How communication mediums shape the message

Journal of Consumer Psychology · 2024 · Volume 34 · Issue 3

Abstract

Communication is an integral part of everyday life. Consumers chat with friends, search for information, and complain to customer service. Salespeople pitch products, employees answer questions, and market researchers ask them. But communication does not occur in a vacuum. Modalities (e.g., speaking or writing), channels (e.g., text, phone call, or email), and devices (e.g., smartphone or computer) are themediumsthrough which communicators communicate. While these mediums often seem incidental, might they impact what gets communicated? And if so, how? This paper offers a comprehensive framework for understanding how mediums shape the message. Specifically, we argue that modality, devices, and channels all shape communication through the same two key drivers: deliberation and audience salience. As a result, the mediums communicators use to communicate impact everything from the thoughtfulness and concreteness of communicated content to the degree to which it is self-enhancing or honest. This work sheds light on the psychology of content production, provides insight into the drivers and consequences of communication, and highlights how emerging technologies may shape communication in the future.

Keywords

communication, linguistics, online consumer behavior, word-of-mouth and user created content

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