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viii COMMUNICA TION THEORY
Understanding network communication in the
context of broadcast communication 97
Understanding broadcast communication in the
context of network communication 101
Audiences without texts 111
The return of medium theory 113
Recasting broadcast in terms of medium theory 118

5 Interaction versus Integration 122

Transmission versus ritual views of communication 122
Types of interaction 135
The problem with ‘mediation’ 138
Medium theory and individuality 140
Reciprocity without interaction – broadcast 144
Interaction without reciprocity – the Internet 149
The levels of integration argument 151

6 Telecommunity 167
Rethinking community 167
Classical theories of community 168
The ‘end of the social’ and the new discourse of community 171
Globalization and social context 173
The rise of global communities of practice 174
Sociality with mediums/sociality with objects 177
Post-social society and the generational divide 186
Network communities 188
Broadcast communities 206
Telecommunity 221

References 226

Index 244