The Institutionally Effective Audience in Flux: Social Media and the Reassessment of the Audience Commodity

36 Pages Posted: 5 May 2013  

Philip M. Napoli

Duke University

Date Written: February 19, 2013

Abstract

Technological changes are straining traditional institutionalized conceptualization of the television audience, while at the same time providing opportunities for alternative conceptual and analytical approaches. The result is a rare point in time in which the very nature of the audience commodity is being reconsidered by industry stakeholders. This chapter addresses these developments within the specific context of the emergence of social TV analytics -- measurement systems that produce metrics of television program engagement derived from the aggregation of social media conversation.

Keywords: Social Media, Media Audiences, Media Institutions

JEL Classification: L82

Suggested Citation

Napoli, Philip M., The Institutionally Effective Audience in Flux: Social Media and the Reassessment of the Audience Commodity (February 19, 2013). Fordham University Schools of Business Research Paper. Available at SSRN: https://ssrn.com/abstract=2260925 or http://dx.doi.org/10.2139/ssrn.2260925

Philip M. Napoli (Contact Author)

Duke University ( email )

Durham, NC 27708-0204
United States

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