Demassification refers to the breaking down of an industry, specifically the media industry into smaller titles. The media shifts their products to appeal to certain audiences, and the largest audiences possible.
Demassification started with the radio in the 1950’s. Because of the popularity of television, radio stations had to target people through their music preferences. This way, radio did not become obsolete.
Many media groups thrive today by targeting audiences. In the 80’s, demassification continued to grow, with new technology. With television channels, demassification is very simple because there are many different things that a variety of audiences can chose to watch. The Internet also offers this by the variety of web pages available to visit (Vivian 14).
Magazines have also used demassfication in order to bring in readers. By focusing narrowly with advertisements and stories, magazines found that it was easier to reach people (Vivian 119). They also use websites which often contain bonus material that you can only get online which encourages people to explore their website, along with buying their magazine. This also allows companies to advertise in more ways than one. Some magazines also charge for their online subscription, which makes people more apt to subscribe as well because to them, it feels like something that is off-limits, so they will be more likely to buy a subscription to see what they are missing online (Vivian 121).
Source: Vivian, John C. Media of Mass Communication, The (9th Edition) (MyCommunicationLab Series). Boston: Allyn & Bacon, 2008. Print.
No comments:
Post a Comment