IDEAS home Printed from https://ideas.repec.org/a/taf/jmedec/v24y2011i4p237-251.html
   My bibliography  Save this article

A Network Analytic Approach to Understanding Cross-Platform Audience Behavior

Author

Listed:
  • Thomas B. Ksiazek

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.

Suggested Citation

  • Thomas B. Ksiazek, 2011. "A Network Analytic Approach to Understanding Cross-Platform Audience Behavior," Journal of Media Economics, Taylor & Francis Journals, vol. 24(4), pages 237-251, November.
    • Handle: RePEc:taf:jmedec:v:24:y:2011:i:4:p:237-251
    DOI: 10.1080/08997764.2011.626985
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/08997764.2011.626985
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/08997764.2011.626985?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Sujin Choi, 2017. "How do sociodemographic and structural similarities explain viewing pattern similarity by channel type? Insight from a network analytic approach," Quality & Quantity: International Journal of Methodology, Springer, vol. 51(3), pages 1093-1112, May.
    2. Keran Zhao & Yingda Lu & Yuheng Hu & Yili Hong, 2023. "Direct and Indirect Spillovers from Content Providers’ Switching: Evidence from Online Livestreaming," Information Systems Research, INFORMS, vol. 34(3), pages 847-866, September.
    3. Chung-hong Chan & Junior Yuner Zhu & Cassius Siu-lun Chow & King-wa Fu, 2019. "The intertwined cyberbalkanizations of Facebook pages and their audience: an analysis of Facebook pages and their audience during the 2014 Hong Kong Occupy Movement," Journal of Computational Social Science, Springer, vol. 2(2), pages 183-205, July.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:jmedec:v:24:y:2011:i:4:p:237-251. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/HMEC20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.