How Do Global Audiences Take Shape? The Role of Institutions and Culture in Patterns of Web Use

Harsh Taneja*, James G. Webster

*Corresponding author for this work

Research output: Contribution to journalArticle

27 Scopus citations

Abstract

This study investigates the role of both cultural and technological factors in determining audience formation on a global scale. It integrates theories of media choice with theories of global cultural consumption and tests them by analyzing shared audience traffic between the world's 1,000 most popular websites. We find that language and geographic similarities are more powerful predictors of audience overlap than hyperlinks and genre similarity, highlighting the role of cultural structures in shaping global media use.

Original languageEnglish (US)
Pages (from-to)161-182
Number of pages22
JournalJournal of Communication
Volume66
Issue number1
DOIs
StatePublished - Feb 1 2016

Keywords

  • Audience behavior
  • Globalization
  • Media choice
  • Network analysis
  • WWW use

ASJC Scopus subject areas

  • Communication
  • Language and Linguistics
  • Linguistics and Language

Fingerprint Dive into the research topics of 'How Do Global Audiences Take Shape? The Role of Institutions and Culture in Patterns of Web Use'. Together they form a unique fingerprint.

  • Cite this