Dynamic social impact theory: Heterophily and homophily in socio-culturally mediated communication (SCMC)

Binod Sundararajan, Elizabeth Tetzlaff

Producción científica: Capítulo en Libro/Reporte/Acta de conferenciaCapítulo

Resumen

Following the sociocultural traditions of communication, the authors explore the commonalities between Latané's dynamic social impact theory (DSIT), and the concepts of homophily and heterophily, and find that the markers of DSIT appear quite strikingly similar to the concepts similarity espoused by homophily (i.e., clustering, correlation, and consolidation), while the continuing diversity in DSIT is very similar to heterophily, which exists in groups and cultures. The authors test these concepts by analyzing two different blog conversations and find support to the above propositions. In the process, the authors suggest that social media should be retitled sociocultural media as this media aids in the creation and maintenance of cultures that coexist with those of differing viewpoints.

Idioma originalEnglish
Título de la publicación alojadaReconceptualizing New Media and Intercultural Communication in a Networked Society
EditorialIGI Global
Páginas113-139
Número de páginas27
ISBN (versión digital)9781522537854
ISBN (versión impresa)1522537848, 9781522537847
DOI
EstadoPublished - abr. 20 2018

Nota bibliográfica

Publisher Copyright:
© 2018 by IGI Global.

ASJC Scopus Subject Areas

  • Economics, Econometrics and Finance(all)
  • General Business,Management and Accounting
  • General Computer Science

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