A medium provides the means and arrangements for producing and circulating communication. Its features shape visibility, persistence, participation, and response without determining a single outcome. Distinguishing the medium from the message helps locate problems in content, delivery, or the conditions of interaction.
- 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.