How Do Global Audiences Take Shape? The Role of Institutions and Culture in Patterns of Web Use

How Do Global Audiences Take Shape? The Role of Institutions and Culture in Patterns of Web Use

This study investigates the role of both cultural and technological factors in determining audience formation on a global scale. It integrates theories of media choice with theories of global cultural consumption and tests them by analyzing shared audience traffic between the world's 1,000 most...

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Veröffentlicht in:Journal of communication 2016-02, Vol.66 (1), p.161-182
Hauptverfasser: Taneja, Harsh, Webster, James G.
Format: Artikel
Sprache:eng
Schlagworte:
Audience Behavior
Audiences
Globalization
Internet
Media Choice
Network Analysis
Popularity
Websites
WWW Use
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Zusammenfassung:This study investigates the role of both cultural and technological factors in determining audience formation on a global scale. It integrates theories of media choice with theories of global cultural consumption and tests them by analyzing shared audience traffic between the world's 1,000 most popular websites. We find that language and geographic similarities are more powerful predictors of audience overlap than hyperlinks and genre similarity, highlighting the role of cultural structures in shaping global media use.
ISSN:0021-9916
1460-2466
DOI:10.1111/jcom.12200