demassified media

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Communications media that reach small, fragmented, or niche audiences (demassified audiences), as opposed to mass communication via the mass media. A development predicted by Toffler in 1980. For example, blogs and internet radio. The term is also applied to fringe elements of the mass media when these have demassified audiences: e.g. small FM radio stations and specialized magazines. See also audience fragmentation; mass media; narrowcasting.

Subjects: Media Studies.

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