Conversion of the Mass Audience and its Impact on the Configuration of Media
DOI:
https://doi.org/10.17721/2312-5160.2014.16.26-35Keywords:
cell audience, relationship-based media, typology of media, impact index, mass communicationAbstract
The influence of the information technology revolution and of the advanced communication possibilities on the development of social and mass communications is studied. It is shown that the emergence of virtual reality changed the value of time and space, and led to a new stratification of the mass audience. A new configuration of new types of audiences of different interfaces emerged. We analyzed the processes of stratification of the mass audience and their implications from the point of view of a new media typology. Attention is primarily paid to the sub-mass cell audience and to the relationship-based media (RB-media), which are the new typological phenomena, determined by the digital age. The process of emergence of the cellular audience is considered; the typological features of the RB-media are presented; and the prospects of media development are projected.
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