Abstract
ABSTRACT How do people in the world’s largest democracy consume news online? In this paper, I aim to answer this question by conducting a quantitative assessment of the online news consumption behavior of a large sample of Indian internet users (N≈50,000) over a period of 45 months. In doing so, I contribute to theoretical debates about global news media use, by systematically appraising the prominence and trends in audience share of different types of news sources, thereby shedding light on the digital news consumption landscape of a crucial, but understudied context. Theoretically, I engage with the displacement-complementarity hypothesis and find no evidence that digital-born media have contested the hegemony of legacy media in India online. Next, I investigate the regional-national media divide and find that regional, vernacular media have suffered significant declines in their audience shares over time. This begs the question whether the notion of ‘polycentrism’ – the idea that the Indian media environment is comprised of national and regional media of equivalent weight – is at all applicable online as it is offline. These findings also run counter to claims of ‘internet vernacularization’ that have been touted in the past. Finally, I propose the concept of audience mobility, and use it to identify qualitatively distinct dynamics in how vernacular audiences in India have migrated to national vis-à-vis international outlets. The findings and their implications are discussed in light of contemporary changes in Indian society that is characterized by rapid digitization and increasing literacy.
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