{"product_id":"the-future-of-the-mass-audience-hardback-9780521413473","title":"The Future of the Mass Audience (Hardback) 9780521413473","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eThe Future of the Mass Audience\u003c\/font\u003e\u003cbr\u003e\r\n\r\n\r\n\u003c\/p\u003e\n\u003cp\u003e\u003cem\u003eThis book focuses on how the changing technology and economics of the mass media in post-industrial society will influence public communication.\u003c\/em\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eW. Russell Neuman (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780521413473, Cambridge University Press\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 31 January 1992\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e220 pages, 30 b\/w illus.  5 tables\u003cbr\u003e23.7 x 15.7 x 1.4 cm, 0.438 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cem\u003e\u003cfont size=\"3\"\u003e\"In his useful book The Future of the Mass Audience, W. Russell Neuman recently suggested that there is very little evidence to support the most alarming speculations that have been advanced by social scientists.\" -- The New Republic\u003c\/font\u003e\u003c\/em\u003e\u003c\/p\u003e\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003eThe Future of the Mass Audience focuses on how the changing technology and economics of the mass media in post-industrial society will influence public communication. It summarises the results of a five-year study conducted in cooperation with the senior corporate planners at ABC, CBS, NBC, Time Warner, The New York Times and the Washington Post. The central question is whether the new electronic media and the use of personal computers in the communication process will lead to a fragmentation of the mass audience. Some analysts have suggested that with the growth of increasingly specialised cable television channels and electronic publishing, people will filter and pre-select news concerning only their own special interests and, as a result, cultural and political life will become increasingly polarised. This study demonstrates, however, that the movement towards fragmentation will be modest. It concludes that the production and promotion costs and economies of scale for electronic media put natural constraints on special interest, small audience programming.\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eIntroduction\u003cbr\u003e 1. The communications revolution\u003cbr\u003e 2. The logic of electronic integration\u003cbr\u003e 3. The psychology\u003cbr\u003e 4. The fragmentation of the mass audience\u003cbr\u003e 5. The political economy of the mass media\u003cbr\u003e 6. The future of the mass audience\u003cbr\u003e Bibliography.\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Politics \u0026amp; government [\u003ca title=\"See our other books on Politics \u0026amp; government\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Politics%20\u0026amp;%20government%20%5BJP%5D%22\"\u003eJP\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Cambridge University Press","offers":[{"title":"Default Title","offer_id":46007252615448,"sku":"9780521413473","price":71.49,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/products\/9780521413473i_877862e1-6128-4efe-9e4d-a7815f4f2d9f.jpg?v=1691381322","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/the-future-of-the-mass-audience-hardback-9780521413473","provider":"Freshly Printed Books","version":"1.0","type":"link"}