Abstract
Over the first decade of the twentieth century, the big revolution in information and communications technologies has resulted in many innovations that are having increasingly visible effects on the daily life of media users.
These developments are not only the logical result of a technological evolution. They affect the way people interact with media. What these changes on media have represented for the field of the media management? Do media managers currently really know their audience’s attitudes and responses? Even more, are they still acting and responding as massive media audiences?
Even in developing media markets, like in Latin America, media economies have moved from the massive and passive audiences’ model to the more informed, engaged and influential publics environment. Can managers keep safe the bridge between audiences and advertisers from the storm, when content is everyday available on multiple platforms and audiences are capable to create their own media diets and schedules?
The chapter is aimed to provide an overview on the recent academic literature about audience’s analysis under the veneer of segmentation, fragmentation, even erosion of traditional mass audiences.
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Notes
- 1.
- 2.
We follow Mattelart and Mattelart to give a clear explanation of the concept of entropy. Entropy, is understood here as a trend which has the nature to destroy what is ordered and to precipitate the biological degradation and social disorder, constitutes the fundamental threat. The information, the machines that treat it and the networks which they weave are the only ones able to combat this trend to the entropy (Mattelart and Mattelart 1997, p. 47).
- 3.
And numerous; a list of closed questions would leave out a whole range of possibilities. This is what we mean by in relation with the previous point.
- 4.
Colombia has the second Hispanic largest potential media market after México, considering population, and the third largest in Latin America after México and Brazil (DANE 2007).
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Arango-Forero, G., Roncallo-Dow, S. (2013). Social Media and New Audiences as a New Challenge for Traditional and New Media Industries. In: Friedrichsen, M., Mühl-Benninghaus, W. (eds) Handbook of Social Media Management. Media Business and Innovation. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-28897-5_37
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