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Masspersonal Communication

Masspersonal communication is a model developed by Patrick O'Sullivan and Caleb Carr to describe the overlap of mass communication and interpersonal communication which occurs primarily in digital communication. The model focuses on reexamining interpersonal and mass communication and the ways the two can work together to mediate digital interactions and draws on prior research which demonstrated a "false dichotomy" between mass and interpersonal communication. It was first proposed in 2017 in response to the growth of new technologies and the subsequent shift of communication methods.

Masspersonal Communication Model (MPCM)

The Masspersonal Communication Model (MPCM)

The Masspersonal Communication Model (MPCM) shows the relationship of interpersonal communication and mass communication using the dimensions of perceived accessibility and message personalization. The MPCM allows forms of communication to be charted based on their varying levels of each dimension and then grouped according to their designation as interpersonal, masspersonal, or mass communication. This provides a visualization of the cross-over between mass and interpersonal communication and provides a framework for categorizing communication. When classifying a form of communication using the MPCM, emphasis is placed on the message characteristics rather than the channel or communicator. This allows the model to be applied to both mediated and non-mediated communication.

Perceived Accessibility

This dimension of the MPCM describes a continuum the perceived access of individuals to a message at a given time. Messages with low accessibility are perceived as accessible by only a single individual, as in the case of face-to-face interpersonal communication. Conversely, messages with high accessibility are perceived as accessibly by everyone, as in the case of traditional mass communication. The perceived nature of this dimension is especially important with regards to online communication because, although posts may be public, the likelihood of a large audience receiving the post is dependent on the site.

Personalization

The second dimension of the MPCM involves the sender's level of knowledge of the recipient. High personalization can be seen in interpersonal communication, while low personalization can be seen in mass communication. A message's level of personalization affects the sender's decisions regarding channel and content but is ultimately determined by the recipient of the message.

Quadrants

The MPCM maps communication along a continuum of both dimensions then separates the items into three quadrants based on their placement. These quadrants represent interpersonal communication as private and personal, mass communication as public and impersonal, and masspersonal communication as public and personal.

Quadrant I

The first quadrant includes communication that is low on perceived accessibility and high on personalization. This type of communication is identified as interpersonal communication and can be seen in both older and newer channels. The most personal and least accessible forms of communication in the model are face-to-face communication and personal phone calls. These are both considered older forms of communication, as they have been employed for many years. Newer forms of communication such as private chat rooms, directed Tweets, and Facebook messages are also considered interpersonal communication.

Quadrant II

The second quadrant includes highly accessible forms of communication that are low in personalization. These forms of communication are designated as mass communication and are typified by a uniform message sent from a single sender to a large audience as in broadcast communication. The most accessible and least personal forms of communication are newspapers, television, and billboards. YouTube videos and podcasts are also included in Quadrant II but have a higher degree of personalization. Spam and group emails are lower in accessibility but are also low in personalization.

Quadrant III

The final quadrant includes the newly defined masspersonal communication and includes communication that is high in both personalization and accessibility. The most personal and accessible communication is a Twitter mention, followed by a Facebook or LinkedIn post, a Facebook comment or like, and a Tweet. Jumbotron proposals and personalized videos are lower in accessibility, and radio call-ins are lower in both accessibility and personalization. These forms of communication involve the use of a public context to send a private message. Masspersonal communication is distinct in that a personalized message is made available to a large, public audience, often initiating a response from recipients both intended and unintended.

Social Media Applications

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Individual Users

Masspersonal communication is exemplified in social media platforms, wherein a mass communication tool is used for interpersonal communication. Users can post personal thoughts and feelings on a public site that can reach many other users. The convergence of the two communication styles allows users to fulfill both interpersonal and social functions with their messages. The masspersonal nature of social networking sites (SNS's) has influenced the way relationships are viewed, especially in the case of romantic relationships. By sharing private relationship information on a public site, couples may allow larger networks to impact their feelings about one another either positively or negatively. Masspersonal communication via SNS's has also been shown to impact personal motivation and ability to meet goals as demonstrated in a 2013 study of an online cancer community. In this study, researchers found that users were able to better understand information about their health by communicating directly with multiple other users within the online community. Users could express personal needs and goals on the platform and receive feedback to help them meet their needs and achieve their goals.

Celebrities

Another example of masspersonal communication can be seen in celebrities' use of social media to interact with fans. Celebrities have always had an influence on their fan base, but previously were unable to directly communicate with fans. Through the use of social media sites, celebrities can communicate personal thoughts and feelings directly with millions of followers at a time and even follow or message them directly.

Companies

Companies can use social media to interact with customers and increase brand loyalty. For example, the mobile app WeChat utilizes instant messaging to allow brands to engage customers in one-on-one conversations on a large scale. Companies can also utilize SNS's to interact with customers by responding to posts and comments. Some companies have begun measuring success based on influence both on social media and off through the use of opinion leaders.