Rethinking Audience Fragmentation Using a Theory of News Reading Publics: Online India as a Case Study

Author:

Mukerjee Subhayan1ORCID

Affiliation:

1. Department of Communications and New Media, National University of Singapore, Singapore

Abstract

Scholarly work that seeks to theorize about fragmentation of media audiences has largely been restricted to the experiences of advanced democracies in the west. This has resulted in a preponderance of research endeavors that have sought to understand this phenomenon through ideas that are pertinent, perhaps solely to those contexts, and not as applicable outside, particularly in the Global South. This has potentially limited our imagination into various other ways in which audience fragmentation can manifest in these often-overlooked countries. In this paper, I use the case of online India as an example to offer a theoretical framework – that of news reading publics – for understanding audience fragmentation as a more global socio-political phenomenon that allows for rigorous comparative research, without being restrictive in scope. I draw from existing theories in communication and related disciplines and show how such a framework can be situated within existing social science theory. I argue that this framework should make us think of audience fragmentation in western contexts to be special cases of a more general model. I also show how network analysis can be used as a context-agnostic tool for identifying news reading publics and demonstrate the utility of such a method in complementing this theoretical framework. Finally, I discuss potential future research directions that this framework generates.

Publisher

SAGE Publications

Subject

Sociology and Political Science,Communication

Cited by 3 articles. 订阅此论文施引文献 订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献

同舟云学术

1.学者识别学者识别

2.学术分析学术分析

3.人才评估人才评估

"同舟云学术"是以全球学者为主线,采集、加工和组织学术论文而形成的新型学术文献查询和分析系统,可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容,当前同舟云学术共收录了国内外主流学术期刊6万余种,收集的期刊论文及会议论文总量共计约1.5亿篇,并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询!咨询电话:010-8811{复制后删除}0370

www.globalauthorid.com

TOP

Copyright © 2019-2024 北京同舟云网络信息技术有限公司
京公网安备11010802033243号  京ICP备18003416号-3