What does media richness theory propose about information and its medium?

Media richness theory asserts that the effectiveness of communication is closely tied to the capability of the medium used to convey the information. According to this theory, each medium possesses a certain capacity to transmit information, which includes aspects like the ability to convey cues (verbal and non-verbal), the immediacy of feedback, and the variety of available channels.

The correct answer highlights that information is more likely to be understood when it aligns with what the medium can effectively carry. For example, a face-to-face conversation (high richness) can encompass tone, body language, and immediate feedback, allowing for a more thorough understanding than a simple text message (lower richness), which may lack these elements.

This concept emphasizes that choosing the appropriate medium can greatly enhance comprehension and engagement. When information matches the strengths of its medium, it maximizes the likelihood that the audience will grasp the intended message fully.