of CMC are … more often the product of interesting and predictable interactions of several mutual influences than main effects of media. — Walther et al. (2001) ” Computer-Mediated Communication

  18. Thursday: Visualizations and Analytic Interfaces Computer-Mediated Communication

More Related