The Future of the Mass Audience

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Cambridge University Press, Nov 29, 1991 - Political Science - 202 pages
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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.
  

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Contents

Introduction
1
Two theories of the communications revolution
22
The logic of electronic integration
48
The psychology of media use
79
The fragmentation of the mass audience
115
The political economy of the mass media
129
The future of the mass audience
164
Notes
175
Index
195
Copyright

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References to this book

Audience Analysis
Denis McQuail
Limited preview - 1997
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About the author (1991)

Professor of Communications at the Annenberg School, University of Pennsylvania, where he directs the Program on Information and Society at the Annenberg Public Policy Center.

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