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Media Consumption on the World Wide Web: Integrating Theories of Media Choice and Global Media Flows to Explain Global Cultural Consumption.

机译：万维网上的媒体消费：整合媒体选择理论和全球媒体流以解释全球文化消费。

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摘要

The cross border availability of media content has raised speculations that content preferences would largely drive audience choices. In such a scenario, technologies and institutional structures would primarily shape patterns of global cultural consumption, sweeping away old allegiances based on cultural traits such as language and geography. On the contrary, we may find that despite having access to content from across the globe, people continue to grant disproportionate attention to content that unfolds nearby or is in their primary language.;Given these divergent views on the forces that will shape global audiences, the following questions are of central importance: How relevant are cultural factors such as language and geography in determining global patterns of media consumption in an age when technologies and powerful institutions increasingly facilitate cross border flow of content? Will technological infrastructures trump cultural differences or will they work in tandem to shape the patterns of global cultural consumption? This study is an empirical investigation into the role that each of these factors play in determining audience formation on a global scale. It does so within a theoretical framework that, for the first time, integrates theories of media choice with the theories of global cultural consumption.;The top 1000 Websites around the world account for about 99% of all traffic on the World Wide Web. I analyze data on audience duplication (the extent to which users who access site A also access site B), across these sites to identify patterns of global Web use. To explain the level of audience duplication, I use cultural factors such as similarity of language and geography and institutional factors such as hyperlinks between each pair of Websites. I find that global Web usage largely clusters according to language and geography of the Websites, and not according to their content genres. Further, I find a very low correlation between hyperlinks and audience traffic, suggesting that hyperlinks are not as powerful a determinant of Web use as they are thought to be. These findings contribute to existing research on media choice as well as the literature on global media flows.
机译：媒体内容的跨境可用性引发了人们的猜测，即内容偏好会在很大程度上推动受众的选择。在这种情况下，技术和体制结构将主要塑造全球文化消费的格局，并根据语言和地理等文化特征扫除旧的效忠者。相反，我们可能会发现，尽管可以访问全球各地的内容，但人们仍会继续过多地关注附近出现的内容或使用其主要语言的内容。鉴于对塑造全球受众的力量有不同的看法，以下问题是至关重要的：在当今技术和强大机构日益促进内容跨界流动的时代，语言和地理等文化因素在确定全球媒体消费模式方面的相关性如何？技术基础设施会胜过文化差异还是会协同工作以塑造全球文化消费模式？这项研究是对所有这些因素在全球范围内确定受众形成中所起的作用的实证研究。它是在一个理论框架内做到这一点的，这是第一次将媒体选择理论与全球文化消费理论相结合。全世界排名前1000位的网站约占万维网总流量的99％。我分析了跨这些站点的受众重复数据（访问站点A的用户也访问站点B的程度），以确定全球Web使用的模式。为了解释受众的重复程度，我使用了文化因素，例如语言和地理位置的相似性，以及机构因素，例如每对网站之间的超链接。我发现全球Web使用很大程度上是根据网站的语言和地理位置而不是根据其内容类型来聚集的。此外，我发现超链接与受众访问量之间的相关性非常低，这表明超链接并不能像人们认为的那样强大地决定Web使用。这些发现有助于有关媒体选择的现有研究以及有关全球媒体流的文献。

著录项

  • 作者

    Taneja, Harsh.;

  • 作者单位

    Northwestern University.;

  • 授予单位 Northwestern University.;
  • 学科 Mass Communications.;Speech Communication.;Web Studies.;Information Science.
  • 学位 Ph.D.
  • 年度 2014
  • 页码 181 p.
  • 总页数 181
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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