Abstract
This study applied Napoli's (1997) media diversity model to the study of television audiences in Guangzhou, one of China's largest television markets. An analytical framework was developed to organize the measures of exposure diversity, i.e., audience concentration, fragmentation, polarization, and channel repertoires, based on a secondary analysis of peoplemeter data. The results showed that the degree of audience concentration decreased while the degree of audience fragmentation and polarization increased in the market over the course of the past decade. Most notably, the rapid development of both overseas and local television channels greatly diminished CCTV's market monopoly. Overall, patterns of audience fragmentation and polarization are more limited than analogous audience behavior reported in the West.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
