Abstract
Audience segmentation is generally associated with strategic communication (such as advertising and public relations), where content is manipulated to suit reader preferences. News has generally been considered truth-telling unvarnished by such concerns. This article compares how news of the same humanitarian crisis was designed by 10 news organizations in seven countries for different market segments. Comparisons showed statistically significant differences in representation, influenced in part by what the audience-market was. Like advertising, news seemed to share an attribute with the strategic design of advertising and public relations. Increasingly carried online, news will be vulnerable to click-based customization of content like advertising is, taking us beyond currently observed geopolitical influences on segmentation to advertiser and market-based differences.
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