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Channel Expansion Theory: An organizational application

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Abstract:

Channels of communication have been treated as having different inherent characteristics. For example, Media Richness Theory attempts to postulate these differences in terms of richness or leanness; a channel’s richness or leanness is determined by the amount of deliverable cues, feedback, language variety, personal focus and shared understanding that a channel is able to deliver. Channel Expansion theory, however, accounts for experiential factors that directly influence the perceived richness of a particular channel of communication. In the current study, the researchers solicited participation from 159 undergraduates at a small, liberal arts university on the east coast. Participants were asked to complete a survey concerning the primary medium of communication of an organization of which they were currently a member. These data indicate direct evidence to support the claim that the more the experience a group has with a channel the more they perceive it to be rich. Therefore, experiential knowledge can have a positive influence on perceived media richness, causing a necessary revaluation of the media richness theory, and its assumed hierarchy of media.

Author's Keywords:

Channel Expansion Theory; media richness; organizational comunication
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Association:
Name: International Communication Association
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http://www.icahdq.org


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MLA Citation:

Leone, Matthew. and Sahlstein, Erin. "Channel Expansion Theory: An organizational application" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA, May 27, 2003 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p111599_index.html>

APA Citation:

Leone, M. and Sahlstein, E. , 2003-05-27 "Channel Expansion Theory: An organizational application" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA <Not Available>. 2009-05-26 from http://www.allacademic.com/meta/p111599_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Channels of communication have been treated as having different inherent characteristics. For example, Media Richness Theory attempts to postulate these differences in terms of richness or leanness; a channel’s richness or leanness is determined by the amount of deliverable cues, feedback, language variety, personal focus and shared understanding that a channel is able to deliver. Channel Expansion theory, however, accounts for experiential factors that directly influence the perceived richness of a particular channel of communication. In the current study, the researchers solicited participation from 159 undergraduates at a small, liberal arts university on the east coast. Participants were asked to complete a survey concerning the primary medium of communication of an organization of which they were currently a member. These data indicate direct evidence to support the claim that the more the experience a group has with a channel the more they perceive it to be rich. Therefore, experiential knowledge can have a positive influence on perceived media richness, causing a necessary revaluation of the media richness theory, and its assumed hierarchy of media.

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