A Network Analytic Approach to Audience Behavior and Market Structure: The Case of China and the United States

Autor:	Elaine Yuan, Thomas B. Ksiazek
Rok vydání:	2014
Předmět:	Market structure Pluralism (political theory) Communication Advertising Business China Media economics Social psychology Network analysis Audience measurement Market fragmentation
Zdroj:	Mass Communication and Society. 18:58-78
ISSN:	1532-7825 1520-5436
DOI:	10.1080/15205436.2013.879667
Popis:	This study adopts a network analytic approach to understand media audiences in relation to media markets, bridging the literature on audience behavior and media economics. Using audience data in the Chinese and U.S. markets, we apply multi-level measures to compare audience fragmentation patterns, a key indicator of market structure, across television channels. Drawing on McQuail's four–stage fragmentation model, we find the Chinese television market exhibits the Core-Peripheral model where a few channels dominate the marketplace and the rest are viewed by niche segments of the audience. In contrast, the U.S. market represents the Pluralism model with extremely high levels of audience duplication across channels, suggesting overlapping patterns of exposure throughout the market rather than isolated segments.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::8f9dd5da2d23c8823fb725ea8a928ce9 https://doi.org/10.1080/15205436.2013.879667 Zobrazit plný text záznamu