Explain how social acceptance and media richness influence the preferred communication channel

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Explain how social acceptance and media richness influence the preferred communication channel



The most appropriate communication medium partly depends on its social acceptance and media richness. Social acceptance refers to how well the communication medium is approved and supported by the organization, teams, and individuals. This contingency includes organization and team norms, individual preferences for specific communication channels, and the symbolic meaning of a channel. A communication medium should also be chosen for its data-carrying capacity (media richness). Non-routine and ambiguous situations require rich media. However, technology-based lean media might be almost as effective as rich media for transferring information. This particularly occurs where users can multi-communicate and have high proficiency with that technology, and where social distractions of high media richness channels reduce the efficient processing of information through those channels. These contingencies are also considered when selecting the best channels of persuasion.

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