Media choice is the decision about which channel to use for a message. It is shaped by task, affordances, norms, and what the choice itself signals, and it differs from media use, which concerns how a chosen channel is actually employed.
- Entry typeKey concept
What these mean
Editorial orientation · Entry type
Key concept
Key concepts are the working vocabulary of the field: the terms that the models and tools rely on and that a decision about communication has to use precisely. Each entry defines the term and sends you to the brief or the self-guided audit where it is put to work.