Book Details
Format
Paperback / Softback
Book Series
Mass Communication & Journalism
ISBN-10
1433164221
ISBN-13
9781433164224
Edition
New
Publisher
Peter Lang Publishing Inc
Imprint
Peter Lang Publishing Inc
Country of Manufacture
US
Country of Publication
GB
Publication Date
Jun 25th, 2020
Print length
172 Pages
Weight
274 grams
Dimensions
22.30 x 15.00 x 1.30 cms
Ksh 5,550.00
Manufactured on Demand
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Quality
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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.
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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