The Dynamics of Audience Fragmentation: Public Attention in an Age of Digital Media
The Dynamics of Audience Fragmentation: Public Attention in an Age of Digital Media
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DOI：
10.1111/j.1460-2466.2011.01616.x
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发表时间：
2012-02-01
影响因子：
7.9
通讯作者：
Ksiazek, Thomas B.
中科院分区：
文献类型：
--
作者：
Webster, James G.;Ksiazek, Thomas B.
观众碎片化通常被视为社会两极分化的证据。然而，我们用来研究碎片化的工具提供的关于人们如何在数字媒体上分配注意力的信息有限。我们提供了一个理论框架来理解碎片化，并倡导更多以观众为中心的研究。这种方法是可操作的应用网络分析指标尼尔森数据的电视和互联网的使用。我们在236家媒体中发现了极高水平的受众重复，这表明公众关注的重叠模式，而不是孤立的受众忠诚群体。
Audience fragmentation is often taken as evidence of social polarization. Yet the tools we use to study fragmentation provide limited information about how people allocate their attention across digital media. We offer a theoretical framework for understanding fragmentation and advocate for more audience-centric studies. This approach is operationalized by applying network analysis metrics to Nielsen data on television and Internet use. We find extremely high levels of audience duplication across 236 media outlets, suggesting overlapping patterns of public attention rather than isolated groups of audience loyalists.