Our media: is it “mass” or is it just each pick and choose? And what does this mean to existing mass comm theory research?

For the first time, more people are streaming content than are connected to cable/satellite. In 2023, online audio audiences bypassed broadcast audiences for the first time. As the media ecosystem evolves to increased narrowcasting, this panel will explore whether existing mass media theories are still sufficient and/or valid to explain and predict current and future media effects. The related question will consider whether it’s time to consider new theories to explain media effects in an increasingly non-mass media world. Moderator: Richard Vogel, retired from Culver Stockton College Panelists: Glenn Hubbard, East Carolina University Teresa (Terry) Filipowicz, Pima Community College Bridget Rubenking, University of Central Florida Frank A. Aycock, Appalachian State University Respondent: Paul T.M. Hemenway, Lamar University