The (Social) Medium Is The Message: An Analysis of Social Media and How Social Media Success & Media Theory Align

Gewant, Jennifer F.


  • This project assessed how pioneering media theories, developed in an era of broadcasting to apply to radio and television use, relate to an era of narrowcasting, in which social media increasingly dominate. Social media have altered traditional ways that organizations advertise and market products, but it's not entirely clear whether their use may simply be new applications of old theories about ... read more
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