Mass communication is a medium that has the potential to reach a mass audience, travels through both space and time, and is unable to receive immediate feedback. This includes magazines, newspapers, television, and even cave paintings.
Demassification is when companies switch from targeting a large, national audience to a smaller, niche audience. Companies with a larger target audience will almost always make more money. So, why would any companies want to make this switch?
Many companies do not demassify willingly. Demasssification usually occurs when companies loose audience, staff, or advertisers. Due to this happening, these companies do not have the money to continue serving a mass audience. In order to stay in business, they must target smaller audiences. This no longer classifies it as mass communication because it is unable to reach a mass audience. If companies didn't demassify, They would have to close down because they were unable to support themselves.
Kate, remember that the purpose of the blog is to reflect and respond to the class content — not to simply summarize/repeat it.
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