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Media Richness Theory

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Theoretical Framework
In addition to proper relationship building, organizations are entitled therefore to disseminate good quality content. Furthermore, when evaluating and analysing content on social media, it is important to take into consideration the richness they have. Daft and Lengel (1986) presented the Media Richness Theory, which talks about the degree of richness of information brought out in media. Moreover, they propose that the “richness” of a medium depends on its variedness in terms of 1) language variety 2) multiplicity of cues and 3) personalization of the message and 4) immediate feedback (p. 560). During the development stage of this theory, it solely focused on face-to-face communication and e-mail. As the digital age expanded …show more content…

This will be needed to measure the richness of the content in Bayanihan Youth for Peace’s social media for the purpose of determining the quality of the organization’s social media communication practices, specifically on their Facebook page. Content Analysis is the careful examination and analysis of the data seen in messages, which heavily relies on the scientific method to study different characteristics in a message, such as manifest and latent content (Neuendorf, 2002). Using the concept of latent content, which is interpretations of the content itself, the primary unit of analysis is the wall posts on the Facebook page which consist of text posts (with or without links), photos, videos, as well as likes, shares, and comments which will be analyzed in a span of two weeks. The aforementioned will be considered as the units of analysis for this study, simply because the content to be analyzed will determine the quality of the overall Facebook page, and this will prove whether or not the goals for using social media by the organization is fulfilled. For this method, a coding sheet categorized with themes seen in the content will be made in order for the analysis to be more organized and detailed (Keyton, 2010). The codes in the content analysis were generated based on previous researches (e.g. Bortree & Seltzer, 2009; Waters et al., 2011; Kent & Taylor, 1998). This will help the researchers with regards to what to look for concerning the content in the Facebook page, in order to fully assess its quality and richness. For intercoder reliability, the coding sheet will be completed by three coders who will assess the content and code the items. For assistance, the group will consult and work hand in hand with Ms. Katrin Diokno, Program Director of BYP, with regards to addressing concerns related to access of information in the organization’s Facebook page

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