Actors and Links in the Media System: Applying a Network Perspective to the Study of Media Production, Content and Audience

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This presentation is prepared for the ICA 2011 Virtual Conference (icavirtual.com). It looks into the network mechanisms which underlie the three major parts of the media system: the industry, the content and the audience. The goal is to identify key theoretical frameworks that can be used to explain the formation and dissolution of ties in each of those three areas. The full paper can be downloaded at www.kateto.net/research. It provides relational interpretation of classic media studies theories and advocates for the use of a network approach to their application in research.

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Actors and Links in the Media System: Applying a Network Perspective to the Study of Media Production, Content and Audience

  1. 1. Actors and Links in the Media System:Media Production, Content and AudienceICA 2011 - Virtual ConferenceKatherine Ognyanova (Katya)Doctoral Candidate, USC Annenbergica@ognyanova.net, www.kateto.net
  2. 2. Networks in Media Studies Content Social Networks Audience Semantic Networks Interorganizational Industry
  3. 3. Mixing Different Levels Content Audience Content Diffusion through Audience Social Networks Industry
  4. 4. Media Content Media Media Industry AudienceInterorganizational Networks
  5. 5. The Industry: Ties Between Media Companies Ownership & Partnership Interorganizational, Interlocking directorates any industry Resource Exchanges Strategic Alliances Joint political action Family/friendship ties Shared Content Information Resources Typical for the media industry Overlapping Staff
  6. 6. Theoretical Frameworks Evolutionary Theories Organizational Ecology Resource Dependence Exchange Theories
  7. 7. Corporate Relationships Media corporations network. Source: Arsenault & Castells, 2008
  8. 8. Embeddedness and Centrality
  9. 9. Media Content Media MediaIndustry Audience
  10. 10. Industry & Content Levels NYT CNN
  11. 11. Industry & Content Levels 2 7 NYT CNN
  12. 12. Industry & Content Levels - US US News Outlets and Topics. Source: Ognyanova, K. (www.kateto.net)
  13. 13. Industry & Content Levels - USInter-Media Agenda-Setting www.kateto.net
  14. 14. Online Media and Their Content Hyperlinks Indicate affiliation Attribute value
  15. 15. Online Content: Link Analysis Linking patterns in the US political blogosphere. Source: Adamic & Glance (2005)
  16. 16. Online Content: Link Analysis (Cont.) US Politicosphere (2009) Powered by Linkfluence
  17. 17. Semantic Networks Media Content Media MediaIndustry Audience
  18. 18. Content Level: Framing Theories Semantic maps used to analyze the framing of media content often have links based on proximity and frequency of co-occurance.
  19. 19. Framing and Semantic Analysis Book School Literacy Reading Media Internet Literacy Digital
  20. 20. Content Level Concepts Frames Topics Framing Theory
  21. 21. The Future of Journalism Source: Ognyanova, K. www.kateto.net
  22. 22. Linked Open Data Source: Slate News Dots (2010)
  23. 23. Media Content Media MediaIndustry Audience
  24. 24. Two-Step Flow Theory
  25. 25. Audience Social Networks & Content Diffusion
  26. 26. Online Content: Meme Tracking MemeTracker (2008) Jure Leskovec, Lars Backstrom and Jon Kleinberg
  27. 27. Media Content Media MediaIndustry Audience
  28. 28. Media Use News Outlets and Consumers, South LA. Source: Ognyanova, K. Data: Metamorphosis.org
  29. 29. Media System Dependency
  30. 30. Communication Infrastructure Theory
  31. 31. Summary in a Table
  32. 32. Contact Information:Katherine OgnyanovaE-mail ica@ognyanova.netWebsite www.kateto.net

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