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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
The Rise and Fall of Mass Communication

The Rise and Fall of Mass Communication

Billings, Andrew C.
Benoit, William L.
Becker, Lee B.

Hardcover

Series: Mass Communication and Journalism, Book 27

General ReferenceWriting Instruction

ISBN10: 1433164264
ISBN13: 9781433164262
Publisher: Peter Lang Inc., International Academic Publi
Published: Jun 22 2020
Pages: 172
Weight: 0.92
Height: 0.50 Width: 6.00 Depth: 9.00
Language: English
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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