The Future of the Mass Audience

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Focusing on the impact of evolving technology and economics on mass media, this study examines how public communication may change in a postindustrial society. Conducted with major media corporations, it investigates whether electronic media will lead to audience fragmentation. Contrary to some beliefs, the findings suggest that while specialization will increase, the national media landscape and shared political culture will remain strong. W. Russell Neuman, an established scholar in communications, leads the research, contributing valuable insights into media dynamics.