MC 2000 Chapter : Mass Comm Chapter 1
Document Summary
Convergence - when content that has traditionally been confined to one medium appears on multiple media channels. Audience fragmentation - the process of dividing audience members into segments based on background and lifestyle in order to send them messages targeted to their specific characteristics. Mass production process - the industrial process that creates the potential for reaching millions, even billions, of diverse, anonymous, people at around the same time. Industrial nature -what distinguishes mass communication from other forms of communication is the industrialized or mass production process that is involved in creating the message material. This industrial process creates the potential for reaching billions of diverse, anonymous people simultaneously. In the past, mass comm used to describe size of audience. Mid 19th century, new technologies - high speed presses, radio, movies, tv gave access to huge masses, dispersed geographically, diverse, anonymous. Papers, radio, tv considered different b/c of size and composition of audience.
