NotesFAQContact Us
Search Tips
Peer reviewed Peer reviewed
ERIC Number: EJ365855
Record Type: Journal
Publication Date: 1987
Pages: N/A
Abstractor: N/A
Reference Count: N/A
Toward a "Critical Mass" Theory of Interactive Media: Universal Access, Interdependence and Diffusion.
Markus, M. Lynne
Communication Research: An International Quarterly, v14 n5 p491-511 Oct 1987
Proposes a "critical mass" explanation for the diffusion of interactive media, such as telephone, electronic mail, or computer conferencing, within communities. Considers two special characteristics of interactive media: (1) that widespread usage creates universal access, and (2) that use entails interdependence, in which earlier users are influenced by later users and vice versa. (NKA)
Publication Type: Journal Articles; Opinion Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A