NEA New English Academy: Fwd: demassify: Dictionary.com Word of the Day

Tuesday, February 24, 2015

Fwd: demassify: Dictionary.com Word of the Day

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---------- Forwarded message ----------
From: Dictionary.com <doctor@dictionary.com>
Date: Tue, Feb 24, 2015 at 3:05 AM
Subject: demassify: Dictionary.com Word of the Day
To: hectorpinillos@gmail.com

Feb. 24, 2015

demassify

\dee-MAS-uh-fahy\

verb
1. to break (something standardized or homogeneous) into elements that appeal to individual tastes or special interests: to demassify the magazine industry into special-interest periodicals.
2. to cause (society or a social system) to become less uniform or centralized; diversify or decentralize: to demassify the federal government.

Quotes

Product designers focused on stylization and customization instead of on utility, as advertisers and marketers began to demassify the mass market, breaking consumers into ever-finer market segments and targeting them through an expanded and more refined media system.
-- William Leiss, Stephen Kline, Sut Jhally, Jacqueline Botterill, Social Communication in Advertising, 2005

Origin

Demassify came into widespread usage in the 1970s. The verb massify meaning "to popularize for a wide audience" entered English about 20 years prior, and stems from the Latin term massa meaning "lump" or "kneaded dough."

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