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Books > Reference & Interdisciplinary > Communication studies > Media studies
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The Rise and Fall of Mass Communication (Hardcover, New edition)
Loot Price: R2,290
Discovery Miles 22 900
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The Rise and Fall of Mass Communication (Hardcover, New edition)
Series: Mass Communication & Journalism, 27
Expected to ship within 12 - 17 working days
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Mass communication theories were largely built when we had mass
media audiences. The number of television, print, film or other
forms of media audiences were largely finite, concentrating people
on many of the same core content offerings, whether that be the
nightly news or a popular television show. What happens when those
audiences splinter? The Rise and Fall of Mass Communication surveys
the aftermath of exactly that, noting that very few modern media
products have audiences above 1-2% of the population at any one
time. Advancing a new media balkanization theory, Benoit and
Billings neither lament nor embrace the new media landscape, opting
instead to pinpoint how we must consider mass communication
theories and applications in an era of ubiquitous choice.
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