Critical Mass Theory of Interactive Media

== Main Dependent Construct/Factor(s): ==
Success or failure of universal access
== Main Independent Construct/Factor(s): ==
Individual characteristics
== Concise Description of Theory: ==
In social movements 'critical mass theory' freely refers to any official theory about how interconnected decision-making accumulates within or more closely within the Marwell and Oliver tradition (1993) MARKUS, M. L. (1987). Toward a “Critical Mass” Theory of Interactive Media: Universal Access, Interdependence and Diffusion. Communication Research, 14(5), 491–511. https://doi.org/10.1177/009365087014005003.The word has become a popular culture or social science as an analogy or metaphor and is frequently used for all contexts in which things alter once a specific number of individuals have been reunited or entered. In studies and legal cases, this phrase was particularly relevant in terms of race/ethnic or genre diversity in school admissions or jobs. Although critical weight may be used to various elements of sociodynamics, it is increasingly applied to interactive media technologies such as telephone, fax or email. Van Slyke, Craig & Ilie, Virginia & Lou, Hao & Stafford, Thomas. (2007). Perceived critical mass and the adoption of a communication technology. EJIS. 16. 270-283. 10.1057/palgrave.ejis.3000680.. 
The number of adopters of a new concept, technology or innovation in a social system is adequate in social dynamics to enable the rate to be adopted to become self-sufficient and produce future growth. The extent to which critical mass is attained is frequently referred to in the statistical model threshold.
Some suggest a "critical mass" for interactive media broadcasting in communities, including phone, paper-mail, electronic mail, voicemail or computer conferencing. There are two features of interactive media that many other developments do not share. Firstly, broad-based use generates universal access, a public good that cannot be impeded even when individuals do not contribute. Secondly, usage of interactive media means that users are mutually independent, affected both by subsequent users and vice versa.
Increasingly crucial to personal and corporate communication are computer-based communication tools. Critical mass is a crucial element in adopting and disseminating communication innovations. Critical masses impact the introduction and dissemination of innovations in interactive communication, both through external networks and innovation sustainability. Critical mass is very difficult to quantify and usually can only be demonstrated after the critical mass point is achieved. Potential adopters may also be significant in adoption decisions in their views of critical mass. That’s why we associate “critical mass theory” with the theories like, “Theory of Reasoned Action”, “Diffusion of Innovation theory”.
== Originating Authors: ==
Thomas Schelling, Mark Granovetter
== Diagrammatic Representation: ==
== Seminal article: ==
* MARKUS, M. L. (1987). Toward a “Critical Mass” Theory of Interactive Media: Universal Access, Interdependence and Diffusion. Communication Research, 14(5), 491–511. https://doi.org/10.1177/009365087014005003
* Bratton, K. (2005). Critical Mass Theory Revisited: The Behavior and Success of Token Women in State Legislatures. Politics & Gender, 1(1), 97-125. doi:10.1017/S1743923X0505004X
* Peddibhotla, N. B., & Subramani, M. R. (2007). Contributing to Public Document Repositories: A Critical Mass Theory Perspective. Organization Studies, 28(3), 327–346. https://doi.org/10.1177/0170840607076002
== IS Articles that use the theory: ==
* MARKUS, M. L. (1987). Toward a “Critical Mass” Theory of Interactive Media: Universal Access, Interdependence and Diffusion. Communication Research, 14(5), 491–511. https://doi.org/10.1177/009365087014005003
* Van Slyke, Craig & Ilie, Virginia & Lou, Hao & Stafford, Thomas. (2007). Perceived critical mass and the adoption of a communication technology. EJIS. 16. 270-283. 10.1057/palgrave.ejis.3000680.
== External Links: ==
* https://en.wikipedia.org/wiki/Critical_mass_(sociodynamics) Wikipedia provides an overview
* https://www.ssc.wisc.edu/~oliver/PROTESTS/ArticleCopies/OliverMarwellCritMassI.pdf It explains the concept of Critical mass
* https://www.jstor.org/stable/3108597?seq=1#metadata_info_tab_content It provides the possible applications of Critical Mass Theory and some perspectives of it
== Originating Area: ==
Sociology, Mathematics (Statistics)
== Level of Analysis: ==
Collective (Group)
== Originating Contributors: ==
Bibaswan Basu
== References ==