The world is quickly becoming saturated with information, entertainment, and advertisements. In this program, academic and industry experts examine the globalization of information exchange, the way in which it has altered the social distance between nations and individuals, and the future of mass media. In the U.S., viewers watch an average of 4.5 hours per day of television, willingly lending their eyes and ears to advertisers. However, the 1990s have seen a growing fragmentation of America into demographically segmented audiences, driven by niche programming and narrow-interest advertising. The enthusiasm for interactive communication is growing, spurred on by the desire for news and entertainment tailored and delivered on demand and the possibilities of one-to-one marketing. Is the concept of mass media on the verge of extinction?
Evolution of Modern Communication (2:29) -- Communication Tools in Mass Media (2:42) -- Communication Technology and Society (2:49) -- Impacting Society with Television (3:45) -- Commercial Sponsorship (3:15) -- Segmented Communication (4:18) -- New Media Communication (6:19)
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