1300 36 33 32

The 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.

Buy Future of the Mass Audience book by W.Russell Neuman from Australia's Online Bookstore, Boomerang Books.

Book Details

ISBN: 9780521424042
ISBN-10: 0521424046
Format: Paperback
(234mm x 156mm x 13mm)
Pages: 220
Imprint: Cambridge University Press
Publisher: Cambridge University Press
Publish Date: 29-Nov-1991
Country of Publication: United Kingdom

Other Editions

Reviews

» Have you read this book? We'd like to know what you think about it - write a review about Future of the Mass Audience book by W.Russell Neuman and you'll earn 50c in Boomerang Bucks loyalty dollars (you must be a member - it's free to sign up!)

Write Review


Books By Author W.Russell Neuman

Digital Difference by W.Russell Neuman

The Digital Difference

Hardback, June 2016
$82.80
Affect Effect by W.Russell Neuman

The Affect Effect

Paperback, September 2007
$53.99
Affective Intelligence and Political Judgement by W.Russell Neuman

Affective Intelligence and Political Judgement

Paperback, October 2000
$50.39
Gordian Knot by W.Russell Neuman

The Gordian Knot

Paperback, September 1999
$17.09