Critical Mass Theory

Critical mass guess of Interactive Media, introduced by Lynne Markus, deals with the suffice of adopting an interactive media collectively. In other words, interactive media will unless be successful if there is a sufficient add up of people using the feature mean(a). Critical mass theory of interactive media was “initially conceptualized with the problem of adoption of interpersonal talk media-such as the telephone and electronic mail” (Rafaeli and LaRose, 1992). Markus asserts that in piece to achieve successful discourse using a particular speciality, it is necessary for this medium to achieve a “universal access,” that is, the gap to reach all intended recipients in a federation or organization using this medium (1990). For example, E-mail would be absolutely useless if the recipient of the E-mail did not afford an E-mail address, or even worst, if the recipient did not view as access to the profits.
Markus believes that the key factors determining the likelihood of an interactive medium achieving universal access are:

1. Costs incurred by users- the consummation of usage knowledge and skills requirements, communication discipline, and somebody access costs
2.



athletics in the ability of individuals to obtain benefits from participating in the medium (heterogeneity of interests) and the variation in terms of the resources individuals can contribute (heterogeneity of resources) (1990).

If the region costs are high, there will be a low level of contribution to the medium. The “costs that affect individual contribution are those costs borne by the users” (Rojo, 1995) Again, using the Internet for example, costs may include having knowledge and skills, such as basic computer skills; communication discipline-the ability to reciprocate communication; and access

costs, which might include the actual costs of a computer or Internet service. According to
Scholar Alejandra Rojo, participants’...If you sine qua non to get a full essay, order it on our website: Orderessay



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