Jump to ContentJump to Main Navigation
This Program Is Brought To You By...Distributing Television News Online$
Users without a subscription are not able to see the full content.

Joshua A Braun

Print publication date: 2015

Print ISBN-13: 9780300197501

Published to Yale Scholarship Online: May 2016

DOI: 10.12987/yale/9780300197501.001.0001

Show Summary Details
Page of

PRINTED FROM YALE SCHOLARSHIP ONLINE (www.yale.universitypressscholarship.com). (c) Copyright Yale University Press, 2022. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in YSO for personal use.date: 24 June 2022

One Size Does Not Fit All

One Size Does Not Fit All

Heterogeneous Audiences and Proliferating Brands

(p.211) 11 One Size Does Not Fit All
This Program Is Brought To You By...

Joshua A. Braun

Yale University Press

This chapter considers the notion of “conversation economy” as well as MSNBC.com's strategy of cultivating numerous brands to capture the attention and sharing activity of different niche audiences. It begins with a discussion of the concept of epistemic cultures introduced by Karin Knorr Cetina before turning to the shared links and embeddable media objects that drive so much traffic in the conversation economy. It then examines the factors that make the conversation economy especially salient to media practitioners, including the dramatic increase in media choice. It also analyzes the impact of audience fragmentation and high media choice on distribution decisions, along with the initiatives undertaken by MSNBC.com to deal with the challenges of moving content in the conversation economy. Finally, it explains how the demands of the web and the logic of branding could be recalcitrant from the perspective of the provincial system builders at MSNBC.

Keywords:   conversation economy, MSNBC.com, brands, niche audiences, epistemic cultures, Karin Knorr Cetina, media, media choice, distribution, content

Yale Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs , and if you can't find the answer there, please contact us.