巴基斯坦AM/FM与纯数字音频媒体的内容定位:网站上可用内容的竞争独特性实证分析

IF 0.8 Q3 COMMUNICATION

JMM-International Journal on Media Management Pub Date : 2022-10-02 DOI:10.1080/14241277.2023.2183501

Barira Bakhtawar, Faiza Latif, P. Murschetz, Asif Kamal

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引用次数: 0

摘要

本研究通过测量传统AM/FM和纯数字音频媒体网站上可用内容的利基来调查竞争独特性，目前很少有研究解决这一问题。在Dimmick的利基理论的指导下，我们通过计算广度、重叠和竞争优势，对巴基斯坦音频媒体网站(N = 72)的内容类别进行了利基分析。根据2021年6月至2021年7月期间通过内容分析收集的数据，我们发现，与AM/FM网站相比，纯数字音频网站在除新闻和信息外的所有内容类别的利基广度和竞争优势方面占据主导地位。纯数字音频网站已经占据了娱乐内容类别的利基市场。新闻信息类的细分市场重叠程度较高，削弱了竞争主体的竞争独特性。

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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Content Niching of AM/FM Vs. Digital-Only Audio Media in Pakistan: An Empirical Analysis of Competitive Distinctiveness in the Content Available on Websites

ABSTRACT The study investigates competitive distinctiveness by measuring niches in the content available on websites of traditional AM/FM and Digital-only audio media which is currently addressed by very few studies. Guided by Dimmick’s Niche Theory, we niche-analyze content categories on audio media websites (N = 72) in Pakistan by computing breadth, overlap, and competitive superiority. Drawing on data collected through content analysis for the period of June 2021 to July 2021, we found that Digital-only audio websites dominate in terms of niche breadth and competitive superiority in all content categories except news and information as compared to AM/FM websites. Digital-only audio websites have occupied the niche in the Entertainment content category. Higher niche overlap was observed in the news and information category, weakening the players’ competitive distinctiveness.

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来源期刊

JMM-International Journal on Media Management COMMUNICATION-

CiteScore

3.10

自引率

5.30%

发文量