MC 2000 : Exam 2 Review Notes2
Document Summary
Six related trends describing the mass media world at the turn of the 20th century: Media fragmentation: this term refers to the increase in the number of mass media and mass media outlets that have taken place over the past two decades. Media fragmentation encourages audience erosion, a decrease in the percentage of the population using any particular mass medium (such as newspapers in general) or specific media outlet (such as a specific newspaper) Audience segmentation: this term refers to the activity of deciding what portions of the population to pursue as your target audience and what kind of content you will use in order to attract their attention. When a mass media organization sets its sights on having as its audience on or more of the social segments it has identified in the population, that behavior is called targeting.
