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ABSTRACT
This article focuses on the problem of operationalising diversity to measure pluralism adjusted to the digital media market. Media diversity can primarily be considered at five levels, including the structure, organisation, production, output, and reception of media messages. Framework conditions are considered explanatory features on a structural level, while organisational aspects reveal variations in resource management. Production aspects account for diversity in reporting norms, while output diversity indicates the distribution and frequency of topics and sources. Reception concerns the diversity of media messages audiences are actually exposed to. The article argues that the fast-growing power of global superplayers warrants more consideration for the media’s infrastructure, urging researchers to adjust how structures are accounted for in media diversity analyses.
Acknowledgements
This work was supported by the Research Council of Norway under Grant 230744.
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No potential conflict of interest was reported by the author.
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Helle Sjøvaag
Helle Sjøvaag is a research professor of Media Studies at the University of Bergen. Research areas include journalism, media economy, and regulation. Sjøvaag has published extensively in international journals, for example, Journalism Studies, Journalism Practice, Convergence, International Journal of Cultural Policy, Journal of Media Business Studies, and Nordicom Review.