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Media naturalness theory
Media naturalness theory was developed by Ned Kock. This theory is sometimes referred to as the psychobiological model,〔(Kock, N. (2004). The psychobiological model: Towards a new theory of computer-mediated communication based on Darwinian evolution. Organization Science, 15(3), 327–348. ). (PDF) . Retrieved on 6 January 2012.〕 or compensatory adaptation theory.〔(Kock, N. (2005b). Compensatory adaptation to media obstacles: An experimental study of process redesign dyads. Information Resources Management Journal, 18(2), 41–67 ). Igi-pub.com. Retrieved on 6 January 2012.〕 It has been used to understand human behavior toward technology in various contexts, such as: education,〔Paretti, M.C., McNair, L.D., & Holloway-Attaway, L. (2007). Teaching technical communication in an era of distributed work: A case study of collaboration between U.S. and Swedish students. Technical Communication Quarterly, 16(3), 327–353.〕 knowledge transfer,〔(Schwartz, D.G. (2007). Integrating knowledge transfer and computer-mediated communication: Categorizing barriers and possible responses. Knowledge Management Research & Practice, 5(4), 249–260 ). Cat.inist.fr. Retrieved on 6 January 2012.〕 communication in virtual environments,〔(Verhulsdonck, G. (2007). Issues of designing gestures into online interactions: Implications for communicating in virtual environments. In D. Novik & C. Spinuzzi (Eds.), Proceedings of the 25th annual ACM International Conference on Design of Communication (pp. 26–33). New York, NY: Association for Computing Machinery ). Portal.acm.org (2007-10-22). Retrieved on 6 January 2012.〕 e-negotiation,〔(Citera, M., Beauregard, R., & Mitsuya, T. (2005). An experimental study of credibility in e-negotiations. Psychology & Marketing, 22(2), 163–179 ). Doi.wiley.com (2004-12-15). Retrieved on 6 January 2012.〕 business process improvement,〔(DeLuca, D. (2003). Business process improvement using asynchronous e-collaboration: Testing the compensatory adaptation model. Doctoral Dissertation. Philadelphia, PA: Temple University ). Portal.acm.org. Retrieved on 6 January 2012.〕 trust and leadership in virtual teamwork,〔(DeRosa, D.M., Hantula, D.A., Kock, N., & D’Arcy, J.P. (2004). Trust and leadership in virtual teamwork: A media naturalness perspective. Human Resource Management, 34(2), 219–232 ). Doi.wiley.com (2004-08-18). Retrieved on 6 January 2012.〕 online learning,〔(Hrastinski, S. (2008). The potential of synchronous communication to enhance participation in online discussions: A case study of two e-learning courses. Information & Management, 45(7), 499–506 ). Portal.acm.org. Retrieved on 6 January 2012.〕〔(Kock, N., Verville, J., & Garza, V. (2007). Media naturalness and online learning: Findings supporting both the significant- and no-significant-difference perspectives. Decision Sciences Journal of Innovative Education, 5(2), 333–356 ). .interscience.wiley.com (2007-06-20). Retrieved on 6 January 2012.〕 maintenance of distributed relationships,〔(McKinney, V.R., & Whiteside, M.M. (2006). Maintaining distributed relationships. Communications of the ACM, 49(3), 82–87 ). Portal.acm.org. Retrieved on 6 January 2012.〕 performance in experimental tasks using various media,〔(Kock, N. (2007). Media naturalness and compensatory encoding: The burden of electronic media obstacles is on senders. Decision Support Systems, 44(1), 175–187 ). Portal.acm.org. Retrieved on 6 January 2012.〕〔(Simon, A.F. (2006). Computer-mediated communication: Task performance and satisfaction. Journal of Social Psychology, 146(3), 349–379 ). Heldref-publications.metapress.com (1970-01-01). Retrieved on 6 January 2012.〕 and modular production.〔(Kotabe, M., Parente, R., & Murray, J.Y. (2007). Antecedents and outcomes of modular production in the Brazilian automobile industry: A grounded theory approach. Journal of International Business Studies, 38(1), 84–107 ). Palgrave-journals.com (2007-01-03). Retrieved on 6 January 2012.〕 Media naturalness theory can be considered a Darwinian theory of behavior toward certain types of communication media.〔(Kock, N., Hantula, D.A., Hayne, S., Saad, G., Todd, P.M., & Watson, R.T. (2008). Introduction to Darwinian perspectives on electronic communication. IEEE Transactions on Professional Communication, 51(2), 133–146 ). Ieeexplore.ieee.org (2008-06-03). Retrieved on 6 January 2012.〕 Its development is also consistent with ideas from the field of evolutionary psychology.〔
The theory builds on human evolution ideas and has been proposed as an alternative to media richness theory. Media naturalness theory argues that since our Stone Age hominid ancestors have communicated primarily face-to-face, evolutionary pressures have led to the development of a brain that is consequently designed for that form of communication.〔〔(Volume 4, Article ). (PDF) . Retrieved on 6 January 2012.〕〔(Kock, N. (2005). Media richness or media naturalness? The evolution of our biological communication apparatus and its influence on our behavior toward e-communication tools. IEEE Transactions on Professional Communication, 48(2), 117–130 ). Ieeexplore.ieee.org (2005-05-31). Retrieved on 6 January 2012.〕 Other forms of communication are too recent and unlikely to have posed evolutionary pressures that could have shaped our brain in their direction. Using communication media that suppress key elements found in face-to-face communication, as many electronic communication media do, thus ends up posing cognitive obstacles to communication. This is particularly the case in the context of complex tasks (e.g., business process redesign, new product development, online learning), because such tasks seem to require more intense communication over extended periods of time than simple tasks.〔
== Biological basis ==
A simple thought experiment highlights the biological basis of media naturalness theory, and the fundamental difference between the media naturalness and media richness theories. Let us assume that the human species had evolved in an ancestral environment without light. If that were the case, modern humans would all be blind, and therefore a communication medium’s ability to convey facial expressions and body language would be irrelevant for effective communication. Conversely, a medium’s ability to convey smell might be fairly important for effective communication. This illustrates the fact that one cannot define a medium’s ability to support effective communication without taking into consideration characteristics of the communicators. Of these, biological characteristics often have an evolutionary basis.
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