Self-disclosure in online media

Researchers with a technological, deterministic perspective have long argued that computermediated communications channels are inherently lean in conveying information quality (i.e. Media Richness Theory). However, by adopting an active audience perspective from Uses and Gratification Theory, this empirical study provides evidence that online media can be either lean or rich, depending upon media use and communication motives. In Study 1, some differences between a lean medium (i.e. text-based chatting) and a rich medium (i.e. voice-based chatting) are found. For instance, the results suggest that voice chatting is appropriate for an equivocal task, since it provides specific benefits (e.g. immediacy of feedback). In Study 2, an online survey method is used to show how a particular communication medium is used, based on consumers’ communication motivations. For example, it is found that a rich medium (i.e. voice chat) is appropriate for instrumental motivations. In contrast, consumers who participate in a lean medium (i.e. text chat) are ritually motivated.