THE THEORY OF THE NICHE - QUANTIFYING COMPETITION AMONG MEDIA INDUSTRIES
THE THEORY OF THE NICHE - QUANTIFYING COMPETITION AMONG MEDIA INDUSTRIES
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DOI：
10.1111/j.1460-2466.1984.tb02988.x
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发表时间：
1984-01-01
影响因子：
7.9
通讯作者：
ROTHENBUHLER, E
中科院分区：
文献类型：
--
作者：
DIMMICK, J;ROTHENBUHLER, E
新技术的出现对大众传播的研究和理论提出了新的挑战。公众、媒体从业者和研究人员都感兴趣的一个中心问题是新媒体形式对现有大众传播产业的影响。然而，研究和理论仍然相对沉默的新产业的增长对旧媒体形式的可行性的影响。传播领域专注于受众研究和随之而来的微观理论的一个后果是，该领域没有很好的装备来处理有关整个行业的相对生存能力的宏观问题。虽然扩散观点（见5）和McCombs关于相对恒定性原则的工作（16，17）推进了我们对报纸，广播和电影的宏观知识，但目前该领域还没有任何理论体系阐明整个媒体行业（如报纸或电视）可以通过适应共存的条件，或者在极端情况下，在竞争中灭亡。
The emergence of new technologies poses fresh challenges for research and theory in mass communication. One central question of interest to the public, media practitioners, and researchers alike centers on the new media forms’ impact on the existing industries of mass communication. Yet, research and theory have remained relatively silent on the effect of the growth of new industries on the viability of older media forms. One consequence of the communication field’s preoccupation with audience research and the attendant microtheory is that the field is not well equipped to deal with macroquestions regarding the relative viability of entire industries. While the diffusion perspective (see 5) and McCombs’s work on the principle of relative constancy (16, 17) have advanced our macrolevel knowledge of newspapers, broadcasting, and movies, there is currently no body of theory within the field that elucidates the conditions under which entire media industries, such as newspapers or television, can coexist through adaptation or, at the extreme, perish in the face of competition.