1. The break-up and dispersal of the mass-media audience since the shift to digital media that began in the later 1980s. See also demassification; narrowcasting; compare homogenization; mass audience.
2. Especially in relation to television, the idea that multiple channels have led to a loss of widely-shared experiences of the same programmes (a potential threat to social cohesion). This view may underestimate the appeal of core, mainstream content.