Beyond Filter Bubbles and Echo Chambers: the Integrative Potential of the Internet Mahrt, Merja
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www.ssoar.info Beyond Filter Bubbles and Echo Chambers: The Integrative Potential of the Internet Mahrt, Merja Erstveröffentlichung / Primary Publication Habilitationsschrift / habilitation treatise Empfohlene Zitierung / Suggested Citation: Mahrt, M. (2019). Beyond Filter Bubbles and Echo Chambers: The Integrative Potential of the Internet. (Digital Communication Research, 5). Berlin. https://doi.org/10.17174/dcr.v5.0 Nutzungsbedingungen: Terms of use: Dieser Text wird unter einer CC BY Lizenz (Namensnennung) zur This document is made available under a CC BY Licence Verfügung gestellt. Nähere Auskünfte zu den CC-Lizenzen finden (Attribution). For more Information see: Sie hier: https://creativecommons.org/licenses/by/4.0 https://creativecommons.org/licenses/by/4.0/deed.de Mahrt Are online audiences today fragmented into echo chambers or ilter Merja Mahrt bubbles? Do users only see what digital platforms (like search engines or social media) let them see? And if so, what are the consequences for the cohesion of a society? Concerns like these abound in recent years. They attest to widely held assumptions about a negative inluence of digital media or even the Internet in general on society. Empirical stud- ies on these phenomena are, however, not as unequivocal. To under- stand why results from previous research are so far inconclusive, this study investigates the role of the Internet for social integration from a more general point of view. The integrative potential of the Internet is assessed to compare it with other media and ultimately better understand to what degree and due to which factors the Internet may or may not help bring society to- Beyond Filter Bubbles gether. Using survey data, clickstream data on actual usage of websites, and data on content structures, the present work investigates how user behavior and structural features of the Internet determine its positive and Echo Chambers or negative effects on social integration. The results reveal that the In- ternet in general is not as bad as popular accounts of digital fragmenta- The Integrative Potential of the Internet tion may suggest. How much integrative potential can be realized via Beyond Filter Bubbles and Echo Chambers online offerings, however, depends on numerous factors on the side of the users as well as content and platform providers. Volume 5 dx.doi.org/10.17174/dcr.v5.0 ISSN 2198-7610 Digital digitalcommunicationresearch.de ISBN 978-3-945681-05-3 Communication Research.de 5 Digital Communication Research Edited by Martin Emmer, Christian Katzenbach, Christian Pentzold, Christina Schumann, Monika Taddicken, Martin Welker, & Jens Wolling Volume 5 Merja Mahrt Beyond Filter Bubbles and Echo Chambers The Integrative Potential of the Internet Editorial ofice of Digital Communication Research Christian Strippel, M.A. Freie Universität Berlin Institute for Media and Communication Studies Garystrasse 55 14195 Berlin, Germany [email protected] Bibliographic Information published by the Deutsche Nationalbibliothek The Deutsche Nationalbibliothek lists this publication in the Deutsche Nationalbibliograie; detailed bibliographic data are available at http://dnb.d-nb.de. ISSN 2198-7610 ISBN 978-3-945681-05-3 Habilitation thesis, Faculty of Arts and Humanities, Heinrich Heine University, Düsseldorf 2017 The persistent long-term archiving of this book is carried out with the helpf of the Social Science Open Access Repository and da|ra, the DOI registration service in Germany for social science and economic data. DOI 10.17174/dcr.v5.0 A printed version of this book can be ordered from Böhland & Schremmer Verlag, Berlin: www.boehland-schremmer-verlag.de This book is published open access and licensed under Creative Commons Attribution 4.0 (CC-BY 4.0): http://creativecommons.org/licenses/by/4.0/ Berlin, 2019 digitalcommunicationresearch.de Contents 1 Introduction 13 2 A brief overview of the integrative functions of media 17 2.1 What makes media integrative 19 2.1.1 Media reach large audiences 19 2.1.2 Content (I): Media transport messages about social reality 21 2.1.3 Content (II): Media enable large public spheres 23 2.2 Integration at different levels of society 25 2.3 Fragmentation and other negative effects of television 29 2.4 Summary 31 3 Fears about a loss of integration due to the Internet 35 3.1 Technical properties of the Internet 35 3.2 Online content 38 3.3 Online use 40 3.4 Effects of online structures and use 44 3.5 Summary 46 4 Measurement of media effects on social integration 49 4.1 Conversation-related measures 49 4.2 Social integration as a characteristic of individuals 51 4.3 Fragmentation of audiences 56 4.4 Summary 59 5 How to analyze the integrative potential of the Internet 62 5.1 Open questions 62 5.2 Aim and scope of the study 64 5 6 Survey: Media use and social integration 69 6.1 Method 70 6.2 Relationships between media use and integration 76 6.2.1 Results 79 6.2.2 Summary and discussion 85 6.3 Online repertoires and types of users 90 6.3.1 Results 93 6.3.2 Summary and discussion 102 7 Analysis of clickstream data: Online use within platforms 106 7.1 Massively overlapping culture online? 106 7.2 Use of content items in different media 108 7.3 Research questions 112 7.4 Method 115 7.5 Results 117 7.5.1 Overlap of usage on Spiegel Online 118 7.5.2 Overlap of usage on YouTube 125 7.6 Summary and discussion 131 8 Content analysis: Online content structures 137 8.1 Content on Spiegel Online 139 8.2 Content on YouTube 139 8.3 Research questions 141 8.4 Method 145 8.5 Results 147 8.5.1 Content structure of Spiegel Online articles 147 8.5.2 Content structure of top 10 YouTube videos 150 8.6 Summary and discussion 154 6 9 Conclusion 161 9.1 The integrative potential of the Internet versus mass media 162 9.1.1 Online versus other content 166 9.1.2 Patterns of online usage 169 9.1.3 Summary: The dependence of integrative potentials on structures and user behavior 171 9.2 Limitations 174 9.3 Outlook 177 References 180 APPENDIx Appendix A: Questionnaire (Chapter 6) 211 Appendix B: Codebook for Spiegel Online content (Chapters 7 and 8) 228 Appendix C: Codebook for YouTube videos (Chapter 8) 236 7 FIGURES Figure 1: Frequency of using online sources for information on news and current events by type of information use 94 Figure 2: Frequency of using media by type of information use 95 Figure 3: Number of media content items remembered by type of information use 95 Figure 4: Frequency of using online sources for entertainment by type of entertainment use 97 Figure 5: Frequency of using media by type of entertainment use 98 Figure 6: Number of media content items remembered by type of entertainment use 99 Figure 7: Association of topics on Spiegel Online via shared usership 123 Figure 8: Association of videos on YouTube via shared usership 128 8 TABLES Table 1: Selected media content items and their level of salience 72 Table 2: Awareness of media content 80 Table 3: Correlations between media use, integrative status, and content awareness 82 Table 4: Regression analysis for content awareness 84 Table 5: Regression analysis for content awareness among Facebook users 86 Table 6: Characteristics of types of information users 96 Table 7: Characteristics of types of entertainment users 100 Table 8: Overlap between type of online information and online entertainment use 101 Table 9: Characteristics of the sample of online users 116 Table 10: Most popular topics on Spiegel Online 119 Table 11: Distribution of content accessed by Spiegel Online users 120 Table 12: Association of topics on Spiegel Online via shared usership 122 Table 13: Characteristics of topic-speciic audiences on Spiegel Online 124 Table 14: Most popular channels on YouTube 126 Table 15: Association of videos on YouTube via shared usership 129 Table 16: Characteristics of genre-speciic audiences on YouTube 130 Table 17: Distribution of content published on Spiegel Online 148 Table 18: Top 10 topics on Spiegel Online in June 2014 149 Table 19: Genres and topics of top 10 YouTube videos in Germany, June 2014 151 Table 20: Structure of authorship of top 10 YouTube videos in Germany, June 2014 153 9 Acknowledgment The idea for this thesis irst developed about seven years ago, and it took a few twists and turns before I completed my habilitation in Communication and Me- dia Studies in November 2017. During this time, I worked as a research associate at the Department for Social Sciences at Heinrich Heine University. I am deeply grateful for the numerous types of support I received during this time. A grant from the university’s Strategic Research Fund enabled me to conduct my research independently and, in addition to the originally planned survey, to also accom- modate for the clickstream analyses, which appeared more and more pressing to me while working on digital fragmentation. The generous and lexible handling of grants for junior researchers at my university is a large part of what has made this work possible in the present form. Through discussions of drafts and papers, but also beyond in everyday aca- demic liFe, my colleagues From Communication and Media Studies have been an important part oF bringing this work to Fruition. I wish to thank Ralph Weiß in particular for his criticism and encouragement as well as an academic free- dom that I value very highly. I am very grateful to Jasmin Voigthaus and es- pecially Laura Leißner For their patience and conscientiousness as research assistants. Beyond my colleagues “at home,” many people have accompanied my work over the last years, discussing topics from academic careers in general to very speciic issues of how to determine overlap versus fragmentation in online usage data.