Media multiplexity theory
Media multiplexity theory was a concept developed by Caroline Haythornthwaite, based on her observations in organizational and educational settings. The theory posits that the more communication channels one uses with another person, the stronger the bond with that person. The theory is noted for its simplicity. Critics, however, believe that the theory lacks predictability and explanation of data.
Communication scholars have since taken the theory and used it to further their communication research, such as to examine media use in romantic relationships. The theory has also been used to examine media use expectancy violations, and impacts to these changes, within extended families. The theory has more recently been used by psychology scholars to further examine how one's enjoyment of the communication medium in use will affect relational ties, and to examine predictability patterns of media use.
Tie Strength (Weak vs. Strong)
The Strength of a tie, or relational closeness within a relationship, is determined through factors such as the time duration of the relationship, reciprocity, intimacy, emotional intensity, etc. The types of relationships that tend to demonstrate strong ties are the relationships that we have with friends who we are close with, prominent family members, and romantic partners. These strong tie relationships encourage more frequent information sharing and exchanging, have more self disclosure, and have a better chance of the two in the relationship sharing more similarities/qualities than differences. Weak ties are most commonly demonstrated through surface level friendships or acquaintances, and lack emotional intimacy/ intensity. These relationships tend to happen more casually, as they do not converse as often as strong ties, and are much less likely to show many similarities between the two in the relationship.Social Role
While the idea of Tie Strength is arguable the most important aspect to understanding media multiplexity, another factor that may play a crucial role in understanding the theory is evaluating ones social role within multimedia communication. For example, take maintaining the relationships we have with the important people in our lives while we are at our place of work. This could be a spouse or significant other. Here, adults may use mobile media communication, such as phone calls or texting, to plan and coordinate every day activities with their significant other, such as figuring out who will pick up the children after work. Members who are a part of the same social institution, which could include a group of work colleagues or a group of family members, may be encouraged to utilize multiple different types of communication channels. This may be done to help keep and maintain the coordination amongst the activities within said group. For example, some groups may decide that it is best/ most useful for them to use asynchronous forms of media to communicate with one and other because it does not call for immediate attention. It does not disrupt the person receiving the call or message in the moment they receive it, and allows for them to respond when it is convenient. In other cases the opposite could be true. A voice call may be considered the most efficient way of communicating virtually, if such communication requires a person be readily available, or if it requires the discussion of complex information.Media Multiplexity in Groups
A limitation to looking at many past research studies regarding the Media Multiplexity Theory, is that most of the prior work mainly only focused on evaluating the media communication between relationships that are dyads, which most often included romantic relationships or relationships that involve two close friends. Triads, or any media group communication that involved three or more people, is very underrepresented in the amount of studies available. A contributing reason for this is that studying group media communication requires a lot more coordination. It is harder to understand each group members preferences and time schedules which makes it difficult. Because of this, the results of these studies may not be able to be generalized to other groups which hurts future research.While this is the case, a study that was done by Caroline Lehmann and Sonja Utz, was able to find some strong media communication patters that were very commonly present amongst multiple groups. This was done by studying and looking at how different groups used different media communication channels. In their study, besides when it came to looking at groups that consisted of old people who just used email, it was noted that all other groups/ clusters that were studied heavily valued group chats. Through these group chats, most of the groups members in each group that was studied were said to have reported very similar levels of connectedness to the other group members. It can still be debated in how effective groups chats are in achieving group connectedness, however group chats do seem to play a crucial role in maintaining group friendships from a distance virtually.
The three types of media multiplexity (multimedia communication)
The media multiplexity theory contains three different types of multimedia communications, all of which are essential to the theory.- The first form is the number of media present within the tie/relationship. This shows the amount of different channels, such as social media apps, that are used between two partners in a specific relationship. Looking at this form specifically is how scholars have most commonly researched MMT in past studies. The other forms began to be explored more for MMT research, as it was understood that simply using a specific channel in a relationship does not mean that the channel is used often. Some relationships use certain media only on occasion.
- Because of this, frequency is the second form of media multiplexity within a relationship. This is recording how often people in a relationship use a specific channel or media to relay messages back and fourth.
- The third form of media multiplexity within a relationship is variability. This refers to looking at how the communication between people in a specific relationship differs depending on which channel or media the people in that relationship are using. Different situations may promote partners to use certain channels for varying time durations and reasons.
Synchronous vs. Asynchronous
Some research contrasts the MMT, and claims that it is possible that the frequency and number of media present within a relationship is not the important part in determining the strength of a relationship. What matters is the use of specific media channels. This is demonstrated through varying delays in response between different channels of media. Media channels that enable interactions in the relationship to take place in real time are referred to as synchronous. This can include face time, phone calls, and multiplayer online video gaming. Media channels that do not require real time interactions, or an immediate response are asynchronous. This includes channels such as most social media apps like Instagram, email, text, etc. Each maintain how a relationship will communicate differently.The five propositions of media multiplexity theory
This theory is composed of five propositions.- The first proposition is that media multiplexity and tie strength are positively associated with each other, where tie strength refers to the strength of the relational bond. Tie strengths can be broken down in to two categories, weak tie and strong tie.
- The next proposition is that the content of communication will be different depending on the tie strength, rather than by the channels of communication used.
- The next proposition is that media use and tie strength have a cause-relationship, meaning that over time they will cause the other.
- The next proposition is that changes in the media layout will influence weak bond.
- The last proposition is that groups hold a hierarchical order of expectational media use. This means that the group will come up with expectations of what communication mediums to use depending on the tie strengths.