Understanding social media and mass media: a model for the study of collective interpersonal communication in the Int
Abstract
The global spread of the Internet has transformed collective communication and the ability of people to exercise simultaneously functions of both audiences and broadcasters as micromedia. Social media is presented as a complement and alternative to mass media. If the mass media is a professional communicator, social media is presented as a collective communicator. Individuals can answer back in the new communication ecosystem by participating actively in communication. A new heuristic model is presented to describe graphically the structure and relationships of interpersonal collective communication in the begining of the 21st century.
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