Rethinking Audience Fragmentation Using a Theory of News Reading Publics: Online India as a Case Study

Abstract

Scholarly work that seeks to theorize about fragmentation of media audiences has largely been restricted to the experiences of advanced democracies in the west. This has resulted in a preponderance of research endeavors that have sought to understand this phenomenon through ideas that are pertinent, perhaps solely to those contexts, and not as applicable outside, particularly in the Global South. This has potentially limited our imagination into various other ways in which audience fragmentation can manifest in these often-overlooked countries. In this paper, I use the case of online India as an example to offer a theoretical framework – that of news reading publics – for understanding audience fragmentation as a more global socio-political phenomenon that allows for rigorous comparative research, without being restrictive in scope. I draw from existing theories in communication and related disciplines and show how such a framework can be situated within existing social science theory. I argue that this framework should make us think of audience fragmentation in western contexts to be special cases of a more general model. I also show how network analysis can be used as a context-agnostic tool for identifying news reading publics and demonstrate the utility of such a method in complementing this theoretical framework. Finally, I discuss potential future research directions that this framework generates.