1.2.4 dispersal
Dispersal is the product(It's not a real product) of shifts in out ralationships
Consumption
-Mass media and new media
Differentiated audience is no longer a mass audience
-the multiplicity(can be multiply, various use) of message (e-mail, gesture)and source(magazine,web,TV)
-Difference between centralised and dipersed media distribution systems
radio broadcast network, computer network
Production
-The traditional boundaries and definitions between different media processes are breaking down
-consumption meets production
prosumer marketing
prosumer= produce + comsumer
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