Chapter Two - Chapter 2 The Evolving Mass Communication...

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Chapter 2 – The Evolving Mass Communication Process “Now, because of the Net’s impact, all the media industries are facing profound alterations in how they are structured and do business, the nature of their content, and how they interact with and respond to their audiences.” “Encouraged by the Internet and digitization, new producers are finding new ways to deliver new content to new audiences.” * Industries in Turmoil : 1. Movie box office attendance dropped from 2004 to 2005 2. Music CD sales dropped 8% from 2004 to 2005 3. Major broadcast network’s share dropped to 55% in 2005 4. Video-games sales dropped 8% in 2005 --- for the first time ever 5. Daily newspaper readership, of all adults, dropped from 58% to 51% between 1998 and 2005 6. Commercial radio listenership has been flat for the past decade --- with actual declines among 14-21 year olds * Some good news for the industries : 1. 8-18 year olds spend 8 ½ hours per day with mass media, an increase of one hour in the past five years
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Chapter Two - Chapter 2 The Evolving Mass Communication...

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