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The Backbone Structure of Audience Networks: A New Approach to Comparing Online News Consumption Across Countries

In this article, the authors provide a new method to build audience networks that they then analyse to extract the backbone. The analysis of this backbone structure offers metrics that can be used to compare news consumption patterns across countries, between groups, and over time.

Abstract: Measures of audience overlap between news sources give us information on the diversity of people’s media diets and the similarity of news outlets in terms of the audiences they share. This provides a way of addressing key questions like whether audiences are increasingly fragmented. In this article, we use audience overlap estimates to build networks that we then analyse to extract the backbone—that is, the overlapping ties that are statistically significant. We argue that the analysis of this backbone structure offers metrics that can be used to compare news consumption patterns across countries, between groups, and over time. Our analytical approach offers a new way of understanding audience structures that can enable more comparative research and, thus, more empirically grounded theoretical understandings of audience behaviour in an increasingly digital media environment.

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Meet the authors

Dr Sílvia Majó-Vázquez

Sílvia Majó-Vázquez is Assistant Professor at Vrije Universiteit Amsterdam. She is a Research Associate at the institute and was formerly a Postdoctoral Research Fellow. Her research areas include news audience behavior, digital news structure... Read more about Dr Sílvia Majó-Vázquez

Prof. Rasmus Kleis Nielsen

Rasmus Kleis Nielsen is a Professor at the Department of Communication of the University of Copenhagen and a Senior Research Associate at the Reuters Institute for the Study of Journalism. Before leaving Oxford in 2024, he worked at the Institute,... Read more about Prof. Rasmus Kleis Nielsen