The Future of the Mass Audience / Edition 1

The Future of the Mass Audience / Edition 1

by W. Russell Neuman
     
 

ISBN-10: 0521424046

ISBN-13: 9780521424042

Pub. Date: 02/28/1992

Publisher: Cambridge University Press

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

Overview

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. W. Russell Neuman, directs the Communications Research Group of MIT's Media Laboratory. He has published widely and among his recent books are The Paradox of Mass Politics (1986) and the The Telecommunications Revolution (1991). Prior to teaching at MIT he held posts at Yale University and University of California, Berkeley.

Product Details

ISBN-13:
9780521424042
Publisher:
Cambridge University Press
Publication date:
02/28/1992
Edition description:
New Edition
Pages:
218
Product dimensions:
6.14(w) x 9.21(h) x 0.51(d)

Table of Contents

Introduction; 1. The communications revolution; 2. The logic of electronic integration; 3. The psychology; 4. The fragmentation of the mass audience; 5. The political economy of the mass media; 6. The future of the mass audience; Bibliography.

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