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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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News Specialization and Segmentation

News Specialization and Segmentation

Chapter:
(p.63) Chapter 4 News Specialization and Segmentation
Source:
News on the Internet
Author(s):

David Tewksbury

Jason Rittenberg

Publisher:
Oxford University Press
DOI:10.1093/acprof:osobl/9780195391961.003.0004

This chapter focuses on breadth of news content and its relationship with audience segments. More specifically, it examines how the content of news on the Internet is tailored to specific audience characteristics and interests. After considering the history of medium specialization and how media tend to evolve, the chapter explains how online news providers make use of technological interactivity and audience selectivity. It also outlines the organizing structure of media evolution and how content and audience segmentation or specialization arise from media competition and development. In addition, it looks at some of the factors that tend to restrain the segmentation of online news content and audiences into discrete units. Finally, it discusses the structures of online news and the categorization of news through the production of hard and soft news.

Keywords:   online news, media, audience segmentation, competition, hard news, soft news, audiences, Internet, specialization, audience selectivity

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