Vectors into the Future of Mass and Interpersonal Communication Research: Big Data,Social Media,and Computational Social Science

Simultaneous developments in big data, social media, and computational social science have set the stage for how we think about and understand interpersonal and mass communication. This article explores some of the ways that these developments generate 4 hypothetical “vectors”—directions—into the next generation of communication research. These vectors include developments in network analysis, modeling interpersonal and social influence, recommendation systems, and the blurring of distinctions between interpersonal and mass audiences through narrowcasting and broadcasting. The methods and research in these arenas are occurring in areas outside the typical boundaries of the communication discipline but engage classic, substantive questions in mass and interpersonal communication.     

The Merger of Mass and Interpersonal Communication via New Media: Integrating Metaconstructs

The convergence of mass and interpersonal communication requires integration of underlying processes, or theoretical metaconstructs, that originated in formerly separate research domains. Several previous efforts to integrate mass and interpersonal communication fell short in this regard, and correspondent empirical work provides limited explanations. The article nominates 9 metaconstructs: distribution capacity, message persistence, audience, channels and cues, relationships, temporality, interactivity and mutual influence, message characteristics, and social goals. It suggests how these metaconstructs, in manifestations afforded by new media, can affect communication in important ways, with examples of studies that benefited from their inclusion. Consideration and integration of these metaconstructs, in individual studies or in streams of research, can expand the explanatory power and precision of research involving new media.     

Merging Mass and Interpersonal Communication via Interactive Communication Technology: A Symposium

This introduction to the special issue describes the impetus for a review of the merger of mass and interpersonal communication processes in light of recent developments in communication technologies. It reviews historical arguments about the need for integration in theorizing about communication processes. Then, it discusses the potential for communication technologies to combine mass and interpersonal communication in ways that obviate the traditional distinction between both types, and how interactive communication technology offers unprecedented analytic approaches for research. Finally, it previews the 11 essays that follow by identifying 4 types of convergence of mass and interpersonal communication: concurrence, integration, transformation, and evolution.     

Opinion Climates in Social Media: Blending Mass and Interpersonal Communication

Social media's capacity for users to generate, comment on, and forward content (including mass media messages) to other users has created new forms of mass interpersonal communication. These systems render observable processes underlying the formation of opinion climates. Five attributes of contemporary electronic opinion environments can alter the way users gauge, form, and express opinions on topics of public interest: the juxtaposition of mass media and user‐generated content, ideological homogeneity and heterogeneity of online networks, technical ease with which to express opinions, the reach of messages, and networked audiences. These attributes facilitate analysis of theoretical and empirical works from different scholarly traditions, suggesting lines of inquiry that can enrich the analysis of (public) opinion formation via current communication technologies.     

Social Beliefs and Visual Attention: How the Social Relevance of a Cue Influences Spatial Orienting

We are highly tuned to each other's visual attention. Perceiving the eye or hand movements of another person can influence the timing of a saccade or the reach of our own. However, the explanation for such spatial orienting in interpersonal contexts remains disputed. Is it due to the social appearance of the cue—a hand or an eye—or due to its social relevance—a cue that is connected to another person with attentional and intentional states? We developed an interpersonal version of the Posner spatial cueing paradigm. Participants saw a cue and detected a target at the same or a different location, while interacting with an unseen partner. Participants were led to believe that the cue was either connected to the gaze location of their partner or was generated randomly by a computer (Experiment 1), and that their partner had higher or lower social rank while engaged in the same or a different task (Experiment 2). We found that spatial cue‐target compatibility effects were greater when the cue related to a partner's gaze. This effect was amplified by the partner's social rank, but only when participants believed their partner was engaged in the same task. Taken together, this is strong evidence in support of the idea that spatial orienting is interpersonally attuned to the social relevance of the cue—whether the cue is connected to another person, who this person is, and what this person is doing—and does not exclusively rely on the social appearance of the cue. Visual attention is not only guided by the physical salience of one's environment but also by the mental representation of its social relevance.     

Organizational Communication in Emergencies: Using Multiple Channels and Sources to Combat Noise and Capture Attention

This study relies on information theory, social presence, and source credibility to uncover what best helps people grasp the urgency of an emergency. We surveyed a random sample of 1,318 organizational members who received multiple notifications about a large‐scale emergency. We found that people who received 3 redundant messages coming through at least 1 synchronous communication source—for example, phone or face‐to‐face communication—perceived the urgency of the situation the most quickly, whereas those receiving official messages through asynchronous channels—most often text message—had the lowest sense of urgency. Our findings suggest that by understanding people's reactions to various kinds of redundant communication, organizations can design more strategic emergency messages that capture attention.     

A RULES APPROACH TO THE STUDY OF TELEVISION AND SOCIETY

A rule-based theoretical framework is presented as an alternative to scientific laws or purely interpretive approaches for examination of the activities undertaken by television audiences. Communication rules, which explains human actions in terms of its pragmatic and normative rather than causal features, is productively applied to the study of audience activity at two levels—the family and the larger society. Habitual, parametric, and tactical rule types are defined and described in relation to basic mass communication processes. Television-related interpersonal activities in the home are shown to be rule-governed while audience members and sources of media programming at the societal level are revealed to engage in rule-based interaction that perpetuates selected ideologies and their accompanying lifestyle models. Communication rules is proposed as a viable approach for resolving fundamental problems in mass communication theory building, including the “effects” vs. “uses” argument regarding direction of influence, and conceptual and methodological differences that have often polarized media critics and empiricists.     

Communication and social skills in socially anxious and nonanxious individuals in the context of romantic relationships

This study examined differences between socially anxious and nonanxious individuals' ability to use effective communication skills and social skills in the context of romantic relationships. Socially anxious (n = 13) and nonanxious (n = 14) individuals and their romantic partners were videotaped while participating in 10-minute neutral, negative, and pleasant conversations. Regardless of the type of conversation in which they were involved, socially anxious individuals demonstrated impairment in 10 of the 11 social skill variables assessed. In negative conversations, socially anxious individuals displayed more "very negative" behaviors than nonanxious individuals, and across all conversations they displayed fewer "positive" behaviors than nonanxious individuals. Partners of socially anxious and nonanxious individuals did not differ in their communication quality. The results suggest that social anxiety is associated with deficits in relationship maintenance behavior and call for the completion of a larger study examining the interpersonal consequences of social anxiety.     

Online Information and Communication Systems to Enhance Health Outcomes Through Communication Convergence

The growing use of digital health communication channels has produced dramatic changes, providing broad access to information for making health decisions and addressing users' emotional needs. Digital health communication channels combine mass and interpersonal communication in different ways. Type 1 convergence occurs sequentially: Individuals obtain health information online that they discuss interpersonally with health providers. Type 2 convergence involves discussions occurring via online health information systems. The effectiveness of these systems depends upon seven communication design and implementation strategies. Emerging interactive health information systems provide customized responses tailored to individuals' specific needs and situations. All these forms of media convergence can improve health education, health promotion, and health behavior change.     

When News Meets the Audience: How Audience Feedback Online Affects News Production and Consumption

Innovations in communication technology have changed the way news is produced and consumed. Various digital platforms, ranging from news websites to social media sites to personal blogs, have enabled news users to indicate how much they like the news they have read, to share it with others, and to leave comments. News users' mouse clicks are automatically recorded and aggregated by computational systems and made publicly visible (e.g., “Most Read Articles”). This essay reviews the ever‐growing research on how audience feedback online, a hybrid form of interpersonal and mass communication, alters various stages of news production and influences the way people select, process, and make sense of the news. Future research agendas are proposed.     

Reduction of Perceived Social Distance as an Explanation for Media's Influence on Personal Risk Perceptions: A Test of the Risk Convergence Model

The risk convergence model proposes reduction of perceived social distance to a mediated personality as a mechanism through which the mass media can influence audiences' personal risk perceptions. As an initial test of the model, this study examined whether 5 audience variables known to facilitate media effects on personal risk perceptions—identification, parasocial interaction, personal relevance, transportation, and perceived realism—would exert their influences through the reduction of perceived social distance. The results indicate that reduction of perceived social distance fully explained the process of identification and transportation influencing personal risk perceptions, while partially mediating the relationship between personal relevance and personal risk perceptions. Theoretical and practical implications for health risk communication and entertainment education are discussed.     

Communication before communicative intentions

This paper explores the significance of intelligent social behavior among non-human animals for philosophical theories of communication. Using the alarm call system of vervet monkeys as a case study, I argue that interpersonal communication (or what I call “minded communication”) can and does take place in the absence of the production and recognition of communicative intentions. More generally, I argue that evolutionary theory provides good reasons for maintaining that minded communication is both temporally and explanatorily prior to the use of communicative intentions. After developing these negative points about the place of communicative intentions in detail, I provide a novel alternative account according to which minded communication is characterized in terms of patterns of action and response that function to coordinate the representational mental states of agents. I show that an account which centers on patterns of representational coordination of this sort is well suited to capture the theoretical roles associated with minded communication and that it does so in a way that provides a good fit with comparative facts about the presence of minded communication among non-human animals.     

Word of mouth and interpersonal communication: A review and directions for future research

People often share opinions and information with their social ties, and word of mouth has an important impact on consumer behavior. But what drives interpersonal communication and why do people talk about certain things rather than others? This article argues that word of mouth is goal driven and serves five key functions (i.e., impression management, emotion regulation, information acquisition, social bonding, and persuasion). Importantly, I suggest these motivations are predominantly self- (rather than other) serving and drive what people talk about even without their awareness. Further, these drivers make predictions about the types of news and information people are most likely to discuss. This article reviews the five proposed functions and well as how contextual factors (i.e., audience and communication channel) may moderate which functions play a larger role. Taken together, the paper provides insight into the psychological factors that shape word of mouth and outlines additional questions that deserve further study.     

大学生面众交流恐惧的心理测量学初探

研制测量大学生面众交流恐惧的量表。采用初测量表在西南地区师范类与非师范类大学随机测查349名大学生,对回收有效数据进行探索性因素分析。采用正式量表对西南地区师范类与非师范类619名大学生进行施测,将回收有效问卷进行分半处理,将其中一半的数据作为验证性因素分析;另一半数据作为交互效度分析。3个星期后,随机抽取西南某省师范大学与非师范大学生100名进行重测。验证性因素分析结果表明,大学生面众交流恐惧量表由4个维度构成,分别是上台恐惧,社交交流恐惧、小组交流恐惧和交流自信。交互效度的检验表明该量表具有测量恒等性,可使用于大学生不同样本的测量。     

The Individual or the Group: A Multilevel Analysis of Cyberbullying in School Classes

In this study, we focus on the relevance of social influence to explain cyberbullying experiences among German high school students. Social influence is discussed in the context of computer‐mediated communication. To obtain individual and sociostructural data, we conducted a survey study among German high school students (N = 4,282). Using multilevel modeling, we found that the attributes of the school class only contributed to the risk of being involved in cyberbullying to a small extent. Still, procyberbullying norms in class did enhance the risk of perpetration and victimization for students, even more so than their individual beliefs. Previous experiences with bullying and intensive, unrestricted use of the Internet were the strongest individual predictors of cyberbullying involvement.     

Self‐Disclosure Characteristics and Motivations in Social Media: Extending the Functional Model to Multiple Social Network Sites

The purpose of this study was to examine differences in self‐disclosure goals, privacy concerns, and self‐disclosure characteristics between Facebook and Twitter. These sites were compared in terms of audience representations, based on structural cues that suggest potential audiences for a user. We conceptualized audience representations in 2 ways: based on privacy boundaries that imply bounded versus unbounded audiences, and on network characteristics such as size and diversity for audiences within the boundary. Results revealed that self‐disclosure goals, privacy concerns, and self‐disclosure intimacy were different depending on the privacy boundary. Network characteristics were also important, but effects were moderated by the privacy boundary type, suggesting a complex interplay between the 2 types of audience representations in shaping self‐disclosure in social media.     

Embracing the Challenges and Opportunities of Mixed‐Media Relationships

Social relationships unfold face‐to‐face and across an increasingly diverse set of mobile, Internet‐based media. Research on these mixed‐media relationships (MMRs) offers a unifying focus for understanding of how media use reflects and drives social relationships. Impediments to research on mixed‐media interaction include an over‐reliance on research focused on a single medium, incomplete and conceptually problematic classifications of media, and limited theoretic approaches. An alternative approach to understand MMRs, grounded in the challenges of managing complex, recurring interpersonal demands, is proposed. These demands include social coordination, impression management, regulating closeness and distance, and managing arousal and anxiety. Implications of MMRs for mediatization and mass communication are briefly examined.     

Représentations sociales et influence sociale

Since content and structure of social representations are determined through communication, their link with the study of social influence should be of relevance. Three research programs are presented. In the tradition of social influence studies, the first one demonstrates that a majority source induces manifest influence on a social representation, whereas influence induced by a minority is latent. Considering an expert source, the second one confirms that high status sources may induce only superficial influence, showing that such dynamics are due to identity stakes. The third one examines the reciprocal influence that social representations may exert on the social influence processes themselves.     

Investigating Conversational Dynamics: Interactive Alignment,Interpersonal Synergy,and Collective Task Performance

This study investigates interpersonal processes underlying dialog by comparing two approaches, interactive alignment and interpersonal synergy, and assesses how they predict collective performance in a joint task. While the interactive alignment approach highlights imitative patterns between interlocutors, the synergy approach points to structural organization at the level of the interaction—such as complementary patterns straddling speech turns and interlocutors. We develop a general, quantitative method to assess lexical, prosodic, and speech/pause patterns related to the two approaches and their impact on collective performance in a corpus of task‐oriented conversations. The results show statistical presence of patterns relevant for both approaches. However, synergetic aspects of dialog provide the best statistical predictors of collective performance and adding aspects of the alignment approach does not improve the model. This suggests that structural organization at the level of the interaction plays a crucial role in task‐oriented conversations, possibly constraining and integrating processes related to alignment.     

The "drinking-buddy" scale as a measure of para-social behavior

Para-social behavior is a form of quasi-interpersonal behavior that results when audience members develop bonds with media personalities that can resemble interpersonal social interaction, but is not usually applied to political communication. This study tested whether the "Drinking-Buddy" Scale, a simple question frequently used in political communication, could be interpreted as a single-item measure of para-social behavior with respect to political candidates in terms of image judgments related to interpersonal attraction and perceived similarity to self. The participants were college students who had voted in the 2008 election. They rated the candidates, Obama or McCain, as drinking buddies and then rated the candidates' perceived similarity to themselves in attitude and background, and also the social and task attraction to the candidate. If the drinking-buddy rating serves as a proxy measure for para-social behavior, then it was expected that participants' ratings for all four kinds of similarity to and attraction toward a candidate would be higher for the candidate they chose as a drinking buddy. The directional hypotheses were supported for interpersonal attraction, but not for perceived similarity. These results indicate that the drinking-buddy scale predicts ratings of interpersonal attraction, while voters may view perceived similarity as an important but not essential factor in their candidate preference.