Geför­dert durch:


Abs­tract: Bren­tel, I. & Lücken, C. F. (2018, 18.10). Audi­ence and mar­ket frag­men­ta­ti­on online: Resul­ting chal­len­ges for demo­cra­ci­es – The case of Ger­ma­ny. 3rd Inter­na­tio­nal Con­fe­rence on Com­mu­ni­ca­ti­on & Media Stu­dies, Com­mon Ground Rese­arch Net­works. Uni­ver­si­ty of Cali­for­nia at Ber­ke­ley, Kali­for­ni­en (USA). [Tan­dem 1]

The­re is an inten­se dis­cus­sion in poli­tics, eco­no­my and sci­ence about chan­ces and risks of media frag­men­ta­ti­on and seg­menta­ti­on of the audi­ence. Other than in the US the­re are only few empi­ri­cal stu­dies for the Ger­man case regar­ding media frag­men­ta­ti­on online. The aim of our pro­ject is to show the deve­lo­p­ment of media and audi­ence frag­men­ta­ti­on online in Ger­ma­ny, to find deter­mi­nants of frag­men­ta­ti­on online, and to ana­ly­se chan­ces and risks of media frag­men­ta­ti­on for demo­cra­ci­es. The­re­fo­re, we are fol­lowing the sug­ges­ti­on of Webs­ter and Ksia­zek (2012) using an inter­di­sci­pli­na­ry stra­te­gy which com­bi­nes social sci­ence and eco­no­mic sci­ence. Based on the Media-Ana­ly­sis Online data source with more than 730 com­mer­cial media chan­nels online and a mini­mum of 30.000 respondents every year we are able to ana­ly­se the media mar­ket online and the audi­ence struc­tu­re of online media its­elf. Brin­ging tog­e­ther tho­se two approa­ches enab­les us to get a broa­der pic­tu­re of frag­men­ta­ti­on in online media as well as its effects on demo­cra­ci­es. Fur­ther­mo­re, loo­king at the audi­ence and mar­ket struc­tu­re at the same time, gives the abi­li­ty to deve­lop gover­nan­ce stra­te­gies.
During the pre­sen­ta­ti­on we will have a clo­ser look on the theo­re­ti­cal basis for such a con­joint model. Ther­eby, busi­ness models of online media will be an issue as well as media reper­toires of online media user groups. An initi­al typo­lo­gy of the mar­ket and audi­ence of online media in Ger­ma­ny will be given.

Webs­ter, J. G., & Ksia­zek, T. B. (2012). The Dyna­mics of Audi­ence Frag­men­ta­ti­on: Public Atten­ti­on in an Age of Digi­tal Media. Jour­nal of Com­mu­ni­ca­ti­on, 62(1), 39–56. doi:10.1111/j.1460–2466.2011.01616.x