1. Media Richness Theory
‫ﺭﺳﺎﻧﻪ‬ ‫ﻏﻨﺎﻱ‬ ‫ﻧﻈﺮﻳﻪ‬

2. ‫ﻣﻘﺪﻣﻪ‬
•‫ﻧﻈﺮﻳﻪ‬‫ﻏﻨﺎﻱ‬‫ﺭﺳﺎﻧﻪ‬‫ﻳﺎ‬‫ﺗﻮﺍﻧﻤﻨﺪﻱ‬‫ﺭﺳﺎﻧﻪ‬‫ﺗﻮﺳﻂ‬،‫ﺗﺮﻭﻳﻨﻮ‬‫ﻟﻨﮕﻞ‬‫ﻭ‬‫ﻫﻤﻜﺎﺭﺍﻧﺸﺎﻥ‬‫ﺩﺭ‬
‫ﺳﺎﻝ‬1987‫ﻣﻄﺮﺡ‬‫ﺷﺪ‬.‫ﻣﻮﺿﻮﻉ‬‫ﺍﺻﻠﻲ‬‫ﺩﺭ‬‫ﺍﻳﻦ‬،‫ﻧﻈﺮﻳﻪ‬‫ﺗﻮﺍﻧﺎﻳﻲ‬‫ﻳﻚ‬‫ﺭﺳﺎﻧﻪ‬‫ﺩﺭ‬‫ﺍﻧﺘﻘﺎﻝ‬
‫ﺍﻃﻼﻋﺎﺕ‬‫ﺍﺳﺖ‬.‫ﺍﻧﻮﺍﻉ‬‫ﻣﺨﺘﻠﻒ‬‫ﻫﺎﻱ‬‫ﺗﻜﻨﻮﻟﻮژﻱ‬‫ﺍﺭﺗﺒﺎﻃﻲ‬‫ﺗﺄﺛﻴﺮﺍﺕ‬‫ﻣﺘﻔﺎﻭﺗﻲ‬‫ﺑﺮ‬
‫ﻣﺤﺘﻮﺍﻱ‬‫ﻫﺎﻳﻲ‬‫ﭘﻴﺎﻡ‬‫ﻛﻪ‬‫ﻣﻨﺘﻘﻞ‬،‫ﻛﻨﻨﺪ‬‫ﻣﻲ‬‫ﺑﺮﺟﺎﻱ‬‫ﮔﺬﺍﺭﻧﺪ‬‫ﻣﻲ‬.

3. ‫ﺭﺳﺎﻧﻪ‬ ‫ﻏﻨﺎﻱ‬ ‫ﻧﻈﺮﻳﻪ‬ ‫ﺗﻌﺮﻳﻒ‬
•‫ﻣﻄﺎﺑﻖ‬‫ﻧﻈﺮﻳﻪ‬‫ﻏﻨﺎﻱ‬،‫ﺭﺳﺎﻧﻪ‬‫ﻣﻴﺰﺍﻥ‬‫ﺗﺮﺍﻛﻢ‬‫ﺍﻃﻼﻋﺎﺗﻲ‬‫ﻛﻪ‬‫ﻳﻚ‬‫ﺭﺳﺎﻧﻪ‬‫ﺍﻧﺘﻘﺎﻝ‬،‫ﺩﻫﺪ‬‫ﻣﻲ‬‫ﺑﻪ‬‫ﺗﻮﺍﻧﺎﻳﻲ‬‫ﻭ‬
‫ﻇﺮﻓﻴﺖ‬‫ﺭﺳﺎﻧﻪ‬‫ﺑﺴﺘﮕﻲ‬‫ﺩﺍﺭﺩ‬.،‫ﺍﻭﻫﻴﺰ‬‫ﻓﺮﺩﺭﻳﻚ‬‫ﻭ‬‫ﺷﺎﻭﺭ‬‫ﺩﺭ‬‫ﺳﺎﻝ‬1998‫ﻧﻈﺮﻳﻪ‬‫ﻏﻨﺎﻱ‬‫ﺭﺳﺎﻧﻪ‬‫ﺭﺍ‬‫ﭼﻨﻴﻦ‬
‫ﺗﻌﺮﻳﻒ‬‫ﻛﻨﻨﺪ‬‫ﻣﻲ‬:»‫ﺗﻮﺍﻧﺎﻳﻲ‬‫ﻳﻚ‬‫ﻛﺎﻧﺎﻝ‬‫ﺍﺭﺗﺒﺎﻃﻲ‬‫ﺩﺭ‬‫ﺟﺎ‬‫ﺟﺎﺑﻪ‬‫ﻛﺮﺩﻥ‬‫ﺍﻃﻼﻋﺎﺕ‬‫ﻳﺎ‬‫ﺍﻧﺘﻘﺎﻝ‬‫ﻣﻌﻨﺎﻱ‬
‫ﻣﻮﺟﻮﺩ‬‫ﺩﺭ‬‫ﻳﻚ‬‫ﭘﻴﺎﻡ‬«.‫ﺑﺪﻳﻦ‬،‫ﺗﺮﺗﻴﺐ‬‫ﺍﻳﻦ‬‫ﻧﻈﺮﻳﻪ‬‫ﮔﻮﻳﺪ‬‫ﻣﻲ‬‫ﻫﺮ‬‫ﺭﺳﺎﻧﻪ‬‫ﺍﻱ‬‫ﺍﺯ‬‫ﺗﻮﺍﻧﺎﻳﻲ‬‫ﻭ‬‫ﻇﺮﻓﻴﺖ‬
‫ﻣﺸﺨﺼﻲ‬‫ﺑﺮﺍﻱ‬‫ﺍﻧﺘﻘﺎﻝ‬‫ﻫﺎﻱ‬‫ﭘﻴﺎﻡ‬‫ﮔﻮﻧﺎﮔﻮﻥ‬‫ﺑﺮﺧﻮﺭﺩﺍﺭ‬‫ﺍﺳﺖ‬.
•‫ﺑﺮ‬‫ﺍﺳﺎﺱ‬‫ﻧﻈﺮﻳﻪ‬‫ﻏﻨﺎﻱ‬،‫ﺭﺳﺎﻧﻪ‬‫ﺍﻧﺘﺨﺎﺏ‬‫ﺭﺳﺎﻧﻪ‬‫ﺑﺮﺍﻱ‬‫ﺍﻧﺘﻘﺎﻝ‬‫ﭘﻴﺎﻡ‬‫ﺑﺎﻳﺪ‬‫ﺑﺮ‬‫ﺍﺳﺎﺱ‬‫ﻫﺎ‬‫ﻭﻳﮋﮔﻲ‬‫ﻭ‬
‫ﻫﺎﻱ‬‫ﻗﺎﺑﻠﻴﺖ‬‫ﺧﺎﺹ‬‫ﺭﺳﺎﻧﻪ‬‫ﻭ‬‫ﻣﺎﻫﻴﺖ‬‫ﻣﺤﺘﻮﺍﻱ‬‫ﭘﻴﺎﻡ‬‫ﺻﻮﺭﺕ‬‫ﮔﻴﺮﺩ‬‫ﻭ‬‫ﺍﻳﻨﻜﻪ‬‫ﺗﺎ‬‫ﭼﻪ‬‫ﻣﻴﺰﺍﻥ‬‫ﺭﺳﺎﻧﻪ‬‫ﻗﺎﺩﺭ‬
،‫ﺍﺳﺖ‬‫ﺩﺭﻙ‬‫ﺍﻃﻼﻋﺎﺕ‬‫ﺭﺍ‬‫ﺑﺮﺍﻱ‬‫ﻣﺨﺎﻃﺐ‬‫ﺗﺴﻬﻴﻞ‬‫ﻧﻤﺎﻳﺪ‬.‫ﻣﻄﺎﺑﻖ‬‫ﺑﺎ‬‫ﻧﻈﺮﻳﻪ‬‫ﻏﻨﺎﻱ‬،‫ﺭﺳﺎﻧﻪ‬‫ﺭﺳﺎﻧﻪ‬‫ﺍﻱ‬
‫ﻛﻪ‬‫ﻇﺮﻓﻴﺖ‬‫ﺍﻧﺘﻘﺎﻝ‬‫ﻫﺎﻱ‬‫ﻧﺸﺎﻧﻪ‬‫ﭼﻨﺪﺟﺎﻧﺒﻪ‬‫ﻧﻈﻴﺮ‬‫ﻫﺎﻱ‬‫ﻧﺸﺎﻧﻪ‬،‫ﺁﻭﺍﻳﻲ‬‫ﺣﺮﻛﺘﻲ‬‫ﻭ‬...،‫ﺩﺭﻳﺎﻓﺖ‬‫ﺑﺎﺯﺧﻮﺭﺩ‬
،‫ﺳﺮﻳﻊ‬‫ﺑﻬﺮﻩ‬‫ﮔﻴﺮﻱ‬‫ﺍﺯ‬‫ﺻﺪﺍ‬‫ﻭ‬‫ﺗﺼﻮﻳﺮ‬‫ﻭ‬‫ﺍﺳﺘﻔﺎﺩﻩ‬‫ﺍﺯ‬‫ﺗﻌﺎﻣﻼﺕ‬‫ﻭ‬‫ﺍﺭﺗﺒﺎﻃﺎﺕ‬‫ﺷﺨﺼﻲ‬‫ﺭﺍ‬‫ﺩﺍﺷﺘﻪ‬‫ﺑﺎﺷﺪ‬
)،‫ﺩﺍﻓﺖ‬‫ﻟﻨﮕﻞ‬‫ﻭ‬،‫ﺗﺮﻭﻳﻨﻮ‬1987(،‫ﺗﺮﻳﻦ‬‫ﻏﻨﻲ‬‫ﺭﺳﺎﻧﻪ‬‫ﺑﺮﺍﻱ‬‫ﺍﻧﺘﻘﺎﻝ‬‫ﭘﻴﺎﻡ‬‫ﺗﻮﺍﻧﺪ‬‫ﻣﻲ‬‫ﺑﺎﺷﺪ‬.

4. ‫ﺭﺳﺎﻧﻪ‬ ‫ﻏﻨﺎﻱ‬ ‫ﻫﺎﻱ‬‫ﻭﻳﮋﮔﻲ‬
•‫ﺑﺎﺭﻳﻮﺱ‬‫ﻭ‬‫ﭼﺎﭘﻠﻴﻦ‬‫ﻭ‬‫ﻫﻤﻜﺎﺭﺍﻧﺸﺎﻥ‬)1992(‫ﺩﺭ‬‫ﺑﺮﺭﺳﻲ‬‫ﺗﻮﺍﻧﺎﻳﻲ‬‫ﺭﺳﺎﻧﻪ‬‫ﺩﺭ‬‫ﺍﻧﺘﻘﺎﻝ‬‫ﭘﻴﺎﻡ‬‫ﺑﻪ‬‫ﺩﻭ‬‫ﻭﻳﮋﮔﻲ‬
‫ﺍﺷﺎﺭﻩ‬‫ﻛﺮﺩﻧﺪ‬:‫ﻇﺮﻓﻴﺖ‬‫ﺍﻧﺘﻘﺎﻝ‬‫ﺩﺍﺩﻩ‬‫ﻭ‬‫ﻇﺮﻓﻴﺖ‬‫ﺍﻧﺘﻘﺎﻝ‬‫ﻧﻤﺎﺩﻫﺎ‬.‫ﻇﺮﻓﻴﺖ‬‫ﺍﻧﺘﻘﺎﻝ‬،‫ﺩﺍﺩﻩ‬‫ﻫﻤﺎﻥ‬‫ﺗﻮﺍﻧﺎﻳﻲ‬‫ﺭﺳﺎﻧﻪ‬
‫ﺩﺭ‬‫ﺍﻧﺘﻘﺎﻝ‬‫ﺍﻃﻼﻋﺎﺕ‬‫ﺍﺳﺖ‬‫ﻭ‬‫ﻇﺮﻓﻴﺖ‬‫ﺍﻧﺘﻘﺎﻝ‬،‫ﻧﻤﺎﺩ‬‫ﺗﻮﺍﻧﺎﻳﻲ‬‫ﺭﺳﺎﻧﻪ‬‫ﺩﺭ‬‫ﺍﻧﺘﻘﺎﻝ‬‫ﺍﻃﻼﻋﺎﺗﻲ‬‫ﺩﺭﺑﺎﺭﻩ‬‫ﻣﻌﻨﺎﻱ‬
‫ﻣﻘﺼﻮﺩ‬‫ﺍﺭﺗﺒﺎﻁ‬‫ﮔﺮ‬‫ﻭ‬‫ﺑﻪ‬‫ﺑﻴﺎﻥ‬،‫ﺩﻳﮕﺮ‬‫ﺗﻮﺍﻧﺎﻳﻲ‬‫ﻭ‬‫ﻇﺮﻓﻴﺖ‬‫ﺍﻧﺘﻘﺎﻝ‬‫ﻧﻤﺎﺩﻫﺎﻳﻲ‬‫ﺍﺳﺖ‬‫ﻛﻪ‬‫ﭘﻴﺎﻡ‬‫ﺭﺍ‬‫ﺷﻜﻞ‬
‫ﺩﻫﻨﺪ‬‫ﻣﻲ‬.
•،‫ﻣﺤﻘﻘﺎﻥ‬‫ﺭﺳﺎﻧﻪ‬‫ﻫﺎﻱ‬‫ﺍﺭﺗﺒﺎﻃﻲ‬‫ﺭﺍ‬‫ﺑﺮ‬‫ﺍﺳﺎﺱ‬‫ﻫﺎﻱ‬‫ﺗﻮﺍﻧﺎﻳﻲ‬‫ﻫﺎ‬‫ﺁﻥ‬‫ﺩﺭ‬‫ﺍﻧﺘﻘﺎﻝ‬‫ﻫﺮ‬‫ﺩﻭ‬‫ﮔﻮﻧﻪ‬،‫ﺍﻃﻼﻋﺎﺕ‬‫ﺑﻪ‬
‫ﻭﻳﮋﻩ‬‫ﺍﻃﻼﻋﺎﺕ‬‫ﻧﻤﺎﺩﻳﻦ‬‫ﻣﻮﺭﺩ‬‫ﺑﺮﺭﺳﻲ‬‫ﻗﺮﺍﺭ‬‫ﺩﻫﻨﺪ‬‫ﻣﻲ‬.،‫ﻫﻤﭽﻨﻴﻦ‬‫ﺍﺭﺯﻳﺎﺑﻲ‬‫ﺗﻮﺍﻧﺎﻳﻲ‬‫ﺭﺳﺎﻧﻪ‬‫ﺩﺭ‬‫ﺍﻧﺘﻘﺎﻝ‬
‫ﺍﻃﻼﻋﺎﺕ‬‫ﺑﺮ‬‫ﻣﺒﻨﺎﻱ‬‫ﺗﻮﺍﻧﺎﻳﻲ‬‫ﺭﺳﺎﻧﻪ‬‫ﺑﺮ‬‫ﺍﺭﺍﻳﻪ‬‫ﺍﻧﻮﺍﻉ‬‫ﺑﺎﺯﺧﻮﺭﺩﻫﺎﻱ‬‫ﻓﻮﺭﻱ‬‫ﻧﻈﻴﺮ‬‫ﻧﺸﺎﻧﻪ‬‫ﻫﺎﻱ‬‫ﺍﺭﺗﺒﺎﻁ‬‫ﻏﻴﺮ‬
‫ﻛﻼﻣﻲ‬-‫ﻛﻪ‬‫ﺍﺣﺴﺎﺳﺎﺕ‬‫ﻳﺎ‬‫ﻋﻮﺍﻃﻒ‬‫ﺍﺭﺗﺒﺎﻁ‬‫ﮔﺮﺍﻥ‬‫ﺭﺍ‬‫ﻧﻴﺰ‬‫ﺑﻪ‬‫ﮔﻴﺮﻧﺪﮔﺎﻥ‬‫ﻫﺪﻑ‬‫ﺍﻧﺘﻘﺎﻝ‬‫ﺩﻫﺪ‬‫ﻣﻲ‬-‫ﺻﻮﺭﺕ‬
‫ﮔﻴﺮﺩ‬‫ﻣﻲ‬.

5. ‫ﺍﻋﺘﻤﺎﺩﻱ‬‫ﺑﻲ‬ ‫ﻭ‬ ‫ﺍﺑﻬﺎﻡ‬
•‫ﺑﻲ‬‫ﺍﻋﺘﻤﺎﺩﻱ‬‫ﻋﺒﺎﺭﺕ‬‫ﺍﺳﺖ‬‫ﺍﺯ‬:»‫ﺗﻔﺎﻭﺕ‬‫ﻣﻴﺎﻥ‬‫ﻣﻴﺰﺍﻥ‬‫ﺍﻃﻼﻋﺎﺕ‬‫ﻣﻮﺭﺩ‬‫ﻧﻴﺎﺯ‬‫ﺑﺮﺍﻱ‬‫ﺍﻧﺠﺎﻡ‬‫ﻛﺎﺭ‬‫ﻭ‬
‫ﻣﻴﺰﺍﻥ‬‫ﺍﻃﻼﻋﺎﺗﻲ‬‫ﻛﻪ‬‫ﺩﺭ‬‫ﺣﺎﻝ‬‫ﺣﺎﺿﺮ‬‫ﻭﺟﻮﺩ‬‫ﺩﺍﺭﺩ‬.«
•‫ﺍﺑﻬﺎﻡ‬‫ﻋﺒﺎﺭﺕ‬‫ﺍﺳﺖ‬‫ﺍﺯ‬:»‫ﺗﻔﺎﺳﻴﺮ‬‫ﻣﺘﻌﺎﺭﺽ‬‫ﻣﻮﺟﻮﺩ‬‫ﺩﺭﺑﺎﺭﻩ‬‫ﻣﻮﻗﻌﻴﺖ‬‫ﻳﻚ‬‫ﮔﺮﻭﻩ‬‫ﻳﺎ‬‫ﻣﺤﻴﻂ‬.«
•‫ﺑﺮ‬‫ﺍﺳﺎﺱ‬‫ﺍﻳﻦ‬،‫ﻧﻈﺮﻳﻪ‬‫ﻣﺎﻫﻴﺖ‬‫ﻓﺮﺍﻳﻨﺪ‬،‫ﺍﻃﻼﻋﺎﺕ‬‫ﻣﻴﺰﺍﻥ‬‫ﺑﻲ‬‫ﺍﻋﺘﻤﺎﺩﻱ‬‫ﻭ‬‫ﺍﺑﻬﺎﻡ‬‫ﺭﺍ‬‫ﻛﺎﻫﺶ‬
‫ﺩﻫﺪ‬‫ﻣﻲ‬.)‫ﺩﺍﻓﺖ‬‫ﻭ‬‫ﻟﻨﮕﻞ‬1986(
•‫ﺑﻨﺎ‬‫ﺑﺮ‬‫ﻧﻈﺮ‬،‫ﻣﺤﻘﻘﺎﻥ‬‫ﺯﻣﺎﻧﻲ‬‫ﻣﻴﺰﺍﻥ‬‫ﺍﺑﻬﺎﻡ‬‫ﺑﺎﻻﺳﺖ‬‫ﻛﻪ‬‫ﻓﺮﺩ‬‫ﺩﺍﻧﺪ‬‫ﻧﻤﻲ‬‫ﭼﻪ‬‫ﺳﺆﺍﻻﺗﻲ‬‫ﺑﺎﻳﺪ‬
‫ﻣﻄﺮﺡ‬‫ﺷﻮﻧﺪ‬‫ﻭ‬‫ﺯﻣﺎﻧﻲ‬‫ﻋﺪﻡ‬‫ﺍﻃﻤﻴﻨﺎﻥ‬‫ﺑﺎﻻﺳﺖ‬‫ﻛﻪ‬‫ﻓﺮﺩ‬‫ﻳﺎ‬‫ﮔﺮﻭﻩ‬‫ﻧﺴﺒﺖ‬‫ﺑﻪ‬‫ﺳﺆﺍﻻﺗﻲ‬‫ﺁﮔﺎﻫﻲ‬
‫ﺩﺍﺭﺩ‬‫ﺍﻣﺎ‬‫ﻧﻴﺎﺯ‬‫ﻛﻤﻲ‬‫ﺑﻪ‬‫ﺍﻃﻼﻋﺎﺕ‬‫ﺍﺣﺴﺎﺱ‬‫ﺷﻮﺩ‬‫ﻣﻲ‬.‫ﺑﺎ‬‫ﺍﻓﺰﺍﻳﺶ‬‫ﺍﻃﻼﻋﺎﺕ‬‫ﻭ‬‫ﺍﻧﺘﺨﺎﺏ‬‫ﺩﺭﺳﺖ‬
‫ﺭﺳﺎﻧﻪ‬،‫ﺍﺭﺗﺒﺎﻃﻲ‬‫ﻋﺪﻡ‬‫ﺍﻃﻤﻴﻨﺎﻥ‬‫ﻭ‬‫ﺍﺑﻬﺎﻡ‬‫ﻛﺎﻫﺶ‬‫ﻳﺎﺑﺪ‬‫ﻣﻲ‬.

6. ‫ﻭ‬ ‫ﺍﺑﻬﺎﻡ‬‫ﺍﻋﺘﻤﺎﺩﻱ‬‫ﺑﻲ‬-‫ﺍﺩﺍﻣﻪ‬
•‫ﻛﻨﺪﻱ‬)1997(‫ﻣﻌﺘﻘﺪ‬،‫ﺍﺳﺖ‬‫ﺗﻮﺍﻧﺎﻳﻲ‬‫ﺭﺳﺎﻧﻪ‬‫ﺩﺭ‬‫ﺍﻧﺘﻘﺎﻝ‬‫ﺍﻃﻼﻋﺎﺕ‬،‫ﺗﻮﺍﻧﺪ‬‫ﻣﻲ‬
‫ﻓﺮﺍﻳﻨﺪ‬‫ﺗﺼﻤﻴﻢ‬‫ﺳﺎﺯﻱ‬‫ﺩﺭ‬‫ﺧﺼﻮﺹ‬‫ﺍﻧﺘﺨﺎﺏ‬‫ﻳﻚ‬‫ﺭﺳﺎﻧﻪ‬‫ﺍﺯ‬‫ﻣﻴﺎﻥ‬‫ﻫﻤﻪ‬‫ﻫﺎ‬‫ﺭﺳﺎﻧﻪ‬
‫ﺑﺮﺍﻱ‬‫ﺑﺮﻗﺮﺍﺭﻱ‬‫ﺍﺭﺗﺒﺎﻁ‬‫ﺭﺍ‬‫ﺗﻮﺿﻴﺢ‬‫ﺩﻫﺪ‬.‫ﺑﻪ‬‫ﻋﻨﻮﺍﻥ‬،‫ﻣﺜﺎﻝ‬‫ﺗﻠﻮﻳﺰﻳﻮﻥ‬‫ﻭ‬‫ﺍﻳﻨﺘﺮﻧﺖ‬‫ﺑﻪ‬
‫ﺳﺒﺐ‬‫ﻫﺎﻱ‬‫ﻭﻳﮋﮔﻲ‬‫ﺷﺎﻥ‬‫ﺑﺼﺮﻱ‬‫ﺗﻮﺍﻧﺎﻳﻲ‬‫ﺍﻧﺘﻘﺎﻝ‬‫ﺍﻃﻼﻋﺎﺕ‬‫ﺑﻴﺸﺘﺮﻱ‬‫ﺭﺍ‬‫ﻧﺴﺒﺖ‬‫ﺑﻪ‬
‫ﺭﺍﺩﻳﻮ‬‫ﺩﺍﺭﻧﺪ‬.‫ﺍﻳﻦ‬‫ﻧﻈﺮﻳﻪ‬ً‫ﺎ‬‫ﻣﺴﺘﻘﻴﻤ‬‫ﭘﻴﺸﻨﻬﺎﺩ‬‫ﺩﻫﺪ‬‫ﻧﻤﻲ‬‫ﻛﻪ‬‫ﻛﺪﺍﻡ‬‫ﻫﺎ‬‫ﺭﺳﺎﻧﻪ‬‫ﻗﺎﺑﻠﻴﺖ‬
‫ﺑﻴﺸﺘﺮﻱ‬‫ﺩﺍﺭﻧﺪ‬‫ﺍﻣﺎ‬‫ﭘﺎﺳﺨﻲ‬‫ﺑﺮﺍﻱ‬‫ﭼﺮﺍﻳﻲ‬‫ﺑﻬﺘﺮ‬‫ﺑﻮﺩﻥ‬‫ﻳﻚ‬‫ﺭﺳﺎﻧﻪ‬)‫ﺑﺎ‬‫ﺗﻮﺟﻪ‬‫ﺑﻪ‬
‫ﻣﻮﻗﻌﻴﺖ‬‫ﺍﺭﺗﺒﺎﻃﻲ‬(‫ﺍﺭﺍﻳﻪ‬‫ﺩﻫﺪ‬‫ﻣﻲ‬.

7. ‫ﺳﺎﺯﻣﺎﻧﻲ‬ ‫ﺍﺭﺗﺒﺎﻃﺎﺕ‬
•‫ﻧﻈﺮﻳﻪ‬‫ﻏﻨﺎﻱ‬‫ﺭﺳﺎﻧﻪ‬‫ﺩﺭ‬‫ﺧﺼﻮﺹ‬‫ﺍﺭﺗﺒﺎﻃﺎﺕ‬‫ﺳﺎﺯﻣﺎﻧﻲ‬‫ﻛﺎﺭﺑﺮﺩ‬‫ﺑﺴﻴﺎﺭ‬‫ﻣﻔﻴﺪﻱ‬‫ﺩﺍﺭﺩ‬.ً‫ﻼ‬‫ﻣﺜ‬‫ﺩﺭ‬
‫ﺟﻬﺖ‬‫ﻛﺎﻫﺶ‬‫ﺑﻲ‬‫ﺍﻋﺘﻤﺎﺩﻱ‬‫ﻛﺎﺭﻛﻨﺎﻥ‬‫ﺩﺭ‬‫ﺁﺷﻨﺎﻳﻲ‬‫ﻧﺴﺒﺖ‬‫ﺑﻪ‬‫ﻭﻇﺎﻳﻔﺸﺎﻥ‬‫ﺩﺭ‬‫ﻣﺤﻴﻂ‬‫ﻛﺎﺭ‬‫ﻭ‬
‫ﻫﻤﭽﻨﻴﻦ‬‫ﺩﺭ‬‫ﻛﺎﻫﺶ‬‫ﺍﺑﻬﺎﻡ‬‫ﻧﺴﺒﺖ‬‫ﺑﻪ‬‫ﻣﻮﻗﻌﻴﺖ‬‫ﻳﻚ‬‫ﮔﺮﻭﻩ‬‫ﺩﺭ‬‫ﺳﺎﺯﻣﺎﻥ‬.
•‫ﻧﻈﺮﻳﻪ‬‫ﻏﻨﺎﻱ‬،‫ﺭﺳﺎﻧﻪ‬ً‫ﻻ‬‫ﻣﻌﻤﻮ‬‫ﺩﺭ‬‫ﻣﻮﺭﺩ‬‫ﺍﻧﺘﺨﺎﺏ‬‫ﺭﺳﺎﻧﻪ‬‫ﺍﺭﺗﺒﺎﻃﻲ‬‫ﺩﺭ‬‫ﻫﺎ‬‫ﺳﺎﺯﻣﺎﻥ‬‫ﺑﻪ‬‫ﻛﺎﺭ‬‫ﺑﺮﺩﻩ‬
‫ﺷﻮﺩ‬‫ﻣﻲ‬.‫ﺩﺭ‬‫ﺍﻳﻦ‬،‫ﺣﺎﻟﺖ‬‫ﺍﻳﻦ‬‫ﻧﻈﺮﻳﻪ‬‫ﺑﻪ‬‫ﺗﺒﻴﻴﻦ‬‫ﺩﻻﻳﻞ‬‫ﻛﺎﺭﺁﻣﺪﻱ‬‫ﻫﺮ‬‫ﻧﻮﻉ‬‫ﺭﺳﺎﻧﻪ‬‫ﺑﺮﺍﻱ‬‫ﺍﻧﺠﺎﻡ‬
‫ﺑﺮﺧﻲ‬‫ﺍﻣﻮﺭ‬‫ﻣﻌﻴﻦ‬‫ﭘﺮﺩﺍﺯﺩ‬‫ﻣﻲ‬.‫ﻣﻄﺎﺑﻖ‬‫ﻧﻈﺮ‬‫ﺩﺍﻓﺖ‬‫ﻭ‬‫ﻟﻨﮕﻞ‬)1984(،‫ﺭﺳﺎﻧﻪ‬‫ﻫﺎﻱ‬‫ﭼﺎﭘﻲ‬‫ﺑﺮﺍﻱ‬
‫ﺍﻧﺘﻘﺎﻝ‬‫ﻫﺎﻱ‬‫ﭘﻴﺎﻡ‬‫ﻭﺍﺿﺢ‬‫ﻭ‬‫ﺷﻔﺎﻑ‬،‫ﺗﺮﻧﺪ‬‫ﻣﻨﺎﺳﺐ‬‫ﺩﺭ‬‫ﺣﺎﻟﻲ‬‫ﻛﻪ‬‫ﺑﻬﺘﺮ‬‫ﺍﺳﺖ‬‫ﺍﺯ‬‫ﺭﺳﺎﻧﻪ‬‫ﺍﺭﺗﺒﺎﻁ‬
‫ﭼﻬﺮﻩ‬‫ﺑﻪ‬‫ﭼﻬﺮﻩ‬‫ﺑﺮﺍﻱ‬‫ﻫﺎﻳﻲ‬‫ﭘﻴﺎﻡ‬‫ﻛﻪ‬‫ﺍﺑﻬﺎﻡ‬،‫ﺩﺍﺭﻧﺪ‬‫ﺍﺳﺘﻔﺎﺩﻩ‬‫ﮔﺮﺩﺩ‬.

8. ‫ﺍﺭﺗﺒﺎﻃﺎﺕ‬‫ﺳﺎﺯﻣﺎﻧﻲ‬-‫ﺍﺩﺍﻣﻪ‬
•‫ﺩﺭ‬‫ﻧﻈﺮﻳﻪ‬‫ﻏﻨﺎﻱ‬،‫ﺭﺳﺎﻧﻪ‬‫ﺍﺭﺗﺒﺎﻁ‬‫ﭼﻬﺮﻩ‬‫ﺑﻪ‬‫ﭼﻬﺮﻩ‬‫ﻭ‬‫ﺟﻠﺴﺎﺕ‬)‫ﻫﺎ‬‫ﻣﻴﺘﻴﻨﮓ‬(،‫ﻳﻚ‬
‫ﺭﺳﺎﻧﻪ‬‫ﺍﺭﺗﺒﺎﻃﻲ‬‫ﺗﺮ‬‫ﻗﻮﻱ‬‫ﻣﺤﺴﻮﺏ‬‫ﺷﻮﺩ‬‫ﻣﻲ‬.،‫ﺳﭙﺲ‬‫ﺑﻪ‬،‫ﺗﺮﺗﻴﺐ‬،‫ﺗﻠﻔﻦ‬‫ﭘﺴﺖ‬
،‫ﺍﻟﻜﺘﺮﻭﻧﻴﻚ‬‫ﻳﺎﺩﺩﺍﺷﺖ‬‫ﻭ‬‫ﻫﺎ‬‫ﻧﺎﻣﻪ‬‫ﺍﺯ‬‫ﻧﻈﺮ‬‫ﺗﻮﺍﻧﺎﻳﻲ‬‫ﺍﻧﺘﻘﺎﻝ‬‫ﭘﻴﺎﻡ‬‫ﻗﺮﺍﺭ‬‫ﮔﻴﺮﻧﺪ‬‫ﻣﻲ‬.
)‫ﺭﺍﻳﺲ‬‫ﻭ‬‫ﺷﻮﻙ‬1990(
•‫ﺍﺯ‬‫ﺩﻳﺪﮔﺎﻩ‬‫ﻣﺪﻳﺮﻳﺖ‬،‫ﺍﺳﺘﺮﺍﺗﮋﻳﻚ‬‫ﻧﻈﺮﻳﻪ‬‫ﻏﻨﺎﻱ‬‫ﺭﺳﺎﻧﻪ‬‫ﺍﻱ‬‫ﮔﻮﻳﺪ‬‫ﻣﻲ‬‫ﻣﺪﻳﺮﺍﻥ‬
‫ﺍﺛﺮﮔﺬﺍﺭ‬‫ﺑﺎ‬‫ﺗﻮﺟﻪ‬‫ﺑﻪ‬‫ﻫﺪﻑ‬،‫ﺧﻮﺩ‬‫ﺑﻪ‬‫ﻃﻮﺭ‬‫ﻣﻨﻄﻘﻲ‬‫ﺍﺯ‬‫ﻣﻴﺎﻥ‬‫ﺭﺳﺎﻧﻪ‬‫ﻫﺎﻱ‬،‫ﺍﺭﺗﺒﺎﻃﻲ‬
‫ﺗﺮﻳﻦ‬‫ﻣﻨﺎﺳﺐ‬‫ﺁﻥ‬‫ﺭﺍ‬‫ﺑﺮﺍﻱ‬‫ﺗﺤﻘﻖ‬‫ﻫﺪﻑ‬‫ﺍﻧﺘﺨﺎﺏ‬‫ﻛﻨﻨﺪ‬‫ﻣﻲ‬.