CMN 140 Chapter Notes - Chapter 4: Mass Society, Industrial Revolution, Transmedia Storytelling
11 Oct 2016
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Document Summary
Industrialization of work is believed to have made the masses all have one lifestyle: society was heterogeneous, there was only one lifestyle. Individuals in mass society were invisible to business (media) & advertisers. No audience member interaction: mass audience had no, social organization, body of custom & tradition, established rules/rituals, organized group of sentiments, status roles. For example, they need to find a specific audience to target, then identify a common interest shared amongst the audience and then create content that satisfies a need of the niche audience. Once the targeted audience is attracted, then the sales staff can sell this is exclusive access to advertisers who are all hoping to target the same niche audience as well. Compare: they are conceptions of audiences for media messages. Contrast: mass is from an industrial-conceptualization, mass is seen as factory. Niche is smaller # of people sharing same interest.
