Nonpersonal communication channels to convey messages without personal contact or interaction. But done through the media, atmosphere, and events.

Media consists of print media (newspapers, magazines, direct mail), broadcast media (radio, television), electronic media (audiotapes, videotapes, videodisk, CD-ROM), and display media (billboards, advertising signs, posters) . Most of nonpersonal messages come through paid media.

Atmosphere is “packed environment” that create or reinforce the tendency of buyers to buy products. Thus, the legal consultant’s office decorated with Oriental carpets and wooden furniture to communicate the “establishment” and “success”. A luxury hotel will use the elegant chandeliers, marble columns, and other ornaments that shows luxury.

The event is an event designed to communicate specific messages to targeted customers. Public relations department held a press conference, the inauguration party, and
sponsoring sports games to achieve specific communication effects on the target audience.

Although personal communication is often more effective than mass communication, mass media may be the main way to encourage personal communication. Mass communication influence personal attitudes and behavior through a process of two-way flow of communication. Ideas often flow from radio, television, and print media to opinion leaders and then to community groups that are less active.

Flow of two-way communication has several implications. First, the influence of mass media on public opinion is not straightforward, strong, and the estimated seotomatis. However, through the permimpin opinion, the people who needed his opinion in one or several product categories. Opinion leaders closer to the mass media than the people they affect.

They bring a message to people less close to the mass media, and able to expand the influence of mass media. They may carry a message that changed or not at all, thus acting as the gatekeeper.

Second, the current two-way communication challenging the notion that consumption styles especially those influenced by the “trickle down effect” (trickle down effect) from the class social status is higher. Conversely, primarily people interact within their own social groups and obtain their style and other ideas from people like themselves who are opinion leaders.

Third, two-way communication means that mass communicators will be more efficient by directing its message specifically to opinion leaders and let them carry the message to other people. So the pharmaceutical companies trying to promote new drugs to the doctors of the most influential first. Research last shows that opinion leaders and the general public are influenced by mass communication. Opinion leaders triggered by the mass media to disseminate information, while the general public seeking infornasi of opinion leaders.

Communication researchers were led to the socio-structural approach in interpersonal communication. They saw that society consists of the clicks (cliques), ie social groups whose members little more often interact with each other than others. Members click together, and keakrabannya facilitate effective communication, but also isolate the click of a new idea. The challenge is to create more open system that allows click-click exchange information with other groups in society. This openness helped by the people who serve as liaison and bridge. A liaison (liaison) is the one that connects two or more clicks without becoming a member of one click. A bridge (bridge) is someone who is included in one click and connect with other people in other click.