| Description |
xiv, 202 pages : illustrations ; 23 cm |
| Contents |
1. Two theories of the communications revolution -- 2. The logic of electronic integration -- 3. The psychology of media use -- 4. The fragmentation of the mass audience -- 5. The political economy of the mass media -- 6. The future of the mass audience |
| Summary |
The Future of the Mass Audience focuses on how the changing technology and economics of the mass media in postindustrial society will influence public communication. It summarizes the results of a five-year study conducted in cooperation with the senior corporate planners at ABC, CBS, NBC, Time Warner, The New York Times, and the Washington Post. The central question is whether the new electronic media and the use of personal computers in the communication process will lead to a fragmentation or "demassification" of the mass audience. This study demonstrates, contrary to the opinion of some analysts, that the movement toward fragmentation and specialization will be modest and that the national media and common political culture will remain robust |
| Analysis |
Mass media |
| Notes |
Includes index |
| Bibliography |
Includes bibliographical references (pages 179-193) and index |
| Subject |
Mass media -- Audiences.
|
|
Mass media -- Psychological aspects.
|
|
Mass media -- Technological innovations.
|
| LC no. |
91015353 |
| ISBN |
0521413478 |
|
0521424046 (paperback) |
|
