What is Audience Fragmentation

New media technologies have become an important part of our everyday lives and are predominantly shaping our perceptions. Increased usage of Internet has changed every aspect of our everyday lives. Other new media technologies make the impact of this change even more intense. This chapter provides a review of the academic and popular literature on the relationship between new media and contemporary entertainment practices. It investigates the new tools and ways (such as social networking sites, online retail environments, and online video streaming options) utilized to communicate and entertain. These environments are dynamic, intercultural, and allow for instant information sharing. This chapter focuses on how these environments are alternative to traditional communication contexts and how the new media shapes the entertainment culture.