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Communication Technology and New Media Commons™
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Full-Text Articles in Communication Technology and New Media
Revisiting “Mass Communication” And The “Work” Of The Audience In The New Media Environment, Philip M. Napoli
Revisiting “Mass Communication” And The “Work” Of The Audience In The New Media Environment, Philip M. Napoli
McGannon Center Working Paper Series
This paper revisits the concept of mass communication, which has faced persistent challenges to its continued relevance in light of changes that have taken place in the media environment. This paper offers a counterpoint to claims of the term’s diminished relevance, as well as to some recent efforts to reposition the term, by putting forth an interpretive approach that is not exclusive to the “institutional communicator” and that allows the term “mass” to extend to both the senders and receivers of messages. This paper argues that this interpretive approach is in keeping with some early interpretations of the concept’s meaning, …
The Rationalization Of Audience Understanding, Philip M. Napoli
The Rationalization Of Audience Understanding, Philip M. Napoli
McGannon Center Working Paper Series
This paper reviews the literature that has examined how media organizations make sense of their audiences, the analytical techniques and technologies employed, and how this information is embraced or resisted in the operation of media organizations. As this review illustrates, the historical trend in audience understanding has been one of a steady process of rationalization in how media organizations have approached their audiences. In documenting this process of the rationalization of audience understanding, this review identifies key historical moments in this process. This review identifies the external forces that have influenced this process; the underlying reasons for it; and critiques …
Policies Of Inertia Or Innovation? European Public Service In Transition From Psb To Psm, Minna Aslama
Policies Of Inertia Or Innovation? European Public Service In Transition From Psb To Psm, Minna Aslama
McGannon Center Working Paper Series
No abstract provided.