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dc.contributor.authorYuan, E
dc.contributor.authorKsiazek, T
dc.date.accessioned2015-02-02T03:56:27Z
dc.date.available2016-06-02T09:30:06Z
dc.date.issued2014
dc.identifier.bibliographicCitationYuan, E. and Ksiazek, T. A Network Analytic Approach to Audience Behavior and Market Structure: The Case of China and the United States. Mass Communication and Society. 2014. DOI: 10.1080/15205436.2013.879667.en_US
dc.identifier.issn15205436
dc.identifier.urihttp://hdl.handle.net/10027/19312
dc.descriptionPost print version of article may differ from published version. This is an electronic version of an article published inYuan, E. and Ksiazek, T. A Network Analytic Approach to Audience Behavior and Market Structure: The Case of China and the United States. Mass Communication and Society. 2014.. Mass Communication and Society is available online at: DOI:10.1080/15205436.2013.879667en_US
dc.description.abstractThis study adopts a network analytic approach to understand media audiences in relation to media markets, bridging the literature on audience behavior and media economics. Using audience data in the Chinese and U.S. markets, we apply multi-level measures to compare audience fragmentation patterns, a key indicator of market structure, across television channels. Drawing on McQuail's four–stage fragmentation model, we find the Chinese television market exhibits the Core-Peripheral model where a few channels dominate the marketplace and the rest are viewed by niche segments of the audience. In contrast, the U.S. market represents the Pluralism model with extremely high levels of audience duplication across channels, suggesting overlapping patterns of exposure throughout the market rather than isolated segments.en_US
dc.language.isoen_USen_US
dc.publisherTaylor & Francis (Routledge)en_US
dc.subjectaudience fragmentationen_US
dc.subjectnetwork analysis,en_US
dc.subjectnetwork analysisen_US
dc.titleA Network Analytic Approach to Audience Behavior and Market Structure: The Case of China and the United Statesen_US
dc.typeArticleen_US


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