ABSTRACT
A pluralistic ideology currently frames the American landscape. Today, differences between publics are intentionally delineated and, in many instances, celebrated as the once notable paradigm of mass communication continues to fissure and crack (Chaffee & Metzger, 2001; Katz, 1996). Contemporary media have contributed much to these developments. Modern media have enhanced the ability of audiences to transmit and retrieve information at relatively no cost, while simultaneously augmenting audiences' control over content creation and selection (Chaffee & Metzger, 2001). As a result, consumers now comprise distinctive groups with common interests and values, but perhaps more importantly, they now also wield the ability to discuss any topic that interests them, through whatever media they prize, whenever they see fit to do so. Accordingly, mass media can no longer be considered the dominant source of information that it once was.
