MUS VIENIJA ALUS IR TELEVIZIJA: ZNIASKLAIDOS AUDITORIJOS (NE)FRAGMENTACIJA 2012 METUSEIMO RINKIMU KAMPANIJOS METU

In: Politologija, Band 1, Heft 73, S. 67-97

Abstract

Straipsnio tikslas yra isnagrineti Lietuvos ziniasklaidos auditorijos fragmentacija rinkimu kampanijos metu ir nustatyti, kurie kanalai labiausiai gali susieti auditorija tarpusavyje. Straipsnyje apzvelgiama fragmentacijos reiksme demokratijai ir jos tyrimuose vartojamos savokos, pristatomi empirinio tyrimo poziuriai, besiremiantys auditorijos sutapimo analize. Remiantis reprezentatyvios apklausos duomenimis ir pristatytais poziuriais, analizuo-jama Lietuvos ziniasklaidos auditorijos fragmentacija. Kadangi nustatytas gana didelis skirtingu kanalu susiklojimas, straipsnyje daroma isvada, kad Lietuvos ziniasklaidos auditorija kol kas nera labai fragmentiska. Taciau palyginimas su ankstesniu metu duomenimis rodo tam tikrus fragmentacijos didejimo polinkius. Labiausiai Lietuvos ziniasklaidos auditorija susiejantis kanalas yra televizija, taciau vis didesne svarba igyja ir populiarus interneto portalai The aim of the article is to analyse the extent of media audience fragmentation in Lithuania during the 2012 Parliament election campaign and to define which media channels are best able to unify the audience. The article reviews the significance of fragmentation in terms of democracy and concepts used in its analysis, and presents approaches for its empirical study, based on audience duplication. On the basis of this approach and data from a representative survey, the fragmentation of Lithuanian media audience is analysed. Since the analysis shows a considerable overlap of audience of different media outlets, the main conclusion is made that the Lithuanian media audience is not (yet) fragmented. The media that unites the biggest share of the audience is television, although popular internet portals are also becoming very important. Adapted from the source document.