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Future of the Mass Audience

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ISBN-10: 0521424046

ISBN-13: 9780521424042

Edition: 1991

Authors: W. Russell Neuman

List price: $29.99
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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…    
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Book details

List price: $29.99
Copyright year: 1991
Publisher: Cambridge University Press
Publication date: 11/29/1991
Binding: Paperback
Pages: 220
Size: 6.00" wide x 9.00" long x 0.50" tall
Weight: 0.682
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