For Week #7: Blogging Chapter 5 (Magazines)

In reading chapter five, I found it interesting how the magazine industry had to reinvent themselves in the latter part of the 20th century with the onset of the television. The process they underwent is called demassification which is when they fractioned into specific interests of the general population serving these niche segments within society. The text goes on to say that within these mass audiences targeted were clearly defined readers unlike earlier in history when general interest magazines i.e. Life delivered something for everyone. The critics of the demassification process say that the “mass media are failing in their responsibility to enrich society”. In cooking or sports magazines there is not much “about the common good, moving toward a better society, or illuminating enduring issues”. Ultimately these magazines are in the market to develop a readership for advertisers to target with specialized products and services. We discussed this phenomenon earlier in our course with regards to media broadcasting that the number one goal is to deliver audiences to advertisers.

My question is as the role of magazines has shifted over the latter part of the 20th century will we see the Internet i.e. blogs filling that void in addressing some of what critics say was once magazines’ role to deliver to readers broad and important issues with society?

I also found it interesting to read about ownership within the magazine industry. Since this industry is also concentrated in a few major companies when they decide to purchase other companies they are looking for synergies with their existing entities. It is disheartening to read that some critics feel “these parent companies are manipulating their magazines’ content to promote their own corporate interests”. I guess there is a naïve part of me that doesn’t want to believe that.