Cultural dimensions of online vs. offline media competition: an application of niche theory

Sung Wook Ji and Junwon Lee

Journal of Media Economics, 2020, vol. 33, issue 3-4, 31-48

Abstract: Using 50 countries’ media-market panel data from 2012 to 2016, this study examines changes in the global media industry caused by the development of the Internet and assesses the influence of cultural factors on these changes. In the light of niche theory, an analytical method of measuring the competition among media, this study analyzes gradual changes in the online and offline media markets. By using Hofstede’s cultural dimensions as a lens for analyzing cultural factors affecting Internet displacement effects, this study finds that culture is one of the critical factors affecting online vs. offline competition.

Date: 2020
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DOI: 10.1080/08997764.2021.1918698

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