Paper 1 · Communication
UGC NET June 2023 (15.06.2023) Shift-I
The audiences of digital media are affected by
ALimited geographical area
BFragmentation ✓ Correct
CPassive messages
DIdentity crisis
Correct answer: (B) Fragmentation — Digital audiences are affected by fragmentation, so the answer is fragmentation.
Explanation
★Digital audiences are affected by fragmentation, so the answer is fragmentation.
★Fragmentation means the audience is split across many channels, apps and outlets.
★People divide their attention between television, tablets, radio and social media at once.
★So no single channel holds a large, unified audience the way old mass media did.
★Digital media are not confined to a limited geographical area, since they reach globally.
★Their messages are interactive, not passive, so passive messages does not fit.
★Identity crisis is not the standard media-studies term for what shapes digital audiences.
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