The Media Richness Theory(MRT), first introduced by Richard L.Daft and Robert H. Lengel in 1984, describes and evaluates the tools of effectiveness during the communication process. It seems pretty length (Richard Bergin). Long story short, the MRT a measurement to how well interaction between sender and receiver in message transmission.
In this theory, there are four elements crucial when evaluate the ability of medium—instant feedback, language variety, personal focus and channels, which help to rank the richness of media in order to communicate(Debashish Mandal). For example, Facebook is a very effective medium tool, compare to traditional medium, like emails. Both of them are the products of Internet age but their richness in media interaction rank differently. Facebook is a shared platform where audience can post their status anytime, anywhere. They can also tag other people into the posts, and allow readers to comments below, which enhances the interactive richness between senders and receivers. Visually and vocally, uploading videos and pictures also can an effect like” face to face” in a virtual reality. Consequently, people can get more information from these process.
MRT also highly ranks “face to face” as the most effective approach in information richness. People talk to each other directly and do not need to use any of medium as their bridge. Thus, according to the theory cited, the best way to face to face, but to politic candidates running in 2016, it is a little bit unrealistic that if they have to communicates with the voters every time. Therefore, social media is a prefect channel to them to deliver their message to audience. They could use different channels to target different groups. The majority of Facebook user are age of 35-54, who have carriers and have their own political opinions. (DJ Saul) Hence, political can post something about their care for society and what they can do for people. It is best to add a picture or a video. For Twitter, 25-34 are the major group.(Pew Internet Project) The less serious but interesting post will be a plus to attract the group. Twitter users want to see a different version of candidates who are humous, versatile and charming. Retweet or comments some of the Twitters who made a comment below the post, which is a way to show yourself very friendly. Instagram belongs to teenagers, 18-29 years old(Michael Patterson). Posting many pictures to report what you are doing when you prepare for elections days and your activities in daily lives are the audiences want to see.
With picture embed and sometimes with videos, audience can get more information from new media like Vice.
"It's a good time to be a liberal": Inside Bernie Sanders's big primary night celebrationhttps://t.co/cjCuflX3bG
— VICE (@VICE) February 11, 2016
Fashion bloggers depends highly on social media because they bridge a close relationship with readers, creating ” face to face” experience.
Guess who’s starring in the new amazonfashioneu campaign? Stay tuned! 🙂 #newface #looklikeyou… https://t.co/mpeJ9f2zMe
— Chiara Ferragni (@ChiaraFerragni) February 9, 2016
Reference
https://www.chds.us/coursefiles/IS4010/lectures/tech_media_richness_long/media/Media%20Richness%20Theory%20Script.pdf
http://www.waikato.ac.nz/__data/assets/pdf_file/0020/167051/D-Mandal-Extending-media-richness-theory.pdf
https://isl.co/2014/01/3-million-teens-leave-facebook-in-3-years-the-2014-facebook-demographic-report/
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