Social Relationships Within The Media Industry Essay

The way advertisers from the 1960s onwards responded to the causes of â€Å"demassification† of consumers began when the media industry was restructuring itself into smaller independent operating entities. The shift during this time formed large operating industry’s into smaller lines of production meant that advertisers would have to change their focus from a mass audience into smaller groups of well targeted consumers. Leiss, Kline, Jhally, and Botterill refer to this process of identifying smaller target markets as one of ‘demassification’ (309). Fletcher suggests, â€Å"over the past four decades, this has led to a more diverse representation within advertising as different groups have been identified as disposable income† (129). Therefore, the process of demassification has uniquely caused social relationships within the consumer culture during the 1960s onwards. The 1960s marked a shift of consumer culture that became the process of ‘demassifying’, †¦ as social relations rooted in class, family and work were challenged by the fashioning of individual lifestyles in the expanded domain of consumer culture (Leiss et al. 295) Demassification during that particular time was increasing ad costs, but it also made advertisers look at what they get for their media expenditures. As Caffery suggested, â€Å"demassification was building, so was the bill. When you combine smaller audiences with higher costs, alarm systems start to ring† (13). These transformationsShow MoreRelatedUse Of Social Media Platforms Aids And Promote Sporting Brands1185 Words   |  5 Pagesuse of social media platforms aids and promote the sporting brands within the consumer behaviour. 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