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• catalog abstract "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.".
• catalog contributor b3433585.
• catalog created "1991.".
• catalog date "1991".
• catalog date "1991.".
• catalog dateCopyrighted "1991.".
• catalog description "Includes bibliographical references (p. 179-193) and index.".
• catalog description "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.".
• catalog description "Two theories of the communications revolution -- The logic of electronic integration -- The psychology of media use -- The fragmentation of the mass audience -- The political economy of the mass media -- The future of the mass audience.".
• catalog extent "xiv, 202 p. :".
• catalog identifier "0521413478".
• catalog identifier "0521424046 (pbk.)".
• catalog issued "1991".
• catalog issued "1991.".
• catalog language "eng".
• catalog publisher "Cambridge, England ; New York : Cambridge University Press,".
• catalog subject "302.23 20".
• catalog subject "Mass media Audiences.".
• catalog subject "Mass media Psychological aspects.".
• catalog subject "Mass media Technological innovations.".
• catalog subject "P96.A83 N4 1991".
• catalog tableOfContents "Two theories of the communications revolution -- The logic of electronic integration -- The psychology of media use -- The fragmentation of the mass audience -- The political economy of the mass media -- The future of the mass audience.".
• catalog title "The future of the mass audience / W. Russell Neuman.".
• catalog type "text".