journal article
The Selection of Communication Media as an Executive SkillThe Academy of Management Executive (1987-1989)
Vol. 2, No. 3 (Aug., 1988)
, pp. 225-232 (8 pages)
Published By: Academy of Management
//www.jstor.org/stable/4164833
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Abstract
Effective manager communication has traditionally been associated with activities such as using the right words to describe something or careful reading and listening. Lengel and Daft argue that choosing the right medium to send or receive a message is also critical in successful communication. The concept of "richness" is used to link media characteristics to message characteristics. Communication patterns show that a rich medium like face-to-face should be matched with nonroutine, difficult-to-understand messages. A lean medium such as the written memo is best used for routine messages. Failure to make these matches leads to communication misunderstanding. Research findings show a relationship between sensitivity to media richness and executive job performance. Six rules are offered to help executives sharpen their media selection skills, as well as a model that can be used in guiding media selection for day-to-day communication.
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The Academy of Management (the Academy; AOM) is a leading professional association for scholars dedicated to creating and disseminating knowledge about management and organizations. The Academy's central mission is to enhance the profession of management by advancing the scholarship of management and enriching the professional development of its members. The Academy is also committed to shaping the future of management research and education. Founded in 1936, the Academy of Management is the oldest and largest scholarly management association in the world. Today, the Academy is the professional home for more than 18290 members from 103 nations. Membership in the Academy is open to all individuals who find value in belonging.
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The Academy of Management Executive (1987-1989) © 1988 Academy of Management
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Information Richness Theory
The basic premise of information richness theory (frequently called media richness theory) is that communication media or channels differ in their information carrying capacity, just as pipelines of different sizes and designs have varying capacities for transporting oil. Information richness is defined as the ability of an information exchange to change participant’s understanding within a time interval. Information that fits the carrying capacity of its medium more likely will be conveyed and understood efficiently and accurately. For example, a chemist and regulatory attorney for a maker of over-the-counter medicines have to come to agreement about a new product’s content and efficacy within government regulations. To set an appointment to meet, they probably would exchange an e-mail. But to integrate the subtleties and complexities of their ...
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