Yet, there was little attempt to systemically classify digital media channels, and our knowledge on similarities and differences among digital media channels and their relationship to human information processing is limited. Thus, creating the taxonomy of media channels is a timely relevant subject of research for its benefit of expanding our understanding on the complicated characteristics of media channels. The present study employed hierarchical clustering analysis for its retrospective reasoning of identifying conceptual schemes for classification. This exploratory analysis adds insight into the complex underlying mechanism of the taxonomy of media channels, and contributes to further theoretical elaboration on it.
Keywords: Taxonomy, social media, media richness theory, hierarchical clustering, social network analysis, agenda setting.