The Necessary Evolution of Mass Communication Research in a Fragmenting Media Landscape

Abstract

With the ongoing evolution of media channels, debates over the concept of mass communication have been reignited. When we live in a society of filter bubbles and AI-generated content, the very notion of a large uniform audience has been undermined. Indeed, the process of mass communication looks different today than in the early days of the field, which naturally affects how to define and measure media effects. In this forum, leading communication scholars provide arguments as to whether we should keep using the term “mass communication,” adapt its definition, or develop entirely new concepts that better reflect our fragmenting media environment.