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The 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 med

The Digital Difference examines how the transition from the industrial-era media of one-way publishing and broadcasting to the two-way digital era of online search and social media has affected the dy

The Digital Difference examines how the transition from the industrial-era media of one-way publishing and broadcasting to the two-way digital era of online search and social media has affected the dy

A central current in the history of democratic politics is the tensions between the political culture of an informed citizenry and the potentially antidemocratic impulses of the larger mass of individ

Top media studies scholars discuss the evolution of media

Although the rational choice approach toward political behavior has been severely criticized, its adherents claim that competing models have failed to offer a more scientific model of political decisi

Photo opportunities, ten-second sound bites, talking heads and celebrity anchors: so the world is explained daily to millions of Americans. The result, according to the experts, is an ignorant public,

Although the rational choice approach toward political behavior has been severely criticized, its adherents claim that competing models have failed to offer a more scientific model of political decisi

Originally published in 1992 this book charts the global restructuring of telecommunications industries away from the monopoly structures of the past towards increased competition, deregulation and pr

The exponential growth of structured and unstructured social data has confronted fields such as political science, sociology, psychology, information systems, public health, public policy, and communi

The exponential growth of structured and unstructured social data has confronted fields such as political science, sociology, psychology, information systems, public health, public policy, and communi

Passion and emotion run deep in politics, but researchers have only recently begun to study how they influence our political thinking. Contending that the long-standing neglect of such feelings has le

Passion and emotion run deep in politics, but researchers have only recently begun to study how they influence our political thinking. Contending that the long-standing neglect of such feelings has le