Chapter

News Specialization and Segmentation

David Tewksbury and Jason Rittenberg

in News on the Internet

Published in print March 2012 | ISBN: 9780195391961
Published online January 2015 | e-ISBN: 9780190252397 | DOI: https://dx.doi.org/10.1093/acprof:osobl/9780195391961.003.0004

Series: Oxford Studies in Digital Politics

News Specialization and Segmentation

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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

Chapter.  7957 words. 

Subjects: Comparative Politics ; US Politics

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