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The Future of the Mass Audience Paperback – November 29, 1991

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Editorial Reviews

Review

"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

Book Description

Focusing on how technology and economics will influence public communication, this study considers whether electronic media and the use of personal computers will lead to a fragmentation or "demassification" of mass audiences.
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Product Details

  • Paperback: 220 pages
  • Publisher: Cambridge University Press (November 29, 1991)
  • Language: English
  • ISBN-10: 0521424046
  • ISBN-13: 978-0521424042
  • Product Dimensions: 6.1 x 0.5 x 9.2 inches
  • Shipping Weight: 9.6 ounces (View shipping rates and policies)
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Best Sellers Rank: #2,605,079 in Books (See Top 100 in Books)

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Top Customer Reviews

By Torgeir Hansson on May 18, 2011
Format: Hardcover
It is inconceivable to me that I am the first to review this book.

And before I say anything more, let me be clear: I have no personal interest in the sales volume of this work.

If you want to understand how communications affect society, you will read and re-read this book.

It is a seminal work that explains the technology and culture that lies at the heart of modern civilization--communications technology and its effects. It is smart. It is insightful. It is essential.

Anyone with an interest in the gears that drive modern life should own this book.
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