Toward a “Critical Mass” Theory of Interactive Media

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Author's Note: The author gratefully acknowledges helpful comments from the editors and reviewers of the special issue of Communication Research and this volume and from J. D. Eveland, Mitchell Koza, Dan Robey, Jim Rule, Marvin Sirbu, Burt Swanson, Jon Turner, and, especially, Everett Rogers, on earlier versions of this chapter. One of the things that makes the telephone such a useful medium of communication in the United States today is that one can use it to reach almost anyone else. Long before telephone subscribers were able to realize this benefit, promoters had coined the phrase “universal service” to describe it (de Sola Pool, 1983). Years later, Federal Express learned the importance ...

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