Mass Media in society

Description

The world is quickly becoming saturated with information, entertainment, and advertisements. In this program, academic and industry experts examine the globalization of information exchange, the way in which it has altered the social distance between nations and individuals, and the future of mass media. In the U.S., viewers watch an average of 4.5 hours per day of television, willingly lending their eyes and ears to advertisers. However, the 1990s have seen a growing fragmentation of America into demographically segmented audiences, driven by niche programming and narrow-interest advertising. The enthusiasm for interactive communication is growing, spurred on by the desire for news and entertainment tailored and delivered on demand and the possibilities of one-to-one marketing. Is the concept of mass media on the verge of extinction?

Runtime

28 min

Series

Subjects

Genre

Date of Publication

[2005], c1997

Database

Films on Demand

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