Ilya Kiriya 44 media history studies. Conceptually, we may rely on the model of John Thompson (Thompson, 1995) (table 1) distinguishing between non-mediatized interactions (interpersonal interac- tions), mediatized interactions and mediatized quasi-interactions. If the first type refers to addressing a particular person in the same space/time, the second one deals with addressing a particular person separated in space/time. Finally, quasi-interaction is about spreading information for an indefinite group of people separated in space/time and refers to what we call mass communication. And this interaction is quasi because there is a huge asymmetry between sender and receiver of the informa- tion here. Table 1: Model of interactions by J. Thompson Type of interaction Interpersonal interaction Mediatized interaction Mediatized quasi-interaction Description Addressing (a) particular person/s in the same space and time Addressing (a) particular per- son disconnected in space and/ or time Addressing an indefinite group of persons disconnected in space and/or time Example Oral speech Mobile phone Newspaper The role of interpersonal relationships in spreading out and interpretating messages of mass-media has been pointed out in the mid-XX century by scholars representing the so-called Columbia school of media effects. Such scholars empowered interpersonal communication giving it more power in changing people’s beliefs while mass media has been considered as less powerful (Klapper, 1960). They showed evidence that in their everyday media consumptions people are active and selective rather than totally influenced by the message (Ball-Rokiech, De Fleur, 1976). Finally, most of our communication needs (including needs in current information about the world) are covered based on interpersonal means of communications (Blumler, Katz, 1974). But in all such works this interpersonal communication represented essentially the “black box” or a “noise source” distorting original messages of mass media but not working ac- cording to the principles of the mass-distribution doctrine. This
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