Publication

12 May 2007

This article focuses on the change in the media environment in the US and its implications for corporate communication. The author claims that the age of mass media with total agenda-setting power is passing into history. He argues that new horizontal, special-interest media have altered and possibly reduced people’s attention toward national entire-community issues. The paper suggests that companies shift their marketing focus away from products to how audiences are assessing their business.

Download English (PDF, 7 pages, 175 KB)
Author Donald L Shaw
Series Media Tenor Case Studies
Publisher Media Tenor
Copyright © 2007 Media Tenor
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