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Intro

Channel expansion theory (CET) states that individual experience serves as an important role in determining the level of richness perception and development towards certain media tools. Knowledge base has a direct impact on the perceptive richness. Channel expansion theory is a theory of communication media perceptions that incorporates experiential factors to explain and predict user perceptions of a given media channel.[1] The theory suggests that the more knowledge and experience users gain from using a channel, the richer they perceive the medium to be. There are four experiential factors that shapes individual's perceived media richness: experience with the channel, experience with the message topic, experience with the organizational context, and experience with a communication partner.

Channel expansion theory was developed by John. R. Carlson and Robert W. Zmud in 1999.

Background

Channel expansion theory (CET) is developed from media richness theorymedia richness theory as studies tested directly using media richness theory have turned out to have confusing results such as e-mail. Media richness theorists, Daft and Lengel, suggest that face-to-face communication is the best medium for equivocal, or complex, communication between two people.[2], whereas less-rich mediums can be effective so long as the complexity of the information being transferred from one party to the other does not exceed the channel's capacity.[2] Channel expansion theory moves away from Daft and Lengel's fixed labeling of rich and lean media. While media richness theory Media richness suggests that a given media has a fixed richness determined by its characteristics, channel expansion theory suggests the opposite. It introduces perceived media richness as a new concept, and states that media richness perception is dynamic. As long as individuals overcome the restrictions of the moderators, they will be able to generate richer perception toward the given media channel.



As Matt Germonprez argues, media richness fails to realize that social and cognitive have influence. Nevertheless, channel expansion theory is socially constructed, greatly impacted by the effect of communication partner. The critical approach emphasizes the role of context in shaping individual’s view toward a certain media channel: technology, organizational context, individual are all factors. From the critical social theory perspective, channel expansion needs to be measured through three time zones. Channel expansion increases between phase 1 and 2, but reduces between phase 2 and 3.

Related Theories CST the Habermas theory of communicative action