Over the past three decades, the conceptual construct of "social capital" has become one of the key and frequently used terms in the social sciences, especially for evaluating a range of variables such as trust and participation at both micro and macro levels of societies and governance. This article first reviews the conceptual evolution of the term over the past century, highlighting the centrality of "communication" in definitions of social capital and presenting a thematic network around it. It then redefines "communicative capital." The article continues by examining various approaches to the concepts of "rituals" and "media rituals" on one hand, and the dominant paradigms in communication studies on the other. It explains the strong relationship between social capital and media rituals, and proposes, defines, and compares two types of media rituals—"bonding" and "ingroup"—in correspondence with two types of social capital. The result is that caricatured attention to various media rituals leads to an unbalanced arrangement of social capital levels and, overall, can lead to social polarization and divisions, or, conversely, to the massification of society.Finally, based on the theoretical contributions of the article, implicit positive and negative strategies are offered for enhancing social capital through the proper management of media rituals within the IRIB (Islamic Republic of Iran Broadcasting) organization.