Information-Oriented Communication Modes on the Internet

A Differentiation of Communicative Actions between Mass and Interpersonal Communication

Using the internet with its communicative options is becoming more and more normal in our everyday life. It is not by chance that a lot of studies are conducted concerning this topic, for example which services users spend time with, which sites are visited most, what kind of needs can be satisfied by using online services or what types of users can be distinguished. Most of these approaches have one thing in common. They assume to be able to draw conclusions just based on the aspect of which services are used. But current media and communication services – in times of the social web – usually integrate a couple of different communication possibilities besides the option to receive content. They are multifunctional and users are invited to be active. The result is that a lot of content exists – from different actors and reaching different audiences. There is not only a full plethora of integrated possibilities in one media and communication service. It can also be used and perceived in different ways. Just focusing on the fact that a service is used does not enable to identify the gratifications sought from the service and the potential effects of using it.

Due to this the PhD-project takes a user-centred perspective on the definition of a usage situation concerning the spectrum between mass und interpersonal communications. The assumption is that one and the same service can be used in different communication modes depending on the sought gratifications (Hasebrink 2004). A communication mode is a multidimensional description of constellations and relations that are salient in a specific usage situation. It is assumed that the user’s conviction concerning the activated communication mode has a significant impact on further information processing and consequently on her/his customised functions.