Mus vienija alus ir televizija: žiniasklaidos auditorijos (ne)fragmentacija 2012 metų Seimo rinkimų kampanijos metu ; (Non)fragmentation of media audience in Lithuania during the 2012 Parliament election campaign

Abstract

Although it is positive that it is still able to connect different fragments, in terms of content it is negative that during the pre-election period it had comparatively little amount of information on election campaign, parties and candidates. However, a very popular media outlet competing with television was the biggest internet news portal, which had a huge amount of information on elections. The article also includes analysis of agenda fragmentation in the audience which revealed the tendency of internet users to have a more fragmented agenda than the part of the audience that doesn't use the internet. However, in comparison to similar Norwegian data on agenda fragmentation, the agenda of the Lithuanian audience could not be regarded as fragmented. In the future, the analysis of audience fragmentation will be dependent on the collection of comparable data, since it would provide data for comparison and assessing the trends of fragmentation in time. These data would also help to solve some methodological issues that are also discussed in the article, like choice of criteria for assessment and having a point of comparison.