The Duality of Structure in China's National Television Market: A Network Analysis of Audience Behavior

This study adapts Giddens' structuration theory to assess audience agency and its relationship with media structures. It employs network analysis to examine the co-evolution of audience duplication patterns and elements of media structure in China's national television market. The findings...

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Bibliographic Details
Published in:Journal of broadcasting & electronic media 2011-05, Vol.55 (2), p.180-197
Main Authors: Yuan, Elaine J., Ksiazek, Thomas B.
Format: Article
Language:English
Subjects:
Analysis
Broadcasting
China (People's Republic)
Consumer behavior
Customer relations
Households
Market share
Markets
Mass media
Network analysis (Planning)
Services
Television
Television broadcasting industry
Television networks
Television programming
Television viewers
Viewers
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Summary:This study adapts Giddens' structuration theory to assess audience agency and its relationship with media structures. It employs network analysis to examine the co-evolution of audience duplication patterns and elements of media structure in China's national television market. The findings reveal that Chinese audiences tend to gravitate to channels with greater market share, higher household penetration rates, and more drama programming. Furthermore, channels tend to adjust their levels of drama programming relative to patterns of audience duplication in the long run. Finally, there was evidence of higher-order patterns of audience behavior, suggesting the existence of channel repertoires, and market concentration.
ISSN:0883-8151
1550-6878
DOI:10.1080/08838151.2011.570825