The seeds of audience fragmentation: specialization in the use of online news sites.: An article from: Journal of Broadcasting & Electronic Media

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From the author: Contemporary normative concerns that the Internet might fragment national audiences and polities are based on suggestions that the medium is particularly conducive to specialized use. However, relatively little quantitative research has explicitly examined this contention. This study evaluates outlet specialization within the context of online news reading. Analyses of news viewing by a nationally representative panel of Internet users reveal that the user demographic profiles of news sites are individually distinct. More important, the topics that readers view vary by the sites they access. In sum, the provision of news over the Internet exhibits ample signs of outlet specialization.

Citation Details
Title: The seeds of audience fragmentation: specialization in the use of online news sites.
Author: David Tewksbury
Publication: Journal of Broadcasting & Electronic Media (Magazine/Journal)
Date: September 1, 2005
Publisher: Thomson Gale
Volume: 49 Issue: 3 Page: 332(17)

Distributed by Thomson Gale

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