The Mass Audience: Rediscovering the Dominant Model

by Patricia F. Phalen, James Webster, James G. Webster

In the early 20th century, a new and distinctive concept of the audience rose to prominence. The audience was seen as a mass -- a large collection of people mostly unknown to one another -- that was unified through exposure to media. This construct offered a pragmatic way to map audiences that was relevant to industry, government, and social theorists. In a relatively short period of time, it became the dominant model for studying the audience. Today,...

• Format: Paperback
• Language: English
• ISBN: 0805823050
• ISBN13: 9780805823059
• Release Date: October 1996
• Publisher: Routledge
• Length: 174 Pages
• Weight: 0.55 lbs.
• Dimensions: 0.4" x 6.0" x 9.0"