BUS210: Business Communication

Interpersonal communication has been studied as a mediator for information flow from mass media to the wider population. The two-step flow of communication theory proposes that most people form their opinions under the influence of opinion leaders, who in turn are influenced by the mass media. Many studies have repeated this logic in investigating the effects of personal and mass communication, for example in election campaigns and health-related information campaigns.

It is not clear whether or how social networking through sites such as Facebook changes this picture. Social networking is conducted over electronic devices with no face-to-face interaction, resulting in an inability to access the behavior of the communicator and the nonverbal signals that facilitate communication. Side effects of using these technologies for communication may not always be apparent to the individual user, and may involve both benefits and risks.