l aEnacting Media Use i

sing ICTs effectively is a major consideration for managers. This paper, which draws on 67 in-epth interviews with advanced ICT users, looks at that empirical data through two lenses: eick’s notion of enactment and Langer’s theory of mindfulness. We find that ICT use is more ealistically explained by employing the concepts of enactment, scripts, and mindful-ess/mindlessness in concert. Mindfulness is required for media richness theory to be predictive, nd organizational members construct the richness of one medium through the use of other me-ia