The Future of the Mass Audience
By (author) W.Russell Neuman
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Future of the Mass Audience by W.Russell Neuman
Book DescriptionThe Future of the Mass Audience focuses on how the changing technology and economics of the mass media in post-industrial society will influence public communication. It summarises 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 of the mass audience. Some analysts have suggested that with the growth of increasingly specialised cable television channels and electronic publishing, people will filter and pre-select news concerning only their own special interests and, as a result, cultural and political life will become increasingly polarised. This study demonstrates, however, that the movement towards fragmentation will be modest. It concludes that the production and promotion costs and economies of scale for electronic media put natural constraints on special interest, small audience programming.
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Book DetailsISBN: 9780521424042
(234mm x 156mm x 13mm)
Imprint: Cambridge University Press
Publisher: Cambridge University Press
Publish Date: 29-Nov-1991
Country of Publication: United Kingdom
Books By Author W.Russell Neuman
Digital Difference, Hardback (June 2016)
W. Russell Neuman examines how the transition from the industrial-era media of one-way publishing and broadcasting to the two-way digital era of online search and social media has affected the dynamics of public life. The issues range from propaganda studies and Big Brother to information overload and Internet network neutrality.
Affect Effect, Paperback (September 2007)
Provides an overview of the research on emotion in politics and where it is likely to lead. This book also outlines the philosophical and neuroscientific foundations of emotion in politics. It focuses on how emotions function among individuals. It explores how politics work at the societal level and suggests various steps in political activity.
Affective Intelligence and Political Judgement, Paperback (October 2000)
This work draws on research in neuroscience, physiology, and experimental psychology to conceptualize habit and reason as two mental states that interact in a delicate, highly functional balance controlled by emotion. It sheds light on a range of political behaviour, including party identification.
Gordian Knot, Paperback (September 1999)» View all books by W.Russell Neuman
In this study, the authors address the debate about the development of an American national information infrastructure, and outline a vision of an open communications infrastructure that should cut through the political gridlock that threatens this "information highway".
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