M. Lüders article "Conceptionalising personal media" describes distinction between mass media and personal media in the matter of digital media technologies and social networks. He tries to answer the questions: “What happens to mass and interpersonal communications when private individuals turn into mass communicators.”
Different Scholars articles say that for personal and mass communication the same technologies are being used. But they are partly because of digitalization and change of network structure. For example emails can be sent for private use or as newsletters in a mass communication way.
John Thompson(1994) divides products and technologies in his concept of media. While interned is the media technology, Instant Messanger, emails, blogs are the products or actually media forms as he later proposes. Yet again the same technology is being used for both mass and personal media. By adding the theory of Andrew Feenberg the concept of media or technology slits into four stages with addition of genre which comes from media form. For example a website could be devided to personal site, corporate promotion etc.
Lüdens article outlines that difference in personal and mass media comes from the involvement made by the users. In personal communication media the users are more or less the producers and receivers of message.
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