At the level of neighborhoods, the primary type of communication used should be narrowcasting :
Personal space (the house) and private space (neighborhood) primarily use up-link communication strategies (bottom-up) which are characterized by great attention to the details of daily activities.
Even today, broadcasting mode (traditional TV especially), uses codes understood by the masses of passive and anonymous viewers (formerly called the silent majority). It is used all over national territories.
Social networks, the dynamics of which aligned with narrowcasting, use a group code (note that, recently, researchers have said that a group included about 140 participants, threshold beyond which they become a mass medium).
Meanwhile, pointcasting (« friends » on iPhone and iPad) is so personalized that it tends to isolate the user in dealing only his/her « ME ».