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Audience fragmentation describes the extent to which audiences are distributed across media offerings. Traditional outlets, such as broadcast networks , have long feared that technological and regulatory changes would increase competition and erode their audiences.
Media psychology is a branch of psychology that focuses on the interactions between human behavior, media, and technology.Media psychology is not limited to mass media or media content; it includes all forms of mediated communication and media technology-related behaviors, such as the use, design, impact, and sharing behaviors.
Psychological projection is a defence mechanism of alterity concerning "inside" content mistaken to be coming from the "outside" Other. [1] It forms the basis of empathy by the projection of personal experiences to understand someone else's subjective world. [1]
Audience theory offers explanations of how people encounter media, how they use it, and how it affects them. Although the concept of an audience predates modern media, [1] most audience theory is concerned with people’s relationship to various forms of media. There is no single theory of audience, but a range of explanatory frameworks.
In social psychology, social projection is the psychological process through which an individual expects behaviors or attitudes of others to be similar to their own. Social projection occurs between individuals as well as across ingroup and outgroup contexts in a variety of domains. [1]
Meanwhile, cool media are high in participation, because inclusively provides information but relies on the viewer to fill in the blanks. McLuhan used lecturing as an example for hot media and seminars as an example for low media. Using a hot medium in a hot or cool culture makes a difference. [6]
Media manipulation refers to orchestrated campaigns in which actors exploit the distinctive features of broadcasting mass communications or digital media platforms to mislead, misinform, or create a narrative that advance their interests and agendas.
Due to the fast-changing media landscape, the extent to which attention is fragmented keeps evolving, which requires solutions of increasing intensity to reduce continuous partial attention. Future developments will focus on increasing the focus-enhancing toolbox as well as the genetic and physiological implications of continuous partial attention.