Introduction; 1. The communications revolution; 2. The logic of electronic integration; 3. The psychology; 4. The fragmentation of the mass audience; 5. The political economy of the mass media; 6. The future of the mass audience; Bibliography.
This book focuses on how the changing technology and economics of the mass media in post-industrial society will influence public communication.
"A pathbreaking study of how changes in the character and control of information technologies affect social structure and political communications. An important book." Daniel Bell, American Academy of Arts and Sciences "Instead of wishful crystal-ball gazing, the reader gets historically and scientifically grounded, sensitively interpreted projections of the interplay between technological developments and the prevailing political culture and political economy. Social scientists, policy makers and communication professionals will benefit immensely." Doris Graber, University of Illinios, Chicago "The most coherent and intelligent guide available about postindustrial society. He aligns the reader to the new emerging range of questions--cultural, technological, economic, social--which constitute the aftermath of mass society." Anthony Smith, Magdalen College, Oxford "The Future of the Mass Audience presents a concise and highly readable summary of trends and theories affecting the business of communications...a valuable addition to the literature in this field." Harold Vogel, Merrill Lynch "His research on audience psychology and newer communications technologies is exemplary...He speaks from a small data to big issues." George Comstock, Syracuse University "A crucial contribution to the most important debate in America: the future, if any, of television." George Gilder, Manhatten Institute "In his useful book The Future of the Mass Audience, W. Russell Neuman recently suggested that there is very little evidence to support the most alarming speculations that have been advanced by social scientists." -- The New Republic
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