Mass Communication Audience Fragmentation Trends And Countermeasures

Nowadays, the mass media have turned to be the mass-decentralized transmission , In this decentralization, the masses can no longer form on integrated group, but are decomposed into the small masses of several parts. In that case and in order to get the more masses, the mass media have to exert a series of reformation: newspapers are thickened, TV channels are specialized, broadcasts are "narrowly cast" and net stations are personified. However, this reformation is only at its outset. By the analysis of the tendency of the mass media undergoing the mass-decentralized transmission, this thesis aims to help the medium circle recognize this decentralized situation so as to take some necessary countermeasures.At present, the mass media are in action, But there exist quite a few problems for this decentralized transmission: compnehensine media are of majority; specialized stations Lack peculiar features; the target acceptors are not made determinate; acceptors are not classified particularly, etc. For the existing problems, nine countermeasure are presented so as to shed some light on the medium circle.