BUS 302 Chapter Notes - Chapter 4: Social Presence Theory, Arpanet, Web 2.0

• School: Stony Brook University
• Department: Business Management
• Course: BUS 302
• Professor: Ethan Pew

Document Summary

Describes practices for comm usually collaboratively and usually visible to more than one person. Interpersonal approaches: comm that primarily based on face-to-face dynamics (dyadic comm, ppl always trying to gain info from others an test predictions about others from info received. Self-disclosure expect someone to casually answer some basic questions and feel compelled to reciprocate by answering yourself: relational norms == informal rules. Norm of reciprocity should be give and take in conversation. Norms can vary online and could be influenced by gender. Anonymity more accepted online: limitations dyadic comm assumed to happen privately or semiprivately. Many dyadic convos are visible online and can become community discussions. Mass communication: what people (users/providers of media) do in aggregate, often observed publicly, traditionally. Source produces message encoded in media receiver receives and produces feedback. Two step flow = mass media influence opinion leaders who influence wider audience.