Media richness theory 

Media richness theory is based on the theory of uncertainty and information processing theory. Media richness theory was first created by Daft & Lengel is (1984). 

Media richness theory, the earliest and most representative examples of media capacity theories, emphasizing that the meeting between task ambiguity and perfection of a channel of communication is key for managers to achieve effective communication. 

Communication media in the organization vary from one species to another in terms of their information carrying capacity, with a wealth of media can have a high degree of information carrying capacity and leaning media is a low degree rise. 

Media richness theory states that when a task ambiguity is high, various interpretations and solutions are possible, and so a medium with a high degree of information carrying capacity is important for the task to be handled effectively. However, when the task ambiguity is low, a medium which is quite lean because the task is predictable and simple. 

The two main assumptions of this theory are: people want to overcome the error / confusion (which has two meanings) and uncertainties in the organization and the various media organizations usually used work better for certain tasks than others. 

Daft and Lengel presents the use of four criteria into a hierarchy of media perfection, set from high to low degrees of perfection, to describe the type of media capacity to process ambiguous communication within the organization. Media richness theory using four measures to characterize organizational media in connection with the carrying capacity of information: 

(1) the speed of the feedback; (speed delivers feedback / feedback can be obtained for an instant) 

(2) the capacity to carry multiple cues, such as verbal and nonverbal cues; (capacity to deliver various forms of symbols, both verbal and non-verbal symbols) 

(3) the ability to use natural language; and (ability (quality) use as natural as the original language) 

(4) the degree of personal focus (level of personal relationships). 

Media richness theory is based on the ability of communication media view media to convey information (Trevino, 1987). Media richness theory's focus is on the ability of the media to provide feedback (feedback), non-verbal cues, maintaining the integrity of the message, and presents the expression of emotion. 

Media richness theory puts Communication Face-To-Face as the richest communication medium in (the) hierarchy followed by phone, e-mail, letters, notes, memos, special reports, and the latter, flyers and newsletters. 

From a strategic management perspective, the theory states that the media perfection made ​​effective managers sensible choices that bring a particular communication medium to a specific goal or task and the degree of perfection required by the task