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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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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 26 February 2021

News Specialization and Segmentation

News Specialization and Segmentation

(p.63) Chapter 4 News Specialization and Segmentation
News on the Internet

David Tewksbury

Jason Rittenberg

Oxford University Press

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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