Document Type

Journal Article

Department/Unit

Department of Communication Studies

Abstract

Media richness theory predicts that managers, driven by the instrumental goal of task efficiency, choose media based on the match up of message equivocality and media richness. This study proposes that relational and self-presentational goals are also relevant in manager-subordinate interactions, particularly when messages differ in valence, and investigated 107 managers in Hong Kong. Findings with respect to traditional media show (a)media richness theory holds when messages are positive, (b) self-presentational goals are the most powerful predictor of media choice when messages are negative, (c) relational goals have some impact on managers’ media choice, and (d) complexity is a sensitive predictor of media choice. Thus, media richness theory can be improved by incorporating a broader consideration of relevant interaction goals and the constructs of message valence and complexity.

Publication Year

2004

Journal Title

Management Communication Quarterly

Volume number

18

Issue number

1

Publisher

SAGE Publications

First Page (page number)

76

Last Page (page number)

93

Referreed

1

DOI

10.1177/0893318904265803

ISSN (print)

08933189

Link to Publisher’s Edition

https://dx.doi.org/10.1177/0893318904265803

Keywords

media richness theory, communicative goals, message valence, task complexity, manager-subordinate communication

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