Learning Objectives
After reading this chapter, you will be able to do the following:
- Explain social media and discuss how social media differ from mass media
- Articulate which qualities of an innovation will make it more likely to be adopted
- Explain how social network analysis explains the production and reproduction of memes
- Apply the concept of ambiguity to match a communication message to the appropriate communication channel
- Identify the gratifications sought by using particular media forms
- Compare and contrast major theoretical approaches to mediated communication
- Provide systematic understanding of a professional situation by employing principles of individual and social approaches to communication