The audiences of digital media are affected by?

Digital media audiences are shaped by fragmentation, splintering into countless small, scattered and specialised groups instead of one mass public.

Abundant channels and on demand access let each user follow a personal path, so the shared common audience of old broadcasting breaks apart.

Being bound to a limited geographical area belongs to older local media, whereas digital reach is trans local and borderless.

Calling the audience receivers of passive messages misreads interactive digital use, where users select, comment and share.

An identity crisis names a psychological state, not the structural scattering of the audience that fragmentation captures.

This dispersal underlies narrowcasting and niche targeting, where content is aimed at defined micro publics.