Masspersonal communication: A model bridging the mass-interpersonal divide

Abstract

Theoretical discussions about the false dichotomy between interpersonal and mass communication scholarship continue while the emergence of powerful and flexible digital communication tools have made the old distinctions more permeable than ever. Individuals are using communication technologies in ways that expand the intersection of interpersonal communication and mass communication, calling for new frameworks. We introduce masspersonal communication as a concept at the intersections of mass and interpersonal communication, with examples from older and newer communication technologies and practices. The masspersonal communication model is introduced incorporating two dimensions—perceived message accessibility and message personalization—that link mass communication and interpersonal communication and redefine each independent of channel.