Recent Trends in

Communication Theories
& Models

Dr INDUJA TR
1st Year M V Sc
Dept of Veterinary & Animal Husbandry Extension
Education
Media richness model
 Information richness theory
 Introduced by Richard L. Daft and Robert H.

Lengel
 Extension of information processing theory
 Describe a communication medium's ability
to reproduce the information
Determining media richness

 Handle multiple information simultaneously

 Facilitate rapid feedback
 Establish a personal focus
 Utilize natural language
Applications

 Organizational and business communications

 Job performance
 Job seeking and recruitment
Limitation
 Cultural and social background influence
media choice by individuals
 Social pressures can influence media use
 Individual will also consider his or her

comfort with the possible options

Media naturalness theory
 Psychobiological model
 Proposed by Ned Kock

 Face-to-face medium at the center of a one-

dimensional scale of naturalness, where
deviations to the left or right are associated
with decreases in naturalness
SIDE Model
 Social identity model of deindividuation
effects
 Describe social effects of

computer-mediated communication
 Property of group identity increases than
individual identity hence changes occurs in
use of CMC
 Applications
 Online teams, electronic relationships and

virtual communities, knowledge sharing, and

social effects of surveillance
Social information processing theory

 Interpersonal communication theory and

media studies theory
 Joseph Walther
 Online interpersonal communication without
nonverbal cues and how people develop and
manage relationships in a computer mediated
environment.
 Online interpersonal relationships may
demonstrate the same or even greater
relational dimensions and qualities (intimacy)
as traditional FtF relationships.
Hyperpersonal model

 CMC can become hyperpersonal because it

"exceeds face-to-face interaction“

 A hyperpersonal message sender has a

greater ability to strategically develop and
edit self-presentation, enabling a selective
and optimized presentation of one's self to
others.
 Application
 Online relationship,
 online marketing,
 social media
 Medical treatments