figshare
Browse
Factors Influencing Media Choice For Interact With Their Students among Lectures of Two Academic Institutions Case of Iran.pdf (140.85 kB)

Factors Influencing Media Choice For Interact With Their Students among Lectures of Two Academic Institutions Case of Iran

Download (140.85 kB)
journal contribution
posted on 2018-06-21, 18:27 authored by Abbas Ghanbari BaghestanAbbas Ghanbari Baghestan, Muhammad Rahmati, Musa Abu Hassan
The aim of this paper is to report the findings on the impact of communication technology as channels on interaction
between academic staff and their students, conducted at an Iranian higher learning institution. Study focused on media
choice and it attempted to determine the communication channels most used by academic staffs in interacting with their students and the reasons they chose these channels. It also intended to find out whether there was a significant
relationship between communication channels most used by academic staffs and their perception of media richness. The
results revealed that though there is the existence of new communication technologies such as the internet which offers
faster and cheaper facilities, Face-to-Face communication is the most used and preferred communication channel by
academic staffs in interacting with their students. In addition there was significant relationship between communication
channel most used by respondents and their perception of media richness and social presence. That’s why with the
higher level of social presence, their level of experience with a channel increases. The findings of this study extend two
of the most widely investigated media choice theories: Media Richness Theory (MRT) and Social Presence Theory
(SPT).

History