The Seeds Of Audience Fragmentation


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The Seeds Of Audience Fragmentation

  1. 1. The Seeds of Audience Fragmentation Specialization in the Use of Online News Sites
  2. 2. Concerns that the internet might fragment national audiences <ul><li>Conducive to specialized use </li></ul><ul><li>User demographic profiles of news sites are individually distinct </li></ul><ul><li>Topic that the readers view vary by sites they access. </li></ul><ul><li>The provision of news over the internet exhibits ample signs of outlet specialization. </li></ul>
  3. 3. People are encouraged to narrow the focus of their media consumption to pursue their individualized interest and goals. <ul><li>People are more likely to ignore other messages. </li></ul><ul><li>Argued to be problematic for modern democracies. </li></ul><ul><li>Fragmented audiences are left under informed about central national issues. </li></ul>
  4. 4. The BIG idea <ul><li>news media provide information about the world outside an audience member’s experience, the media operate as a spotlight, shining on only a portion of the social world at a time. Given that audiences are selective in their exposure to information they are actively choosing what portion of the illuminated world they wish to see. </li></ul>
  5. 5. The present study is designed to determine the extent to which Web-based news sites see specialized use <ul><li>Net Ratings provided records from 311,862 page views by 14,102 panel members when they visited one of the news sites. </li></ul><ul><li>The raw data for this study were obtained from Nielsen/Net Ratings (hereafter Net Ratings). </li></ul>
  6. 6. the study suggests that people can be relatively active and focused in their online news reading <ul><li>However, that tendency is only one contributor to the potential development of specialization with the Internet </li></ul><ul><li>the potential for audience fragmentation is strongest when both audiences and outlets are specialized </li></ul>
  7. 7. The site comparisons suggested that news sites have developed distinctive profiles in terms of both audience demographics and the news topics those audiences select <ul><li>The news topic selection profiles also provide evidence of outlet specialization. On both the national and local levels, page views exhibited a pattern in which people emphasized specific and varied areas. </li></ul>
  8. 8. The findings of the study provide some evidence of online news outlet specialization. When combined with existing signs of audience specialization, the findings suggest that fragmentation may be the ultimate result
  9. 9. Future implications <ul><li>Fragmentation may reduce the likelihood of sustained, widespread attention to political issues, thereby weakening the potential of consensus emerging around specific problems and policies </li></ul>
  10. 10. conclusion <ul><li>The potential fragmentation of Americans online is not due to news use alone of course. The popularity of Internet-based communities and the growing influence of Web logs provide other mechanisms by which people may pursue specialized interests online. </li></ul>
  11. 11. Bibliography <ul><li>Tewksbury, David (2005) 'The Seeds of Audience Fragmentation: Specialization in the Use of Online News Sites', Journal of Broadcasting & Electronic Media, 49:3, 332 – 348, retrieved feb 8 2008 on proquest database. </li></ul>
  12. 12. Questions <ul><li>How, if true, will this affect segregation of the masses 10-20 years down the road? </li></ul><ul><li>Would you prefer to have a censored view of political and worldly events if you had a choice? </li></ul><ul><li>What effect does online news have a on a persons worldly perspective, please elaborate? </li></ul>