Show Less
Restricted access

The Rise and Fall of Mass Communication

Series:

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.

BIC Classifications

  • Reference, information & interdisciplinary subjects (G)
    • Interdisciplinary studies (GT)
      • Communication studies (GTC)
  • Society & social sciences (J)
    • Society & culture: general (JF)
      • Media studies (JFD)
  • Economics, finance, business & management (K)
    • Industry & industrial studies (KN)
      • Media, information & communication industries (KNT)
        • Press & journalism (KNTJ)
        • Publishing industry & book trade (KNTP)
  • Computing & information technology (U)
    • Digital lifestyle (UD)

BISAC Classifications

  • Language Arts & Disciplines (LAN)
    • LANGUAGE ARTS & DISCIPLINES / Communication Studies (LAN004000)
    • LANGUAGE ARTS & DISCIPLINES / Journalism (LAN008000)
    • Library & Information Science (LAN025)
      • LANGUAGE ARTS & DISCIPLINES / Library & Information Science / General (LAN025000)
  • Political Science (POL)
    • POLITICAL SCIENCE / General (POL000000)
  • Social Science (SOC)
    • Sociology (SOC026)
      • SOCIAL SCIENCE / Sociology / General (SOC026000)

THEMA Classifications

  • Reference, Information & Interdisciplinary subjects (G)
    • Interdisciplinary studies (GT)
      • Communication studies (GTC)
  • Society & Social Sciences (J)
    • Society & culture: general (JB)
      • Cultural & media studies (JBC)
        • Media studies (JBCT)
          • Media studies: Internet, digital media & society (JBCT1)
  • Economics, Finance, Business & Management (K)
    • Industry & industrial studies (KN)
      • Media, entertainment, information & communication industries (KNT)
        • Publishing industry, book trade, the press & journalism (KNTP)