عنوان مقاله [English]
نویسنده [English]چکیده [English]
This paper explains how the "mass media" system would change its structure to include numerous "communicators," similar to the traditional market space that I would find it as unique to call it Global Message Bazaar. This space is similar to the Old Persian market or oriental Bazaars which were used to sell, buy, and trade goods. The traditional market, in terms of communication, represents the largest pluralistic and diversified media space in the human history. The system is such that it allows audiences to participate in the communication processes as individuals rather than a faceless "mass." These individuals share some characteristics with some minorities and majorities in the society, but remain independent and choose to receive only specified messages. Therefore, there will be numerous representations and message that would serve the needs of individuals. Just similar to the oriental bazaar, which this paper presents in the "Message Bazaar Model," the mass media must fulfill their increasingly diverse audience needs.