Mass Media Persona Profile – Who’s Extinct?

There’s a certain type of person that’s becoming extinct as digital media proliferates and mass media fragmentation continues. People are cutting cords, kids are watching media via YouTube (they’re watching very targeted, long-tail, niche channels), and major network shows continue to see their ratings fall or flatten. The persona that’s becoming extinct as a result could be called the mass media consumer.

You probably know a few. They watch network TV shows, some Netflix shows, some Showtime and HBO shows, and a handful of cable TV shows that are highly popular. Shows like:

  • Homeland
  • Game of Thrones
  • Unreal
  • The Big Bang Theory
  • The Walking Dead
  • Grey’s Anatomy
  • This Is Us
  • NCIS
  • Saturday Night Live(SNL)
  • Modern Family
  • Black-ish
  • Scandal
  • Stranger Things

What’s interesting about this persona or psychographic profile is that they’re soaking in most if not all of the Lear Center/Annenberg-type content. They get all the major themes and persuasion related to:

  • Gender issues
  • Gun control
  • Women’s issues
  • Immigration
  • Foreign policy
  • Homosexuality and LGBTQQIAAP
  • Animal rights
  • Veganism and diet
  • Family dynamics
  • And more. .

And remember, these social and political positions are developed by a very small group of people and are baked into the popular mass-media programming. Some of these people do not watch regular news broadcasts, and they form their opinions about issues via osmosis from these shows. Don’t take this word osmosis lightly, either. We form beliefs based on the types of media we consume and the specific messaging that’s baked into that media. You are what you eat, in other words. There’s no getting around it. It’s the reason why people who go on news and media diets feel lighter and clearer in the head after they’ve logged weeks away from the noise of TV, internet and mobile phone apps.

Those from this group who do watch news programming tend to consume it via the popular, mass-media channels like the big three broadcasters (ABC, CBS, NBC) and CNN and Fox News. They get the party lines and not much else.



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