The Rise and Fall of Mass Communication

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by Andrew C. Billings , William L. Benoit

Book Details

Format Hardback or Cased Book

Book Series Mass Communication & Journalism

ISBN-10 1433164264

ISBN-13 9781433164262

Edition New

Publisher Peter Lang Publishing Inc

Imprint Peter Lang Publishing Inc

Country of Manufacture US

Country of Publication GB

Publication Date Jun 22nd, 2020

Print length 172 Pages

Weight 416 grams

Dimensions 15.80 x 23.70 x 1.70 cms

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Ksh 15,250.00

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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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