Bouncing the light off another surface scatters it and makes it softer

If you point a narrow light source towards a broad, flat surface like a wall, ceiling or perhaps a matte reflector, the light will not just reflect off the surface but also scatter in a multitude of different directions. 

The exception is if you utilize a shiny reflector - in that case , the light will remain narrow even after bouncing. In the most extreme case- where you use a perfectly shiny surface like a mirror- the light will remain just as narrowly focused after reflection as before. A hint for photographers, if you want your subjects illuminated by a softer more even light, donot bounce the light from the light source off of mirrows and the like!

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