Digital Dominance by Martin Moore and Damian Tambini

Author:Martin Moore and Damian Tambini
Language: eng
Format: epub
Publisher: Oxford University Press
Published: 2018-11-15T00:00:00+00:00

Coupled with channel proliferation, changing patterns of consumption and fragmenting audiences, the new participatory news culture is said to have dissolved anything approaching a singular and unitary agenda (Bennett and Iyengar 2008; McNair 2006). According to this perspective, news providers are becoming increasingly politically partisan in an effort to attract and sustain niche audiences, and amid “the continued detachment of individuals from the group-based society” (Bennett and Iyengar 2008, 208). The commercial success of Fox News has been held as testament to a new reality in which “partisan selective exposure” becomes the key driver of news consumption (van Aelst and Walgrave 2011).

Agenda skeptics like Bennett and Iyengar thus paint a much more sobering picture compared to the celebrants of dispersed gatekeeping power. But they also share common ground in one important sense: both conceive of audiences as no longer passive recipients of news but active agents of their own agenda, self-selecting their media diet according to their personal and political identities and affiliations. Above all, they share a belief in the erosion of the mass media paradigm according to which major news brands—for better or for worse—play a pivotal role in fostering public debate and defining its boundaries.

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