Future of the Mass Audience

Name: Future of the Mass Audience
Price: 6.19 USD
Availability: InStock
ISBN: 9780521424042

ISBN-10: 0521424046

ISBN-13: 9780521424042

Edition: 1991

Authors: W. Russell Neuman

List price: $31.99

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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…

Book details

List price: $31.99
Copyright year: 1991
Publisher: Cambridge University Press
Publication date: 11/29/1991
Binding: Paperback
Pages: 220
Size: 5.98" wide x 8.98" long x 1.02" tall
Weight: 0.792
Language: English



Preface


Introduction


Whither postindustrial society?


Rethinking postindustrialism


The social effects of the new media


Pool's thesis and time's arrow


The exhaustion of mass society theory


The central themes of this book


A strategy of analysis



Two theories of the communications revolution


Mass society theory and the perils of propaganda


Democratic theory and the promise of political pluralism


In the balance



The logic of electronic integration


The nature of networks


The nature of digital electronics


The technological drivers


A universal broadband digital network


The communications revolution as a sociopolitical force



The psychology of media use


The other side of the story


The helpless audience


The paradox of propaganda


A more balanced assessment of communications effects


The media habit


McLuhan's hunch


Interactive media


Persuasion in perspective



The fragmentation of the mass audience


The fragmentation hypothesis


The diversity of human interests


Diversity within mass society



The political economy of the mass media


The structure of the American communications industry


The concentration curve


Economic pressures toward homogenization


The economics of the new media



The future of the mass audience


Theories of technological effects


Pluralist versus mass society


The critical epoch


Notes


References


Index