Beyond Media Richness: An Empirical Test of Media Synchronicity Theory

One widely accepted theory on media use is media richness theory. However, media richness theory was developed without consideration of new electronic media and the many social factors that can influence media selection, communication processes, and outcomes. Recent empirical investigations have raised questions about media richness theory's applicability to these new media. Therefore, this paper presents a new theory called media synchronicity theory (MST) which proposes that all tasks are composed of two fundamental communication processes (conveyance and convergence). Thus, communication effectiveness is influenced by matching the media capabilities to the needs of the fundamental communication processes, not aggregate collections of these processes (i.e., tasks) as tested in examinations of media richness theory. A laboratory experiment was conducted to provide an initial investigation into the theoretical underpinnings of MST. This study examined the influence of different media on conveyance and convergence effectiveness. Results from this study provide preliminary support for the concepts embodied in MST.