The future of the mass audience
By: W. Russell Neuman.
Publisher: Cambridge University Press
Published: 1991
Place of publication: Cambridge [England]; New York
Language: eng
Number of pages: 202
Subjects: Mass media -- Audiences; Mass media -- Technological innovations; Mass media -- Psychological aspects
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.
Notes: Includes bibliographical references (p. 179-193) and index.