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HOW THE CELLULAR AUDIENCE CAME TO BE AND RB MEDIA INFLUENCE FACTORS
Abstract
The process of the stratification of the mass audience which has driven quantitative changes in communication is described in this paper. The postmillennial age is the age of a new set of communication phenomena based on an eruption of information technologies that could not fail to trigger qualitative changes in mass communication. The essential fact here is the phenomenon of the trichotomic stratification of media audiences whereby the cellular audience and relationship-based (RB) media in particular represent typologically new phenomena demanding more in-depth investigation and a closer examination of the laws that determine the functionality of RB media and their effectiveness. In the paper the phases in which a cellular audience has been created and the influence factors of RB media are also described. A case study is used to analyse the processes at work below the interface with the mass audience and to predict the prospects for media and media communication in terms of future development and increasing influence.
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