D) All of the Above: Reinvigorating Masspersonal Communication Within the Discipline

• In Event: Clarifying and Advancing Theory in Mass Communication Research (TOP PAPER ENTRY)

Abstract

The masspersonal approach to communication reflects a highly utile, yet relatively unknown, means of bridging mass and interpersonal communication scholarship. This work seeks to reintroduce the concept of masspersonal communication and revitalize scholarship applying the masspersonal model, which affords a means of exploring messages independent of channel. After introducing the concept, we highlight three theories particularly apropos to its application (two-step flow, agenda setting, and parasocial relationships), finally addressing how masspersonal communication may serve as a bridge to connect and guide interdisciplinary theory and research. Thus, a substantive benefit of masspersonal communication is its emphasis on the nature of messages rather than medium characteristics to conceptualize exchanges and effects without temporal or technological limitations, returning communication to the center of theory.

Authors

• Caleb T. Carr, Illinois State University

• Rebecca A. Hayes, Illinois State University