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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.
Theories of media exposure study the amount and type of Media content an individual is exposed to, directly or indirectly. The scope includes television shows, movies, social media, news articles, advertisements, etc. [ 1 ] Media exposure affects both individuals and society as a whole.
Many audience theorists are concerned with what media do to people. There is a long tradition in the social sciences of investigating “media effects.” [3] Early examples include the Payne Fund Studies, which assessed how movies affected young people, and Harold Lasswell’s analysis of WWI propaganda.
Agenda-setting theory was formally developed by Maxwell McCombs and Donald Lewis Shaw in a study on the 1968 presidential election deemed "the Chapel Hill study". McCombs and Shaw demonstrated a strong correlation between one hundred Chapel Hill residents' thought on what was the most important election issue and what the local news media reported was the most important issue.
Newspaper covers from the days following the 9/11 attacks give a glimpse into the confusion and anger felt not just by the U.S., but also around the world.
His research specialises in marketing, new media and privacy. A 2005 New York Times Magazine article referred to him as “probably the reigning academic expert on media fragmentation." [2] In 2010, the New York Times called Turow “the ranking wise man on some thorny new-media and marketing topics." [3]
Splitting, also called binary thinking, dichotomous thinking, black-and-white thinking, all-or-nothing thinking, or thinking in extremes, is the failure in a person's thinking to bring together the dichotomy of both perceived positive and negative qualities of something into a cohesive, realistic whole.
In media studies, mass communication, media psychology, communication theory, and sociology, media influence and media effects are topics relating to mass media and media culture's effects on individual or an audience's thoughts, attitudes, and behavior. [74] Whether it is written, televised, or spoken, mass media reaches a large audience.