De-massification

=De-Massification= toc

As opposed to the old economy (which focused more on mass production and mass broadcasting to a mass audience), the new economy breaks down (demassifies) production. The focus, in terms of production, is now shifted to customization, segmentation, and individualization. This trend leads to narrowcasting.

The term "demassification" implies the reversal of previous trends towards the concentration of production and power. It is a sort of a revolution of information and communication technology which lowers the cost and range of distribution networks. Demassification is currently most evident in the realm of businesses where small "niche" companies are overtaking larger industrial monoliths.

Massification = Globalization (Integration) Demassification = Localization (Disintegration)

Opposition
Industrial Economy (Mass Production)

**Old vs. New**
Mass Consumption **Economy (Old)** Traditional mass manufacturing factories produce identical objects by the millions. It is walking away from mass culture.**

New Economy
 * Demassified products, short-runs, and customized products. Information and media services are segmented and individualized. You anticipate it!

Just-in-Time Production (JIT)
JIT has revolutionized the way that inventory is controlled, turning traditional maunfacturing processes and thinking on its head. For more info click here

=Works Cited=

Webster, Frank et al. //The Information Society Reader.// New York: Routledge, 2004.