The future of the mass audience
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Author
Publication
1991 - Cambridge University Press, Cambridge [England], England
Language
English
Word Count
50,500 words, Guess
Page Count
202 pages
Identifiers
- Open LibraryOL1537110M
- ISBN-100521413478
- OCLC Control Number23655201
- OCLC Control Numberfutureofmassaudi00neum
- Library of Congress Control Number91015353
and 2 more
- Goodreads5104432
- LibraryThing246482
Classifications
- DDC302.23
- LCCP96.A83 N48 1991
Description
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.
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