Nick Bryan-Kinns, Peter Broadbent
For mass communication to develop, it needs to develop conversational skills. That is, rather than one-way communication from the commercial entity to the consumer, it needs to be a two-way conversational dialogue characterized by short but meaningful interactions. We are at a pivotal time in our use and experience of digital media. To date, many uses of digital media for mass communication, such as Web sites, have come from a print-based culture. Early commercial adopters typically moved print-based brochures into a digital online form. The resulting Web sites often lacked usability and poorly represented the company's brand online. As…
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