The long tail model and niche journalism in South Africa: A case study

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dc.contributor.advisorRabe, Lizetteen_ZA
dc.contributor.authorGoff, Edward Vincenten_ZA
dc.contributor.otherStellenbosch University. Faculty of Arts and Social Sciences. Dept. of Journalism.en_ZA
dc.date.accessioned2023-02-17T11:10:17Z
dc.date.accessioned2023-05-18T06:59:59Z
dc.date.available2023-02-17T11:10:17Z
dc.date.available2023-05-18T06:59:59Z
dc.date.issued2023-03
dc.descriptionThesis (MA)--Stellenbosch University, 2023.en_ZA
dc.description.abstractENGLISH ABSTRACT: news media’s shift from print to digital media has made the use of news websites increasingly significant. One theory that has been applied to news websites is the long tail theory, which has been credited for the success of retail websites such as Amazon.com. The concept of the long tail phenomenon challenges the traditional approach to business by suggesting that niche products or news content could become more profitable than the popular products if people are able to easily find them. There is still a lack of research in terms of the long tail phenomenon in South Africa. Thus, the aim for this study was to examine the possible presence of the long tail phenomenon in South African online news media by analysing three South African news websites, namely, news24.com, iol.co.za, and timeslive.co.za. Data was collected by examining the navigational menus of each website as well as through the online software programme Ubersuggest. The results of the study demonstrated that the traffic generated by niche news content was inconsistent across the websites, lacking any conclusive trend towards a long tail. In some instances, it emerged that general news topics generated more traffic and potentially more profit than niche news content. The study also took into consideration engagement theory to contextualise the way people interact with websites and news media. Although inconclusive results emerged from the study, several limitations were identified, which could be addressed by future research such as larger data sets or more websites.en_ZA
dc.description.abstractAFRIKAANSE OPSOMMING: Die nuusmedia se verskuiwing van druk na digitale media het die gebruik van nuuswebwerwe toenemend betekenisvol gemaak. Een teorie wat op nuuswebwerwe toegepas is, is die langstert-teorie, waaraan die sukses van kleinhandelbedrywe soos Amazon.com toegeskryf word. Die konsep van die langstert-verskynsel daag die tradisionele benadering tot besigheid uit, deur voor te stel dat nisprodukte of nuusinhoud winsgewender as gewilde produkte kan word indien mense dit maklik kan vind. In terme van Suid-Afrikaanse nuuswebwerwe is daar steeds ’n gebrek aan navorsing oor die langstertmodel. Derhalwe was die doel van hierdie studie om die moontlike teenwoordigheid van die langstert-verskynsel in Suid-Afrikaanse aanlyn-nuusmedia te ondersoek deur drie Suid-Afrikaanse nuuswebwerwe, naamlik news24.com, iol.co.za, en timeslive.co.za te ontleed. Data van elke webwerf is versamel deur die navigasiekieslyste van elkeen, asook deur die aanlyn-sagteware-program, Ubersuggest, te ondersoek. Die resultate van die studie van verkeer wat deur nisnuusinhoud oor die webwerwe gegenereer word, toon inkonsekwentheid, sonder enige afdoende bewys van ’n neiging tot ’n langstert. In sommige gevalle het dit na vore gekom dat algemene nuusonderwerpe meer verkeer en potensieel meer wins as nisnuusonderwerpe gegenereer het. Die studie het ook betrokkenheidsteorie (engagement theory) in ag geneem om die manier waarop mense met webwerwe en nuusmedia omgaan, te kontekstualiseer. Alhoewel geen afdoende gevolgtrekkings uit die studie na vore gekom het nie, is verskeie beperkings geïdentifiseer wat deur toekomstige navorsing, soos groter datastelle of meer webwerwe, aangespreek kan word.af_ZA
dc.description.versionMastersen_ZA
dc.format.extentiv, 64 pages : illustrationsen_ZA
dc.identifier.urihttp://hdl.handle.net/10019.1/127010
dc.language.isoen_ZAen_ZA
dc.publisherStellenbosch : Stellenbosch Universityen_ZA
dc.rights.holderStellenbosch Universityen_ZA
dc.subject.lcshOnline journalism -- South Africaen_ZA
dc.subject.lcshNiche market -- Case studies
dc.subject.lcshAdvertising -- Media planning -- South Africaen_ZA
dc.subject.lcshJournalism, Commercial -- South Africaen_ZA
dc.subject.lcshDigital media -- Case studiesen_ZA
dc.subject.lcshWeb sitesen_ZA
dc.subject.nameUCTD
dc.titleThe long tail model and niche journalism in South Africa: A case studyen_ZA
dc.typeThesisen_ZA
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