The segmentation of local audiences? Fragmented media use and types of media users at the local level
The segmentation of local audiences? Fragmented media use and types of media users at the local level

Author(s): Raphael Kösters, Olaf Jandura
Subject(s): Media studies, Civil Society, Politics and communication, Theory of Communication, Sociology of Politics
Published by: Masarykova univerzita nakladatelství
Keywords: Locality; local level; media users; segmentation of local audiences; communication studies; local public sphere; political activity; mass media; citizens’ political participation;
Summary/Abstract: Audience segmentation is a contemporary meta-trend comprehensively discussed in communication studies (van Aelst et al., 2017). Trends related to segmentation have been examined within the context of different countries from economic and social science perspectives as well as on various levels of analysis. In this chapter, we examine audience segments within the local public sphere of a major city in Germany. A local public sphere is defined as “a relatively open space in which information flows of local origins intersect with translocal issues, and together create a common discursive space of political activity” (Lang, 2004, p. 154). In order to define the problem at hand, a basic function of the mass media public sphere must be taken into account, i.e. the function of integration. By providing audiences with a common basis of issues and knowledge, media outlets establish the foundation for the citizenry’s self-perception as one collective for identity-building and for citizens’ political participation.

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