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News on the InternetInformation and Citizenship in the 21st Century$
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David Tewksbury and Jason Rittenberg

Print publication date: 2012

Print ISBN-13: 9780195391961

Published to Oxford Scholarship Online: January 2015

DOI: 10.1093/acprof:osobl/9780195391961.001.0001

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Shifting Audiences

Shifting Audiences

Chapter:
(p.18) Chapter 2 Shifting Audiences
Source:
News on the Internet
Author(s):

David Tewksbury

Jason Rittenberg

Publisher:
Oxford University Press
DOI:10.1093/acprof:osobl/9780195391961.003.0002

This chapter considers how people use media and become an audience. More specifically, it examines why audiences move from one medium to another and how these shifts affect the business of media. It shows that members of an audience can be passive or active and explains how the Internet changes the way we think about audience activity. It also examines how the content and operation of media are influenced by audience activity. It argues that shifting audiences plays an important role in understanding online news. The chapter concludes by looking at the online audience in relation to the digital divide and how the audience will affect the news industry more generally.

Keywords:   media, audience, Internet, online news, digital divide, news industry

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