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Channel expansion theory
Channel expansion theory is a theory of communication media perceptions that incorporates experiential factors to explain and predict user perceptions of the new communication media. The theory suggests that in order to understand users' varying perceptions of any medium, we need to consider users' prior knowledge-building experiences relating to use of the same medium.
Carson and Zmud, who developed the theory in 1999, identified the following four experiences as important in shaping individuals' perception of media richness: experience with the channel, experience with the message topic, experience with the organizational context, and experience with communication partner.
==Theory==
Channel expansion theory builds from a variety of theoretical perspectives that address perceptions of media channels. It combines elements from media richness theory with the social influence model that suggests that group member’s media perceptions and use align with those of the rest of the group members.
At the root of media richness and channel expansion theories is media naturalness theory that suggests that most people have the n that media that suppress face-to-face communication elements (e.g., the ability to use tone of voice) pose obstacles for the effective communication of knowledge. According to media naturalness theory, for example, students learning about school subjects online will perform more poorly in tests covering those subjects than students learning about the same subjects face-to-face. Carlson and Zmud, in turn, predicted that users of unnatural media will adapt to those media in a compensatory way, and thus developed a theory of channel expansion. Essentially, channel expansion theory suggests that perceptions of communication channel are likely to vary across users and explains the variation by incorporating one particularly important factor that has not been considered prior – media use experience. By acquiring knowledge-building experiences in four domains (channel, topic, partner, organizational context) identified in the theory, users will have increased ability to communicate effectively in various situational contexts and will thus perceive the channel as being richer. It is important to note that what Carlson and Zmud conceptualized as relevant experience in channel expansion is not just the length of time of channel use, but the nature of that use and the bases of knowledge developed through it.〔
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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