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The mass audience : rediscovering the dominant model
Webster, James G.Mahwah, N.J. : L. Erlbaum Associates, 1997.In the early 20th century, the audience was seen as a mass of people, mostly unknown to one another, that was unified through exposure to media. This concept is now accepted. This book looks into the meaning of "audience". Media scholars have qustioned the utility of the mass audience concept, characterizing it as insensitive to differences among audience members, arguing that it serves only a narrow set of industrial interests. The authors of this volume offer the opinion that these assertions are often false and unwarranted either by the historical record or by contemporary industrial practice. They argue for a rediscovery of the dominant model by summarizing and critiquing the body of literature on audience behaviour, and by demonstrating different ways of analysing mass audiences. They present a framework for understanding the future of the audience in the new media environment, and suggest how the concept of mass audience can illuminate research on media effects, cultural studies, and media policy.
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German architecture for a mass audience
James-Chakraborty, Kathleen, 1960-London ; New York : Routledge, 2000.This book illustrates the ways in which buildings designed by Germany's most celebrated twentieth century architects were embedded in widely held beliefs about the power of architecture to influence society.This book vividly illustrates the ways in which buildings designed by many of Germany's most celebrated twentieth century architects were embedded in widely held beliefs about the power of architecture to influence society. German Architecture for a Mass Audience also demonstrates the way in which these modernist ideas have been challenged and transformed, most recently in the rebuilding of central Berlin.
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The future of the mass audience
Neuman, W. RussellCambridge [England] ; New York : Cambridge University Press, 1991.The Future of the Mass Audience focuses on how the changing technology and economics of the mass media in post-industrial society will influence public communication. It summarises the results of a five-year study conducted in cooperation with the senior corporate planners at ABC, CBS, NBC, Time Warner, The New York Times and the Washington Post. The central question is whether the new electronic media and the use of personal computers in the communication process will lead to a fragmentation of the mass audience. Some analysts have suggested that with the growth of increasingly specialised cable television channels and electronic publishing, people will filter and pre-select news concerning only their own special interests and, as a result, cultural and political life will become increasingly polarised. This study demonstrates, however, that the movement towards fragmentation will be modest. It concludes that the production and promotion costs and economies of scale for electronic media put natural constraints on special interest, small audience programming. The conclusion sets forth a policy agenda for making the most of the participatory and democratic potential of evolving electronic communications systems.
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