The authors navigate a similar conceptual marsh in proposing a new theory to account for a half-century-long accelerating fragmentation of media sources, and thereby media content audiences, since the 1970s. Whether their media balkanization theory (it’s all in the name), inspires new research or not, three-fourths of the text’s 160 pages provides a detailed historical and cross-sectional survey of the development and disintegration of the American mass audience.
Benoit, W. y Billings, A. (2020). International Academic Publishers.