Explain audience fragmentation. Is it a good thing or not? What are some positive and negative consequences of it?
Answer:
An ideal response will:
1. Define audience fragmentation as the scattering of audiences across multiple press outlets due to the growth of cable television and the Internet and the subsequent specialization of the media content for those venues.
2. Make a clear argument for why fragmentation is or is not beneficial by illustrating the benefits of fragmentation (diffuses the influence of the media, works against the effects of conglomeration) versus the costs (fragmentation and separation of audiences who cannot understand the issues of others).
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