Understanding news outlets’ audience-targeting patterns
Date
2019
Type:
Article
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20 p.
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Abstract
The power of the press to shape the informational landscape of a population is
unparalleled, even now in the era of democratic access to all information outlets.
However, it is known that news outlets (particularly more traditional ones) tend to
discriminate who they want to reach, and who to leave aside. In this work, we
attempt to shed some light on the audience targeting patterns of newspapers, using
the Chilean media ecosystem. First, we use the gravity model to analyze geography as
a factor in explaining audience reachability. This shows that some newspapers are
indeed driven by geographical factors (mostly local news outlets) but some others
are not (national-distribution outlets). For those which are not, we use a regression
model to study the influence of socioeconomic and political characteristics in news
outlets adoption. We conclude that indeed larger, national-distribution news outlets
target populations based on these factors, rather than on geography or immediacy.
Description
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Citation
EPJ Data Science, 2019, vol. 8 N°16
Keywords
Media ecosystem, Propaganda model, Gravity model, News spreading