Message amplification

In the mass media era, journalists and media outlets were the primary amplifiers of messages. In the networked communication era characterized by decentralized communication technologies, message amplification has become more complex in terms of participants, strategies, and effects. Various actors now harness networked publics on social media to amplify their messages, often adopting strategies like negative messaging and cross-platform coordination. Message amplification not only involves individuals but also algorithms. By drawing our attention to the actor, process, and outcome of communication all at once, the concept of message amplification offers a powerful lens for understanding how communication technologies shape communication.