"Every Home Is Wired":
1 -- The Net in Relation to Music Subcultures
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This disappearance of 'true' mass media -- in the sense the word had in the first half of this century -- is nothing new, though, and can really be seen as a logical consequence of the 'virtual localisation' that is going along with globalisation: as Morris & Ogan point out,

the term mass media, with its roots in ideas of mass society, has always been difficult to define. There is much at stake in hanging on to traditional definitions of mass media, as shown in the considerable anxiety in recent years over the loss of the mass audience and its implications for the liberal pluralist state. The convergence of communication technologies, as represented by the computer, has set off this fear of demassification, as audiences become more and more fragmented. ... The current uneasiness and discussion over the terms themselves seem to indicate that the old idea of the mass media has reached its limit. (41)

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The subsequent division of resources is undesirable for an entertainment industry whose firms traditionally have a vital interest in mass markets -- notably, "rock'n'roll was the first unavoidable mass cultural commodity explicitly aimed at teenagers" (Frith & Goodwin 1). Bit 31

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© 1998 Axel Bruns