Keywords
media
audiences
practices
fragmentation
reception
audiences
practices
fragmentation
reception
How to Cite
Introducing Three Dimensions of Audience Fragmentation. (2017). Signo Y Pensamiento, 36(70), 74-90. https://doi.org/10.11144/Javeriana.syp36-70.idaf
Abstract
Audience fragmentation has become a recurrent theoretical framework in the early 21st Century, used mainly to depict the new complex and dynamic relationships established between media and consumers. However, some academic studies have been published which expand on the meanings and implications of the so-called fragmentation from the perspective of the audience. This paper is based on empirical research undertaken in Colombia among young people (17-24 year-olds) who live in the ten most important urban areas of this country located at the north-west corner of South America. A mixed methodology was used, combining quantitative and qualitative methods with a statistical sample.
Albarran, A. (2010). The transformation of the Media and Communication Industries. Pamplona: Ediciones Universidad de Navarra.
Arango-Forero, G., & Roncallo-Dow, S. (2013). Social Media and New Audiences as a New Challenge for Traditional and New Media Industries. In M. Friedrichsen, & W. MühlBenninghaus (Eds.), Handbook of Social Media Management. Value Chain and Business Models in Changing Media Markets (pp. 635- 656). New York: Springer.
Arango-Forero, G. (2013). A Case Study on Media Diversification: Caracol and RCN TV Channels -Beyond the Traditional Business Models. In A. Albarran (Ed.), Media Management and Economics Research in a Transmedia Environment (pp. 160-173). New York: Routledge.
Arango-Forero, G., & González-Bernal, M. (2011). Young Audiovisual Audiences in Colombia: Under the Veneer of Fragmentation and Multiscreens. The Journal of Spanish Language Media, 4(4), 40-54.
Bianco, A. (2004, July 11). The Vanishing Mass Market. BusinessWeek, 60-68. Retrieved from https://www.bloomberg.com/news/articles/2004-07-11/the-vanishing-mass-market
Carey, M. (2003). El efecto del grupo en los grupos focales: planear, ejecutar e interpretar la investigación con grupos focales. In J. Morse (Ed.), Asuntos críticos en los métodos de investigación cualitativa (pp. 262-283). Medellín: Sage-Editorial Universidad de Antioquia.
Chaffee, S., & Metzger, M. (2001). The End of Mass Communication? Mass Communication and Society, 4(4), 365-379.
Coffey, A., & Atkinson, P. (2003). Encontrar el sentido a los datos cualitativos: estrategias complementarias de investigación (E. Zimmerman, Trans.). Medellín: Sage-Editorial Universidad de Antioquia.
Curran, J. (1998). El nuevo revisionismo en los estudios de comunicación: una revaluación. In J. Curran, D. Morley, & V. Walkerdine (Eds.), Estudios Culturales y Comunicación (pp. 383-415). Barcelona: Paidós.
De Fina, A. (2016). Storytelling and audience reactions in social media. Language in Society, 45(4), 473-498. https://doi.org/10.1017/S0047404516000051
Departamento Administrativo Nacional de Estadística (DANE) (2007). Proyecciones nacionales y departamentales de población 2005-2020 (Estudios Postcensales 7). Retrieved from https://www. dane.gov.co/files/investigaciones/poblacion/proyepobla06_20/7Proyecciones_poblacion.pdf
Elizalde, L. H. (1998). Los jóvenes y sus relaciones cotidianas con los medios. Buenos Aires: Universidad Austral.
García-Canclini, N. (2008). Libros, pantallas y audiencias ¿Qué está cambiando? Comunicar, 15(30), 27-32. https://doi.org/10.3916/c30-2008-01-004
González-Bernal, M. I. (2016). Towards an Understanding of Television Audience Engagement. A Multidimensional Conceptual Model from the Standpoint of Communication. Palabra Clave, 19(3), 769-809. https://doi.org/10.5294/pacla.2016.19.3.5
Hall, S (1980). Encoding/Decoding. In P. Morris, & S. Thornton (Eds.) (2000), Media Studies: A Reader (2nd ed.) (pp. 51-61). Washington Square: University Press.
Hernández Sampieri, R., Fernández Collado, C., & Baptista Lucio, M. D. P. (2010). Metodología de la investigación (5th ed.). México: McGraw Hill.
Höijer, B. (1999). To Be an Audience. In P. Alasuutari (Ed.), Rethinking the Media Audience. The New Agenda (pp. 179-194). London: Sage Publications.
Jensen, K., & Rosengreen, K. (1990). Five traditions in search of the audience. European Journal of Communication, 5, 207-238.
Johnson, D. (2000). Métodos multivariados aplicados al análisis de datos. México: Thomson Editores.
Katz, E. (1996). And Deliver Us from Segmentation. Annals of the American Academy of Political and Social Science, 546, 22-33.
Lindqvist, U., Bjorn-Andersen, N., Kaldalóns, Ö., Krokan, A., & Persson, C. (2008). New business forms in e-Business and Media, e-Media. Finland: VTT Technical Research Centre of Finland. Retrieved from http://scinnovation.cn/wp-content/uploads/soft/100916/6-100916233F1.pdf
Livingstone, S. (1998). Relationships between media and audiences: prospects for audience reception studies. In J. Curran, & T. Liebes (Eds.), Media, ritual and identity (pp. 237-255). London: Routledge.
Livingstone, S. (2003). The Changing Nature of Audiences: from the Mass Audience to the Interactive Media User. In A. Valdivia (Ed.), A Companion to Media Studies (pp. 337-359). Oxford: Blackwell Publishing.
Martín-Barbero, J. (1998). De los medios a las mediaciones (5th ed.). Barcelona: Editorial Gustavo Gili.
McQuail, D. (1997). Audience Analysis. Thousand Oaks: Sage Publications.
Montoya, M. E. (1992). ¿Un nuevo modelo de comunicación en América Latina? Conversaciones con nueve estudiosos de los medios y la cultura. México D.F.: Fundación M.Buendía.
Morgan, D. (1998). The focus group guidebook. Thousand Oaks: Sage. Morley, D. (1992). Television, audiences and cultural studies. London: Routledge.
Napoli, P. (2003). Audience Economics: Media Institutions and the Audience Marketplace. New York: Columbia University Press.
Napoli, P. (2008). Toward a Model of Audience Evolution: New Technologies and the Transformation of Media Audiences. New York: Donald McGannon Communication Research Center.
Napoli, P. (2011). Audience Evolution: New Technologies and the Transformation of Media Audiences. New York: Columbia University Press.
Napoli, P. (2012). Audience Evolution and the Future of Audience Research. International Journal on Media Management, 14(2), 79-97.
Nightingale, V. (1999). El estudio de las audiencias: El impacto de lo real. Barcelona: Paidós Ibérica.
Roncallo-Dow, S. (2011). Más allá del espejo retrovisor. La noción de medio en Marshall McLuhan. Bogotá: Editorial Pontificia Universidad Javeriana.
Roncallo-Dow, S. (2014). Marshall McLuhan. The Media is (Still) the Message. 50 Years after Understanding Media. Palabra Clave, 17(3), 582-588.
Onwuegbuzie, A., Dickinson, W., Leech, N., & Zoran, A. (2011). Un marco cualitativo para la recolección y análisis de datos en la investigación basada en grupos focales. Paradigmas, 3, 127-157.
Ortega, F., González Ispierto, B., & Pérez Peláez, M. E. (2015). Audiences in revolution. Use and consumption of mass media groups’ apps for tablets and smartphones. Revista Latina de Comunicacion Social, 70, 627-651. https://doi.org/10.4185/RLCS-2015-1063
Paradise, A. (2009). Declline of Mass Media. In C. Sterling (Ed.), Encyclopedia of Journalism (pp. 876-878). Thousand Oaks: Sage.
Pérez-Latre, F. (2014). Legacy Media: A Case for Creative Destruction? Palabra Clave 17(4), 1097-1113. https://doi.org/10.5294/pacla.2014.17.4.5
Picard, R. (2010). The future of the news industry. In J. Curran (Ed.), Media and Society (pp. 365-379). London: Bloomsbury Academic.
Picard, R. (2005). Audience Relations in the Changing Culture of Media Use. Why Should I Pay the License Fee? In G. Farrell Lowe, & P. Jauert (Eds.), Cultural dilemas in public service broadcasting (pp. 277-292). Göteborg: Nordicom.
Picard, R. (2003). Business Isues Facing New Media. In J. Servaes (Ed.), The european information society. A reality check (pp. 149- 164). Bristol: Intellect Books.
Piscitelli, A. (1998). Post/Televisión: ecología de los medios en la era de Internet. Buenos Aires: Paidós.
Rincón, O. (2008). No more audiences, we all become producers. Comunicar, 15(30), 93-98. https://doi.org/10.3916/c30-2008-01-014
Silverman, D. (2000). Doing Qualitative Research: A Practical Handbook. Thousand Oaks: Sage.
Strauss, A., & Corbin, J. (2002). Bases de la investigación cualitatitva: técnicas y procedimientos para desarrollar la teoría fundamentada (E. Zimmerman, Trans.). Medellín: Sage Editorial de la Universidad de Antioquia.
Sunstein, C. R. (2001). Republic.com. Princeton: Princeton University Press. Sunstein, C. R. (2000). Television and the public interest. California Law Review Journal, 2(88). Retrieved from http://scholarship.law.berkeley.edu/cgi/viewcontent.cgi?article=1521&context=californialawreview
Turow, J. (2010). Media Today: An Introduction to Mass Communication (Vol. 3). New York: Routledge.
Uricchio, W. (2009). The Future of a Medium Once Known as Television? In P. Snickars, & P. Vonderau (Eds.), The YouTube Reader (pp. 24-39). Stockholm: National Library of Sweden.
Webster, J. (2005). Beneath the Veneer of Fragmentation: Television Audience Polarization in a Multichannel World. Journal of Communication, 55(2), 366-382.
Webster, J. G., & Ksiazek, T. B. (2012). The Dynamics of Audience Fragmentation: Public Attention in an Age of Digital Media. Journal of Communication, 62(1), 39-56.
Arango-Forero, G., & Roncallo-Dow, S. (2013). Social Media and New Audiences as a New Challenge for Traditional and New Media Industries. In M. Friedrichsen, & W. MühlBenninghaus (Eds.), Handbook of Social Media Management. Value Chain and Business Models in Changing Media Markets (pp. 635- 656). New York: Springer.
Arango-Forero, G. (2013). A Case Study on Media Diversification: Caracol and RCN TV Channels -Beyond the Traditional Business Models. In A. Albarran (Ed.), Media Management and Economics Research in a Transmedia Environment (pp. 160-173). New York: Routledge.
Arango-Forero, G., & González-Bernal, M. (2011). Young Audiovisual Audiences in Colombia: Under the Veneer of Fragmentation and Multiscreens. The Journal of Spanish Language Media, 4(4), 40-54.
Bianco, A. (2004, July 11). The Vanishing Mass Market. BusinessWeek, 60-68. Retrieved from https://www.bloomberg.com/news/articles/2004-07-11/the-vanishing-mass-market
Carey, M. (2003). El efecto del grupo en los grupos focales: planear, ejecutar e interpretar la investigación con grupos focales. In J. Morse (Ed.), Asuntos críticos en los métodos de investigación cualitativa (pp. 262-283). Medellín: Sage-Editorial Universidad de Antioquia.
Chaffee, S., & Metzger, M. (2001). The End of Mass Communication? Mass Communication and Society, 4(4), 365-379.
Coffey, A., & Atkinson, P. (2003). Encontrar el sentido a los datos cualitativos: estrategias complementarias de investigación (E. Zimmerman, Trans.). Medellín: Sage-Editorial Universidad de Antioquia.
Curran, J. (1998). El nuevo revisionismo en los estudios de comunicación: una revaluación. In J. Curran, D. Morley, & V. Walkerdine (Eds.), Estudios Culturales y Comunicación (pp. 383-415). Barcelona: Paidós.
De Fina, A. (2016). Storytelling and audience reactions in social media. Language in Society, 45(4), 473-498. https://doi.org/10.1017/S0047404516000051
Departamento Administrativo Nacional de Estadística (DANE) (2007). Proyecciones nacionales y departamentales de población 2005-2020 (Estudios Postcensales 7). Retrieved from https://www. dane.gov.co/files/investigaciones/poblacion/proyepobla06_20/7Proyecciones_poblacion.pdf
Elizalde, L. H. (1998). Los jóvenes y sus relaciones cotidianas con los medios. Buenos Aires: Universidad Austral.
García-Canclini, N. (2008). Libros, pantallas y audiencias ¿Qué está cambiando? Comunicar, 15(30), 27-32. https://doi.org/10.3916/c30-2008-01-004
González-Bernal, M. I. (2016). Towards an Understanding of Television Audience Engagement. A Multidimensional Conceptual Model from the Standpoint of Communication. Palabra Clave, 19(3), 769-809. https://doi.org/10.5294/pacla.2016.19.3.5
Hall, S (1980). Encoding/Decoding. In P. Morris, & S. Thornton (Eds.) (2000), Media Studies: A Reader (2nd ed.) (pp. 51-61). Washington Square: University Press.
Hernández Sampieri, R., Fernández Collado, C., & Baptista Lucio, M. D. P. (2010). Metodología de la investigación (5th ed.). México: McGraw Hill.
Höijer, B. (1999). To Be an Audience. In P. Alasuutari (Ed.), Rethinking the Media Audience. The New Agenda (pp. 179-194). London: Sage Publications.
Jensen, K., & Rosengreen, K. (1990). Five traditions in search of the audience. European Journal of Communication, 5, 207-238.
Johnson, D. (2000). Métodos multivariados aplicados al análisis de datos. México: Thomson Editores.
Katz, E. (1996). And Deliver Us from Segmentation. Annals of the American Academy of Political and Social Science, 546, 22-33.
Lindqvist, U., Bjorn-Andersen, N., Kaldalóns, Ö., Krokan, A., & Persson, C. (2008). New business forms in e-Business and Media, e-Media. Finland: VTT Technical Research Centre of Finland. Retrieved from http://scinnovation.cn/wp-content/uploads/soft/100916/6-100916233F1.pdf
Livingstone, S. (1998). Relationships between media and audiences: prospects for audience reception studies. In J. Curran, & T. Liebes (Eds.), Media, ritual and identity (pp. 237-255). London: Routledge.
Livingstone, S. (2003). The Changing Nature of Audiences: from the Mass Audience to the Interactive Media User. In A. Valdivia (Ed.), A Companion to Media Studies (pp. 337-359). Oxford: Blackwell Publishing.
Martín-Barbero, J. (1998). De los medios a las mediaciones (5th ed.). Barcelona: Editorial Gustavo Gili.
McQuail, D. (1997). Audience Analysis. Thousand Oaks: Sage Publications.
Montoya, M. E. (1992). ¿Un nuevo modelo de comunicación en América Latina? Conversaciones con nueve estudiosos de los medios y la cultura. México D.F.: Fundación M.Buendía.
Morgan, D. (1998). The focus group guidebook. Thousand Oaks: Sage. Morley, D. (1992). Television, audiences and cultural studies. London: Routledge.
Napoli, P. (2003). Audience Economics: Media Institutions and the Audience Marketplace. New York: Columbia University Press.
Napoli, P. (2008). Toward a Model of Audience Evolution: New Technologies and the Transformation of Media Audiences. New York: Donald McGannon Communication Research Center.
Napoli, P. (2011). Audience Evolution: New Technologies and the Transformation of Media Audiences. New York: Columbia University Press.
Napoli, P. (2012). Audience Evolution and the Future of Audience Research. International Journal on Media Management, 14(2), 79-97.
Nightingale, V. (1999). El estudio de las audiencias: El impacto de lo real. Barcelona: Paidós Ibérica.
Roncallo-Dow, S. (2011). Más allá del espejo retrovisor. La noción de medio en Marshall McLuhan. Bogotá: Editorial Pontificia Universidad Javeriana.
Roncallo-Dow, S. (2014). Marshall McLuhan. The Media is (Still) the Message. 50 Years after Understanding Media. Palabra Clave, 17(3), 582-588.
Onwuegbuzie, A., Dickinson, W., Leech, N., & Zoran, A. (2011). Un marco cualitativo para la recolección y análisis de datos en la investigación basada en grupos focales. Paradigmas, 3, 127-157.
Ortega, F., González Ispierto, B., & Pérez Peláez, M. E. (2015). Audiences in revolution. Use and consumption of mass media groups’ apps for tablets and smartphones. Revista Latina de Comunicacion Social, 70, 627-651. https://doi.org/10.4185/RLCS-2015-1063
Paradise, A. (2009). Declline of Mass Media. In C. Sterling (Ed.), Encyclopedia of Journalism (pp. 876-878). Thousand Oaks: Sage.
Pérez-Latre, F. (2014). Legacy Media: A Case for Creative Destruction? Palabra Clave 17(4), 1097-1113. https://doi.org/10.5294/pacla.2014.17.4.5
Picard, R. (2010). The future of the news industry. In J. Curran (Ed.), Media and Society (pp. 365-379). London: Bloomsbury Academic.
Picard, R. (2005). Audience Relations in the Changing Culture of Media Use. Why Should I Pay the License Fee? In G. Farrell Lowe, & P. Jauert (Eds.), Cultural dilemas in public service broadcasting (pp. 277-292). Göteborg: Nordicom.
Picard, R. (2003). Business Isues Facing New Media. In J. Servaes (Ed.), The european information society. A reality check (pp. 149- 164). Bristol: Intellect Books.
Piscitelli, A. (1998). Post/Televisión: ecología de los medios en la era de Internet. Buenos Aires: Paidós.
Rincón, O. (2008). No more audiences, we all become producers. Comunicar, 15(30), 93-98. https://doi.org/10.3916/c30-2008-01-014
Silverman, D. (2000). Doing Qualitative Research: A Practical Handbook. Thousand Oaks: Sage.
Strauss, A., & Corbin, J. (2002). Bases de la investigación cualitatitva: técnicas y procedimientos para desarrollar la teoría fundamentada (E. Zimmerman, Trans.). Medellín: Sage Editorial de la Universidad de Antioquia.
Sunstein, C. R. (2001). Republic.com. Princeton: Princeton University Press. Sunstein, C. R. (2000). Television and the public interest. California Law Review Journal, 2(88). Retrieved from http://scholarship.law.berkeley.edu/cgi/viewcontent.cgi?article=1521&context=californialawreview
Turow, J. (2010). Media Today: An Introduction to Mass Communication (Vol. 3). New York: Routledge.
Uricchio, W. (2009). The Future of a Medium Once Known as Television? In P. Snickars, & P. Vonderau (Eds.), The YouTube Reader (pp. 24-39). Stockholm: National Library of Sweden.
Webster, J. (2005). Beneath the Veneer of Fragmentation: Television Audience Polarization in a Multichannel World. Journal of Communication, 55(2), 366-382.
Webster, J. G., & Ksiazek, T. B. (2012). The Dynamics of Audience Fragmentation: Public Attention in an Age of Digital Media. Journal of Communication, 62(1), 39-56.
This journal is registered under a Creative Commons Attribution 4.0 International Public License. Thus, this work may be reproduced, distributed, and publicly shared in digital format, as long as the names of the authors and Pontificia Universidad Javeriana are acknowledged. Others are allowed to quote, adapt, transform, auto-archive, republish, and create based on this material, for any purpose (even commercial ones), provided the authorship is duly acknowledged, a link to the original work is provided, and it is specified if changes have been made. Pontificia Universidad Javeriana does not hold the rights of published works and the authors are solely responsible for the contents of their works; they keep the moral, intellectual, privacy, and publicity rights.
Approving the intervention of the work (review, copy-editing, translation, layout) and the following outreach, are granted through an use license and not through an assignment of rights. This means the journal and Pontificia Universidad Javeriana cannot be held responsible for any ethical malpractice by the authors. As a consequence of the protection granted by the use license, the journal is not required to publish recantations or modify information already published, unless the errata stems from the editorial management process. Publishing contents in this journal does not generate royalties for contributors.