The Seeds Of Audience Fragmentation

The Seeds of Audience Fragmentation Specialization in the Use of Online News Sites

Concerns that the internet might fragment national audiences ,[object Object],[object Object],[object Object],[object Object]

People are encouraged to narrow the focus of their media consumption to pursue their individualized interest and goals. ,[object Object],[object Object],[object Object]

The present study is designed to determine the extent to which Web-based news sites see specialized use ,[object Object],[object Object]

the study suggests that people can be relatively active and focused in their online news reading ,[object Object],[object Object]

The site comparisons suggested that news sites have developed distinctive profiles in terms of both audience demographics and the news topics those audiences select ,[object Object]

The findings of the study provide some evidence of online news outlet specialization. When combined with existing signs of audience specialization, the findings suggest that fragmentation may be the ultimate result

Future implications ,[object Object]

Questions ,[object Object],[object Object],[object Object]

The Seeds Of Audience Fragmentation

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The Seeds Of Audience Fragmentation