TY  - BOOK
AU  - William L. Benoit
AU  - Andrew C. Billings
PY  - 2020
CY  - New York, United States of America
PB  - Peter Lang Verlag
SN  - 9781433164231
TI  - The Rise and Fall of Mass Communication
DO  - 10.3726/b16805
UR  - https://www.peterlang.com/document/1057793
N2  - 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.
LA  - English
ER  -