尾巴还是没有尾巴？长尾理论在德国网络媒体市场的适用性

IF 0.5 Q4 COMMUNICATION

Central European Journal of Communication Pub Date : 2021-01-19 DOI:10.51480/1899-5101.13.3(27).4

Céline Fabienne Kampes

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引用次数: 0

摘要

长尾理论是对不断演变的在线市场条件引发的市场变化的解释。然而，它经常在没有实证验证的情况下被提及，或者在其适用性方面的研究结果不一致。因此，本文分析了长尾理论在2014年和2016年德国在线媒体产品中的适用性，重点分析了服务于信息目的的产品（信息产品）。基于一个独特的面向商业的在线媒体产品数据集（纵向中介+2014-2016），对三个长尾特征（品种增加、热门产品和利基产品之间的相对集中以及利基市场份额增加）进行了分析。通过进一步区分政治和娱乐导向的信息产品作为民主化在线市场条件的边界，分析表明长尾理论并不完全适用于任何市场样本，尤其不适用于政治导向的产品。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Tail or no Tail? Applicability of the Long Tail Theory to the German Online Media Market

The Long Tail theory serves as an explanation for market change triggered through evolving online market conditions. However, it is often referred to without empirical validation, or with inconsistent findings on its applicability. Therefore, this paper analyses the applicability of the Long Tail theory to German online media offerings as of 2014 and 2016, focusing on offerings that serve information purposes (information offerings). Based on a unique dataset of commercially oriented online media offerings (Longitudinal IntermediaPlus 2014–2016), an analysis for three Long Tail characteristics (variety increase, opposing concentration between hit and niche offerings and niche market share increase) is conducted. By additionally distinguishing between political and entertainment-oriented information offerings as boundaries of democratized online market conditions the analysis reveals that the Long Tail theory is not fully applicable to any market sample, and especially not to politically oriented offerings.

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来源期刊

Central European Journal of Communication COMMUNICATION-

CiteScore

0.90

自引率

0.00%

发文量

期刊介绍： Central European Journal of Communication provides an international forum for empirical, critical and interpretative, quantitative and qualitative research examining the role of communication in Central Europe and beyond. The journal welcomes high quality research and analysis from diverse theoretical and methodological approaches, as well as reviews of publications and publishes notes on a wide range of literature on media and communication studies. Submission of original articles is open to all researchers interested in communication and media.