demassification

verb (used with object), de·mas·si·fied, de·mas·si·fy·ing.

1. to cause (society or a social system) to become less uniform or centralized; diversify or decentralize: to demassify the federal government.
2. 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.