Why Diverse U.S. Cable Audiences Are Leading The Way In The Postmodern Age

A riot's going on!

Willis G. Smith
W.G. Smith & Associates, Inc.

Research Overview

Many communications leaders, scholars and industry professionals are now suggesting that audience research and measurement is at crossroads at the onset of the 21st century and ushering in what many are calling the postmodern era (Gandy, McLeod, Mermingas, Starorsta, 2002-2003). Industry experts are looking for the new guideposts and measurement connections amidst tumultuous change in media, social structures, and audiences that have become increasingly urbanized, diverse, and technological. Others may still try to fit the same 'pieces' of measurement into the same measurement puzzles or modernist structures.