Suchergebnisse

Media growth trends over the past 20 yrs (1950-70) are examined to determine whether they can be interpreted via the 3-stage theory (Colin Clark, CONDITIONS OF ECONOMIC PROGRESS, London: Macmillan, 1957, & others, eg, Daniel Bell). According to this theory, the US entered the 3rd stage (marked by a rapid shift of the work force away from the mfg sector toward the service sector) after WWII. The service sectors are great consumers of specialized media, but do not further the rapid growth of mass communication. On the basis of the theory's propositions, a rapid growth in specialized media & a slowing of the growth of the MM can be expected. Data on volume & growth rate of the gross nat'l product, educ, personal message & mass media systems in the US for 1950-70 support the 3-stage theory. In every case, the growth rate of the more specialized media increased relative to the growth rate of the mass media. The masss media are actually shrinking in size relative to the total economy. The study of modern communication systems should broaden into an analysis of the telephone system, the office communication system, & the perspectives of a total communication system in which the individual in our society is a communicator with a very powerful set of media tools. 7 Tables. Modified HA.