Final answer:
A richer medium offers greater interactivity and feedback, aligning with Marshall McLuhan's view on how media characteristics shape communication. Radio exemplifies a richer medium by providing a dynamic experience and reaching diverse audiences.
Step-by-step explanation:
The primary benefit of choosing a richer medium is that the richer medium allows for greater interactivity and feedback. This concept correlates with media scholar Marshall McLuhan's assertion that "the medium is the message," indicating that each type of medium has intrinsic characteristics that shape the content and the way it is communicated. For instance, compared to print media, radio offers a more dynamic and interactive experience. It reaches broader audiences, accommodates linguistic diversity, and facilitates a collective experience. Richer media forms, like radio, allow storytellers to convey messages in a more powerful way, creating a shared, immersive experience that passive forms of media, such as print, cannot replicate.