Typically a pejorative reference to the social transformations involved in modernization, in which people are allegedly increasingly treated en masse (see also homogenization; mass audience). The concept is associated with mass society theory, where many argue that it leads to weaker family and community ties and to social fragmentation. It is also associated with the rhetoric of cultural elites, no doubt reflecting a lessening of their own influence. Compare demassification.
Subjects: Media Studies.