Learning Objectives

After reading this chapter, you will be able to do the following:

  1. Explain social media and discuss how social media differ from mass media
  2. Articulate which qualities of an innovation will make it more likely to be adopted
  3. Explain how social network analysis explains the production and reproduction of memes
  4. Apply the concept of ambiguity to match a communication message to the appropriate communication channel
  5. Identify the gratifications sought by using particular media forms
  6. Compare and contrast major theoretical approaches to mediated communication
  7. Provide systematic understanding of a professional situation by employing principles of individual and social approaches to communication