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The Rise and Fall of Mass Communication


William L. Benoit and Andrew C. Billings

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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List of Tables



Table 1. Television Finale Viewership by Population Percentage

Table 2.1. Ratings and Population Shares (2019)

Table 2.2. Which Political Party Would Do a Better Job Handling this Issue?

Table 4.1. Best Selling Albums of All-Time

Table 4.2. Top 10 Highest Grossing Tours of All-Time

Table 6.1. 2018 Top Ten Most-Viewed Programs on Netflix

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