Why do people choose one channel of communication over another? A model of media richness helps explain channel selection among managers. Channels differ in their capacity to convey information. Some are rich in that they can handle multiple cues simultaneously, facilitate rapid feedback, and be very personal. Others are lean in that they score low on these factors.

Face-to-face conversation scores highest in channel richness because it transmits the most information per communication episode—multiple information cues, immediate feedback, and the personal touch of being present. Impersonal written media such as formal reports and bulletins rate lowest in richness.

In sum, rich channels give us the chance to observe. The unconscious aspects of communication help us understand the full meaning of a message. When these aspects are missing, we must look for other clues to deduce the sender’s emotions and attitudes.