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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.
Fragmentation: Adheres to many marketing disciplines. These being media space, consumer attention, consumption habits, and communication/messaging strategies. Reversals of production and consumption: A condition that occurs when the roles of consumer and marketer change. This is when consumers become "brand ambassadors" for a company and voice ...
In urban sociology, fragmentation refers to the absence or underdevelopment of connections between a society and the grouping of certain of its members. These connections may concern culture , nationality , race , language , occupation , religion , income level, or other common interests.
This includes the literature on selective processes, media use and some aspects of cultural studies. The third see the audiences as a mass with its own dynamics apart from the individuals who constitute the mass. This perspective is often rooted in economics, marketing, and some traditions in sociology. Each approach to audience theory is ...
Concentration of media ownership, also known as media consolidation or media convergence, is a process wherein fewer individuals or organizations control shares of the mass media. [1] Research in the 1990s and early 2000s suggested then-increasing levels of consolidation, with many media industries already highly concentrated where a few ...
In social science, mass communication is related to communication studies, but has its roots in sociology.Mass communication is "the process by which a person, group of people or organization creates a message and transmits it through some type of medium to a large, anonymous, heterogeneous audience."
The theory posits that the way in which corporate media is structured (e.g. through advertising, concentration of media ownership or government sourcing) creates an inherent conflict of interest and therefore acts as propaganda for anti-democratic elements. Herman and Chomsky's 5 filters of Propaganda Model
McLuhan says that the "technique of fragmentation that is the essence of machine technology" shaped the restructuring of human work and association and "the essence of automation technology is the opposite". He uses an example of the electric light to make this connection and to explain how "the medium is the message".