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.