A Network Analytic Approach to Understanding Cross-Platform Audience Behavior
Thomas B. Ksiazek
Journal of Media Economics, 2011, vol. 24, issue 4, 237-251
Abstract:
This article explains and implements a network analytic approach to the study of cross-platform audience behavior. It begins by conceptualizing large-scale patterns of media use in network terms, treating media outlets as nodes and the levels of audience duplication among them as links. Following that, it explains 2 common measures of audience duplication, Absolute Duplication and Primary Duplication, and offers a new measure, Deviation-from-Random Duplication. In doing so, techniques for converting duplication data into network data are discussed. This approach is then applied to analyze patterns of audience fragmentation, media publics, and audience polarization using data from Nielsen's TV/Internet Convergence Panel. The findings show the value of using a network approach, by contributing to an alternative understanding of these patterns. Economic and policy implications are discussed, as well as broader reflections on the use of network analysis in the study of audience behavior.
Date: 2011
References: View complete reference list from CitEc
Citations: View citations in EconPapers (3)
Downloads: (external link)
http://hdl.handle.net/10.1080/08997764.2011.626985 (text/html)
Access to full text is restricted to subscribers.
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:taf:jmedec:v:24:y:2011:i:4:p:237-251
Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/HMEC20
DOI: 10.1080/08997764.2011.626985
Access Statistics for this article
Journal of Media Economics is currently edited by Nodir Adilov
More articles in Journal of Media Economics from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().