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Faculty Member, Communication
Northwestern University, Communication Studies
PhD
School of Communication
Thesis Title: Cross-platform Audience Behavior in an Abundant Media Environment: An Integrated Approach to Understanding Fragmentation, Polarization, and Media Publics Through Network Analysis
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James G. Webster
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About
I am a PhD candidate in the Media, Technology and Society program at Northwestern University. I study media industries with a focus on audience behavior. More specifically, my research examines cross-platform consumption patterns (especially TV and Internet), audience fragmentation, and the social and political implications of media use.
The reality is that media consumption, and increasingly production, is not limited to a single platform. As individuals spread their attention among a variety of media, research needs to account for this. This work will be important not only in academia, but also for media professionals. As advertisers and marketers–the lifeblood of the media environment–struggle to reach their targets in multiple, strategic ways, understanding patterns of cross-platform audience behavior will be crucial.
Contact Information
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