مجلة الرسالة للدراسات الإعلامية
Volume 10, Numéro 1, Pages 106-117
2026-05-30
Reevaluating Traditional Methods: Challenges Of Audience Research In The Era Of Fragmented Niche Networks”
Authors : Henouz Randa .
Abstract
This article critically re-examines the conventional approach to ‘audience research’ in the light of these developments. First, it examines the shift in moving from mass audiences to convergent networked. Second, it reviews the evidence on the measurement gap within current research on audiences. Third, it also examines the evidence on the ‘datafication’ and ‘fragmentation and niche networks’ approach in this regard. Fourth, it reflects on the methodological problems of ‘the convergent media repertoire’ in relation to ‘the audience, changing the current audience research agenda from fragmentation to ‘complex, overlapping networks.’ Hence, the problem of the article is not an epoch of pure fragmentation but an epoch of intricate, transversal, and datafied audience networks with the need for the development of new theoretical models.
Keywords
Audience, Audience Research, Networks, networked publics, Fragmentation,
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