The media coexistence approach: organizational and individual determinants of media choice in Singapore

While past research on media choice has focused on matching a particular medium with a particular type of task, the current study proposes a “media coexistence” approach. This approach suggests that different media have, at the same time, both unique attributes (which allow them to exist as complements in a portfolio of choices) and similarities (which allow users to substitute one medium for another when needed). A survey was conducted to identify the key determinants of media choice among managers and professionals in Singapore. Results suggest that media choice is multidimensional and not nearly as dichotomous as media richness theory suggests. For example, the same medium-telephones-can play a dual role depending on the circumstances. As a substitute for face-to-face communication (among heavy e-mail users or among lower level employees) and as a complement to other media such as e-mail or written communication. The media coexistence approach therefore provides a contingency view of media choice wherein different media can, depending on individual and organizational factors, serve as substitutes for and complements of each other